APM Welcome, APM North West Network Conference, Synergies Across Sectors
Seattle Aquarium Strategies
1. Seattle Aquarium
Web and Social Media Strategy
Proposal by David Todd
May 23, 2011
http://www.linkedin.com/in/davidmtodd
http://twitter.com/aquafiles
http://vimeo.com/23773654
206-734-5151
2. Competitive Landscape
Facebook Twitter Youtube Flickr
Seattle
Aquarium 3,198 check-ins 2,625 Followers 5,815 Channel Views
7,081 Likes 646 Following 105,887 Total Views
Shedd
Aquarium 5,402 Check-ins 7,564 Followers 28,961 Channel Views 2,841 Photos
60,293 Likes 3,928 Following 641,539 Total Views 545 Members
National
Aquarium In
Baltimore 5,825 Check-ins 8,181Followers 9,390 Channel Views 4,384 photos
24,231 Likes 3,038 Following 233,722 Total Views 775 members
Monterey Bay
Aquarium 53 Check-ins 9,974 Followers 69,670 Channel Views
110,354 Likes 417 Following 1,549,007 Total Views
Metrics as of 5/15/11
3. User-Generated Media Sources
Employee Generated Media
Increase staff, volunteer and guest engagement with our electronic
media
Staff - Give them ownership/recognition ie:
Joel's humbolt squid tales
Steven's seahorse quiz
Traci's otter facts
Volunteer Generated Media
Aquarium Volunteers - An army
Beach Naturalists - 200 this season
Divers:100+ passionate volunteer divers. Encourage them them to
contribute their Puget Sound photos/Videos to Aquarium media projects
Visitor Generated Media
Web Photo Galleries
Web Video Contests/Challenges
4. Additional Media Offerings
Live Web Cams:
Live Streaming Animal cams have become a popular meme
Ottercam – cute baby otters!
Cuttlecam
Sealcam
Birdcam
Vendor/Partner
USTREAM or JUSTIN TV channel for cost effectivness and to
leverage/engage their userbase
http://www.ustream.com
htttp://www.justintv.com
Mobile Phone Application
Partner with Project Noah (Location aware citizen science animal
spotting/mapping)
http://www.projectnoah.org/http://www.projectnoah.org/
If succesful, consider development of custom mobile app.
5. Direct Community Engagement
Continue engagement after and between Aquarium visits
Youtube, Facebook, Twitter, Flickr, Foursquare
Mix experiential learning with online engagement
Photo scavenger hunts with photo galleries/videos posted to Aquarium
web properties
Encourage user generated media projects
Simple animation/video projects that explore marine phenomena and
behaviors. Example:
http://creaturecast.org/archives/952-creaturecast-comb-jellies
6. Daily/Weekly/Monthly Editorial
Processes
Publishing Partner Calendar
Scheduled Partner posts/submissions
Editorial Calendar
Schedule Weekly Features
Opportunistic Features/Posts
Use Social Media Publishing/Stats Platform
ex. hootsuite,tweetdeck,sproutsocial
Monthly Stats/ Campaign Performance Evals
SWOT/Metrics
7. Online Media Outlets
Continually Feed Media Outlets
News:
MSN/YAHOO
Treehugger,
Coolgreenscience
huffingtonpostgreen,
national geographic etc
Eclectic + Influencer sites:
boingboing submitterator
CUTE OVERLOAD
I CAN HAS CHEEZBURGER
8. Celebrity Spokesfriends
Enlist Local/National Celebrities with Social Media Profiles
Examples:
Pearl Jam
Seattle natives, rock stars, ocean advocates and
new fathers
Pearl Jam Oceans http://pearljam.com/oceans/
Collaboration with Conservation International
@ pearljam twitter followers 870,000 twitter
pearljam.facebook.com 3,848,903 likes
Dave Mathews
Presidents of the United States/Caspar Babypants
9. Editorial Themes
Seasonally based offerings/postings
Highlight the cycles of the Sound/Aquarium
Spring algae/zooplankton blooms
Harbor Seal Pupping Seasons
Hooded Nudibranch Hatchings
Salmon, Salmon, Salmon!
Behaviour and life-cycle based offerings
Protective strategies
Armor, camouflage and stingers
Reproduction strategies
Predator/prey interactions
Who eats who and how?
10. Marketing Campaign Pitch
Establish the Salish Sea/Puget Sea as an exotic
destination and our local marine creatures as exciting and
filled with personality and character
“Why fly off to fiji when we have”:
The world's Largest Barnacle!
The world's Tallest Anemone!
The world's Cutest Fish (Grunt Sculpin)
The Largest and the Smallest Cephalopods
Genuine Space Aliens (Wolf Eels)
...Right Here!
Possible Sideshow theme