Connecting with Millennials

CONNECTING WITHMILLENNIALS

INTERNATIONAL SPORTS HERITAGE ASSOCIATION ANNUAL CONFERENCEOCTOBER 23, 2015

Heather Myers / @privatestormhttps://www.linkedin.com/in/heathercmyers

ABOUT MEWeb administrator in the government and cultural heritage

sectors. Currently working at the Pennsylvania Historical andMuseum Commission.

Information technology, project management and marketingexperience.

FRAMEWORK FOR REACHING NEW AUDIENCESAudit what you haveAnalyze what you have discoveredResearch trends and new opportunitiesPlan new approachesEvaluate how well it worked

AUDIT WHAT YOU HAVEAll social media accountsBasic analytics for accountsProfile completenessAll staff that work on social mediaAccess to accounts

ANALYZE WHAT YOU HAVE DISCOVEREDIs the social media platform still in use or can the accountbe retired? (Example: MySpace)Do we have enough staff to adequately manage all of theaccounts?Would it be more effective to cut back or switch to newplatforms?What have we done in the past that has worked well?Can we train more staff for specific platforms?Are our profiles up to date?Who do we need to contact to regain control of ouraccount?

AUDIT & ANALYZE: RESOURCESA Social Media Audit Template For Social Media Managers

The 15-Minute Social Media Audit Everyone Can Dohttp://bit.ly/1win7qr

http://bit.ly/1axrYwp

RESEARCH TRENDSGeneral

Pew Research Center: Internet, Science & TechGoldman Sachs Millennials Data Story

MuseumsNMC Horizon Report: Museum EditionTrendsWatch ReportCenter for the Future of Museums blog

SportsCenter for the Digital Future: How Sports Fans' NewBehaviors Will Disrupt Every Aspect of Marketing &Advertising

RESEARCH NEW OPPORTUNITIESWhat are other museums doing?What are related sports teams and organizations doing?How do we get started with social media advertising?

RESEARCH: RESOURCESSurvey Finds Teens Prefer Instagram, Twitter, Snapchat

Sorry Museums, They Just Aren’t That Into You

Pew Research Center: Internet, Science & Tech

Goldman Sachs Millennials Data Story

TrendsWatch

Center for the Future of Museums blog

NMC Horizon Reports

How Sports Fans' New Behaviors Will Disrupt Every Aspect of Marketing & Advertising

A Beginner’s Guide to Social Media Advertising

http://on.wsj.com/1LpoR5y

http://bit.ly/1LQsWTU

http://pewrsr.ch/1dsJrnK

http://bit.ly/1IgAvA4

http://bit.ly/1NX7krn

http://bit.ly/1GpIqrm

http://bit.ly/1Rd1IH1

http://bit.ly/1QZp3w9

http://bit.ly/1yZ4WVG

PLAN NEW APPROACHESArchive and retire rarely used social media accountsCreate an editorial calendar

Upcoming eventsHolidays: real and randomCulture Themes: #MuseumSelfieDay, #MuseumWeek,#AskACurator

Don't be afraid to experiment but beware of "shiny newthing" syndromeBe relevant but be respectful when co-opting hashtags

PLAN NEW APPROACHESCreate a communications strategic planTitle: what is the initiative named?Description: what is this about?Timeframe: when will this start and end?Mission: why are we doing this?Goals: what do we want to accomplish?Tactics: how will we achieve our goals?

EVALUATE HOW WELL IT WORKEDReview communications strategic plan goals and metricsReview social media analyticsAdjust expectations - scale up or downCelebrate successesRecord lessons learned

PLAN & EVALUATE: RESOURCESRandom Holidays

Bizarre, Wacky and Unique Holidays

Culture Themes

Hack Your Museum: Appealing to Millennials

Social Media ROI: How To Define a Strategic Plan

http://bit.ly/1GljuYk

http://bit.ly/1d6vDga

http://bit.ly/1Rrsxrd

http://bit.ly/1EiFwty

http://bit.ly/1zNwH3C

QUESTIONS ?

THE END