Using Social Technology to Engage Zoo and Aquarium Audiences

Association of Zoos and AquariumsMid-Year Meeting, March 23, 2011

Colleen Dilenschneider, Museum BloggerKnow Your Own Bone (www.colleendilen.com)

www.colleendilen.com, @cdilly

So, what are we talking about?• Who is using social technology?

• Why are they using using social technology?

• How are they using social technology?

• What does this mean for zoos and aquariums?

Social Technology vs. Social Media

Social Technology: Technology with a social purpose.

Social Media: Media for social interaction.

*Blending of technology and social interaction to co-create value

Who is using social technology?

The stats:• 61.2 % of Internet users are using social

media• Facebook has 600 million users!• It’s not just young people. 1 in 4 people

age 65 or older are part of a social networking site.

• 67% of nonprofit organizations

* Sources: eMarketer, April 2010; TechCrunch, January 2011, Pew Internet and American Life Project, Association of Fundraising Professionals, April 2010,

Facebook, Twitter, YouTube, Oh my!

•Information gathered from 2010 AZA Directory by Anthony Brown, San Francisco Zoo. November 20, 2010.

80.6% use FacebookAverage likes: 11,949

59.4% use TwitterAverage followers: 2,305

27.2% use FlickrAverage photos: 260

50.2% use YouTubeAverage videos: 38Average views: 373,921

What does social media use in AZA organizations look like?

Why are they using social media?

Several social trends are happening right now:• Corporate social responsibility• Increased public service

motivation• Horizontal workplace structures• Employee empowerment• Brand transparency• Online connection and interaction• Emergence of Generation Y in

workplace

Social technology is a tool to adapt to what is happening right now

• Corporate social responsibility platform• Displays public service motivation publically • Eases communication for horizontal workplace structures• Provides employee empowerment through online resources

and connections • Brand transparency and creation of brand personality• Online connection and interaction with brand • Emergence of Generation Y in workplace mirrors emerging

value systems

What other societal trends is social technology facilitating?

“We use it to:– Share and sometimes break news– Promote events and happenings– Share photos and stories about the animals– Interact and engage followers through contests/trivia/

‘caption this’ photos– Invite special members to exclusive events– Listen and respond to comments/feedback”

- Gwendolyn Tornatore, San Francisco Zoological Society

“Social media is a powerful outlet during crisis communications as well”

- Tina Rolen, Knoxville Zoo

“[Social media] provides you with real-time feedback so you can instantly know what kind of impression you’re leaving with the public. Being made aware of this information lets you react and handle the feedback/comments in the proper manner, especially in the case of anything negative. You are given the opportunity to address it before it becomes a major issue.”

– Amanda Dolter, National Mississippi River Museum and Aquarium

How are zoos and aquariums using social technology?

• Engagement through crowdsourcing: Python naming contest by the Columbus Zoo

Fun Fact: 7% of all human beings currently have a Facebook account

• Launched November 30th, 2010

• Received 1,258 names by December 7th deadline

• Staff narrowed list to five names

• Voting December 10th – 16th

• 500 people voted within the first 20 minutes

• Expanding reach and building word-of-mouth interest Fan Photo of the Week by the Shedd Aquarium

• Staff collects favorite photos posted on Facebook and Flickr

• Fans vote for favorites by tagging themselves in pictures

• Shows up in profile and on friends’ newsfeeds

• Building personality and community pride Zoo vs. Aquarium online race for engagement by the National Mississippi River Museum & Aquarium and the Blank Park Zoo

• Race to see which could get more ‘likes’ during the month of October

• Loser has to do full day of “dirty job” at the zoo or aquarium

• Both gained over 2,600 new likes

"Zoo marketing guy tries working at the National Mississippi Museum and Aquarium."

• Creating character Essex Ed’s takeover of Turtle Back Zoo’s tweets

• Mascot groundhog, Essex Ed, ran Twitter account during February

• Made predictions. Funny, engaging attitude

• Going into the wild Live tweeting by Naturalists from the Birch Aquarium at Scripps

• Separate Twitter account run by museum naturalists

• Tweet live from the ocean

• Actively translating online engagement into on-site visits Twitter account for tweetups by the Houston Zoo

• Twitter account for tweetups

• Hold contests to encourage visitors and build awareness

• In dialogue with @houston zoo, sharing educational content

• Utilizing classic “fun facts” Today’s Wild Wisdom by the Rosamond Gifford Zoo

• Don’t need a contest or require significant resources to engage followers

• Tweet simple, fun facts

• Further mission to educate

• Creating and controlling your own media coverage Video updates on baby gorilla at the San Francisco Zoo

• Baby gorilla abandoned by mother, under care at zoo

• Had to keep media out so created YouTube Video updates

• All filmed and edited internally

• News linked to website and YouTube, aired during newscasts

• Sharing resources with other zoos and aquariums Informal interview with Anthony Brown at the San Francisco Zoo

• Speaks candidly about social media use

• Displays transparency

• Knowledgeable staff who can easily speak about engagement

• Builds trust for audience

• Shares information to strengthen industry

• Making connections by sharing personal memories Tooth Pix at Birch Aquarium at Scripps

• Flickr group of visitor experience with shark statue

• Ability to be creative and share

• Don’t need to have been there to enjoy photos

• Special opportunities for audiences using social mediaPhotography Nights at the Aquarium of the Pacific

• Aquarium open late for photographers only (5:30pm- 10:00pm)

• Don’t worry about general public

• Opportunity to get ideal photos

• Limit ticket sales ($24.95/$19.95 members)

• Associated Flickr contest

• Winner gets behind-the-scenes tour for four of the aquarium

Other social applications are being used to engage zoo and aquarium audiences

• Visitors check-in from their mobile device

• Offer specials to those who check-in

• Mayor is person who has checked in the most in a given time period

• Site allows people to join meetups based on interest

• Zoo organizer publishes new meetups

• Set theme & attendance limit

• Creates focused online community and builds connection to organization

• Meetup attendees generally pay admission

• You are probably already on TripAdvisor or Yelp. Do you know your rank?

• Social site for ranking area attractions

• Functions a bit like word of mouth marketing

• Good reviews mean people like you!

• If other people like you, a potential visitor probably will, too.

• Facebook application

• Makes it easy to open network and share information

• Shareable link

• Tracks donors and donations

• Recipients pay a fee of 4.9% + $0.30 on each payment

• Nonprofit site created February 2011 by co- founder of Facebook

• Connects people and causes for social change

• Get news from orgs you “follow”

• Goal is creating long-term community of supporters

• Network to connect with community

• Word-of-mouth awareness through network and blogging moms

• Builds community trust

• Platform for people to sharestories!

Online community page from the New England Zoo

Other common social tools play a large role in engagement

• Blogging (Blogger, Wordpress)– Dickerson Park Zoo, Houston Zoo

• Podcasts– Aquarium of the Pacific

• Mobile applications– Woodland Park Zoo, Dallas Zoo, Memphis Zoo– Cameron Park Zoo Mobile Giving Campaign– National Aquarium’s use of QR codes

• Virtual conferences/ Distance learning– Columbus Zoo

What other applications and tools do you use to help your organization engage audiences?

Taking up social technology isn’t always easy

• Resources– Who is going to run this and how much time and money will it take?

• Radical Trust– How do we control content, and what if someone says something bad

about our zoo or aquarium?

• Uncertainty– How exactly do I use these tools?

• Buy-in– Does all of this really even amount to anything?

Resources

• Who manages social technology?

• How much time will it take?

• How much time are we willing to devote to social technology?

• Will we have to hire a new staff member?

• Can an intern do it?

“Do what you can manage. Social media can be very overwhelming. We are engaged on a small, but effective scale for us.”

- Melinda Arnold, Dickerson Park Zoo

“Don’t jump for every opportunity available; be strategic in what you can feasibly maintain and update.”

- Ric Brewer, Woodland Park Zoo

“Implementing social technology does not need to be a full-time job, just a frequent-time job”

- Maura Giles, Indianapolis Zoo

“I think the synergy that we have with our cross-postings is a strong point. Rather than duplicating efforts and losing analytics for our videos, we upload them to YouTube, then link to that video inside of Facebook.”

– Gwendolyn Tornatore, San Francisco Zoological Society

“[Social media] has required more resources, but it’s been worth it. We’re now having to develop a governance model to help oversee the explosive growth, as more departments and employees within the aquarium seek to utilize social media.”

– Geoff Drake, Monterey Bay Aquarium

Radical Trust

• Radical trust is a term used to describe the confidence that any structured organization, including government, library, business, religion and museum, has in collaboration and empowerment within online communities.

Radical Trust

• Who decides what is appropriate and what is not?

• To what extent does an organization moderate comments?

• Will people think inaccurate or inappropriate comments are a reflection of the institution if they are on our site?

“It provides you with real-time feedback so you can instantly know what kind of impression you’re leaving with the public. Being made aware of this information lets you react and handle the feedback/comments in the proper manner, especially in the case of anything negative. You are given the opportunity to address it before it becomes a major issue.” - Amanda Dolter, National Mississppi River Museum & Aquarium

“Publish a comments policy that gives you the ‘right’ to delete inappropriate comments” - Krista Swan, Oregon Zoo

“Let the conversation happen. You don’t have to control everything.” - Krista Swan, Oregon Zoo

“Respond quickly and keep things honest” – Denise Blasevick, Turtle Back Zoo

“We’ve got a couple of REALLY dedicated folks who often ask the toughest questions. However they are appreciative of our quick response. They also defend us when others are misinformed or just plain wrong about something!”

– Lorrell Walter, Rosamond Gifford Zoo

Uncertainty

• External audiences: – How exactly do I use social media applications?– How can I make people engaged?– What if people aren’t engaged?– What if our social technology initiatives don’t work?

• Internal content producers:– Should employees be encouraged to use social technology?– What are employee guidelines for usage?– Where are personal/professional lines drawn?

On building audiences through engagement…

“Provide a variety of content. Avoid always “selling’” – Krista Swan, Oregon Zoo

“Find great photos on Flickr and leave notes like, ‘Great photo! We’ve linked to this photo on Twitter. It provides content for us, shares great photos, and spreads word of the zoo on Twitter and Flickr.”

– Gwendolyn Tornatore, San Francisco Zoological Society

“Just by browsing the social networks of other zoos, you can get a feel for what works and what doesn’t”

– Gwendolyn Tornatore, San Francisco Zoological Society

On building audiences through engagement…

“Giving fans “insider” information and answering all questions (even the tough ones) is honestly the best way to build a trusting relationship with our community.”

– Maura Giles, Indianapolis Zoo

“Keep it light, keep it current, keep it coming.” – Karen Hamilton, Dallas Zoo

“Giveaways go FAR! Partner with bigger “fish” to help grow your fan base.”

– Lauri Armstrong, Cheyenne Mountain Zoo

On internal to external communications…

“The important thing to keep in mind before delving into social media is good customer service, because you are representing your organization/brand all the time.”

– Amanda Dolter, National Mississippi River Museum & Aquarium

“Keep your organization’s branding and message in mind when engaging the public. Remain clear and consistent.” – Amanda Dolter, National Mississippi River Museum & Aquarium

“Each community has its own way of working, and people can spot a disengenuious marketer from a mile away.”

– Anitza Valles, Aquarium of the Pacific

Sometimes it’s hard to get organizational buy-in for social technology use

Buy-in

• Does social technology contribute to our bottom line(s)?

• How do you measure engagement? – We want numbers!

• What is the value of engagement?– Will online audiences visit the zoo/aquarium?– Will they become donors?

“One of our biggest challenges are some of the senior managers do not understand social media and getting them to agree to promotions- such as Christmas in July- requires a lot of discussion and reassurance.”

- Patty Peters, Columbus Zoo and Aquarium

What does all of this mean for zoos

and aquariums that want to better

use social technology?

Advice from the Field

“Just do it! Throw things to the wind and see what sticks.” - Gwendolyn Tornatore, San Francisco Zoological Society

“When people post a question on your Facebook wall, answer it, and in a timely manner. When people give positive feedback via comment on a status update, ‘like’ what they said or comment back with a ‘thank you.’ When someone mentions you in a tweet, recognize that mention. Retweet someone’s positive comment about you.”

- Amanda Dolter, National Mississippi River Museum and Aquarium

“Be prepared to adapt” - Anthony Brown, San Francisco Zoological Society

“It’s worth the investment in time and effort to learn social media, engage your audience, and join the conversation.”

- Melina Arnold, Dickerson Park Zoo

“Don’t be afraid to experiment.” - Anitza Valles, Aquarium of the Pacific

“Don’t just do it because everyone else is. Do the right thing for you.”

- Genevieve Liboiron, National Aquarium

“Just because you have XXX people following you on Twitter does not mean they are still there or even listening to your message.”

- Jim Bartoo, Nashville Zoo

What helpful hints do you have for using social technologies?

“Social media has opportunities that have not been discovered”

– C.P. “Buster” Nunemaker, North Carolina Aquarium on Roanoke Island

Have ideas, examples, or resources to share? Please contact me!

Know Your Own Bonewww.colleendilen.com

@cdillywww.twitter.com/cdilly

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www.linkedin.com/in/colleendilenschneider

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