Onsite Social Media activation,

in real-time

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

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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)

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Museum’s Objectives

• Generate “buzz” • Attract and cultivate a

young adult audience• Generate revenue• Increase attendance

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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,

Twitter

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Onsite Social & Mobile Engagement

1. Sharypic Live Photo Wall

2. SMS access to VIP Lounge

3. QR Code Photo Challenge

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Sharypic Live Photo Wall

• High visibility & impact• Post in real time from

Twitter and Instagram using #NatureNocturne

• Photos changed every 10 seconds

• Minimal moderation

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Sharypic Live Photo Wall

Photo Wall Participation

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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

17 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)

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QR Photo Challenge (April 2013)

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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!

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What’s Next?• Improve mobile microsite• Tw: @NatureNocturne• Does SM impact web site visits, ticket

sales?• Onsite photo contests with sponsors?

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Questions?

Anne Botman: @nature_ab

Ryan Dodge: @wrdodger

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