how museums use niche networks for content marketing, #likeableu cultural arts panel, may 15, 2012
DESCRIPTION
LikeableU panel: how the American Museum of Natural History, the Museum of Modern Art and the Metropolitan Museum of Art use niche social media channels for branding, content marketing and engagementTRANSCRIPT
How #Museums use
#Niche Networks for
Content Marketing
Niche (nich): noun, adjective, verb
1. an ornamental recess in a wall or the like, usually semicircular in plan and arched, as for a statue or other
decorative object. 2. a place or position suitable or appropriate for a person or
thing: to find one's niche in the business world. 3. a distinct segment of a market.
4. Ecology . the position or function of an organism in a community of plants and animals.
Dictionary.com
Niche Small
Pinterest 104MLinkedIn 86MGoogle+ 61M
Tumblr 42M blogsFoursquare 20M
Flickr 15MInstagram 15M
Source: Various
Tumblramnhnyc.tumblr.com
Why Tumblr?
• An active, passionate community where sharing is encouraged
• Tumblr loves photos
• AMNH has tons photos taken by our talented, in-house Photo Studio
• Could we engage with this community and generate excitement and awareness of the Museum through great photography?
Goals
Become a go-to channel for science content
Goals
Represent the complexity of the Museum and what goes on behind the scenes
Goals
Foster a community of followers and ambassadors
Results
In one year, we’ve:
• Gained over 16k followers
• Seen steady growth each week
• Named one of the “10 Must-Follow Tumblrs for “Science Lovers” by Mashable
• Featured in Tumblr Spotlight: Science and Museums
• Consistently featured under “official” science tag
Find us on:
Twitter @amnh
Facebook facebook.com/naturalhistory
YouTube youtube.com/AMNHorg
Tumblr amnhnyc.tumblr.com
Pinterest pinterest.com/naturalhistory
Ustream ustream.tv/user/AMNH
Google+
Flickrflickr.com/photos/themuseumofmodernart
“Official” MoMA group on Flickr
Joined Feb 2009
1,997 members
6,678 photos
Andy Warhol’s Screen Tests
Thank you!
Pinning Beauty:
Pinterest.com/metmuseumSharing 5,000 Years of Art on Pinterest
Why Pinterest?
• A visual platform is suited to visual art
• The network's growth allows us to reach new audiences
• We have a wealth of content to share
• Allows users to discover more on our website
A Thematic Approach
Theme-focused boards allow users to enjoy works of art from a variety of cultures and time periods without feeling overwhelmed
Selecting Objects by Type
Striking Swords: The Deadly and the Delightful
Selecting Objects by MotifThe Radiant Peacock: Associated with royalty and symbolizing beauty, immortality and exoticism, the peacock has long been a favorite motif of artists
Novel Ways to Highlight ContentMuseum staff were invited to share personal perspectives on works of art in the 100-episode series Connections. This program translates beautifully to Pinterest
Beyond Images
• Pin videos from YouTube and Vimeo
• Share blog posts and essays—keep it visually compelling
• Start conversations. Use @[user name] to reach a specific person
• Take advantage of hashtags
• Use Google Analytics and look into the growing arsenal of Pinterest-specific tools
• Have fun! Frankly, it's difficult to avoid
Find us on:
Facebook facebook.com/metmuseum
Twitter @metmuseum
YouTube youtube.com/metmuseum
Flickr flickr.com/groups/metmuseum
Flickr flickr.com/photos/metmuseum
Foursquare foursquare.com/metmuseum
Contact
@srhalligan: Susan Halligan, Halligan Consulting
@vsamra3: Victor Samra, MoMA
@amnh: Jessica Ulrich, American Museum of Natural History
@jennettem: Jennette Mullaney, Metropolitan Museum