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Bringing Your AudienceIntegrated Marketing Communications 101& Beyond

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“Add this to the endangered species list: blank spaces.

Advertisers seem determined to fill every last one of them.”

Source: Anywhere the Eye Can See, It’s Likely to See an Ad, Louise Story, New York Times, Jan. 15, 2007

+3500+ Daily Exposures

+Brand Activation – creating a true identity that people want to talk aboutContent

Relationships

Influencers

Experience

Promotion

Retail

+Brand Activation Toolkit

Dawn Barraclough - Springs Preserve

Content Creation Partnerships

Brenda Hengel – The Mob Museum

Advertising Events

Ashleigh Matview - Springs Preserve

Marketing to key demographics

Organic Tools Misha Ray – The Mob

Museum Promoted Content

Traditional Tools Social Media Tools

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Content and PartnershipsDawn BarracloughSprings Preserve

The Story and

Storytellers

+Content and Credibility in the Age of Empowerment Brand Activation Inadequacy Marketing experiencing a slow but steady

death The tactics of instilling or inferring anxiety through

greed, fear and lust cured by magic “happy” pill of consumption are no longer working

Today’s audiences want to engage with brands that have core values that are empowering, lead to growth and maturation into citizenship

This new form of storytelling through Empowerment Brand Activation levels the playing field for cultural institutions

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Brand Activation through

Empowerment Marketing

Be interestingTell the truthLive the truthSource: Jonas Sachs, Winning the Story Wars, 2013

+The story of your brand

The Core – Moral of your brand

First Layer - Values Second Layer – Specific

attributes and themes of your story that reinforce the core

Third Layer – Integrated Marketing Communications tools to best tell your story

Skin – Brand identity – story, logo, voice

+Empowerment Brand Activation Superhero Weekend

+ National Museum of African American History & Culture

+Influencer Relationships – Media and PR Annual strategic public relations plan outlining every

media opportunity - events, exhibits, live shows, sustainability initiatives, gardens activities, summer camps, educational partnerships

Formats that are succinct and provide all essential details have the best results – calendar listings and media alerts

Get to know the writers who are interested in your specific content and pitch them accordingly

News coverage makes good social media content It is a relationship, respect them and they will respect you

+Partnerships help you live the truth of your brand Engage the creativity of staff and volunteers Partner with like organizations to better tell your story,

their story and model strength in cooperative efforts Other museums and cultural associations Non-profits Corporate Sponsors

Your audiences will spread the story of their experience with your brand on social media

It takes a village to run a museum and motivate our future heros

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“And the only myth that is going to be worth thinking about in the immediate future is one that is talking about the

planet, not the city, not these people, but the planet, and everybody on it. That's my main thought for what the future

myth is going to be. ...”

Source: Joseph Campbell, with Bill Moyers, The Power of Myth, Doubleday New York, 1988

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Advertising and EventsBrenda HengelMob Museum

The Story and

Storytellers

+TRACK, TRACK, TRACK

+LINK, LINK, LINK

+SURVEY, SURVEY, SURVEY

+PARTNERHIPS & SPONSORSHIPS

+MAKE YOUR ADVERTISING WORK FOR YOU

+ASK NICELY, BUT ASK!

You get a lot more from a kind word and a gun than from a kind word alone.May or may not have actually been said by Al Capone*

But we’re claiming it for this slide

+EMPTY SPACE – FILL IT WITH ADVERTISING

+EBLAST FOLLOW-UP

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Organic Social Media

Ashleigh MatviewSprings Preserve

The Story and

Storytellers

+Why Social Media? It’s free to use It gives your museum a

friendly face It drives traffic It increases shareability of your content It allows you to respond to issues immediately It builds relationships and visitor loyalty It’s where the people are

+Social media is too big to ignore World Population: 7.4 billion World Internet Users: 3.4 billion World Active Social Media Users: 2.3 billion

Source: http://www.slideshare.net/wearesocialsg/digital-in-2016

+What works on social media? People have short attention spans online. The information you

present needs to grab them and make them want to learn more.

You can’t just post a link to a press release.

Multimedia is king.

+Leverage trends When there is a plausible

connection, tie your organization into trends.

The Springs Preserve saw success in promoting ourselves asa great place to play Pokémon Go.

+Social media is rapidly changing For many organizations, one of the scariest things about social

media is that it’s ever-changing. “I’ve heard people aren’t on Twitter anymore.” “What is

Snapchat?” “Are people even SEEING our Facebook posts? I heard there’s some new algorithm.”

Friendster, Myspace, Meerkat, Google+, etc. It can be difficult to keep up. So who exactly is ON social media?

Is your customer/visitor there? Where should you bespending most of your time and energy?

+Facebook – 1.71 billion users71% of all American internet users are on Facebook. That’s 58% of the entire adult American population.

+But are people even seeing my posts on Facebook? Business pages organically reach about 16% of their

fans on average – that’s according to Facebook. So how do you make sure your fans are seeing your

posts? $

+Instagram – 400 million usersDoes your product/organization lend itself to visual interest? At 28% of American internet users, Instagram actually has more users than Twitter does, and they’re on it more frequently.

+Twitter - 320 million users23% of all American internet users, which is 20% of the entire adult population

+YouTube – Over 1 billion users Video is king on social media. 63% of adult American internet users use YouTube. According to YouTube, they reach more 18-49 year-olds than any cable

network in the U.S. According to PEW Research Center, 82% of 18- to 29-year-olds used YouTube in 2014, with 34% of those 65 and older using the site.

It’s the second largest search engine behind Google.

Source: https://www.youtube.com/yt/press/statistics.html

+Pinterest – 100 million users31% of all American adult internet users, which is 26% of the entire adult population.

+Snapchat – 100 million+ users Snapchat usage skews very young, but the user base is growing very, very

rapidly. On any given day, Snapchat reaches 41% of all 18 to 34 year olds in the United

States. Lenses & Geofilters are very popular, and provide great advertising opportunities

Source: https://www.snapchat.com/ads

+How do I manage all of this?Overwhelmed? Don’t worry. There are tools for all this.

Develop a content calendar/plan for your social media account(s) for the upcoming month. What do you want to post about and when?

Stay flexible. Things will come up and the calendar will need to change – but it’s good to have a baseline

There’s a variety of social media scheduling platforms out there that can help you schedule, monitor and manage responses across your accounts.

The most popular ones include HootSuite and Sprout Social.

The majority of the big social media platforms provide native analytics that will be very helpful in determining which posts your audience most enjoys.

If you purchase a service such as Sprout Social, they should also provide you with analytical reports.

Social Media Scheduling Measuring Success

+Should I be spending ad money on social media?

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Paid Social MediaPresented by: Misha Ray, Digital Marketing Manager for The Mob Museum in Las Vegas

+Takeaways from this portion of the presentation

What I hope you will take away from this portion of the presentation:

What are my options for advertising on Facebook?

How much budget do I need to start out with?

When should I advertise on Twitter? What are best practices for advertising

on Instagram? How do my organic social media efforts

tie into my paid efforts?

+Putting budget toward your social media efforts

When it comes to where to spend your money, there are a few avenues to choose from. Facebook

This option gives you great targeting ability and a relatively low expense.

Twitter If there is a specific hashtag that you would like to get involved with,

Twitter ads can be a good option. Instagram

With outstanding imagery on Instagram, you ad has potential for great results.

Others Snapchat, Pinterest, etc

These platforms offer advertising, but I will not cover them directly in this presentation for time’s sake.

+How The Mob Museum uses paid advertising on social

+Putting budget toward social media efforts: Facebook

Boosted post:

VS

Ad:

+Putting budget toward social media efforts: Facebook

Increase reach on a post that is visible on your page

Increase clicks to your website

Increase attendance at an event

Increase awareness Quick and easy to set up

Control when and where people see your content

Editorial control over the copy, edit any time

Appears differently than an organic post

Increase clicks to your website

Increase attendance at an event

More advanced targeting capabilities

Note: This post/ad is not visible on your Facebook page

Boosted Posts Ads

+Putting budget toward social media efforts: Facebook We’ve talked a little about content for your paid ads, now the question

remains: How much budget will this require?

Facebook goes through ebbs and flows. There have been times when they have implemented a $5 daily minimum spend for an ad—though, as of today, that is not the case.

Test your ad: For one month, run your ad at a $3 daily spend or $100 lifetime spend. Ahead of time, decide what your objective is and what results you’ll be

happy with. As the ad performs throughout the month, keep track of it and see if it is

on track to meet your objective. To start, be generic with your ad. Choose a high-quality image and your

best, most compelling brand language. If you’ve been doing Facebook ads for a while and are looking for a

“next step,” try targeting a new audience.

+Putting budget toward social media efforts: Twitter

Do you know that your audience is actively on Twitter? If so, this may be the platform for you. Twitter very recently made a great change: Images and

links no longer count toward the 140 character limit. If your audience is already on Twitter and there are specific

hashtags or audiences you want to get in front of, go for it. If you want to advertise on Twitter, be sure you have an

active Twitter presence.

+Putting budget toward social media efforts: Instagram

Key tip: You imagery has to be outstanding. It has to tell a story. It has to stand out. If you don’t have stellar imagery, it’s best to steer clear of Instagram.

Your ad should somewhat match your Instagram presence.

Find your Instagram “voice” before you begin advertising.

+Tying it all together

When you combine what Ashleigh and I have told you, your social media presence will grow and be something you can depend on as a reliable source of sharing information.

Organic or advertising—your content is interesting! You have eager audiences! Harness that intrigue and you will be set for social media success.

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Bringing Your AudienceQuestions?