Explaining the Creative Spaces community and how Imagination Ltd are marketing it via social media, (blogs, Twitter etc)

1. IAB Social Media conference 25 th February 2009 Katie Streten Head of Insight and Content, Imagination Carolyn Royston Campaign director, National Museums Online Learning Project (NMOLP) Collecting inspiration and building long term relationships: a first for UK national museums and galleries

2. What is Creative Spaces? A unique community that gives access to an unparalleled creative resource.

3. Community growth takes time I nfan c y L ots of idea s , little a c tion A doles c en c e B a ttle f or su r vi v al B r eakth r ough F ocu s , r oles and rules C onstru c ti v e a c tivi t y R espe c t and i n t e g r i t y M a tu r i t y A utho r i t y and v alue

4. What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.

11. Opinion, discussion C o n v ers a tional R el a tionship Sho r t f o r m – 140 cha r a c t ers M ass engageme n t L ess asset sha r ing Lig h t t ouch socia l , g r oup a c ti va tion, sha r ing S ocial a c tivi t y a r ound video c o n t e n t Sha r in g , f r iend f ocused y outh audien c e self - e xp r ession Business ne t w o r k in g , business i n t e r est g r oups

12. Devising our strategy

13. Devising our strategy

14. So what approach? The medium is the message. Marshall McLuhan

15. But the key to all social media is that these are personal spaces So what approach?

16. “ The Rules” of social media engagement

17. Listening, responding Discussing, conversing Long term and about both of us Maintaining a relationship Respectful Good relationships Not listening Being dictatorial Short term and all about me Rushing in and then disappearing Patronising Bad relationships “ The Rules” of social media engagement

18. Which spaces were chosen? Twitter Blogs F a c ebook T wit t er Q uestion s , i n vit a tion s , deb a t e s , g r oup s , 24 – 45+ S t a t eme n t s , i n vi t es r esea r ch, r ecruitme n t , lig h t t ouch c o n v ers a tions L onger c o n v ers a tion s , persona l , individuals and ad v oc a t es opinions and passions 21 – 90

24. Conclusion In June 2008 68% of the total internet audience was involved in social networks - let alone other platforms using social tools ( comscore) Even if your [brand] isn’t engaged in making forays into social media itself then your audiences certainly are… I am yet to find a [brand] that isn’t being actively discussed, critiqued, blogged, photographed, and videoed online. Seb Chan

26. Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) http://vna.nmolp.org/creativespaces/ http://delicious.com/imagination_digital/iab Thank you for listening http://museum30.ning.com/profile/CarolynRoyston Twitter – www.twitter.com/nmolp Linked in - http://www.linkedin.com/pub/6/3a9/b7a www.twitter.com/watusi http://www.linkedin.com/in/katiestreten Inoted.wordpress.com Carolyn Royston Katie Streten