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Learn about the opportunities and challenges facing museums in leveraging social media for membership. We'll discuss best practices for engagement, acquisition, and retention including how and when to use contests and discounts. Presented by: Rosie Siemer, Principal of fiveseed
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Tying Online Social Networking to Membership
Wednesday, April 24
• Smartphone adoption
• Optimizing content for social sharing
• Real-time
• Limitations
The Mobile Imperative
Trends
• Vine
• YouTube
• How to evaluate/allocate resources to new platforms
Proliferation of Platforms
Trends
• Promote on the timeline
• e-commerce integration
• Share buttons
• Link to unique URL
“Join” Tab on Facebook
Acquisition
• Tie to social platform
• Offer during slow periods
• Follow-up with tailored campaign
Special Promotions
Acquisition
• Highly targetable
• Sidebar vs promoted posts
• Offers/Apps
• On the fly budget
Facebook Advertising
Acquisition
Strategic Contests
• Raise awareness, create buzz
• Thread mission messaging into theme
• Photo, video, trivia, scavenger hunt, Pinterest
• Prospect data capture
Acquisition
• QR Codes
• Email Sign Up
• Surveys/Polls
• Mobile opt-in
AcquisitionOther Data Capture Strategies
Member Promo Reel/Spotlight
Retention
Highlight Member Only Events
Retention
• Share a favorite memory
• Why do they support?
• Ask them to make the ask
Encourage Members to Share
Retention
Retention
• Login protected content vs “open” members pages
• Customer service is expected
Members Only
Retention
• Tell the story behind why members matter
Public “Thank You!”
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