1. SOCIAL MEDIA
STRATEGY
@TOHISTORICSITES

2. "Bringing Toronto's
history to life."
"The heart of Toronto's cultural identity."
"enhance the visitor experience."
"On-going dialogue and engagement with citizens,
stakeholders and community groups..."
"Provide access, engage, and connect
with the public."
Mi
s
si
o
n
&
Vi
si
o
n

3. GOALS
1. Engaging our visitors beyond the confines of
museum doors; support community engagement
and encourage participation in museum
experiences.
2. Act as a historical resource.
3. Providing online customer support for visitors
questions.
SUCCESS MEASURES
To determine whether the content is helping to
achieve the platform’s purpose, we will gather and
evaluate the following data:
• Engagement metrics/post
• Attendance numbers + comments/event listings
• Subscription metrics/blog + newsletter post
Content Plan
2016 CMOG

4. Each of the Toronto
Historic Sites is different
but each site is
still casual,
approachable,
informative, friendly,
insightful and of course:
history-loving online
and offline.
Our Voice
*Digital Engagement Framework

5. Use inclusive
language to
better portray
Toronto Historic
Sites as a
collective
WE
Sister Sites
Our Museums

6. Engagement
Engaging our online community means we must
Be Engaging
by creating and sharing interesting, insightful, entertaining,
educational and trendy content.

7. Engagement by Post Type
as of May 11, 2016
Add subheading
"In Monday’s keynote by Mike Stelzner, he shared the following stats about video marketing in
2016:
73% of marketers increasing use of video in 2016
21% claim it’s the most important form of content marketing
58% want to improve YouTube knowledge
50% will increase use of video in 2016" ­business.com April 20, 2016

8. Above Benchmark
Average Reach: 1,930 people see it
*without a paid boost
WAY

9. Create
engagement!

11. 1,069 hearts
170 followers
3116 likes
+
102 comments
255 posts 22 broadcasts
as of May 11, 2016
NEW
since
2015
467 followers

12. 9,122 followers
as of May 11, 2016
9015 follwers
65%
2015 vs. 2016
43%
0.2%0.24%
Engagement Rate

13. as of May 11, 2016

14. Stewardship
Audience retention is often overlooked.
By Periscoping events for those that cannot attend (be it
for reasons such as it's sold out, or distance, or financial
barriers) we are creating a welcoming and
an inclusive relationship with our fans.

15. Our fans are
noticing!

16. Stewardship
Contests and audience participation posts are also a
great way to keep fans engaged.
Instagram WTF #MuseumMonth Contest

17. Stewardship
Being a part of the discussion, as Social Media is just that:
SOCIAL.
Engage as your museum
account! Comments and likes
insert your museum into the
online conversation thereby
raising your profile and clout
just by taking part. Add your
knowledge with @ replies
and you too can be seen as a
reliable resource within that
community!

18. Community
Community Outreach to like-minded organizations to
create on/offline projects to further engage mutual audiences!
Through Twitter we have made partnerships with:
Pow
er of Tw
itter

19. Influencers

20. Museum Trends
Museum Memes
User Generated Content

21. Museum Trends
Blogging

22. 1,759 subscribers • 1,015,856 views
Museum Trends
"Videos created by the
Royal Ontario Museum
highlight personal
reflections and
perspectives on a wide
variety of subjects. Tune
in to learn more about the
research, collections,
events and people who
make the ROM one of the
world's great museums."

23. #TOhistory
#TOhistoricsites
#CDNhistory
Site event tags: #TunnelVision,
#BeatlesRockTO, #MagnaCartaTO,
#SuburbanSteam, #FrostFair,
#SpadinaGatsby
HASHTAGS
#TBT #BTS #FF #MuseSocial #OTD #itweetmuseums #FineArtTO
Staying Trendy
Social event tags: #MuseumMonth #AskACuratorDay #MuseumWeek

24. Looking Ahead
And
BEYOND
Weekly Best Practices Newsletter
What trends to expect, #tags to use, troubleshooting and tips and
tricks for our museum Social Media Managers at site level.
By creating an inner community of social media savvy managers at
each site we are building skills and confidence to create and share
online.
Goals + Strategies
*Monthly Meet-Ups: ROM has Social
Media meetings weekly!

25. Looking Ahead
And BEYOND
Create Engaging Content
Use Periscope for more than event coverage: interviews AMA style
+ #BTS exhibit set up + exclusive beyond­the­rope segments.
Video is the future: amp up our YouTube content, every site has a
channel
Launch THS Blog: Canada 150 programming (soft launch July 1
2016)
Snapchat and other trendy but high traffic/use based apps
Utilize Pinterest and Flickr as an archive and funnel to the Blog
Goals + Strategies

26. Looking Ahead
And BEYOND
Create Engaging Content
Goals + Strategies
THS Blog

27. Looking Ahead
Online/Offline Integration
Engagement never ends:
continuing the conversation inside
and out of the museum is what
people expect. Allowing for follow
up through @acconts and
#eventhashtags we allow our
audience to have a dialogue with
our sites, and with our brand.
Goals + Strategies
And BEYOND
#Empty #TweetUp

28. Looking Ahead
Creating Transmedia
Goals + Strategies
And BEYOND
Apps and Downloads Heighten User Experience
Transmedia storytelling (also known as
transmedia narrative or multiplatform
storytelling, cross-media seriality) is the
technique of telling a single story or story
experience across multiple platforms and formats
using current digital technologies.