Museum Social Media Strategyon a shoe-string budget

The Process• Perform audit of NOMA’s social media presence

• Perform competitor analysis

• Poll staff

2017 Growth• Facebook

• Weekly total reach: 515.266 % increase• Growth: 13.574 % increase

• Instagram• Average engagement rate: 915.686 % increase• Growth: 30.333 % increase

• LinkedIn• Growth: 100% • 69 new employees

Departmental Goals• Curatorial

• Publicize exhibitions, acquisitions, special installations, new members of the department, new publications, et al.• Raise awareness around exhibitions traveling to other museums, specifically among membership• Build awareness of our partnerships with local institutions in creating exhibitions, reach awareness around new

audiences who may be interested in these efforts• Build awareness of related programs

• Lectures, walkthroughs, noontime talks, artist's perspectives• Raise awareness around permanent collection, galleries

• Raise awareness around our extensive European Art collection• Decorative Arts

Departmental Goals• Visitor Services

• Increase museum attendance• Awareness about Free Wednesday for residents• Awareness around permanent collection, museum offerings

• Programming• Increase programming attendance

• Friday Nights – raise awareness outside of members• Develop targeted audience strategies:

• Baby Arts Play, FN@N, families, teens, etc.• Incentives for Educator's Toolbox on website

• Publications/Design• Increase audience awareness of Arts Quarterly, e-blasts, website, event invitations

Departmental Goals• Library

• Awareness – book club, programs• Poets for Art• Edible Book day

• Events• Increase attendance (LOVE – younger audiences)• Raise awareness (Egg Hunt – new audiences)

• Sculpture Garden• Raise awareness around the Sculpture Garden as part of NOMA• Raise awareness around Sculpture Garden being open 7 days a week

Departmental Goals• Membership and Development

• Increase membership sales• Promote family memberships through family programs/promote programs and value of memberships at the same

time• Promote other institutional values of membership, not just exhibition benefits• Better promote memberships and giving opportunities to visitors to the museum

• Wednesday & Friday Night visitors• Grow and effectively promote Museum Month around town; collaborate with other museums in town• More effectively ask Sculpture Garden and museum visitors for gifts throughout their visiting experience• Increase contributing memberships

Marketing Goals• Build and facilitate online brand awareness

• Among current audience• Among new audiences

• Reach existing, diverse, untapped local audiences within the community

• Increase museum admissions

• Increase event attendance

• Position NOMA as “cultural convener”• Showcase diverse programming and events• Highlight progressive community partnerships• Tout Sculpture Garden• Influencer marketing• Bring museum director and curatorial into the spotlight

• Blog posts disseminated to social media

Strategic Direction

Channel-Agnostic Approach• Facebook -- A bulletin where we share information,

press, events and blog posts

• Instagram -- Evergreen or timely visual storytelling featuring user-generated content, art and exhibitions

• Instagram Stories – A detailed look at NOMA behind-the-scenes

• LinkedIn -- A place for employees to connect, building employee advocacy

Brand Voice/Persona• Facebook

• Informative – focus on business goals• Partnerships/Placements• Access to targeting• Events/activations• Regional/national• 3rd person/broad voice

• Instagram• 3rd person voice, somewhat informal• Influencer marketing• Local/regional

• Focus on local charms, City Park, Mid-City• Use of emojis

• According to AdWeek, posts without emojis had an interaction rate of 1.77 percent. In contrast, the engagement rate on posts with emojis was about 2.07 percent, and the average increase in absolute interactions for posts with emojis was 43 percent.

• Instagram Stories• 3rd person voice, informal• Humorous, playful• Use of emojis

Content Strategy

Content Pillars

Exhibition Awareness

Upcoming Exhibition

Awareness

Permanent Collection

Awareness

Events (education, programming, fundraisers)

Other (partnerships,

grants)

NOMA Awareness

(web content, museum shop)

Editorial Calendar – Key Dates

Content Pillars – Facebook Execution• Facebook: information, press, events,

announcements, blog posts• Frequency: 3 posts/week• Exhibition Awareness

• New at NOMA• Jim Steg• Regina Scully• African Art

• Upcoming Exhibition Awareness• East of the Mississippi• Personalities in Clay: American Studio Ceramics• Prospect.4

• Permanent Collection Awareness• Sculpture Garden• Decorative Arts• African Art

• Events• FN@N• Exhibition Programming• Youth and Family (Studio Kids!, StoryQuest, Art on the

Spot, Baby Artsplay!)• Japan Fest, India Fest• Movies in the Garden• NOLA Project• Fundraisers (Art in Bloom, Egg Hunt, LOVE in the

Garden, Odyssey Ball)• Education initiatives

• Teen Squad• Teen Interns• Docents

• NOMA Awareness• Web content• Museum shop• Library

• Other• Partnerships• Grants

Content Pillars – Instagram Execution• Instagram - @noma1910

• Frequency: 4 posts/week

Image of museum -exterior, interior, gallery, event,

sculpture gallery

NOMA Art of the Day

content series

Exhibition spotlight

User-generated content

HashtagsArt/museum/lifestyle hashtags#artmuseum#artofinstagram#artoftheday#acolorstory#livecolorfully#art#colorbright#colorhunters

NOMA hashtags#explorenoma#noma#nomaisforfamilies#besthoffsculpturegarden#sculpturegarden

Exhibition & event hashtags#steglife#newatnoma#innerjourneys#eastofthemississippi#LOVEINTHEGARDEN2017

Local hashtags#followyournola#neworleans#nola#alwaysneworleans#onlylouisiana#nolalove#livecolorfully#nolaart#nolastyle#iheartnola#showmeyournola#igersneworleans#igersnola#iheartcitypark#onlyNOLA#thatlacommunity#crescentcity#nolainspired#amournola

Additional Hashtags to Consider#landscape#photography#contemporary#sculpture#dronestagram#fromabove#fromwhereidrone#outandabout#kindofinstagram#familyfriendly#naturephotography#wanderlust#wanderluster#theknot#happilyeverafter#nolaweddings

#feedfeed#eeeeeats#flatlays#onthetable#ambfoodie#buzzfeast#huffposttaste#eaternola#rundat#healthandwellness#behealthy#flashesofdelight#thatsdarling#thehappynow#petitejoys

#arthitecturephotography#awesomeearth#travelingourplanet#bucketlist#beautifuldestinations#weekendvibes#lonelyplanet#mysouthernliving#natgeoyourshot#theprettycities#exploremore#finditliveit#liveauthentic#amblifeiscolorful#abmlovesmurals

TaggingArt/museum/lifestyle accounts@todayisartday@the.art.brat@museumviews@art.historian@igpaintings@artnewsmag@painters.paintings@contemporary__art@contemporaryartcurator@c.a.daily@sculpturepage@sculptrmag@arthistoryhaggards@art

Fine art@artobserved

Sculpture@sculptureartpage@sculpturmag@1001sculptures@sculpturegram

Local accounts@visitneworleans@friendsofcitypark@gonola504@yelpnola@iheartnola@amournola@louisianatravel

Contemporary art accounts@artfollowers@hifructosemag@visual.fodder@art_psycho@artreview_magazine@blouin_artinfo@ignant@plastikmagazine@love.watts@artspace@artobserved@frieze_magazine@nowness@ratedmodernart@c.a.daily@contemporaryartcurator@contemporary__art@contemporaryuntitled

Decorative art accounts@elledecor@modern.architect@d.signers@dwellmagazine@dezeen@designmilk

Architecture, interiors@designboom@dezeen@dwellmagazine

Photography@magnumphotos@ignant@photographmag@lensculture@foam_magazine

Exhibition-related@venice.art.biennale@toschoon

Instagram Takeovers• 92 percent of consumers trust peer recommendations over other forms of advertising*

• Influencers to “take over” NOMA’s Instagram account by sharing content taken by them/from their social media accounts, incorporating their individual style and perspective

• Impactful way for brands, individuals and influencers to collaborate and cross-promote content.

• NOMA takeovers• Leverage takeover opportunities with internal team, humanizing institution

• Teen Squad• Teen interns• Curator travels

• Goals & Metrics• Increase brand awareness

• Metrics: follower growth, reach, number of views, number of mentions on other channels, etc.• Engage the community

• Metrics: number of interactions (likes, comments, views, or direct messages), number of live viewers, etc.• Promote a product or an event

• Metrics: traffic to website, number of conversions, number of attendees, etc.

*Nielsen

Instagram Takeovers• Tactics

• Relationship development• Host influencer tours of exhibitions,

extend invitations to events• Attendees encouraged to post and

share social content during events• Partner with relevant influencers who align

with our brand goals• Meet certain criteria• Have an active, relevant and receptive

community• Promotion

• Announce on Instagram• Have infleuncer announce on their

channels, encouraging community to follow along

• Influencer provides Marketing Manager with content to post on their behalf

• 1 campaign/quarter

Instagram Takeovers

Instagram Takeovers - Results

Instagram - @nomamuseumshop• Separate Instagram accounts for museum shops seems to be a growing trend among museums, both locally and

nationally

Instagram Strategy - @nomamuseumshop • Goals

• Increase online sales• Increase awareness of shop• Establish space to regularly promote NOMA’s shop offerings• Feature NOMA’s publications

• Shop Persona• A stylish insider; polished, playful• Monochromatic imagery

• Strategy• NOMA will use cross-channel promotion on Facebook and Instagram to drive

traffic to the new account, promoting follower growth, and leveraging the museum shop as a destination

• Post frequency: 3-4x/week• Content buckets

• New items• Exhibition-related• Best selling• Catalog/book/NOMA publication

Paid Social Media Strategy

Facebook AdsSome Facebook advertising objectives include:

• Boost your posts• Send people to your website• Increase conversions on your website• Reach people near your business• Raise attendance at your event• Get video views• Increase brand awareness

Advertising Goals

Membership Fundraising EventsBrand Awareness

(visitors and locals)

Youth & Family (signups/ticket

sales)

Museum Programming –

Ticket SalesExhibition

Awareness

Ad Campaigns• Exhibition awareness

• Free Wednesdays awareness• Memberships: post-event

retargeting• Email newsletter signups• Event RSVPs

• Exhibition programming awareness

• Fundraiser awareness• Awareness campaign

• Local awareness ads, targeting visitors in tourist-heavy areas

Recap of August Facebook advertising metrics• A video ad promoting NOMA membership during Museum Month reached a total of

10,493 people, with an estimated ad recall lift of 10,493. Additionally, 92 people took an action, which in this case means they clicked through to the memberships page on our website.

• Total amount spent: $50.00• Through paid promotion, the LOVE in the Garden Facebook event page has

reached 8,180 people and received 304 event responses. The remainder of event responses have been through organic (not paid) reach. Currently, 110 Facebook users have indicated that they're going to LOVE, and 837 users are "interested" in attending the event.

• Total amount spent: $46.63• In August, Pride of Place ads promoting exhibition awareness reached a total of

52,585 people with an estimated ad recall lift of 4,860 and a cost per result of $0.04• Total amount spent: $188.83

• Pride of Place ads targeting the LGBT community promoting exhibition awareness reached a total of 25,049 people with an estimated ad recall lift of 2,400 and a cost per result of $0.04

• Total amount spent: $93.98• New at NOMA ads promoting exhibition awareness reached a total of 18,505

people with an estimated ad recall lift of 1,900 and a cost per result of $0.03• Total amount spent: $61.04

• Jim Steg ads promoting exhibition awareness have reached 22,117 people with an estimated ad recall lift of 1,990 and a cost per result of $0.03

• Total amount spent: $60.27• Regina Scully ads promoting exhibition awareness have reached 25,382

people with an estimated ad recall lift of 2,440 and a cost per result of $0.02• Total amount spent: $60.43

Questions?