Download - How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
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How #Museums use
#Niche Networks for
Content Marketing
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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
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Niche Small
Pinterest 104MLinkedIn 86MGoogle+ 61M
Tumblr 42M blogsFoursquare 20M
Flickr 15MInstagram 15M
Source: Various
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Tumblramnhnyc.tumblr.com
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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?
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Goals
Become a go-to channel for science content
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Goals
Represent the complexity of the Museum and what goes on behind the scenes
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Goals
Foster a community of followers and ambassadors
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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
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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+
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Flickrflickr.com/photos/themuseumofmodernart
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“Official” MoMA group on Flickr
Joined Feb 2009
1,997 members
6,678 photos
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Andy Warhol’s Screen Tests
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Thank you!
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Pinning Beauty:
Pinterest.com/metmuseumSharing 5,000 Years of Art on Pinterest
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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
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A Thematic Approach
Theme-focused boards allow users to enjoy works of art from a variety of cultures and time periods without feeling overwhelmed
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Selecting Objects by Type
Striking Swords: The Deadly and the Delightful
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Selecting Objects by MotifThe Radiant Peacock: Associated with royalty and symbolizing beauty, immortality and exoticism, the peacock has long been a favorite motif of artists
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Novel Ways to Highlight ContentMuseum staff were invited to share personal perspectives on works of art in the 100-episode series Connections. This program translates beautifully to Pinterest
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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
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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
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Contact
@srhalligan: Susan Halligan, Halligan Consulting
@vsamra3: Victor Samra, MoMA
@amnh: Jessica Ulrich, American Museum of Natural History
@jennettem: Jennette Mullaney, Metropolitan Museum