hmf emarketing workshop
DESCRIPTION
In May 2011 HI-Arts delivered an eMarketing workshop for the Highlands Museum Forum.TRANSCRIPT
eMarketing: be heard online
an eMarketing workshop designed for the Highland Museum Forum
Today’s Workshop consists of…
• Introduction to the World Wide Web
• Where to Start with Website Development
• Website Design with Impact
• Getting Seen: Search Engine Optimisation
• Using Social Media and Networks
• Effective Email Campaigns
• Insights into Analytics
This workshop is Powered by HI-Arts
A Global Village
What is the Internet?
The world wide interconnection of individual networks operated by governments, industry, academia and private parties.
Date Number of Users % of World Population
December 1995 16 million 0.4%
March 2000 304 million 5.0%
December 2005 888 million 13.9%
December 2008 1,574 million 23.5%
December 2009 1,802 million 26.6%
September 2010 1,971 million 28.8%
Interactive
Collaborative
Frequently updated
User controlled
Passive
Static
Rarely Updated
Webmaster controlled
Latest developments
Getting Started: Website Development
Thinking Caps On…Thinking Caps On…
• How do you envisage your website?
• What do you hope to achieve with your website?
• Who do you want to visit your website?
In other words what are your…
VISION, AIMS, & AUDIENCE
Exercise One
Workbook: ‘Vision, Aims, Audience’
Vision
What do you want your visitors to think of you?
What is the lasting impression you want to leave with your visitors?
What are the long-term aspirations of your website?
Conveyed through good website development & design
Aims
What is it you want your visitors to do on your website?
What do you want to achieve through your website?
Conveyed through good website design
Audience
Who are you wanting to attract to your website?
Why should they visit your website?
Where are they coming from?
Conveyed through good website
promotion & use of analytics
What makes a good website?
Brand Key elements
Little touches
Ease
Capture and communicate the value and benefit your providing visitors.
Make an immediate connection when visitors enter your site.
Be consistent with your overall brand and communications.
Create a beautiful, professional and highly- functional experience.
Your Brand needs to…
What elements define your website?
• Calendar of exhibitions, events, activities
• Photo galleries
• Blogs
• News
• Social media content
The key elements of your website carry its success.
The key elements…
• The Navigation Structure
• Font Selection
• Creative Copy
• Image selection and editing
• Icons
The little touches that have high impact.
What separates your website from everyone else’s?
The little touches…
User Ease
Organised and intuitive navigation structure.
Multiple ways to access one piece of information.
Making it easy for your visitors and for yourself.
Manageability
A Content Management System
Ability to make changes and updates without the need of an IT expert.
Is it Easy…
What do you want your website say about you?
http://www.aucklandmuseum.com/
http://thm.group.shef.ac.uk/index.shtml
Exercise two
Workbook: ‘Your Website Now’
What online elements work really well for your web visitors?
What would you change about your website now?
Exercise two
What first impression will your website make?
Content management systems
What is a content management system?
CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised
set of rules, processes and workflows that ensure coherent,
validated electronic content.
Open Source CMS Solutions
Benefits of Using a CMS
• You don’t need to understand or know any HTML coding.
• Maintenance is decentralised.
• Site structure and design can be easily changed.
• Navigation is automatically generated.
• You can configure access and restrictions.
• Access to dynamic content.• You have control.
http://www.guggenheim.org/
It takes less then 10 Seconds to grab peoples attention
Less if your website takes 4 seconds to download
Next Step: Effective Website Design
AIDAs Attention
Interest
Desire
Action
satisfaction
Attention
Be HonestRelevantTasteful Clear
Make a statementMake an offeringAsk a questionTell them something
Interest
Why should I
stay?
Desire
Appeal to
personal needs
and wants
Action
Book for an Event
Sign up for a Newsletter
Buy a product
Recommend to a friend
Puts audiences at the heart of what you do
A tangible experience
Providing relevance
Remaining true to your word - both in the online and offline world
SAtisfaction
Some Examples…
Consider…Where or What is your attention drawn to?
Is this a good thing?
What has interested you about this website?
What do you think makes this an effective/ ineffective website?
What impression do you have of the museum and the museum team?
Do you want to visit this museum yourself?
http://www.museums.norfolk.gov.uk/
http://www.aviation-museum.co.uk/
http://www.heritage-museum.org/wp/
http://www.thornburymuseum.org.uk/
Segment and Target
Disseminate Information
Sign up to Mailing List
Group visit the Museum
What do your visitors want?
International Tourists
Local Residents
Secondary Schools
What’s On, Directions, Local Information
Upcoming events, Local news, Offers
Day Trips, Workshops, Tours, Educational
Value
Exercise three
Workbook: ‘Matching Audiences and Offerings’
Essential elements for top websites
• Good Visual Design
• Thoughtful Interface
• Primary Navigation
• Repeat Navigation
• Meaningful Content
• A solid ‘About’ page
• Contact Information
• Search Function
• Sign-up/ Subscribe button
• Sitemap
• Web optimised Images
• Statistics, Tracking and Analytics
• Establish trust
• Make life better in some way
• Offer a clean, simple and easy experience
• Avoid making the user think unnecessarily
• Look professional
• Clearly show your visitors how to accomplish their goals
• Help visitors find what they need
• And; Then ask them to take an action.
Great Website Rules
Be Seen: Search Engine Optimisation Search Engine Optimisation
• Do people know who you are well enough to search for you?
• Do Search Engines know you well enough to recommend you?
• What have you done to get noticed?
“If I built it, they will come”
So What is Search Engine Optimisation?
The process of increasing and improving the volume and quality of traffic to your website
through natural or organic searches.
A simple activity of ensuring your website can be found in Search Engines when people use words
and phrases relevant to what your site is offering.
Search Engine Spiders…
CONTENT
META TAGS
HEADINGS
IMAGES
LINKS
SITEMAPS
TITLE TAGS
Exercise four
Workbook: ‘What are my Keywords?’
keywords
1.Decide on your word mapping tool
2.Deciding on the right words to use
3.Grouping your keywords
1. Decide on your word mapping tool
http://adwords.google.com
2. Deciding on the right words to use
3. Grouping Your Keywords
Museums
Scotland
Heritage Museum
Highlands
Holidays in Scotland
Things to do in Scotland
Scottish Tourism
School Trips
School Heritage Trips
Museum Trips
Schools Learning
Exhibitions
Events
Showcases
Displays
4. Avoid ‘Keyword Stuffing’
Keyword Density
The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in
1986. The entire museum is on one level and is an accessible venue for the disabled.
The museum tells fascinating stories which have been discovered around the area and has many museum artefacts on display. The museum also explores the remarkable geological and environmental circumstances of
the area.
The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are
particularly welcome.
This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.
Keyword Density formula
Number of times a Keyword or Phrase Occurs
Total Words
100( )X
= KEYWORD DENSITY
The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in
1986. The entire museum is on one level and is an accessible venue for the disabled.
The museum tells fascinating stories which have been discovered around the area and has many museum artefacts are on display. The museum
also explores the remarkable geological and environmental circumstances of the area.
The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are
particularly welcome.
This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.
Keyword Density
10 SEO techniques all great websites should use#1 Title Tags
10 SEO techniques all great websites should use#2 meta Tags - Description
#2 meta Tags - keywords
10 SEO techniques all great websites should use#3 Proper use of heading tags
10 SEO techniques all great websites should use#4 Alt attributes on images
10 SEO techniques all great websites should use#5 Title Atttributes on links
10 SEO techniques all great websites should use#6 XML Sitemap
http://www.xml-sitemaps.com/
10 SEO techniques all great websites should use#7 relevant content
10 SEO techniques all great websites should use#8 Link Building
Build your links
Dear Ms. Alphabeth, [always use the person’s real name if you have it],I’ve greatly enjoyed looking through your museum website, especially the “Artefact of the Month” photos. I have a website on a related subject and I think it might be of interest to your readers. It’s “Museums in the Highlands”, this site provides a detailed lists of museums in the Highlands. The page is located at www.museumsinthehighlands.com [use the exact URL that you want the site to link to].I thought a good place on your site to link from would be on your “links” page, here: www.examplemuseumwebsite.com/links [use the exact URL that you hope the site will link from].Here is a description that you can use if you like:Museums in the Highlands The definitive list of Museums in the Highlands of Scotland. I hope you find this link appropriate and useful. We at Museums in the Highlands would certainly appreciate a link from your site. Please feel free to contact me with any questions.Sincerely,Margo MuseumWeb Marketing Manager, Museums in the Highlands[Use your full name, title, and if possible, use an email address from the site requesting the link.]
10 SEO techniques all great websites should use#9 Social media
10 SEO techniques all great websites should use#10 A Few SEO Tips
1. Ignore the Spam!
2. What are you waiting for?
3. They’ll come to you.
4. Flash = No SEO.
5. Keyword Competition.
6. Don’t ignore me.
Linking from Directories
http://www.museums.co.uk/
http://www.tripadvisor.co.uk/Attraction_Review-g188568-d319482-Reviews-Netherlands_Open_Air_Museum_and_National_Heritage_Museum-Arnhem_Gelderland.html
Lunch time…
What does a Museum do?And where does Social Media
fit in?
Content
Community Collective Intelligence
Collaboration
400,000,000 active users on Facebook
77% of active internet users read blogs
24 Hours of YouTube Videos viewed every
minute
Average of 250,000,000 Tweets a day
The Benefits of Social Media?
A Social Media Plan
• Stop, Look and Listen
• Goals
• Strategy
• Launch
• Monitor
Stop, Look and Listen
Goals
strategy
Case studies:
Manchester Museum
Brookyln Museum
The British Museum
Timespan
Case studies:
Brooklyn Museum
Tate Museum
Hunter Museum
YouTube
5 ways for Museums to use YouTube
• Meet the artist, curator, historian etc.
• Ask people what they think
• A crowd-sourcing competition
• Extend the museum
• Be viral
Meet the Historian…
What do you think?
What is crowd sourcing?
Crowd-Sourcing
Extend the museum
Be viral
Blogging
• To build a base of regular readers, subscribers and visitors
• Human face for your business
• Engage with your readers
• Produce new content and SEO
• Traffic generator for your website
• A cost effective marketing tool.
Why do we use blogs?
• More than 133,000,000 blogs online
• 77% of internet users read blogs
• Two-Thirds of Bloggers are male
• 86% of people have been blogging for at least a year
• Personal Satisfaction = the measure of success
• The most common rate of updating is 2 to 3 times a week
• Bloggers participate in an average of 5 activities to drive traffic to their blog
• 58% say they are better-known in their industry because of their blog.
Some Blogging Statistics
Case Studies:
Blogs
http://www.brooklynmuseum.org/community/blogosphere/
http://blog.hertfordmuseum.org/
http://www.nmm.ac.uk/blogs/collections/
http://blog.aucklandmuseum.com/2010/07/the-food-is-free-in-scotland/
http://blog.britishmuseum.org/
http://blog.royalbcmuseum.bc.ca/2010/09/social-media-and-museums.html
Dealing with Social Comments
• Monitor online conversations.
• Be proactive.
• Acknowledge their point of view.
• Respond quickly.
• Don’t remove negative comments.
• Some comments do not warrant a response.
• All your fans and followers will see this too.
Launch
Monitor
Most Important!
In order to be successful on Facebook you need to think like a facebooker!
Don’t forget everything happens in in Real Time.
Keeping in Touch: Email campaigns
90% of people sent or received an Email. 75% searched for information on goods and services.
51% read or downloaded online news, newspapers or magazines
45% listened to web radio or watched web television
43% posted messages to chat sites, social networking and blogs
40% played or downloaded games, images, film or music
38% uploaded self created content to a website to be shared
32% looked for information on learning, education and training
21% sold goods or services over the internet
12% donated to charities online.
Office For National Statistics, Statistical Bulletin: Internet Access 2010
• Grow and expand your organisation.
• Communicate important news.
• Keeps you on the minds of potential audiences.
• Helps people get to know you in a light and informal way.
• Helps start conversations with your target audience.
Benefits of Email Campaigns
What should I share?• New products, events, services, activities • Discounts or special offers • Recommendations. • New partnerships or collaborations • Articles, blog posts and other information resources. • Exhibition, event, activity launches. • Surveys or requests of feedback.
Things to Watch Out ForThings to Watch Out ForSend emails in moderation
Have something valuable to sayAllow for people to Opt-in
Allow people to UnsubscribeDon’t send unsolicited mail.
Five Tips
1. Focus on one message
2. Customise your message
3. Include a call to action
4. Use a template
5. Watch your stats
Case studies:
Email campaigns
Ironworks
Frieze
GANE
Moray art centre
How can I create beautiful
email campaigns?
Pulling your strategy together
• What eMarketing tactics will you use
• How will you implement these tactics
• What will these tactics communicate
• Which of your target groups are these tactics designed for
• How often will these tactics take place
• Who will manage these tactics
• How will these tactics support one another
• What will your response time be to comments/ emails
Emarketing implementation planeMarketing Tactic: My Museums Facebook Page
Person Responsible: Marketing Manager
Tool: Facebook
Description: A social network to bring fans and supporters, visitors and friends of My Museum together, to share information, links, news, opportunities, and events with one another.
Objective: Facebook page to create an online community of supporters, to communicate news, exhibitions and events, start conversations and discussions about heritage in Scotland and engage people in a light and friendly way.
Required Completion Date: January 2011
Resources Needed/ Acquired: N/A
Audience Group(s): -Local Teenagers (14 years to 19 years)-Local Adults (20 years plus)-Cultural Organisations -Tourists -Visitors to the Museum
Update Frequency: Minimum of 3 posts per week.
Tactics Linked to: Website, eNewsletter, Postcards
Response Time: Comments:Response within a day (week days)Response within 2 days (weekends)
Date: DD/MM/YY Comments: 4/12/2010: Facebook page needs a good photograph for the profile picture.
Date: DD/MM/YY Status: 03/12/2010: Attended a workshop on social media to understand how to establish an effective page. 04/12/2010: Set up a Facebook profile for the museum.
Exercise five
Workbook: ‘eMarketing Implementation’
website
SEOKeywordsPage TitlesSite Maps
Social mediaFacebook PageTwitter Stream
Flickr , Youtube, Blog
LinksMuseums
Tourist attractionsLocal shops
Web DesignCall to Actions
PhotosVisitor Comments
eNewsletterBi-monthly to visitorsBi-monthly for schools
AnalyticsMonthly review – Google, Facebook,
eNewsletter
Emarketing Strategy
Once Everything is linked together….
Are you actually going anywhere?
Insights into Your Audience
Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences.
- How they got there and where they came from.
- What pages they went to.
- What they clicked, downloaded, viewed.
- What they bought.
- How they interact with you.
What data?
How to use web analytics effectively
Do most people visit your site at particular times?
Which pages are most popular?
Do your readers browse more than one page before leaving?
What is the average length of time your readers stay?
Do your readers come from search engines?
What pages are primary exit pages for your site?
Who is linking to you?
Landing Pages Vs. Exit Pages
Top 3 Landing Pages • www.mymuseum.com/homepage
• www.mymuseum.com/whatson
• www.mymuseum.com/localthingstodo
Top 3 Exit Pages • www.mymuseum.com/homepage
• www.mymuseum.com/whatson
• www.mymuseum.com/aboutus
What Now?
3 Areas for Improvement
1. Reduce the Bounce Rate from homepage (66%)
Conduct a quick DIY usability test
Re-evaluate AIDAS
Ask followers on facebook what they like/dislike.
2. Increase the average amount of time spent on the website (current 1.53mins)
Evaluate impact of dynamic content i.e. youtube videos or podcasts
Evaluate content for exhibitions and what’s on guide
3. Promote ‘Current Exhibition’ and ‘What’s On’ web pages more effectively
Evaluate SEO
Re-evaluate offline marketing
Evaluate Social Media linking
Heading off into the sunset….
Only to return again!