Millions and millions of things…
Grumpy
Credit: Tina Phillips / FreeDigitalPhotos.net
The world is our oyster(s)
Credit: Maggie Smith / FreeDigitalPhotos.net
Set clear objectives
Use different platforms in different ways
Extend the reach of our existingcommunications
Uncorporate: informal, conversational voice to promote engagement
Build a local, national and international group of followers
Promote events and exhibitions
Publicise our news and press items
Drive traffic to the National Museums Scotland website
Drive traffic to other Museum web portfolio sites
Where are we at?Launched our presence in June 2010, managed between Digital Media and Marketing & Communication teams
Just over 1,050 followers
Sending 2 to 3 outbound tweets a day
Averaging 4 to 5 conversations per day – ‘listening’ for mentions of our museums and events
Tracking via Google Analytics, bit.ly, Twitter Search and other tools
Over 160,000 ‘opportunities to see’ significant news stories
Traffic from twitter to our website has increased by over 3,500% and has contributed to 25% increase in overall web traffic year on year
What else have we learned?50%+ of our followers come from the arts and culture sector:Business-to-business rather than business-to-consumer?
Popular subject areas include: our exhibitions, economicimpact report, a recent award win, launching our blog, events atthe National Museum of Scotland – wide and varied pick-up
Our request for Flickr volunteers was retweeted more times thanany other post – social media bias?
“I was never interested in Facebook or MySpace because they feel like (shopping) malls to me. Twitter actually feels like the street. You can bump into anyone on Twitter.” William Gibson
Involve our audience: share their photos of our museum collections
Content outpost for our own fantastic photography
Engage with an enthusiastic international community
Encourage participation around large scale events
Where are we at?Launched our presence in October 2009, managed between Digital Media and Learning & Programmes teams
Individual profiles for all five different museums
Nearly 40,000 image views to date
Photosets from all our current exhibitions as well as elements of our permanent collections
Piloted ‘digital only’ initiatives: SnapScot, What’s In Your Bag? andWorld Cup Collection
Where else have we learned?Not all ideas succeed – it’s vital to test and learn from different approaches
It takes time – it’s only in recent months that we’ve started to see significant increases in traffic
It takes resource – we’re now working with volunteers to help moderate our groups
Cute and quirky works…
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