2. Angie McNew
Director of Web and Emerging Media
angelam@childrensmuseum.org
Jenny Messmer
Digital Marketing Manager
jenniferm@childrensmuseum.org
@JMess
4. Today we’ll talk about
• Building your brand using social media by…
1. inspiring your fans and followers to promote you
by sharing their stories or spreading yours.
2. engaging your staff to produce engaging content
to help tell your museum’s story.
3. using video and multimedia to share your story.
5. • ―We always like to say that we don’t own our
social media channels, our fans do. As a
result, our social media strategy is aimed at
growing and maintaining a highly engaged
global community of Dunkin’ Donuts fans. We
work to consistently provide meaningful
content and promote a two-way dialogue
between the brand and our passionate fans.‖
– Interactive Marketing Manager, Dunkin’ Donuts
Source: http://socialtimes.com/how-dunkin-donuts-uses-social-media_b100752
6.
7.
8. Know your brand
• Biggest and Best
• Fun and Imaginative
• Always Changing
• Family Learning and Memories
9. Build your brand by…
1) inspiring your fans and
followers to share their
stories and promote YOU
11. • Be engaging
– ―BE the moss‖
– ―CROAK! The
paparazzi found
me again!‖
– ―Does this moss
make my butt
look green?‖
12. SCVNGR
Treasures of the Earth campaign
• 80 user-generated blog
posts
– ―Each and every time we visit The Children's
Museum of Indianapolis, we all—not just the
kids—explore, discover, and learn
something new. It can be a fact. It can be a
feature within an exhibit. It can be a new
skill. It can even be the realization that
through exploring, trying new things and
learning, you can do anything you set your
mind to.‖
– Over 200 people at the museum
participating
13. Membership Drive
• 100 user generated stories
– ―Seeing the looks on our grandsons' faces the first time they entered the
Dinosphere was beyond description.‖
– ―I couldn't possibly pick just one memory from the Children's Museum. My entire
extended family has grown up going to the Children's Museum.‖
– ―Our kids will never forget the heart pounding chug and whistle of the Reuben
Wells, the graceful, calming sea of glass in the Chihuly exhibit, their favorite
carousel horses and the day they were finally old enough to ride a "jumper," and
of course the hours and hours splashing, imagining, and sometimes even
learning to share in "Playscape."
14. 100 Toys
• In one week…
– 11,500 votes and 450 stories shared
– Over 8,000 page views on the 100 Toys site
– Two FB posts have reached about 25,000
people.
– The 100 Toys website was the 4th most visited
place on our site and the 9th most visited for
the month of July so far.
24. Content Crew
• Content is everywhere—curators,
interpretation, exhibit developers, school
services.
25. Content Crew
• Inspired by Sports Illustrated
– There is no digital department
– Producing more with the same
– Editorial and design workflow changes
– Sports Illustrated doesn’t think of itself as a
magazine, but as a sports media company.
Source: http://mashable.com/2011/07/31/sports-illustrated-inside-look/
26. Content Crew
• Culture shift at the museum
• Crew meets quarterly to talk about content
already being produced and brainstorm
ideas
• Only reward? Pizza and a button
27. Content Sharing Example
• Interpretation article written for an outside
publication…once shared with the group…
– Used as a series on the blog
– Social posts
– Shared w/ local reporter who blogged about it
– Inspired video series
39. What Tools We Use
• Facebook Apps
– Build a webpage and embed it into FB – free
– North Social – $900 for year
– Offerpop – $3000 for 6 months
• Blog
– Compendium - $5,000 -- share your story capabilities
– WordPress - free
• Video
– 12StarsMedia - $800-$1000 per video if they shoot
– Candidio - as low as $150/month (1 video per month)
– Flip Cam - $200
– iPhone
• Twitter
– Hootsuite - free or $10/month for pro account plus additional users
40. Recap
• Use social to tell your brand story, don’t
just post events
• Use your fans to help you tell your story
• Use your staff to help you tell your story
• Use multimedia to help you tell your story
41. Angie McNew
Director of Web and Emerging Media
angelam@childrensmuseum.org
Jenny Messmer
Digital Marketing Manager
jenniferm@childrensmuseum.org
@JMess
