no more light weight interaction // museumnext 2013

No more light weight interaction

Linea HansenHead of Social Media

The National Museum of Denmark

@MuseumNext 2013

Facebook.com/nationalmuseet

8,705 likes

11.891 check ins

Since July 2008

+ other pages

How do we do Facebook?

It is a place to communicate cultural history

• Not a place we are to get people to visit

• Not a place we use to push (or sneak in marketing)

• Not a place where we post everything from other platforms

Nothing like:

“Look at our view, how is your view today?”

“We have an exhibition with X, which object is your favorite?”

“If you could travel in time, when would you travel to…?”

“If you could meet a historical person, what would you ask”

No questions. WTF!?

We only ask questions if it is meaningful

The fans/friends/followers

They are

• Women (58%)

• (Women) over 35 (16%)

• From Denmark (77%)

And they are quite serious about history

- Do not mess with the sun chariot!

How did they find us?

We have not advertised (until now)

• They have searched

• They have found us from the web page

• (Suggested page from Facebook)

= They already know the museum

= They already know what’s on – we do not have to tell them

Statistics

Facebook insights

Analyzed posts from April 2012 to April 2013

About us Topic Crowdsourcing and dialogue

Exhibition and events

Fun

Season and celebration

News -archeology

Other platforms

Research and results

9 types of posts

What works?

• Likes

• Shares

• Comments

• … Viral reach

• (And negative feedback)

What people like

Type of post Likes

News – archeology 103,9

Fun 88

Exhibition and Events 75,7

Research and results 74,3

Season and celebration 71,6

Topic 68

Other platforms 62,6

About us 54,5

Crowsourcing and dialogue 36,2

Average 74,2

News - archeology

Excavations

• It is a bit ‘breaking’

• It is a happy message – “Look what has been found!”

• It is usually not our own content

What people share

Type of post Shares

Topic 27,3






Other platforms 5

Fun 4,9

About us 3,75

Average 9,9

Image: GLady (thanks!)

(Hot) topic

Olympics, horse meat (!), football…

• It is another angle to something everyone is involved in

• It is quirky – not really funny, but with an edge

• You know that your friends share stories about this

What people comment on

Type of post Comments


About us 10,3

Topic 7,8


Other platforms 7,4

Fun 7




Average 8,8

Crowdsourcing and dialogue

Help us + discussion (questions)

• Meaningful conversation

• You can help

• We all get smarter

• It’s something that real people discuss

What goes viral?Type of post Viral reach

Fun 495

Season and celebration 450

News – archeology 337

Crowsourcing and dialogue 286

Other platforms 242

About us 225

Exhibition and Events 201

Topic 196

Research and results 192

Average 292

Image: Yandle (thanks!)

Fun - quirky

Drawing, comments, cartoons…

• Not real viral (= viral light?)

• History with a twist

• A bit like a cat or meme…?

BLABLABLA…

1. Burn The Museum of Danish Resistance (and save the objects!)

Viral reach: 28,227Likes: 1,183Shares: 105Comments: 62

Something more viral…

1. Burn The Museum of Danish Resistance

2. Celebrate Denmark’s Liberation

Viral reach: 31,456Likes: 826Shares: 241Comments: 25

Something more viral…

The recipe!

Image by: Memorabledesign

• Related to your subject – not your building

• With a twist

• Content from around the web

• Something everyone talks about

• Not too heavy

• Meaningful - think of it as a gift

… And yes, talking about the weather or asking questions always works ( - meaningful or not)

Image by: Memorabledesign

The recipe!

Images by: Glowbal collection, Cadluba, Photog Bill, Allan Reyes, ccho, Simon Willison, Lodigs, Spilltojill, Marxfoods.com,abakedcreation, Glory Foods, madlyinlovewithlife, JTeale

Thank you… And you even stayed awake! High five!

More to say?Find me somewhere online – I can usually be found as @lineaha

no more light weight interaction // museumnext 2013

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