LikeableU panel: how the American Museum of Natural History, the Museum of Modern Art and the Metropolitan Museum of Art use niche social media channels for branding, content marketing and engagement

1. How #Museums use
#Niche Networks for
Content Marketing

2. Niche (nich): noun, adjective, verb
1. an ornamental recess in a wall or the like, usually
semicircular in plan and arched, as for a statue or other
decorative object.
2. a place or position suitable or appropriate for a person or
thing: to find one's niche in the business world.
3. a distinct segment of a market.
4. Ecology . the position or function of an organism in a
community of plants and animals.
Dictionary.com

3. Niche Small
Pinterest 104M
LinkedIn 86M
Google+ 61M
Tumblr 42M blogs
Foursquare 20M
Flickr 15M
Instagram 15M
Source: Various

4. Tumblr
amnhnyc.tumblr.com

5. Why Tumblr?
• An active, passionate community where
sharing is encouraged
• Tumblr loves photos
• AMNH has tons photos taken by our
talented, in-house Photo Studio
• Could we engage with this community and
generate excitement and awareness of the
Museum through great photography?

6. Goals
Become a go-to channel for science content

7. Goals
Represent the complexity of the Museum and
what goes on behind the scenes

8. Goals
Foster a community of followers and ambassadors

13. Results
In one year, we’ve:
• Gained over 16k followers
• Seen steady growth each week
• Named one of the “10 Must-Follow Tumblrs for
“Science Lovers” by Mashable
• Featured in Tumblr Spotlight: Science and Museums
• Consistently featured under “official” science tag

14. Find us on:
Twitter @amnh
Facebook facebook.com/naturalhistory
YouTube youtube.com/AMNHorg
Tumblr amnhnyc.tumblr.com
Pinterest pinterest.com/naturalhistory
Ustream ustream.tv/user/AMNH
Google+

15. Flickr
flickr.com/photos/themuseumofmodernart

18. “Official” MoMA group on Flickr
Joined Feb 2009
1,997 members
6,678 photos

34. Andy Warhol’s Screen Tests

43. Thank you!

44. Pinning Beauty:
Pinterest.com/metmuseum
Sharing 5,000 Years of Art on Pinterest

45. Why Pinterest?
• A visual platform is suited to visual art
• The network's growth allows us to reach new
audiences
• We have a wealth of content to share
• Allows users to discover more on our website

46. A Thematic Approach
Theme-focused boards allow users to enjoy works of
art from a variety of cultures and time periods without
feeling overwhelmed

47. Selecting Objects by Type
Striking Swords: The Deadly and the Delightful

48. Selecting Objects by Motif
The Radiant Peacock: Associated with royalty and
symbolizing beauty, immortality and exoticism, the
peacock has long been a favorite motif of artists

49. Novel Ways to Highlight Content
Museum staff were invited to share personal perspectives
on works of art in the 100-episode series Connections.
This program translates beautifully to Pinterest

50. Beyond Images
• Pin videos from YouTube and Vimeo
• Share blog posts and essays—keep it visually
compelling
• Start conversations. Use @[user name] to reach a
specific person
• Take advantage of hashtags
• Use Google Analytics and look into the growing
arsenal of Pinterest-specific tools
• Have fun! Frankly, it's difficult to avoid

51. Find us on:
Facebook facebook.com/metmuseum
Twitter @metmuseum
YouTube youtube.com/metmuseum
Flickr flickr.com/groups/metmuseum
Flickr flickr.com/photos/metmuseum
Foursquare foursquare.com/metmuseum

52. Contact
@srhalligan: Susan Halligan, Halligan Consulting
@vsamra3: Victor Samra, MoMA
@amnh: Jessica Ulrich, American Museum of Natural History
@jennettem: Jennette Mullaney, Metropolitan Museum