chin presentation2011 ama
TRANSCRIPT
New Media Initiatives
Presentation to PMAs and CHINJune 6 – 8, 2011
Session Breakdown
1. AMA Strategic Framework.
2. Overview of how AMA uses technology to engage the museum community.
3. AMA-Travel Alberta Profiles Project for Recognized Museums.
4. AMA Members in action.
WWW.MUSEUMS.AB.CA
Centralized Website / Database Project
Goal: Develop a flexible database system that can effectively manage the programs and services of the AMA that will unify the information access points within the AMA to create a single point of entry for consistent and reliable data input, management, and reporting.
Centralized Website / Database Project
New website design concept
Centralized Website / Database Project
• New Website for Museum Professionals will include:– Members-only login area– Online registration and payment– Online Book Store for AMA Publications– RSS News Feed for “Media Watch” AMA members
in the news– RSS Feed for AMA Announcements and Events– Action-oriented navigation
INFOrm: AMA Newsletter
• Move to an e-newsletter• Email to members• Available on website including downloadable and
printable format • Goal of the newsletter:– Keeps members connected and engaged– Member-submitted articles– What’s On: Events in the museum community– Upcoming professional development opportunities – Reduce environmental impact of paper mailouts
Other AMA Tools
• Cisco’s WebEx– Web Conference software
• Audio and visual meetings• Share documents and group editing• Reduce travel costs and manage multiple schedules• Cross-platform compatible including mobile• Reduce environmental impact for travel
• SurveyMonkey– Online surveys
• For Certificate in Museums Studies course evaluations• For Conference evaluation • For gathering feedback and information from membership • Reduce paper forms
Percolate. Brewing Ideas with …
• Percolate. Brewing ideas with… explored issues of sustainability with leading minds in the Arts, Heritage and Cultural Management fields
• Presented in partnership with the Edmonton Arts Council, Edmonton Heritage Council and Grant MacEwan University Arts & Cultural Management
Percolate. Brewing Ideas with …
Social Media Initiatives included:
•Tumblr Blog•Facebook Fan Page•Twitter account•Delicious bookmark
Recognized Museums
BENEFIT OF BEING A RECOGNIZED MUSEUM
Profile on the AMA tourism website
WWW.MUSEUMS.AB.CA
Recognized Museums Profiles Project
FALL 2009 to SPRING 2010
Photography Project: 20 museums from across the province selected to have a professional photographer take engaging images of the museum
Writer Project: 20 museums selected from across the province to have a professional writer prepare a narrative for profile content
Six museums (one from each Tourist Destination Region) selected to participate in both
Goal: increase the quality of the content on the
AMA / Travel Alberta tourism website
Connecting visitors with quality
museum experiences
“Getting website traffic is best generated using interesting stories about people.” (Davis, Google Advertising Tools, 41)
Photographs•Visual Culture
•Communicate
•Engage
Other New Features
Amenities Listing
Google Maps
Share Function
Improved Navigation &
Site Map
New Banner Images
Goal: increase visibility, navigation, and functionality.
Google Maps
• How people plan their vacations, weekend trips, and outings.
• Connects to mobile devices (the number of worldwide mobile subscribers is expected to reach 5.3 billion by 2013).
• Opportunity to place online ads.
Share Function
SOCIAL MEDIA
• Builds community
• Promotes your organization
• Creates easy, one-step access
Improved Navigation & Site Map
Added a Site Map
Keep Navigation SIMPLE
Included a Search Function
New Banner Images
Images from Photography portion of the Profiles Project used to create more engaging banner images for the website as well as for publications and promotions.
Calendar of Events
Connect museum visitors with events around the province
Connect museum professionals with networking opportunities
Events submitted also make it into the AMA’s quarterly publication: INFOrm
METADATA
Most common Meta Tags:
- Keywords
- Description
- Robots
Provides information about a web page
Improves Search Engine Optimization (SEO)
AMA Tourism Website
• The AMA has created a powerful marketing tool for Recognized Museums to take advantage of.
• Profiles serve a different purpose than a museum’s own website:– Quick, accessible information– Designed for travel plans – Connect visitors with museum experiences
• Outbound links• Community of museums
Branding: the Recognized Museum Logo
Goal: to create awarenessand understanding of the Recognized Museum logo and what it means, and eventually toinfluence visitors’ visitation decisions.
The RMP logo is on every profile page and promotions that the AMA undertakes.
Online Marketing
SEARCH ENGINE MARKETING (SEM) &
SEARCH ENGINE OPTIMIZATION
Google AdWords: Cost-per-Click (CPC) Test Campaign
Google also offers discounts for non-profits
Initiatives by Recognized Museums:Fort Edmonton Park
Fort Edmonton Park Blog
Features:
- YouTube Channel
- Recipes from Hotel Selkirk
- RSS feed
- Flickr
- Tags
- Share Function
Initiatives by Recognized Museums:Fort Edmonton Park
Initiatives by Recognized Museums:Danish Canadian National Museum & Gardens
The AMA partnered with the Danish Canadian National Museum Online Engagement Project, which serves as a model for community engagement to other rural museums in Alberta.
Initiatives by Recognized Museums:Danish Canadian National Museum & Gardens
Engage a dynamic nationwide community interested in the Danish immigrant experience:
•Strong website base•User-generated stories•Recipes•Facebook•Twitter
Initiatives by Recognized Museums: Galt Museum & Archives
Features:
-Flickr
-Podcasts
-Share function
-RSS
Initiatives by Recognized Museums: Galt Museum & Archives