This document outlines the content and social media strategy of The Children's Museum of Indianapolis. It discusses creating a plan with goals and key performance indicators, developing content around trending topics and user-generated content, reaching audiences across multiple channels, and measuring success through analytics and weekly/monthly reports. The strategy was presented by Craig Lile from the digital marketing agency Raidious and Lori Phillips, the museum's Digital Marketing Content Coordinator.

1. CASE STUDY:
PLANNING AND IMPLEMENTING
A CONTENT AND SOCIAL
STRATEGY

2. CRAIG “DODGE” LILE
Sr. Director of Marketing,
Raidious
Loves concerts, running, bourbon and
dressing like a fancy pants
LORI BYRD PHILLIPS
Digital Marketing Content Coordinator,
The Children’s Museum of Indianapolis
Loves ice cream, traveling, reality TV, and
owning the geeky title of “Wikipedian"

3. ABOUT

4. A DIGITAL
MARKETING AGENCY
MAKES CONTENT • MANAGES DISTRIBUTION
MONITORS AUDIENCE RESPONSE
MODERATES DIALOGUE • MEASURES PERFORMANCE

5. DIGITAL MARKETING DOESN’T WORK … WITHOUT CONTENT.
RAIDIOUS MAKES THE CONTENT THAT MAKES DIGITAL MARKETING WORK.
WHAT DO WE MEAN BY CONTENT?
Web + Blog + Social + Email + Automation + Interactive + Search + More

6. ABOUT
1. Biggest & Best
2. Fun & Imaginative
3. Alway Changing
4. Promotes Family
Learning

7. TAKEAWAYS
1. Create a Plan (Strategy)
2. Make It Come to Life (Content)
3. Reach Your Audience (Distribution)
4. Have a Measurement of Success (Analytics)

8. 1. CREATE A PLAN
Key Performance Indicators
Growth based on either rolling 12 month average or YoY basis.
!
BASELINE (Q1 2012):
●Direct Reach: Facebook likes, Twitter followers, Website blog visits/page views, YouTube video
views, Instagram followers, Pinterest followers
●Amplification: Facebook shares, Facebook likes, Twitter RTs, Pinterst re-pins,
●Engagement: Facebook comments, Twitter replies, Instagram likes, Pinterest comments
!
GOALS ( Q1 2013):
●Direct Reach: 10% month-over-month growth until baselines are established.
●Amplification (Facebook Only): 10% month-over-month growth until baselines are established.
●Engagement: 10% month-over-month growth until baselines are established.
●Conversion (eCommerce): 10% month-over-month growth until baselines are established.

9. 1. CREATE A PLAN
Personae

10. 1. CREATE A PLAN
Topography

11. 1. CREATE A PLAN
Distribution

12. 1. CREATE A PLAN
Consistency

13. 2. MAKE IT COME TO LIFE
Trending Topics

14. 2. MAKE IT COME TO LIFE
User-generated Content
#atTCM

15. 2. MAKE IT COME TO LIFE
Managing Internal/External Staff & Contributors

16. 2. MAKE IT COME TO LIFE
Community-sourcing

17. 3. REACH YOUR AUDIENCE
Current Audience

18. 3. REACH YOUR AUDIENCE
Omni-channel for a Variety of Content

19. 3. REACH YOUR AUDIENCE
Paid Promotion

20. 4. HAVE A
MEASUREMENT
OF SUCCESS

21. RUNDOWN: Children’s Museum of Indianapolis
June 2, 2014
STRONG CONTENT
• New exhibit and event
announcements: Sneak
peaks and behind-the-scene
photos of the new exhibits. !•
Video: Facebook continues
to help promote video
content, allowing that
content to reach a larger
percentage of the current
audience. !
• Trending Topics: Topics that
are of interest to the
museum and/or the
audience !•
Sky walk wraps: photos of
the new skywalk wraps
outside of the museum, as
well as the new ad wrap on
Illinois Street.
BIG WINS
Experience the Terra Cotta Warriors...After Dark!
29 shares, 58 likes, 7 comments
SAVE THE DATE: Ryan White's mother and sister are coming …
10 Retweets, 9 Favorites
SAVE THE DATE: Ryan White's mother and sister are coming …
70 shares, 211 likes, 2 comments
REACH
HOW MANY PEOPLE ARE CONNECTING WITH THE BRAND CHANNELS?
Facebook Twitter
ENGAGEMENT
HOW ARE PEOPLE INTERACTING WITH THE BRAND CHANNELS?
STATISTICS
Facebook (5/26 -- 6/02)
Facebook
Twitter
+0.2%
+0.7%
Facebook Twitter
Facebook
Twitter
+0.4%
+0.3%
Fans: 91,902 (+160 this week) [+182 last week]
Comments: 8,183 (+14 this week) [+27 last week]
Likes: 97,578 (+259 this week) [+1,423 last week]
Clicks: 60,344 (+320 this week) [+146 last week]
Twitter (5/26 -- 6/02)
Followers: 17,119 (+124 this week) [+126 last week]
Mentions: 5,840 (+66 this week) [+85 last week]
Retweets: 5,514 (+44 this week) [+62 last week]
Replies: 1,116 (+11 this week) [+18 last week]
Favorites: 1,616 (+31 this week) [+78 last week]
Clicks: 159,223 (+343 this week) [+288 last week]
4. HAVE A
MEASUREMENT
OF SUCCESS
Weekly Rundown &
Monthly Wrap Up

22. TAKEAWAYS
1. Create a Plan (Strategy)
2. Make It Come to Life (Content)
3. Reach Your Audience (Distribution)
4. Have a Measurement of Success (Analytics)

23. QUESTIONS?

24. CRAIG “DODGE” LILE
Sr. Director of Marketing,
Raidious
LORI BYRD PHILLIPS
Digital Marketing Content Coordinator,
The Children’s Museum of Indianapolis
Email: craig@raidious.com Email: LoriPh@childrensmuseum.org
Social: @DodgeMOKB | @Raidious Social: @LoriLeeByrd | @TCMIndy