Social Media Academy 2015 Presentation Slides

1. Opening remarks Keynote: Sree Sreenivasan Break Content, Connections, and Collaboration Panel with Harvard Faculty Hands-on Exercise Lunch Users are People, Too Social Media, News, and Emerging Trends Break Capitalizing on the Campaign The Soul of Social Wrap-up #DigSocialSocial Media Academy 9:15am – 9:30am 9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am 11:15am – 12:00pm 12:00pm – 12:15pm 12:15pm – 1:00pm 1:00pm – 1:30pm 1:30pm – 2:00pm 2:00pm – 2:15pm 2:15pm – 2:45pm 2:45pm – 3:15pm 3:15pm – 3:30pm

2. WELCOME TO #digSocial

4. RISE OF MOBILE

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6. 87% “My smartphone never leaves my side.”

7. FROM INSTITUTION TO INDIVIDUAL

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11. Peole

12. VISUAL CONTENT DRIVES SHARING

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15. Social will continue to break boundaries beyond communications to core operations. Watch this space!

18. Social, Mobile, Digital Lessons from @MetMuseum #digSocial | @Harvard June 11, 2015 these slides: bit.ly/sreeharvardsoc Sree Sreenivasan Twitter: @sree | Instagram: @sreenet sree@metmuseum.org Chief Digital Officer, The Metropolitan Museum of Art PODCAST: @Sree Show: bit.ly/sreeshow #LearnSocMedia: bit.ly/sreesocmedia Socmedia Slides: bit.ly/sreeslides Facebook: SreeTips & group: Sree’s Advanced Social Media

19. Always Be Charging Always Be Connecting Always Be Collecting

25. Video interview about storytelling

26. At the Met we think about four spaces:

32. 1870 ca.1970 2015

35. ONE YEAR IN MET DIGITAL MEDIA 26 cycles of updates on metmuseum.org 36,000 new records created in TMS 20 new essays on the Timeline of Art History 500 new blog posts 1,100 Facebook posts, 3,800 Tweets, 400 Instagram posts 450 email campaigns to 19 million email addresses 100 new videos for permanent collection, special exhibitions, and online 70+ digital media installations and 6 audio tours for 20+ special exhibitions

37. The Met’s Primary Social Channels ● Facebook: 1,300,000 likes ● Twitter: 950,000 followers ● Instagram: 580,000 followers ● Pinterest: 560,000 followers ● YouTube: 17,500,000 video views and 29,000 subscribers ● Flickr: 3,800,000 photo views and 22,000 photos in the Group Pool Social media posts in 2014 ● 3,812 tweets ● 2,997 pins and 18 new Pinterest boards ● 1,153 Facebook posts ● 417 Instagrams Social Media: @metmuseum

38. Additional Met Social Channels ● @MetPhotoStudio Instagram ● Special Events Instagram ● The Costume Institute Library Instagram ● Watson Library Instagram ● Watson Library Facebook page ● Visitor Services Instagram ● Thomas P. Campbell Instagram ● The Met Store Facebook page ● The Met Store Pinterest account ● The Apollo Circle Facebook page ● College Group at the Met Facebook page ● Met Teens Facebook Page ● K-12 Educators Facebook page ● Weibo account

41. @thomasPcampbell on Instagram

44. The Dirty Secret of Social Media: Almost everyone will miss almost everything you do on social media.

45. The Dirty Secret of Social Media: Almost everyone will miss almost everything you do on social media. Until you make a mistake.

47. Mobile: Audio Guide

48. Mobile: The Met app

50. Media Lab

52. #MetArtistProject

56. Jabach painting blog posts by Keith Christiansen, head of European Paintings and Michael Gallagher, head of Painting Conservation

59. 5 slides w/ @5slidesApp bit.ly/sree2015

60. SAMPLE TWEET: New podcast: @Sree Show - talking tech, culture, startups w/ newsmakers & more. On @playit bit.ly/sreeshow #pla yitnow

61. Social, Mobile, Digital Lessons from @MetMuseum #digSocial | @Harvard June 11, 2015 these slides: bit.ly/sreeharvardsoc Sree Sreenivasan Twitter: @sree | Instagram: @sreenet sree@metmuseum.org Chief Digital Officer, The Metropolitan Museum of Art PODCAST: @Sree Show: bit.ly/sreeshow #LearnSocMedia: bit.ly/sreesocmedia Socmedia Slides: bit.ly/sreeslides Facebook: SreeTips & group: Sree’s Advanced Social Media

62. The following slides, put together by our social media manager, Taylor Newby (@TaylorCNewby), show how the Met uses various social media platforms. BONUS! Social Media Strategy @MetMuseum

63. est. November 7, 2007 | 1.3 million likes facebook.com/metmuseum ● Artwork of the Day ● Artists’ birthdays ● Exhibitions ● Sweepstakes ● Events and Programs ● Blog posts ● Museum announcements and initiatives ● Promote other channels such as Pinterest, Instagram, Twitter

64. facebook.com/metmuseum

65. ● Exhibitions ● The permanent collection ● Artists’ birthdays ● Relevant current trends ● Events and Programs ● Blog posts ● Museum announcements and initiatives ● Press coverage ● Twitter Q&As ● Live tweeting from events such as Met Gala, Fiesta, Membership’s 82nd & Fifth event, TEDxMet est. November 6, 2008 | 930,000 followers twitter.com/metmuseum

66. what people are saying about us twitter.com/metmuseum

67. ● Highlight the permanent collection through thematic boards ● Exhibition boards ● Watson Library Digital Collections board ● Cloisters anniversary board ● Boards for Museum projects including 82nd & Fifth and select Connections episodes ● 25 boards and 1,516 pins to date ● Third highest social referral behind StumbleUpon and Facebook pinterest.com/metmuseum est. March 2012 | 580,000 followers

68. pinterest.com/metmuseum

70. est. January 29, 2013 | 560,000 followers ● Permanent collection ● Exhibitions ● Gallery views ● Throwback Thursday historical images ● Architectural details ● Photos from events ● #emptymet ● Campaigns, i.e. #everydayepiphanies instagram.com/metmuseum

71. Our photos that made it to the popular page instagram.com/metmuseum

72. more platforms ● Main Photostream: photographs from Education, Membership, MADI events ● Group Pool: User-submitted photos ● Tips by Museum staff, visitors, and others, ie. WSJ, TimeOut New York, The Onion, The New Yorker ● 12 locations: MDR, Nolen Library, The Grace Rainey Rogers Auditorium, Metropolitan Museum Steps, The Cloisters, etc. ● Met Lover Badge when you check-in twice and follow the Met ● Recorded talks and performances ● Exhibition-related videos ● Teaser reels ● Online Initiatives (ie. 82nd and Fifth/Connections) ● Director’s Messages ● Historical videos

73. ● Highlight user generated content across channels ● More involvement from curatorial and conservation staff ● Launch new channels ● Increase presence within the Museum ● Access to behind the scenes content What’s Next?

76. Content, Connections, and Collaboration Antoinette Hocbo, Marketing Coordinator Lauren Marshall, Associate Director of Communications

77. Since our opening this past November, the Harvard Art Museums had: 100+ events 4 special exhibitions 1 new commission

78. “If you tweet it, they will come.”

80. Building a community of followers and supporters

81. Goals: —Raise visibility of the museums —Increase engagement —Drive attendance to the museums Case study: Promotion of the new installation Triangle Constellation by Carlos Amorales

82. Start within your organization —Talk to event/content experts: curators, artists, speakers, panel participants Open up channels of dialogue to discover interesting content

85. Jesse Aron Green Another success case

87. Start within your organization —Talk to event/content experts: curators, artists, speakers, panel participants —Arrange meetings to coordinate capturing multimedia content Open up channels of dialogue to discover interesting content

91. Start within your organization —Talk to event/content experts: curators, artists, speakers, panel participants —Arrange meetings to coordinate capturing multimedia content Open up channels of dialogue to discover interesting content —Mobilize staff to support you on social

94. Mobilize staff to support you on social If they don’t have personal accounts, open up the opportunity for them to share content.

97. Generating meaningful content starts before you open Hootsuite.

98. Start conversations outside of your organization —Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag?

101. Start conversations outside of your organization —Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag? —Partner on producing content

103. Another success case

105. Start conversations outside of your organization —Be a community supporter —Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag? —Partner on producing content

107. Connect to the bigger conversation —Lists: Follow similar institutions. What are they talking about? —Identify communities you want reach —Engage with influencers

108. Lists are your best friend.

109. Lists are your best friend.

111. Check in on trending topics.

113. —On Facebook, we saw an significant increase in reach, particularly on video content —Posts with photos had about 3x the reach of our typical posts —Posts with video had about 100x the reach of our typical posts —On Twitter, we saw the amount of mentions and retweets double. Results

114. —Over the week, we saw a 10% increase in adult admission; 18% increase in Harvard affiliate admission —Over the weekend, we saw a 48% increase in Harvard student admission; 72% increase in Youth under 18 admission (Visitas) Results

115. Be successful by being social —Work with colleagues to collect content —Start conversations outside of your organization —Connect to the bigger conversation

116. Let’s connect Facebook: Harvard Art Museums Twitter: @harvartmuseums Instagram: @harvardartmuseums

118. @mammals_suck @kinggary @aagie

125. Users are people, too.

126. HELLO! We are Becky Wickel and Mike Petroff. We’re part of Digital Strategy. You can find us at @rebeccawickel and @mikepetroff

127. AGENDA ⊡ Your fans are actual humans ⊡ Speak to them like humans ⊡ You can’t reach them all □ That has to be ok

128. PERSONAS Who are your users and why are they using social media? What are their behaviors, assumptions, and expectations? Look for characteristics that are specific, relevant, and universal. More resources at usability.gov

129. “ An effective social media campaign is based on the psychology of social behaviors, not current technology. Pamela Rutledge, MPR Center

130. 2012 CAMPAIGN

131. MOTHERS DAY

132. So who are these people we’re talking about?

134. THE ‘16%’

135. 16% Whoa! That’s not a lot.

136. How can we appeal to these people?

137. Maslow’s Hierarchy of Needs

140. WHICH NEED MIGHT THIS POST BE TARGETING?

141. ESTEEM, COMPETENCE

143. ORDER, CERTAINTY

145. COMMUNITY, BELONGING

147. HEALTH, SAFETY

148. So what do people not want?

149. PEOPLE MAY LIE Nobody likes to be led on. 1

150. CLICK BAIT

151. PEOPLE MAY BRAG It’s not always about you. 2

152. AUTHENTICITY

153. PEOPLE MAY BE FAKE Always be authentic. 3

154. AUTHENTICITY

155. How can we measure resonance?

156. HOW TO MEASURE share comment like

157. HOW TO MEASURE share comment like What is the quality of the audience? Are shares generating new audiences? Is the conversation valuable? What can you do with it?

158. Consider emotional impact a success

159. IMPACT

160. IMPACT

161. PERSONAS, REVISITED ALUMNI PUBLIC MEDIA

162. WHAT YOU CAN DO ⊡ Identify user personas for your followers ⊡ Build editorial calendar, look for opportunities to connect with your audience ⊡ Emotional connection, authenticity of your content ⊡ Report insights in addition to numbers

163. THANKS! Any questions? You can find us at @rebeccawickel / rebecca_wickel@harvard.edu @mikepetroff / michael_petroff@harvard.edu

170. “Imagine if Woodward and Bernstein had access to this kind of data and they said, ‘I’m sorry, this break-in is not really trending.’” -Lou Ferrara, the vice president and managing editor of the Associated Press, quoted in Columbia Journalism Review

172. “[N]ews organizations are adopting utilitarian, defensive, and fundamentally conservative relationships to audiences – continuing to seek freedom from readers. When news organizations do use social media to meet audiences, it is to increase online traffic, source information more efficiently, and stay on top of technological trends. Staff are warned against using social media in ways that conflict with organizational priorities, reveal the details of internal news work, rely upon social media privacy protections, or upend norms of objectivity.” -Mike Ananny, USC, “Networked Press Freedom and Social Media,” Journal of Computer-Mediated Communication, 2014

176. “I think social will continue to grow and homepage traffic will continue to fall by proportion…. I suspect the future will see us all access a highly personalized stream of content created in response to our interests, and that it will be decided by us setting preferences, by people with social communities, and by smart technology. But I also think there will always be an appetite for editorial judgment used to flag up and order the major news stories of the day.” - Sarah Marshall, social media editor, The Wall Street Journal

179. BostonGlobe.com traffic figures, March 2014

182. Journalist’s Resource.org social referrals

183. Journalist’s Resource – social media

186. “These are very, very rare events. Almost always people are getting information directly from popular sources and they don’t pass it along…. So if I have somebody who I think is going to read my story, maybe they can persuade their friends to read the story. But their friends are probably not going to be able to persuade their friends. Having your mental model be ‘All I care about is that one-degree neighborhood’ simplifies one’s view of the world, as opposed to just trying to think of these long chains.” -Sharad Goel, Stanford University

187. -Karine Nahon, University of Washington, and and Jeff Hemsely, Syracuse, in Going Viral

190. “I'd say, on the contrary, virality happens all the time. It's just easy to miss if you have a hit-driven/synchronized audience mentality. Everyone got how viral ‘Gangnam Style’ was, but if you go to any 17 year old and give them a list of a dozen or so recent viral phenomena – from Scumbag Steve to 'Bae caught me slippin' to Dogecoin – most will recognize half the elements on the list. And many will recognize all of them, despite those things never having made the evening news. The problem with the way people in traditional media organizations view viral content is that it is supposed to do the job of amassing large, stable audiences – the effect they are most missing from the olds days – when a moment's reflection would show them why it can't: attention is an arms race. If there are more people who can not just produce content but distribute it (and there are, by 10,000 times) then breakthrough virality will be rare and rapidly decaying, while 99% of virality is just the new background, ubiquitous but not unusual.” -Clay Shirky, New York University

191. “Where the numbers go next is harder to say. Social traffic patterns are still volatile. Meanwhile, Twitter is still more of an engagement play than a traffic play, and both Facebook and Twitter are still evolving their algorithms and business models. There’s no doubt social content consumption is here to stay. But news organizations need to stay hyper-aware of how both the social platforms and their own sites’ traffic trends are continuing to change.” -Patrick Cooper, NPR’s Director of Web and Engagement

192. @wihbey journalistsresource.org http://shorensteincenter.org/d85-wihbey/

195. Hello! I’m Jenny Li Fowler Harvard Kennedy School digital & social hks.harvard.edu @kennedy_school facebook.com/harvardk ennedyschool

196. “You Are Here” HKS Campaign

197. Concept: Ask members of the HKS community to take a photo or video of themselves holding this card/printout in a setting that helps convey the work they are doing — in the field, in their workplace, in the thick of it — and then send it to us with a brief caption. youarehere@hks.harvard.edu

198. You Are Here Opportunities: Connectivity HKS community is global community and a tight community of people dedicated to carrying forth the Kennedy School mission of public service with passion and commitment. Content Opportunity for content to come to us. Your story is our story — help us tell it. Creativity We have a chance to play around with this idea.

199. social media share universally, share quickly, share often

200. • Pinterest • Instagram • Tumblr … Choosing a primary platform: Needed a platform that would serve as a “photo album” for our You Are Here photos.

201. Choosing a primary platform

202. ➜ Needed platform that would serve as a “photo album” for our You Are Here photos. ➜ Pinterest ➜ Instagram ➜ Tumblr … Choosing a primary platform

203. ➜ Needed platform that would serve as a “photo album” for our You Are Here photos. ➜ Pinterest Choosing a primary platform

206. Early Promotion: ● included insert in HKS Alumni magazine ● web article ● shared on twitter, facebook ● built a You Are Here page on our campaign website ● asked faculty and staff traveling for the school to take photos

211. ➜ Share every photo we receive on flickr ➜ Share a photo on Twitter and Facebook every Tuesday #youarehere social media strategy

212. ➜ First #youarehere tweet and Facebook post went out on Tuesday, Nov. 12, 2013. ➜ In the first month we had 2,500 views to the flickr album. ➜ Today there are more than 9,600 views on flickr. #youarehere

214. YAH photos will become full web features:

215. More uses and opportunities to cross-promote:

218. You Are here ● people now send us photos unsolicited ● we get “repeats” ● Facebook shares ● Facebook and Twitter profile pictures ● Facebook and Twitter cover photos ● #youarehere hashtag - meh

219. ➜ Needed platform that would serve as a “photo album” for our You Are Here photos. ➜ Pinterest Choosing a primary platform

220. Thanks! Any questions? You can find me at: @thejennyli jenny_fowler@harvard.edu

222. The Soul of Social Delivering Authentic, Engaging Video to Your Audience

223. The Sole of Social Getting Your Audience Hooked On Video

224. Objective:

225. Objective: Help you not flounder.

226. CASE 1

227. CASE 2

228. CASE 3

229. CASE 4

230. CASE 5

231. CASE 6

232. CASE 7

233. Happy Swimming

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Social Media Academy 2015 Presentation Slides