Tips for Building Brand Loyalty with Social Influencers in Museums

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Tips for Building Brand Loyalty with Social Influencers (with examples from The Children's Museum of Indianapolis) Museum Computer Network | November 2018 | Denver | Lori Byrd-McDevitt

Médias sociaux

Hi, I’m Lori!
@LoriLeeByrd
@TCMIndy
@childrensmuseum
lorib@childrensmuseum.org

Compensation
To pay or not to pay?
Is that even the question?
The elephant in the room...
Consider
● Memberships / Clubs / Event Tickets
● Exclusive Previews
● Behind-the-Scenes Peeks
● Product reviews, tests, gifts
● Fan reveals

How do I connect with these influencers?

Find influencers in places like…
● Tags from users with high engagement
○ Don’t forget location tags!
● Niche interests related to your exhibits
● Local Instagram community
● Facebook groups
● Keep your
eyes open
The force will be with you.

Who counts as an influencer?
According to BIG brands…
● INFLUENCER: 1 mil + followers
● MICRO-INFLUENCER: 10–100k followers
● NANO-INFLUENCER: 1,000 followers *NEW*

Influencer
Exhibit Preview Party
● Full buffet dinner.
● Network with one another.
● Each family gets a (nice) goodie bag.
● Additional bigger basket giveaways.
● Time for photos and live video.
● Time with exhibit team for questions.
● Unique activities.
BONUS! The hashtag always trends.

Team up with PR.
● Influencers the media.
● Media interesting influencers.
● You get to split resources &
planning!
❤
❤

● Event social ambassadors.
● Holiday toy reviews.
● Commercial / photoshoot talent.
● Eyes / ears in Facebook groups.
● Blasting news, when it counts.
Reach for the Stars

If the corner office is talking community buy-in...
you should be talking INFLUENCER buy-in.

The game has changed...
“BLOGGERS” THEN “INFLUENCERS” NOW
● They were ALL bloggers,
with actual blogs.
● Wrote reviews after
events.
● Shared blogged reviews
on their social channels.
● More likely to use social
media kits.
● Trackable. Lives on.
● Most are influencers with a variety
of platforms. Blog is not primary (if
they have one at all).
● Need to consider the unique
sharing method of the influencer.
● Requires knowing up front how
they will be sharing about you;
managing expectations.
● Majority of content is live and
ephemeral.

Have questions?
Find me!
@LoriLeeByrd
lorib@childrensmuseum.org

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Tips for Building Brand Loyalty with Social Influencers in Museums

1. Tips for Building Brand Loyalty with Social Influencers from The Children’s Museum of Indianapolis MCN 2018 | Denver Lori Byrd-McDevitt

2. Hi, I’m Lori! @LoriLeeByrd @TCMIndy @childrensmuseum lorib@childrensmuseum.org

3. The Children’s Museum of Indianapolis

4. Compensation To pay or not to pay? Is that even the question? The elephant in the room... Consider ● Memberships / Clubs / Event Tickets ● Exclusive Previews ● Behind-the-Scenes Peeks ● Product reviews, tests, gifts ● Fan reveals

5. How do I connect with these influencers?

6. Find influencers in places like… ● Tags from users with high engagement ○ Don’t forget location tags! ● Niche interests related to your exhibits ● Local Instagram community ● Facebook groups ● Keep your eyes open The force will be with you.

7. Who counts as an influencer? According to BIG brands… ● INFLUENCER: 1 mil + followers ● MICRO-INFLUENCER: 10–100k followers ● NANO-INFLUENCER: 1,000 followers *NEW*

8. Meet Anna.

9. Influencer Exhibit Preview Party ● Full buffet dinner. ● Network with one another. ● Each family gets a (nice) goodie bag. ● Additional bigger basket giveaways. ● Time for photos and live video. ● Time with exhibit team for questions. ● Unique activities. BONUS! The hashtag always trends.

10.

11. Team up with PR. ● Influencers the media. ● Media interesting influencers. ● You get to split resources & planning! ❤ ❤

12. Connect > Collaborate Which influencers are your greatest brand ambassadors? Test a collaboration idea with THEM. When it goes well, run with it! Courtesy of Sierra Holmes, influencer behind www.eclectickurves.com.

13. ● Event social ambassadors. ● Holiday toy reviews. ● Commercial / photoshoot talent. ● Eyes / ears in Facebook groups. ● Blasting news, when it counts. Reach for the Stars

14. If the corner office is talking community buy-in... you should be talking INFLUENCER buy-in.

15.

16. The game has changed... “BLOGGERS” THEN “INFLUENCERS” NOW ● They were ALL bloggers, with actual blogs. ● Wrote reviews after events. ● Shared blogged reviews on their social channels. ● More likely to use social media kits. ● Trackable. Lives on. ● Most are influencers with a variety of platforms. Blog is not primary (if they have one at all). ● Need to consider the unique sharing method of the influencer. ● Requires knowing up front how they will be sharing about you; managing expectations. ● Majority of content is live and ephemeral.

17. Future Questions Triage? Logistics?

18. Have questions? Find me! @LoriLeeByrd lorib@childrensmuseum.org

Tips for Building Brand Loyalty with Social Influencers in Museums

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