Presentation on how to activate social media at events. Ryan Dodge, Social Media Coordinator at the Royal Ontario Museum with Anne Botman, Head of Web and Digital Initiatives, Canadian Museum of Nature
8. Photo wall Results
Fall 2012 (8 events):
- 947 unique contributors
- 1,941 photos shared
- 5.24% pick up
Spring 2013 (8 events):
-1,028 unique contributors
- 2,029 photos shared
- 5.72% pick up
9. Audience Feedback
“As soon as I saw the photo wall at the ROM I knew I
needed to get my tweet up there. It gave me a chance
to share my experience and made me feel like a star.
Dedicating that space to visitors' comments let me
know the ROM truly valued how we were enjoying
ourselves, and fostered our habit of tweeting and
sharing information about the event.” Emma, visitor
11. Nature Nocturne
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An after hours evening
program for adults
4th Friday of the month
8 pm to midnight
Season 1 (Jan-Apr 2013)
Season 2 (Sep-May 2014)
13. A Social & Mobile Audience
Dedicated microsite - nature.ca/NatureNocturne
• 77% of tickets sold online per event
• 22% mobile traffic, compared to 12.6% mobile
traffic for rest of nature.ca
• 15% of traffic from Social Media referrals, compared
to 3.3% SM referrals for nature.ca
• Top 3 social referrers to web site: Facebook,
Reddit, Twitter
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14. Onsite Social & Mobile Engagement
1. Sharypic Live Photo Wall
2. SMS access to VIP Lounge
3. QR Code Photo Challenge
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15. Sharypic Live Photo Wall
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High visibility & impact
Post in real time from
Twitter and Instagram
using #NatureNocturne
Photos changed every
10 seconds
Minimal moderation
17. Photo Wall Participation
Average
per event
Season 1
(4 events)
Star Wars
(Aug 9)
Season 2
(2 events)
1,639
1,536
1,322
Photos
Posted
202
268
215
Contributors
94
120
90
Participation
Rate
5.8%
7.8%
6.7%
Onsite
Attendance
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18. Text Message (SMS) Campaign
Pilot Project for Season 1
Text a specific keyword to:
• Gain access to exclusive VIP
Lounge or special exhibits
• Be on a “first to know” mailing
list
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VIP Lounge
19. SMS Results (Jan-Apr 2013)
Keywords used
• Nature1 on 15 posters in Gatineau bars
• Nature2 on our web site
• Nature3 for social media and onsite
Results over the 4 months
• Nature1 = 74
(819, 613, 514 area codes)
• Nature2 = 976 (613, 819, 416, 514, 647, 905)
• Nature3 = 352 (613, 819, 647, 416, 705)
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21. QR Photo Challenge
Explore the galleries &
contribute to live photo wall
6 different photo assignments
via QR codes
• 32 scans in total
• 6+ photos uploaded
Challenges
• Lighting of the posters
• QR codes!
• Identifying entries on photo
wall!
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Hello everyone and thank you for coming. My name is Ryan Dodge and I’m the Social Media Coordinator at the Royal Ontario Museum in Toronto. I’ve asked Anne Botman, the Head of Wed and Digital Initiatives at the Canadian Museum of Nature to join me today because both of our institutions hold after hours events where social media is both a main promotional tool but also used to activate the events onsite. We would like to leave some time for questions so I’ll get right to it.
I’m Anne Botman and I’m from the Canadian Museum of Nature in Ottawa, Canada.It’s about a 2 hour drive from here in Montreal. CLICKWe started our own version of a Friday night dance party last January, called Nature Nocturne
I just want to give you a very brief background of Nature Nocturne.It’s a monthly, after hours evening program for adults.DJs, live music, dancing, food & bars, art installations, performances, crafts and the galleriesWe are now in the middle of season 2. We have had 7 events to date. Well, 8 if you count last night.
Here are the main objectives of the Nature Nocturne program:Generate buzz in the local community, develop a new adult market, generate revenue and increase attendanceOne of my favourite wall photos of jelly fish costumes from recent Halloween event.
We know Nature Nocturne has a very social and mobile audience:On average, for 7 events we’ve held so far:77% of tickets sold in advance, only via onlineTwice as much mobile traffic than our general site5 times the social traffic So what could we try with onsite social media?
So what did we try?Live photo wallSMS (Text) access to VIP LoungeQR Code Photo ChallengeCLICK
Taking advantage of the castle-like architecture of the museum, the main wall of the central Atrium was transformed into a two story high dynamic photo gallery visible from every floor in the museum. Visitors and staff were able to post photos in real time from Twitter and Instagram simply by tagging them with the #NatureNocturne hashtag.
Hosted solution at sharypic.comEvent brandingKeep photo albumsModeration available – we rejected maybe 2 or 3 photos per event. Nothing too objectionable, more irrelevant content.Mobile App version to control from the floor. Contest and voting features but we haven’t explored them
Great participation rate of between 6 -7% of attendees.Special Star Wars Nocturne in August. Even higher photo participation rate.People love the photo wall. Okay, what else did we do? SMS Text Campaign
We had a chance to test SMS as a means of reaching new audiencesOpportunity as part of larger sponsorship deal and the partner already had SMS service in place.Text a specific keyword to get something special like access to VIP lounge, special exhibits, etc.
3 different keywords used in 3 different contextsGatineau bar posters not successful. Gatineau is the city across the river from Ottawa and we were trying to attract new audiences. Web site had the most use. Social media and onsite had some use. #Failure in terms of the bar posters.If you are up on your area codes, you might recognize 819 is Gatineau, 613 is Ottawa, 514 is MTL and others are near TO.Web stats also showed this interest from outside Ottawa.We did get a SMS mailing list and we used it during Season 1, but are not continuing with this campaignOne final onsite social media activity was our Photo Challenge
Held during our April event.We wanted a fun activity to encourage:Exploration of galleriesPhoto submission to live photo wallPossibly generate some online chatter about galleries
There were 6 mini assignments, like the one shown. One for each area of the museum. You needed to scan the QR code from a poster in the gallery, to get the assignment information. Then you took your photo and posted it to the live photo wall (in theory).There were some logistical problems:Not enough light on posters so people didn’t notice the QR codes. The posters were put up during the day, when there was plenty of natural light in the building.The codes did mean we could see how many people scanned them, however the QR codes are likely an extra barrier for participating. When in doubt, use paper signs, encourage digital output. Could not always tell what was a photo challenge photo on the wall. We think there were 6 submissions. Maybe we need special hashtag?Not all photos taken were posted. Clearly we need more testing!
Improve mobile micrositeAdded a separate branded Twitter account. We think the Nature Nocturne identify is well known enough now to support it. Monitor impact of SM on web site visits and ticket sales. Photography theme – another photo challenge. maybe with voting?
First person to tweet me with the #NatureNocturne hashtag – discover the Nocturne experience for yourself