The Four 'R's of Brand Credibility for Nonprofit Organizations

When it comes to inspiring engagement, there are four criteria essential to creating and maintaining meaningful connections with potential Read more

The Game Has Changed: Nonprofits Now Compete with For-Profits (DATA)

An organization’s nonprofit status may carry neither the perceptual weight nor the relevance that many leadership teams imagine…and nonprofits Read more

Three New Pricing Realities For Visitor-Serving Nonprofits in The 21st Century (DATA)

Want to keep moving your mission moving forward and your doors open? It’s time to end the debate on Read more

The Critical Role of Reputation in Nonprofit Success (DATA)

A brand for a company is like a reputation for a person. You earn reputation by trying to do Read more

Most Popular Posts of 2014 for Museums and Nonprofits

What a year! From the strategic evolution of nonprofit organizations to marketing channel efficacy to the need for millennial Read more

How Nonprofits Use Language as a Barrier to Progress

Want to be a relevant, digitally engaging, and future-facing organization? You may be starting out on the wrong track. Read more

The Viral Oreo: A Social Media Lesson for Nonprofit Organizations

Let’s be honest: Some people watch the Super Bowl for the game, others for the commercials, and others still – though this may be a new phenomena – for the social media buzz. (Enter: Me…glued to the Super Fish Bowl and refreshing the #MuseumSuperBowl, only looking up to watch commercials and all the while totally unaware of my beautiful real-life surroundings.) In the aftermath of Super Bowl XLVII, one particular happening (aside from the Ravens win) keeps coming up as a reliable conversation starter in my circles – the timely image that Oreo posted during the blackout that received over 15,000 retweets and 20,000 likes on Facebook:

Oreo

Buzzfeed quickly posted about how Oreo was able to get this ad up in a timely manner, but why this image has received so much attention is arguably more important. Moreover, there seem to be two, broad misunderstandings regarding the success of the tweet: that it was all about timing, and that this is an exemplary, stand-alone social media win. There’s a bit more to it…

Here is why Oreo scored a touchdown with this image and what nonprofits and businesses can learn from this marketing/PR play:

(…both puns intended).

1) It was a carpet bombing

We were carpet bombed, folks. Oreo grabbed us through multiple media outlets with a string of advertisements and the timely image sealed the deal, crossing marketing outlets in a way that seems to have blown our minds. We had all just seen the $4 million Oreo Super Bowl commercial on our television screens. This ad alone crossed the realm from television (generally low overall weighted value as a marketing channel) to social media (generally high overall value) because it enticed audiences with a brand participation opportunity on Instagram (“chose a side”). Oreo gained tens of thousands of new Instagram followers from its Super Bowl commercial alone.

This is a key factor in the consequent virality of the Tweet Heard ‘Round the World.  Oreo had already prepped the market for consequent communications and engagement. They were top of mind to all of us and primed for a win. Oreo knew this, as they were extremely prepared to create a timely ad at some point during the Super Bowl. The virality associated with the Oreo image isn’t just about social media. This is about marketing strategy and understanding the benefits of respective marketing channels and how they can work together to achieve a goal.

The Take-Away: Consider how social media plays into your own goals and overall marketing strategy so that it may be used most efficiently. Social media efforts are generally stronger with support from efforts on other marketing/PR channels and should not operate independently.

 

2) It was an ad on the one day when we are excited about ads

Audiences generally do what they can to avoid excessive advertising in day-to-day life. However, the Super Bowl may arguably be the single day of the year when we actually look forward to commercials. The fact that our tolerance may have been higher for advertisements on Sunday may have contributed to the Oreo image’s virality. It was clever. It played the game. It gave us exactly what we expected from one of the businesses promoting themselves during the Super Bowl – a smart advertisement. And, critically, it retained the genre classification…it just changed the marketing channel. Would this kind of ad have gone as viral on any other day (provided it was just as timely)? Maybe…but probably not.

The Take-Away: Be aware of what your audience is doing and thinking, and what they expect from you. Not all social media general best practices apply all the time (“Beware of posting blatant marketing messages”). In fact, success may come in finding the appropriate exceptions.

 

3) It was an all-in-one image

According to Pew Research, we increasingly suffer from A.O.A.D.D (Always-On-Attention Deficit Disorder). This may contribute to the trends we are observing of a movement toward a more visual web.  Images are quick and easy. They generally don’t require any additional clicks or even very much time to digest. Most importantly, however, images are easy to share.  The sandwich cookie’s PR and marketing team were smart not to divorce the image from the message as this allowed for easy amplification. In other words, they made sharing fool-proof for us.

The Take-Away: Make it easy for online audiences to promulgate and amplify your message.

 

4) It had perceived effort

It’s one thing to take what is in our digital back-pocket and repurpose it for a timely initiative. This has been wildly successful in garnering online attention before (even when it’s only passive). It’s another thing to think of a quick message and create a professional, branded image in the midst of a “hot moment” on social media. Perhaps that’s what is most impressive: not only did Oreo post something timely – they posted something new and clever. Like the most memorable lines of an improv comedy show, it was quick and it was created for the occasion.

The Take-Away: You want folks’ attention? Show them that you are working for it. Just because you are operating on social media doesn’t mean that it is necessarily low-cost or low-energy to do it right. Sometimes it takes good old hard work and preparedness.

 

5) It was relevant and posted quickly

This is undeniable. It was an image posted at the right time, and it was relevant to audiences (i.e. we all saw the blackout and we all experienced the stalling of the game). While being quick and timely may have be the most discussed takeaway of the initiative, “timeliness” was hardly the sole factor in the ad’s virality. In fact, organizations like the Getty and the National Museum of American History tweeted timely social media gemstones regarding the blackout whole minutes before the Oreo tweet was posted. While they certainly garnered attention, they did not achieve the level of recognition that the Oreo blackout ad realized. What arguably impressed us most is that all of the elements mentioned above were incorporated in a witty ad that came out quickly.

The Take-Away: Find a way to make your brand relevant when it counts. Aim to promulgate messages at times when they may hit a shared understanding with audiences. Timing matters.

 

No doubt, the Oreo ad was a big success with regard to online engagement and amplification. This kind of virality is helpful in making brands top-of-mind and (hopefully) sparking affinity for a product or business. While the story and virality of this ad offers significant lessons for nonprofit organizations on social media, the true outcomes of Oreo’s collective Super Bowl efforts will not be truly realized until we know if the ads were successful in strengthening the company’s bottom line and increasing sales.

At the end of the day, social media success pays off in elevating reputation and aiding in achieving organizational goals. If a “like” does not inspire a desired behavior, then – really – it’s just a “like.”

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

Posted on by colleendilen in Community Engagement, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media, Technology, Words of Wisdom Leave a comment

Trust Your Audience: Data Debunks Nonprofit Social Media Fears

the scream

Despite the myriad good reasons to be using social media (including data indicating social media’s leading role in motivating visitation and donor support), some nonprofit organizations and museums have been hesitant to open content-related communications to online audiences. They wonder: What if someone posts something bad about us? What if they use our Facebook page to promulgate viewpoints that are contrary to our mission or practices? What if they say something inaccurate on our expert page?

Data suggests that fears regarding radical trust may be largely unfounded and/or dramatically over-emphasized. Why? Because there is proof that people do not believe everything that they read online. Though this may sound axiomatic or silly to some (“Of course people don’t believe everything that they read online!”), organizations that don’t trust their online audiences to make informed, intelligent assessments often cite this doubt as a justification to not embrace open authority. Simply put, many organizations are frightened by social media and the means by which it empowers online audiences to express their respective points of view – which may be negative about the nonprofit, factually incorrect, or even “irrational.”

The data concerning this reticence to trust is quite clear: Organizations that instinctively move to limit communications – or react to a crisis only when standing on the sidelines is simply no longer an option – are failing their constituents. Here are three things to consider regarding reticence to engage on social media due to fears of opening authority to others:

 

1. Data suggests that social media is used by the public to gather information to form opinions… and not as a tool to dictate facts

Online audiences visit your social media sites to assess how you react and engage with the public in order to determine their level of personal affinity with your organization. They want to make their own decisions about what they think about your posts…and, similarly, they consider comments from others (and your responses to these comments) as key components of their information-gathering process.

Consider data from IMPACTS regarding the general public’s trust of various marketing channels and note the level of trust that the public ascribes to social media:

IMPACTS- Trust in Marketing Channels

I’ve posted this data before highlighting the reach, amplification, trust and overall weighted-values of various information channels. It may well be the single most “expensive to acquire” data freely available to nonprofit organizations on Know Your Own Bone. (Read: I hope that you’ll please take advantage of this free-to-you information that was originally funded by for-profit clients. After all, that’s why I write!)

This data indicates the public’s relatively low trust in social media when compared to other information channels with higher publication thresholds (e.g. newspapers) and “traceable,” credible endorsers (e.g. word of mouth). While the findings suggest that social media is, overall, the most powerful channel as a source for information, it additionally indicates that the public understands that there are some crazy people on social media.

Online audiences do not believe that other fans typing on Facebook walls are writing truisms in stone. While these comments may exist for the world to see, what is more important is how organizations react to these comments…

 

2. Online interactions establish relevance and transparency… and may clarify negative comments that organizations fear

As described previously, online audiences referencing your website and social media platforms are making decisions about how to feel about your organization. It is important that you are transparent, trustworthy, and authentically engage with these potential online evangelists. Some may even test you like this little lady did in her post on the Smithsonian National Museum of Natural History’s Facebook page…

Smithsonian Facebook Comment

This interaction demonstrates the importance of responding to comments and interactions on your social sites – even, at times, when “negative” comments strike. If the museum hadn’t responded, the public may have perceived that the museum does not pay attention to online audiences, so why bother engaging? Worse yet, such perceived indifference may have actually inspired additional negative sentiment. At the very least, not-yet visitors to the Smithsonian National Museum of Natural History may consider that perhaps the museum is indeed “really boring” without having uncovered that feedback from this user was not sincere.

Nonprofit leaders need not fear comments such as the one above because being an “online organization” allows for both social media users and the nonprofit to uncover information that may aid other users in determining their level of trust in these communications.

 

3. Online interactions provide constructive feedback that, if acted upon, may position your nonprofit to evolve and thrive

While some executive leaders may claim to fear comments from less educated audiences than their own employed “experts” posting on social platforms, many may actually be concerned about receiving plain old negative feedback that stakeholders might observe on these same sites. They may fear that these critiques might then resurface in board rooms or donor conversations.

Avoiding feedback by denying a platform for conversation is rejecting low-hanging fruit to aid in the improvement of the organization. For executive leaders or marketing managers for which this is the case, well, you may have bigger issues within your organization than not being active on social media.

As the world changes (new technologies arise, new generations take the lead…), organizations confront numerous challenges. Often, the severity of these changes is correlated with how quickly the organization can evolve and adapt in alignment with changing constituent and stakeholder needs. Organizations that fear feedback may already know that they are behind the times. The solution to this is not to back away, but, rather, to consider embracing the insight that social media interactions may provide for your organization.

Leaders may be surprised how positively a simple, “Thank you for your feedback. We hear you and we’re getting started on fixing that by…!” resonates with online audience members with thoughtful, informative gripes (provided, of course, that you indeed start to address issues that arise and further complaints do not surface that may indicate insincerity). Also, executives and managers may breathe a little more easily knowing that – if a comment is legitimate – your organization probably (hopefully?) has the knowledge required to respond to thoughtful, negative feedback in a considered and helpful manner.

All this is not intended to suggest that negative comments do not have the ability to impact your brand. Instead, it suggests that organizations who fail to actively engage their audiences, do not respond to interactions, and adopt a “hear no evil” position when confronted by a challenging comment are doing themselves a grave disservice by not treating these moments as important customer service (and audience engagement) opportunities. In the end, if an organization rightfully considers thoughtful, negative comments as opportunities to listen, obtain feedback, and improve, and if the public is already considering the veracity of fan comments, what plausible excuse remains for an organization to fear social media?

You can’t argue with crazy. And, you can’t argue with facts. The public has figured this out. Isn’t it time that nonprofit organizations catch-up with the public when it comes to the ways and means by which we communicate with our constituents?

Barely a few weeks removed from our nation’s most recent Inauguration, please excuse me as I play off of arguably the most famous inaugural address in our history to drive an important point home for nonprofit executive leaders: When it comes to social media, perhaps the only thing that we have to fear is fear itself.

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

Posted on by colleendilen in Blogging, Branding, Community Engagement, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media, Words of Wisdom 3 Comments

Adapt or Die. New Rulings on Social Media in the Workplace and What They Mean for Nonprofit Organizations.

Dilbert Social Media Fear

It’s no secret that some nonprofit organizations have been defensive about allowing folks to interact or “contribute” to the organization’s reputation or area of expertise online. (This terror is the basis of recent discussions regarding radical trust, for instance.) And, in a way, the terror makes sense from more traditionally minded members of the workplace – nonprofit organizations are heavily scrutinized and already have many stakeholders as it is (board members, constituents, donors). Understandably, (though perhaps inexcusably) social media and online engagement may be scary-to-the-point-of-suppression for those who don’t fully understand how it has changed the way that we communicate, connect with one another, and access information.

Some organizations have tried to exert control by putting forth aggressive social media policies. In fact, a nonprofit organization is the opening case study in this week’s The New York Time’s article summarizing recent court rulings concerning social media policies.

These recent rulings do not indicate that social media policies are a bad idea; rather, they suggest that social media policies that aim too strongly or aggressively to limit freedom of speech (and then use these policies to take away jobs) are a bad idea.  But, in reality, organizations too ignorant to understand the role of social media in society may be doomed to confront significantly larger problems than disgruntled, chatty staff members. Assuredly bad though that may be, developing a reputation for a lack of transparency and suffering from the negative word of mouth that inevitably results from stifled and contrived social media communications is likely to jeopardize an organization’s relevance in the competitive market much more quickly than a Negative Nancy with a Twitter account.

Here are some key take-aways from the article regarding rulings:

  • Recent rulings by the National Labor Relations Board “generally tell companies that it is illegal to adopt broad social media policies — like bans on “disrespectful” comments or posts that criticize the employer — if those policies discourage workers from exercising their right to communicate with one another with the aim of improving wages, benefits or working conditions.”
  • “But the agency has also found that it is permissible for employers to act against a lone worker ranting on the Internet.”
  • The agency has pushed companies such as General Motors, Target and Costco to rewrite their social media rules.
  • National Labor Relations Board officials “say they are merely adapting the provisions of the National Labor Relations Act, enacted in 1935, to the 21st century workplace.”

 

The critical take-aways for nonprofit organizations from these recent ruling are less tactical and more strategic and conceptual – and absolutely necessary. Here are four guiding principles that nonprofit organizations may benefit by adopting:
 

1) Stop being scared of social media

Web and social media are the public’s number one method of accessing information – and social media plays a leading role in driving the decision to visit a museum or other visitor-serving organization. Social media is critical to increasing online reputation, which directly aids in long-term financial solvency. An organization that runs from social media, or tries too hard to control it rather than contemplating how the organization may benefit from digital communications, may risk speedy irrelevance. For quote-lovers, a harsh reality of being a leader may be summarized here: “You have to be comfortable being uncomfortable.” The world moves. Times change. Social media is here and it’s important.  Embrace it. Or, if you prefer photo quotes, this one may be more inspiring…

 seth godin quote

2) Consider what your social media policy is supposed to do

Not all social media policies are stifling. In fact, having a smart social media policy is wise for nonprofit organizations. Effective social media policies should:

  • Provide staff members with the tools and information required for them to optimally communicate with/about the organization. Chances are your employees actually want to help your organization succeed online. Show them how they can do that.
  • Outline expectations for social media interactions, etc. Have an organizational Code of Conduct? This is a good time to remind folks that these rules apply offline and online.
  • State that leaders are open to feedback…and encourage team members to channel thoughts that may reflect negatively on the organization to higher-ups who intend to listen and work to find viable solutions instead of broadcasting their critiques to the less specifically-concerned web.
  • Remind staff members that negative posts about the organization indeed reflect poorly on the organization. Again, chances are that your employees are actually out to elevate the organization and its mission.
  • Underscore items that staff members truly should not communicate. For example, if members of your organization have security clearances or work with sensitive or confidential information, restrictions concerning the disclosure of this information should be clearly articulated. In other words, be detailed about what is okay to share and what is off-limits.
  • Encourage social sharing. Let staff members know that positive word of mouth marketing has an impact on promulgating your mission. If staff members believe in your cause, encourage them to share it personally.

 

3) Understand that staff member satisfaction (now more than ever) strongly affects the reputation of your organization and, ultimately, your success.

It may require a bit of a change in the minds of executive leaders, but thanks to the increased use of social media, staff members are also critical stakeholders in much the same way as are donors, board members and other constituents. It’s been vogue for some time now for leaders to issue generic platitudes along the lines of “Our most important resource is our people,” but this sentiment, while arguably always true, is now on display to the world.  Smart organizations know how to leverage these most valuable resources.  Staff members are your behind-the-scenes evangelists – the people whom the world looks to for the “inside scoop” about how your organization functions. What is best for them is – increasingly often – also best for you and your organization. Understanding this is critical for creating a successful social media strategy. As recent rulings indicate, dealing with lone perpetrators who conduct real offenses on social media may be actionable by punishment…but don’t assume that all staff members are “out to get you,” or cannot be relied upon to promulgate positive, personal messages. If you don’t trust your online audience, online audiences will not trust you. The same rule applies in this day and age for employees. More to the point, if you lack sincerity in declaring the importance of your people, then be prepared for your people and constituents alike to rightfully judge you harshly.

 

4) Know and accept that your “internal” culture is external

Like the merging of personal and professional realms that increasingly seems to be occurring in society today, the line has also dissolved between what happens inside of your organization and what happens outside of it.  Recent rulings indicate that there isn’t “protection” for organizations on this front. In fact, nonprofits and businesses alike may do themselves a grave disservice by ignoring the connection between internal culture and how that culture is perceived externally. Anything your organization says or does to upset staff members may indeed be held against you. And – in the age of social media and the desire for transparent organizations – perhaps it should be. This is not a reason to be scared of staff members. Instead, it is a reason to empower them and pay attention to them. Organizations may benefit by paying extra attention to their internal cultures because if the culture or morale is negative, chances are that connected staff members may have communicated this fact on social media. Perhaps it wasn’t meant to be hurtful to the organization. Perhaps the employee felt that they had nowhere else to go.  Regardless of the rationale, their communications regarding their grievances have been deemed a reasonable exercise of their First Amendment rights. The best way to prevent an unfortunate airing of an organization’s dirty laundry is to prevent it happening in the first place. Maintain a positive, supportive culture internally and give staff a safe forum to discuss key workplace issues. If “lone workers” promulgate unfair, inaccurate, or inappropriate messages, deal with those situations individually. And, chances are, if you are truly cultivating a positive culture, those “lone workers” will indeed be “lone workers.”

 

These recent rulings are indicative of the fact that society at large is still adjusting to how to adapt to social media and the changes in communication that it brings. Down the road, other rulings may be inevitable as society tests the limits of social media and online behavior. As new legal regulations develop, intelligent organizations will continue to adapt.

If your nonprofit has a social media policy with “blanket” rules for behavior on social media, you haven’t done anything wrong. But it is your responsibility to evolve and stay legally ahead-of-the-game. If your organization’s policy is too broad, now may be the time to open it back up and write in more details or discuss appropriate repercussions for violating the policy. And when you close the policy and roll out the changes, understand that you may not be closing it for good. And understand that that is okay.

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

*Photo credits to mediabistro.com and Venspired.com

Posted on by colleendilen in Jobs, Leadership, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media, The Future, Words of Wisdom 4 Comments

Thank You and KYOB’s Most Popular Posts of 2012

Know Your Own Bone Skull

JOB ALERT: Looking to start off 2013 with a new adventure filled with meaningful social media/marketing/PR work for zoos, aquariums, museums, performing arts and other nonprofit organizations? I’m looking for a right-hand-person to serve as IMPACTS’s Digital Marketing Manager. Interested or know somebody great? Please pass along the job description!

2012 has come to a close and we are all onward and upward toward 2013. It’s been a big year for nonprofit social media best practices in general, so I wanted to take a moment to share the most popular posts of 2012.

…But, first and foremost, I want to say thank you to my incredible tribe of loyal readers. I am so fortunate to be able to share thoughts and practices with such a talented group of hard-working, inspiring people! I am delighted (and usually a tad bit taken aback and still downright amazed by the power of the Internet) every time that I have the privilege meet one of you in person. It happens after I give presentations, after board meetings where I have the opportunity to visit your organizations, and – to my utter amazement – has even happened unknowingly with strangers over dinner conversations! (“There’s this blog about social media in museums and nonprofit organizations. It’s called….” Cut to me going slackjawed, followed by an awkward explanation and a laugh.) I am truly honored and ecstatic to learn that the sharing of the best practices that I observe in my work and travels have proven helpful to the thought leaders shaping the future of the nonprofit sector.

It’s been a big year for KYOB! In terms of content, IMPACTS, the company for which I work, has allowed me even more access to thought-provoking data to share with the nonprofit community. Aesthetically speaking, KYOB received a significant design upgrade by Marissa Sher, and Amanda Megan Miller Photography did all sorts of magic taking branding photos for the re-design. (Thanks to that shoot, I now have four skeletons worth of plastic “bones” living in the closet of my Chicago apartment. Cool or creepy actualization of a metaphor? …Yikes!)

Old KYOB

Remember this design layout? It got a major upgrade in 2012!

 

Here are the 10 most popular posts of 2012 on KYOB:

1) The Millennials are Here: 5 Facts Nonprofits and Businesses Need to Know. The millennials aren’t coming.  They’re here now.  And the time has finally come when organizations will start to sink or swim based on how effectively they engage this demographic. Here are five fast facts that nonprofit and business leaders must embrace in order to effectively manage, market and operate their organizations

2) The Top 5 Mistakes That Nonprofits Make When Attempting to Engage Celebrities. Want to know how to increase your chances of getting noticed by celebrities in order to secure a public relations appearance? Here are five mistakes that nonprofits often make when reaching out to celebrities and what you need to understand when considering your ask.

3) The Importance of Social Media in Driving People to Your Museum or Visitor Serving Nonprofit (DATA). There’s a lot of conversation about the ROI of social media and confusion about how to explain its importance to executive leaders. Need help? Here’s some data behind how social media drives attendance to visitor-serving organizations (zoos, aquariums, museums, botanic gardens, theaters, etc).

4) How Generation Y will Change Museums and Nonprofit Membership Structures. Because online engagement is increasingly critical for buy-in among all generations, it must be applied not only to marketing, but also to fundraising. Membership teams, in particular, will need to re-work their operations and offerings in order to sustain and grow their number of supporters. In fact, IMPACTS has already uncovered the need for museums to revise how they tell the story of membership benefits.

5) 40 (More) Ways Nonprofit Zoos, Aquariums, and Museums are Engaging Audiences Through Social Media. Here are 40 (more) ways that nonprofit zoos, aquariums and museums are engaging audiences using online platforms.

6) 5 Critical Nonprofit PR Strategy Tips for Marketing to Millennials (DATA) Here are five critical insights into the millennial mindset (and increasingly, the general public’s mindset) that should be integrated into an organization’s public relations strategy.

7) Generation Y and Inheritance. It’s Time to Have a Talk  Data suggests that there’s a rather significant expectation delta between millennials and their parents when it comes to how much money millennials expect to get in inheritance. Here’s what we asked, and here’s what we found.

8) Why Offering Discounts Through Social Media is Bad Business for Nonprofit Organizations. Offering discounts through social media channels cultivates a “market addiction” that will have long-term, negative consequences on the health of your organization. When an organization provides discounts through social media it trains their online audience to do two not-so-awesome things…

9) Web and Social Media Play Leading Role in Public’s Decision to Visit a Museum (STUDY). When comparing how folks get their information about leisure activities, it’s not even close: web and mobile platforms (including social media) are disproportionately influencing your museum’s visitation and attendance.

10) Death By Curation: Why the Special Exhibit Isn’t So Special Anymore. It’s no secret that a true blockbuster exhibit can boost a museum’s attendance to record levels. However, a “blockbuster” is rare, and the fact that these blockbusters spike attendance so dramatically is an important finding: Blockbusters are anomalies – NOT the basis of a sustainable plan.

 

Thanks again to everyone for making 2012 a great year! The nonprofit community is facing a time of incredible change, and I am eager to share experiences, best practices, and market information as we move forward. I hope that you’ll all do the same as your organizations respond and evolve.

Cheers to working together to better prepare ourselves and nonprofit organizations around the globe for a better, brighter future. Here’s to a wonderful, challenging, and inspiring 2013…

Thank you!

Colleen Dilenschneider

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

 

Posted on by colleendilen in Blogging, Branding, Community Engagement, Generation Y, Jobs, Leadership, Lessons Learned, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Change, Social Media, Technology, The Future 2 Comments

Social Media: The Every-Department Job in Nonprofit Organizations


So, this “Internet” thing? It’s here to stay. It’s perhaps a hefty statement, but in this age of increased transparency and digital communication, your marketing team may well be the single most valuable department in your organization. (I’ll explain…)

Marketers aren’t increasingly important because they are necessarily smarter or have more talent than do the valuable resources in your organization’s other departments. It’s because the job of the communications, marketing and public relations professional has evolved from being a single funnel to media outlets streamlining promotional messages on behalf of an organization, to serving as several funnels to different, targeted demographics based on content from several different departments in a manner that achieves an organization’s long-term goals. Today, great marketers in visitor-serving organizations show the world how every other department shines. (And when they do it well, they shine, too)

It’s no secret: As I’ve said before, social media does not belong to the marketing department. It’s critical to open up communications between your marketing department and other departments. Your organization will need all of these connections in order to succeed in attracting visitors, building affinity for your brand, connecting people to your cause, and securing donors. Consider this. Here are six critical keys to social media success, and all six rely on cooperation with other departments:

 

1. Killer content (Marketing needs Education)

Engaging content is the key to success in social media. Content is currency. Engaging content keeps organizations top-of-mind and increases reputation – a key driver of visitation. It keeps your nonprofit in folks’ Facebook newsfeeds and gets you re-tweeted, shared and liked. It increases your reach and online audience. Content drives interaction, which drives affinity, which drives support. Arguably the best place to find this engaging mission-related content is from your organization’s scientists, educators, and interpreters. They are natural suppliers of fun-facts – they can uniquely tell you when behind-the-scenes activities take place, and they generally provide the “wow factor” for education-based content.  Moreover, because many members of this department are public-facing, they already know what visitors consider interesting. Without the Education Department, marketers would have nothing to share except updates on their morning meeting about media ad buys… and, fortunately, they know better than to tweet about that!

 

2. Community management (Marketing needs Visitor Services)

Did you know that 42% of individuals using social media expect answers to the questions that they ask online within one hour? This is often made difficult because many nonprofit organizations (and shockingly, several museums) still “go dark” on the weekends (typically, the busiest times for museums)! Social media is increasingly a platform for customer service – and timeliness counts. Marketers must rely on an organization’s Visitor Service team in order to provide important information regarding pressing customer service questions.  We call this “social care” and it is critical online. Nielsen has released their 2012 Social Media Report . Take a look at some of their findings:

 

3. Cultivation of evangelists and supporters (Marketing needs Fundraising)

I just lied for consistency purposes. In reality, Fundraising needs Marketing. Online giving continues to grow by 13.1% year over year, and online giving currently accounts for 6.3% of total giving. BUT organizations do a disservice when they assume that online giving is the only type of giving strongly connected to marketing. Web platforms and social media are the single most powerful marketing channels used for obtaining information – including gaining information for making visitation or giving decisions. Even if someone gives in-person, over the phone, or by mail, chances are that the connection was strengthened by digital communications. Marketing and Fundraising Departments can (and should!) work together to make lists of potential evangelists who are likely to spread the organization’s message, and social media can help identify folks with an existing affinity for the organization with the inclination and/or propensity to become members or donors. I’ll be so bold as to highlight an increasingly-relevant truism: Marketers don’t need fundraisers to be successful at marketing, but fundraisers need marketers to be successful at fundraising. In my experience, “old-fashioned” fundraisers hate this…but, generally, when you take stock of the current condition, “old-fashioned” fundraisers aren’t succeeding right now.

 

4. Unique initiatives (Marketing needs Exhibits)

This ties back to killer content. Exhibits teams have access to important, exclusive information that can pique online interest. They know when there’s a big, wrapped mystery being delivered on the loading dock, which animals are giving birth, why exhibits are placed where they are, and (like their colleagues in the Education Department) they know a nice bit about how people learn. Most importantly, they can facilitate unique initiatives like online animal-baby naming contests and help arrange special programs/experiences that can be value-adds as prizes for online engagement (Related note: Please don’t offer discounts over social media. The short-term, “subsidized” bump in engagement has significant, long-term, negative consequences for nonprofit organizations.) Exhibits teams can help allow for open authority opportunities that increase reputation, open conversation and “make everyone a curator.”

 

5. Ability to experiment (Marketing needs Executive Leadership)

Social media and online engagement best practices and measurements evolve, so goals need to evolve, too. For instance, most of the museums that I work with don’t have a real budget for Facebook aside from human capital or full-time equivalents (read: someone’s time). However, Facebook’s recent changes to Edgerank (Facebook’s status-delivering algorithm) have made the platform more pay-to-play with promoted posts and sponsored stories. Now, organizations would be wise to consider that maximizing engagement on Facebook may require a sustained monetary investment. It also makes compelling content from various departments even more important.  In sum, social media isn’t about evolution…it’s about revolution.  Changes are nonstop, big and fast. Leaders need to embrace the inevitability of change.

 

Also – and much more importantly – executive leadership buy-in is a key element to creative engagement. The best, most-famous examples of online engagement in museums (think Museum of Science and Industry’s Month at the Museum, or Indianapolis Museum of Art’s Online Dashboard, or museum directors betting artwork on the superbowl) required not only permission, but a willingness on leadership’s part to take on these initiatives.  To take engagement to the next level, marketers need to understand that yesterday’s “how-to” manual is already obsolete. To have permission to innovate better practices in this rapidly evolving space, marketers need to be talking to leadership.

 

6. Human Tone (Marketing needs Human Resources)

Social media policies are best practices in organizations. In the digital era, folks want to know the people behind the computer screens. This also means that audiences can be drawn to staff members with their own online brands. These brands and real-life experts can be very helpful for organizations seeking to increase their respective reputations. Here are some famous ones in the museum world.  However, organizations also risk having folks say inappropriate things online, share private information about an organization, and occasionally display less-than-awesome online behavior. The Human Resources Department plays a critical role in managing staff members’ online behaviors – they are a marketer’s “safe harbor.”

 

We do our organizations a grave disservice when we shrug and call communications – and especially social media – “Marketing’s job.” Increasingly, social media is everyone’s job (at least parts of it).  Successful organizations understand the need for everyone to participate in the overall communications effort. Marketers don’t merely communicate, they collaborate.  We aren’t solely about content, we’re about connection.  And, the best amongst us understand that we can’t do it alone.  Our success – indeed, the success of our organization – is a product of giving EVERYONE in the organization the most important job.  We’re all marketers.

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

 

Photo edit based on meme by KSB

Posted on by colleendilen in Big ideas, Branding, Community Engagement, Education, Exhibits, Leadership, Lessons Learned, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media Leave a comment

Generation Y and Inheritance (It’s Time to Have a Talk)


Every once and a while, I get permission to share a terrific set of IMPACTS data that makes me absolutely giddy. Usually, this kind of data drives home a point that I’ve been seeing over and over again in my work with zoos, aquariums, and museums.

…but, sometimes, that “wow factor” data is a little bit more out-of-left-field. This is a series of such data.  It ties into my last post highlighting how millennials are optimistic about their financial futures.  And it may be alarming.

Now I’m no parent myself, folks, but if you have an adult child under 35 years old, you may want to talk to him or her about their inheritance – which may well help explain their remarkable optimism about their financial futures! Data suggests that there’s a rather significant expectation delta between millennials and their parents on this front. Here’s what we asked, and here’s what we found:

1) Do your parents plan to leave you a significant inheritance?

We asked several thousand millennials if they thought that their parents would leave them a “significant inheritance.” A majority of members of Generation Y reported, “Yes.” 

2) Do you actually plan to leave your child a significant inheritance?

Then we asked a similar question to parents of millennials. When comparing this to the above data, the discrepancy is astounding. A vast majority of parents with millennial children do NOT plan to leave their child a significant inheritance.

3) There’s an average difference of $359,970 between what parents plan to give their children in inheritance, and what their children expect to receive.

We asked millennials who believed that their parents would indeed leave them an inheritance to go one step deeper: How much did they think that their parents were going to leave them? An average of $403,845 it turns out!

We also asked parents who reported that they plan to leave their children an inheritance to quantify the amount of their planned monetary legacy.  The result?  An average inheritance of $43,875 – 9.2 times LESS than millennial children expected.

We millennials are indeed a financially optimistic group! One thing’s for sure: Generation Y is going to face some harsh realities in the coming decades that will no doubt alter the way that nonprofits need to build relationships with these folks. In the meantime, as organizations adjust their nonprofit PR strategy to target millennials, (and if you’re a parent), perhaps consider heading down to the basement living space of your millennial child and having “the talk” with them. Data suggests that we just may need a little snap back to reality.

 

Photo credit: LifeInc

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Posted on by colleendilen in Generation Y, Nonprofit Marketing, The Future Leave a comment

Two Critical Reasons To Target Your Fundraising & Nonprofit PR Strategy Toward Millennials (DATA)

It seems as if everyday I’m seeing another “best-in-class” organization announce a smart, new nonprofit PR strategy designed to better engage millennials. Millennials are the largest generation in human history, and represent the second-largest demographic in terms of buying power. Millennials also think and communicate very differently than their generational predecessors – and, accordingly, require different marketing and communication strategies.

There has never been a better time to have a public service mission because millennials are (relatively speaking) optimistic about their financial futures, and they consider themselves to be particularly generous. Data concerning millennial perceptions point toward two, informative reasons to target Gen Y with marketing and fundraising efforts:

 

1) Millennials are less worried about their families’ financial futures than are older generations, making them beneficial comparative targets for fundraising and marketing efforts.

Chalk it up to unique characteristics of Gen Y or the general optimism of youth, but millennials are not only less worried about the financial futures of their families than older individuals, but they are less worried than they were in 2008. Older individuals, however, are more worried. This suggests that there’s an opportunity to cultivate affinity with this demographic, as they may perceive themselves as being able to support your nonprofit in the future if they cannot support you right now.

While millennials certainly are feeling the effects of being the “screwed generation,” data suggests that we remain optimistic about our long-term futures…even more so than folks who could be considered “less screwed.” And, while millennials are spending more than they earn, they are still spending (and, thus, could be supporting nonprofit charitable causes if engaged adequately).

Regardless of whether members of this demographic have the money right now to make up your major donors (some do!), they believe that they will – and they are rather confident about it. Engage this demographic now so that the payoff will be there later. When they get the money (if they don’t have it already), make sure that your organization is top-of-mind and a quality relationship is already intact.

 

 2) Millennials consider themselves to be particularly generous compared to the self-perception of older individuals, presenting a potential opportunity for organizations to tap into Gen Y’s sense of self.

When IMPACTS pulled this data, the company CEO called me and asked, “On a scale of one-to-ten, how generous do you consider yourself to be?” I said eight. He burst out laughing and said, “and so do all of your buddies!”

Perhaps I should be embarrassed, but I’ll own up to the truth behind that finding! The self-perceived generosity of “my buddies” has been stable over the last few years – and it’s rather high! It is especially high compared to the dip in self-perceived generosity that older individuals have experienced.

This is good news for museums and nonprofit organizations because this data suggests that generosity is built into our own self-perception. We think of ourselves as “giving” people.  Conceptually, giving to nonprofit organizations fits nicely with our own personal brands. It’s our job as nonprofiteers to match up the desire to be generous with social missions. Marketing your nonprofit and targeting engagement initiatives toward members of Gen Y will pay off in the future (if it hasn’t already) – but engagement needs to start now. Increasingly, nonprofit organizations’ “bread is buttered” by this new, enormous demographic.

 

Given this (and other compelling) data, doesn’t it seem silly that any organization would continue to exclusively target their efforts toward individuals who are more financially “worried” and consider themselves to be less generous than those who make up a significantly larger, more optimistic generation?

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter!

Posted on by colleendilen in Community Engagement, Generation Y, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Service Motivation, The Future Leave a comment

How Generation Y is Changing Museum and Nonprofit Membership Structures (DATA)

Looking for a copy of the address that I delivered at the Iowa Museum Association Conference last week? You can find it here.

Millennials (folks roughly between the ages of 18 and 33) are the largest generational segment of the U.S. population. This generation has different values and mindsets than those of the generations that preceded them – and they are far too large in number for museums and nonprofit organizations to ignore. Organizations that are not marketing to millennials are not only missing an opportunity to reach a new audience, but failing to engage the audience that will increasingly dictate their organization’s operations for the next 40 years (at least).

But it isn’t just marketing departments that have begun incorporating changes to appeal to Millennials. The changes must be incorporated into a larger community relations and nonprofit PR strategy. Because online engagement is increasingly critical for buy-in among all generations, it must be applied not only to marketing, but also to fundraising. Membership teams, in particular, will need to re-work their operations and offerings in order to sustain and grow their number of supporters. In fact, IMPACTS has already uncovered the need for museums to revise how they tell the story of membership benefits.

While conducting research on behalf of a prominent visitor serving organization (VSO) with a conservation-related mission, IMPACTS uncovered an interesting finding. We asked respondents a series of questions related to identifying what they consider to be the primary benefits of membership to the organization.  Once compiled, we found that sorting frequency of mention and strength of conviction information uncovered a telling divide between potential members above and below age 35.

Free admission was the pronounced, primary benefit of membership for both age groups. However, benefits two–through–five on the lists do not have any additional commonalities. Moreover, the type of benefits are very different.

Extant data indicate that members of Generation Y are public service motivated and appreciate a feeling of belonging and connectedness with one another and with a cause. This is consistent with the responses gathered from millennials in the data above. Instead of being interested in the more “transactional perks” of membership, this generation desires a feeling of connectedness with a broader social good.

Because members of Generation Y want different things from museum membership than generations before them, museums will need to adapt how they are selling memberships – or at least work to increase connectivity-to-a-cause vibes. Would a person considering membership to your organization feel that they are “making a positive impact” more than simply receiving “advance notice of upcoming activities?” Museums and visitor serving organizations must sell memberships by focusing more on their public services and social responsibilities than the traditional, more transactional benefits that motivated membership in the past.

Posted on by colleendilen in Branding, Community Engagement, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Public Service Motivation, Social Change, Social Media, Technology, The Future 7 Comments

The Millennials Are Here: 5 Facts Nonprofits and Businesses Need to Know

Ever since it became irrefutably clear that Generation Y (or Millennials, commonly defined as those born between roughly 1980 and late 1990s) would outnumber the vaunted baby boomer generation, nonprofits and for-profit businesses alike have been talking about the need to prepare their respective organizations for this massive population bubble. When data emerged that members of Gen Y might think and communicate differently than the generations that preceded them, organizations kept talking. “The millennials will be coming soon,” they said. Indeed, many less-prepared organizations are still saying it…

The fact is: The millennials aren’t coming.  They’re here now.  And the time has finally come when organizations will start to sink or swim based on how effectively they engage this demographic.

I am a Millennial. For better or worse, my colleagues at IMPACTS will quickly confess that I embody nearly all of the general characteristics that define my generation (I’m an over-educated, hierarchy-denying, collaborative, public service motivated, “super special,” connected, social media addicted, perhaps-a-bit-professionally-high-maintenance, optimistic, parent-loving, digital native). Despite all this, I seem to have slipped into a rare space: I’m a member of Gen Y who works almost exclusively with the baby boomer leadership of multiple organizations. In this way, I like to think of myself as an ambassador for my species.

And I think it’s a strange place to be. Though it’s in me as well, I cringe when I see members of Gen Y break the chain of command and grab the CEO of a large organization in the hallway just to bowl him over with handfuls of underdeveloped ideas. By the same token, I feel uneasy when boomer leaders dismiss those same Gen Y “idea nuggets.” Or worse, when they imply that millennials “are just like my kids. And my kids don’t run my organization.”

Take it from a millennial: Gen Y can be insufferable at times. But, yes, they do and will run your organization.  It’s not necessarily because they are smarter, faster, better or wiser than other generations. It’s simply because they are bigger. Much bigger.

Here are five fast facts that nonprofit and business leaders must embrace in order to effectively manage, market and operate their organizations:

 

1) Millennials represent the single largest generation in human history.

Until Gen Y came along, baby boomers represented the largest generational demographic in the United States. However, millennials aren’t nicknamed the “Echo Boomers” for nothing. At nearly 90 million strong, millennials have baby boomers outnumbered by an estimated 20 million people. As boomers age, the divide will continue to grow. This statistic alone should be more than enough to make executive leaders pause to consider the future of their organizations, but there’s more to this quick fact that should inform organizational development and a marketing or PR strategy: Millennials are not only the largest, but also the most educated, underemployed, optimistic, plugged-in, nonreligious, and democratic generation in human history. These characteristics will meld to affect how your organization engages constituents, donors, and customers.

 

2) Millennials are the first-ever generation that will run America for at least 40 years straight.

Millennials who have children are not having as many of them as their baby boomer parents. Moreover, Gen X (which is only roughly half the size of Gen Y) has neither the volume nor is actively having enough children to indicate the coming of another large generation. Simply put, America’s birth-over-death rate is not increasing. What this means is that – unlike the position of the baby boomers who had more children and at a younger age – millennials will remain the largest generational demographic in the United States for a much longer period of time than the baby boomers. Due to their size and the current birth-over-death rate, IMPACTS data indicates that Gen Y will remain the largest generation in existence for the next 40 years (at minimum).

This is significant information from the standpoint of an executive leader. Nonprofit organizations and businesses may be tempted to invest resources in cultivating members of other generations (or even in learning the values of Generation Z as they come of age) – and this may be a good idea at times – but no generation within the next four decades will have the size and potential buying power to influence your organization more than Gen Y.

 

3) There are more millennials in the U.S. than any other age group.

Though many organizations still prefer to consider millennials to be a demographic that will “someday” affect them, millennials already make up the largest living population cohort in the United States. If you want to generally aim marketing efforts to engage only one demographic, Gen Y has the most targets. Moreover, the youngest of this age group are forming personal consumer habits as individuals. The oldest of this generation are having children and shaping the consumer behaviors of their families. In other words, right now is a good time to pay attention to these folks.

 

4) Millennials will have the largest buying power in the U.S. by 2017.

Millennials are predicted to surpass baby boomers in buying power by 2017. If your organization is not already strong in the habit of marketing to millennials, you may be operating at a loss until this new way of thinking becomes ingrained in your strategy.

While knowing that Gen Y will reign supreme in buying power by 2017 is critical, organizations may also benefit to pause and consider that, right now, millennials are a very close second to baby boomers in current buying power. Organizations often get misled and mistakenly focus their engagement efforts on the “next generation” of buying power in purely chronological terms (i.e. Generation X). But because Gen Y is twice the size of Gen X, its sheer numbers dwarf the market potential of its nearest elders. When considering your organization’s programs and audiences with regard to resource allocation, this may be important to keep in mind right now.

 

5) After the 2012 election, millennials will largely determine the outcomes of the following six presidential elections and the public policy priorities that will affect your organization.

If you’re not a millennial, the 2012 presidential election will be an important one for you – whether you realize it or not.  Again, due to Gen Y’s size and the ever-dwindling numbers of traditionalists and boomers, millennials will largely determine the outcomes of the following six presidential elections. Will all other generations still have an equal vote? Of course. But because they make up the largest generational demographic within the population by such a large measure, the outcomes will be determined by millennials. Or rather, it will become impossible for a candidate to win an election without appealing to millennial values.

Think about that for a moment: If you’re operating an aquarium or a zoo, might evolving generational sentiments concerning captive animals pose an existential threat to your current business should new legislation restrict the capture and/or breeding of certain species?  How would a significant overhaul of the tax code – one that dramatically limits or eliminates the tax-related benefits of charitable contributions – impact your organization’s business model?  For an already platform agnostic generation used to consuming content on their iPads, how would the deregulation of broadcast airwaves and bandwidth affect the viability of a live audience-supported performing arts venue?  Yes – Millennials will elect Presidents…but, perhaps more importantly, they will set the legislative agendas and public policies for the next many decades.

 

Many folks – millennials included – may find these facts terrifying, but they are true and inevitable. Though how we react to them is up to us, one thing is for sure: organizations that do not work to appeal to and engage with millennials may have a difficult time not only remaining relevant, but, indeed, surviving. Your more traditional consumers just won’t be calling all the shots anymore.

In fact, they already aren’t.

 

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Posted on by colleendilen in Big ideas, Generation Y, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Media, The Future 3 Comments

40 (More) Ways Nonprofit Zoos, Aquariums & Museums Are Engaging Audiences Through Social Media

Since the creation of this blog, I’ve published several posts that simply list online initiatives taking place in zoos, aquariums and museums (ZAMs). These posts have garnered a good bit of traffic and served as the basis for research for several books and articles written regarding museums and social media. Unsurprisingly, ZAMs are currently as creative as ever before (if not even more so) in utilizing social media and social technology to build relationships, increase positive reputation, remain relevant, and engage potential visitors. (Like these examples? I often share my favorites and current happenings on my Facebook page if you’d like to follow along!)

 

And now, 40 (more) ways that nonprofit zoos, aquariums and museums are engaging audiences using online platforms.

In no particular order…

1)  100 Toys (And Their Stories) That Define Our Childhood. The Children’s Museum of Indianapolis is in the midst of their fun initiative: 100 Toys (And Their Stories) That Define Our Childhood, wherein members of the online community can write in memories and  vote for their favorite toys. The pool has been narrowed down to 20 (currently also displayed on-site at the museum), and folks are still voting to uncover which iconic toy receives the gold, silver, and bronze medals.

2) Go, go aquariums on Instagram! There are only four so far: National Aquarium, Aquarium of the Pacific, the Birch Aquarium at Scripps, and Newport Aquarium. (Want to see zoos and museums on Instagram, too? Here’s a collection)

3) Thinking with The Thinker. If you find yourself lost in thought, check out The Monterey Museum of Art’s Facebook album, The Thinker, for a good laugh and some self-awareness.

4) Wikipedia in the galleries.Talk about open authority in museums!  In October of 2010, the Brooklyn Museum included Wikipedia into their exhibition on women and pop art, Seductive Subversion. The museum offered iPads throughout the gallery and encouraged visitors to check out Wikipedia pages on artists featured in the exhibition.

5) Help find New York’s cutest baby! Wildlife Conservation Society is having a show-down amongst its entities (Bronx Zoo, Queens Zoo, Prospect Park Zoo, and the New York Aquarium) and is on a quest to determine who has the cutest little animal in town. They’ve turned to online audiences to uncover the favorite.

6) #MuseumOlympics. While the Olympics were taking place in London this year, #museumolympics took place on Twitter. Museums posted hilarious, witty, and downright amazing sports-themed images from their collections.

7) April Fools! The Monterey Bay Aquarium celebrated April Fool’s Day by surreptitiously changing their Facebook Timeline photo and homepage image to the one below…

8) The first Pinterest contest. The first zoo, aquarium, or museum to create engagement from a Pinterest contest? That was San Diego Zoo’s ask for folks to create tiger-themed pin boards for a chance to meet the big cats up close.

9) Wrapping in Instagram and Foursquare. And San Diego Zoo is still experimenting with social media engagement through contests. For their Nightime Zoo China Celebration, they are holding contests on Pinterest, Instagram, and Foursquare.

10) History with a side of pie. Colonial Williamsburg’s History is Served provides super fun 18th century recipes for the 20th century kitchen.

11) Making it easy to connect. The Brooklyn Museum makes it easy for folks to find their online engagement platforms by highlighting their social media channels on a single community page. They even recognize key contributors to the site on their posse page.

12) Engagement-driving “content regulars.” Every Friday, the National Aquarium writes an Animal Update blog post and shares colorful pictures from the updates on Facebook. Sound simple? Yes, but it’s also effective. These Facebook posts – along with their Amazing Animal of the Week posts (on Mondays) – drive high and reliable applause and amplification rates (i.e. they get liked and shared a lot).

13) A mobile app that facilitates a trip through time. The Museum of London created Streetmuseum, a mobile application that allows users to go through the streets of London and see what present-day scenes/locations looked like back in history, offering a window through time. You can continue this journey by checking out related historical objects in the museum.

14) Starting early on Generation Z. Is there anything cooler or more interactive for kids than Whitney Museum’s For Kids site? Kids can make their own profiles, take polls, and converse in their own forums!

15) Putting visitors on YouTube for a good cause. The Georgia Aquarium got their visitors involved in this youtube video by giving them the opportunity to explain how they feel about World Oceans Day.

16) Learning through online games. The Detroit Historical Society created Building Detroit, an interactive online game that allows audiences to choose their own adventure and play a role in building a city.

 17) Sharing timely off-line experience online. These lonesome cockroaches could be spotted looking for some love in early February in hopes of securing a valentine. If you spotted them, took a photo, and posted it on their Facebook page, the Wildlife Conservation Society entered you to win a box of chocolates for your honey (or perhaps for you to share with your new friends, the roaches) on valentines day.

18) An online auction. Need ideas for fundraising online? The Clearwater Marine Aquarium is holding a live online auction to raise money to support the institution’s animal rescues, rehabilitations and releases.

19) Fundraising through Kickstarter. The New Museum in New York has raised well over $300,000 online through Kickstarter. Check them out!

20) Foursquare still has a following! To promote their summer evening music series, the Penn Museum offered free drinks to the first ten folks to check in on foursquare. 

21) Looking to the public to choose the next subject for a work of art. The National Museum of American History asked the public to vote on which of five iconic American figures should be memorialized in a new biographical portrait by Robert Weingarten, a noted photographic artist. After more than 11,000 votes cast and a lot of great conversation, the winner was Celia Cruz.

22) Sharing silliness (and some seriousness, too). It’s a classic, but this list really must include “I went to MoMA and…”

23) Selecting and rewarding “insiders.” Similar to the California Academy of Sciences Nightlife Insiders initiative a while back, the Carnegie Science Center put out applications and has chosen six CSC Insiders who are highly connected on social media. They have access to special programs and experiences on the condition that they share their honest assessments with their online audiences and serve as online evangelists.

24) Rewarding online audiences without de-valuing your product. Offering discounts to your zoo, aquarium, or museum is a bad idea for many important reasons, but the Pittsburgh Zoo managed to reward their online audiences with a value-add instead of a discount. They hold Facebook Fan Nights wherein they open the zoo in the after-hours exclusively to social media followers.

25) Engaging in citizen science. The Georgia Aquarium is conducting some sweet citizen science by using social media to seek volunteers who have recently been SCUBA Diving in the Florida Keys in order to assess the state of coral reefs and gain information regarding public awareness of conservation programs.

26) Mobile scavenger hunts. GoSmithsonian Trek allows visiters to solve challenges, explore exhibits, and uncover fun facts on their mobile phones using this app.

 

 

27) Facilitating sharing with a mobile app. Speaking of innovative mobile apps, ArtClix, created by the High Museum in Atlanta allows users to see cutatorial details of works of art ans facilitates social sharing of photos online.

28) Current baby-naming contests. They are almost low-hanging fruit for zoos and aquariums now, and there are plenty of great examples. Want to check a baby-naming contest that’s happening right now? The Shedd Aquarium is naming their Pacific White-Sided Dolphin calf and the San Diego Zoo is currently naming their baby panda.

29) Telling stories to earn donors and support conservation. The National Aquarium understands that engagement is all about storytelling and relevance. Their website features the true stories of ten animals that the Aquarium has rescued and rehabilitated  in order to show potential donors what kind of impact they can make. The Aquarium also used GiveCorps to encourage online donations so that they can build a new Seal Pool to rehabilitate seals.

30) Using Facebook to allow for a deeper connection for special interest. The Tennesse Aquarium maintains an active Facebook page for their Conservation Institue. This page offers another level of  information for folks more interested in science and conservation (and next-level evangelists) than those that might like the Aquarium’s page.

31) Enjoying the mission from your mobile at home. Museums are continuing to find ways to bring experiences and information to folks through technologies with which we are most familiar. For instance, MoMA’s ‘Dial-A-Poem‘ brings users ecstatic language on the go on their mobile phones.

32) Mastering Pinterest. Zoos and Aquariums mastering Pinterest? With 2,073 followers and counting, the Monterey Bay Aquarium is rocking the repins. Here’s a list of some of the early-adopting museums that hopped on this online platform first.

33) Interactive online tours. Can’t make it to Amsterdam? The Secret Annex Online allows you to take an interactive tour of the Ann Frank House.

34) Wikipedians supporting museums. The GLAM-WIKI project supports GLAMs (galleries, libraries, archives museums) and other institutions who want to work with Wikimedia to produce open-access, freely-reusable content for the public. Like the idea behind Wikipedia, the GLAM Wikipedians themselves are transparent, accessible, and highly-connected as they help lead institutions into an age of open authority. Proof of their connectivity? A picture I took of this group during a dinner together at AAM2012.

35) Using personal branding to promote the museum. Many ZAMs have staff members, CEOs, and other leaders with a strong social media presence. Here’s why your museum needs you to have a personal brand and here’s a look at two museum CEOs blowing it out of the water. Some of my other favorites are ZooKeeperRick of the San Diego Zoo, Anthony Brown of the San Francisco Zoo (who is also doing a great job showing us his role at the zoo on Instagram), and Dr. Lynda Kelly of the Australian Museum.

36) Using the web to keep folks posted while the museum… um… moves. The Guggenheim Museum launched the BMW Guggenheim Lab which is a moving mobile laboratory traveling to nine major cities worldwide over six years. The main way to follow it and keep updated on this cool initiative? The web. 

37) Asking the public for strategic direction.  The Smithsonain put out a call to action on YouTube for online audiences to “Voice Your Vision.” The initiative invited folks to create their own videos and create content to share with the SI. They received many insightful responses, including this one.

38) Let online audiences “dig in” to information that interests them. Speaking of the Smithsonian, this week they launched a new campaign called Seriously Amazing which features an interactive new site that allows users to sort questions thematically and explore topics.

39) Showing folks why they should pay you a visit. XLVI Reasons to visit the Indianapolis Museum of Art are right here. 

40)  A completely crowd-sourced exhibit. The Walters Museum just finished displaying Public Property, a participatory exhibit curated entirely by the public. First, the public voted on the title (“Public Property”, then chose the theme (“creatures”), and finally chose which artworks they wanted to see at the museum.

Posted on by colleendilen in Branding, Community Engagement, Education, Exhibits, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Media, Technology 6 Comments