MCN 2013 - Onsite social media activation at events
23
Onsite Social Media activation, in real-time
-
Upload
w-ryan-dodge -
Category
Social Media
-
view
634 -
download
0
description
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
Transcript of MCN 2013 - Onsite social media activation at events
Onsite Social Media activation,
in real-time
#MCN2013
Check-in from the edge! Share a #museumselfie with us and @wrdodger & @nature_ab to win some swag!
Friday Night Live
#FNLROM
Activations via Social
Sharypic gathers all the photos of an event in one place
Via individual photographer uploads
Automatically in real-time from various sources‣
‣
Yourevent
on
#hashtag, location
dedicated event
mailbox
Sharypic photo wall
Potential Applications
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
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
10
Canadian Museum of Nature
Nature Nocturne
• 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)
11
Museum’s Objectives
• Generate “buzz” • Attract and cultivate a
young adult audience• Generate revenue• Increase attendance
12
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,
13
Onsite Social & Mobile Engagement
1. Sharypic Live Photo Wall
2. SMS access to VIP Lounge
3. QR Code Photo Challenge
14
Sharypic Live Photo Wall
• High visibility & impact• Post in real time from
Twitter and Instagram using #NatureNocturne
• Photos changed every 10 seconds
• Minimal moderation
15
16
Sharypic Live Photo Wall
Photo Wall Participation
17
Average per event
Season 1(4 events)
Star Wars (Aug 9)
Season 2(2 events)
Onsite Attendance
1,639 1,536 1,322
Photos Posted
202 268 215
Contributors 94 120 90
Participation Rate
5.8% 7.8% 6.7%
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
18 VIP Lounge
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)
19
QR Photo Challenge (April 2013)
20
QR Photo ChallengeExplore 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!
21
What’s Next?• Improve mobile microsite• Tw: @NatureNocturne• Does SM impact web site visits, ticket
sales?• Onsite photo contests with sponsors?
22
Questions?
Anne Botman: @nature_ab
Ryan Dodge: @wrdodger
23
