Social Media Strategy for Museums

Prepared by Fast Work !!!!!

Bangkok Planetarium

Government (Pin Malakul) 2505 was encouraged to build Bangkok Planetarium

King and Queen have been launch grand opening on 18 August 2507

Open for public 19 August 2507

Schedule

Tuesday – Friday : 11.00 , 14.00

Saturday – Sunday : 10.00 , 13.30, 14.30

Special event for Students: Tuesday – Friday 10.00 , 13.00

English Speaking : Tuesday 10.00 (Extra 300 Baht : Speaker)

Entrance Fee

Planetarium

Kids : 5 Baht

Adult : 10 Baht

Planetarium and Planetarium Exhibition

Kids :15 Baht

Adult :30 Baht

Monk : No Entrance Fee

Issues: People doesn’t like museum

Government Support

Entrance fee

No budget for construct and maintenance facility

Overall booth and thing condition

No interesting activity

No activity, Beyond touring

Distance and Direction

Marketing communication

Target Group

Student (High School, University)

(13-18) and (18-22)

Astronomer

Science/Fantasy/Natural Disaster movie fans

Scientist, Researcher

Scientific book reader

Parents

Objective

Increase visitor on website

Partner (PR work, Endorsement, Co-promotion)

- Milo, Jele

- The brain

- Oishi , Ichitan

- Naiin, Asia-book, B2S

Positioning

Horoscope

Dating Place

Goal

Increase traffic 10% within 2 months = (6,000 UIP)

UIP 10,000 / Month within 6 year

UIP 20,000 / Month within 1 year

Increase event and space reservation

Increase domestic traveling

Increase funds

Increase social value in Museum Traveling

5,000 Fans in 1 year

Current Statistic

Problem (website :www.bangkokplanetarium.com)

Web Usability

Inactive Facebook activity

No offensive strategy

No synchronize between Facebook and Twitter

Story telling

Theme : No need to pay 20 Millions, Just bangkokplanetarium

Game : Haunting Alien (Theme park)

Create buzz : alien foot print at bangkokplanetarium

Free entrance for special event

Family tour

Beauties in Bangkok (Alliances with another museums)

Convention package (outer space meeting)

Valentine campaign (Buy 1 free 1 for online tickets)

Valentine campaign (Blessing Lovers)

Activity

Facebook campaign

Click like = Souvenir (Get it at Museum)

Competition: Mascot and Name (Vote for Ipad2)

Science quiz for gift (First 20 persons)

Use fake account to add friends and suggest from related content

Dairy content related to science and planet

Activity

Buy Facebook Ads”500 Baht/week” (Target : Planetarium, Science, Science-Math student, Akamai area, Parents, Age 35 +)

Most 5 Tagged pictures get Star named themselves each month

Facebook Ads

Facebook Ads

Activity

Youtube

Introduction video

Interview video (Visitor and Celebrity)

Activity

Blog marketing

Blogging competition monthly/quarterly (related to event each month)

- บิ�ดาแห่�งดาราศาสตร

( พระบิาทสมเด�จพระจอมเกล้�าเจ�าอยู่��ห่�ว เก�ดว�นท�� 18 ต ล้าคม)

- ดวงดาวก�บิว�นพ�อ

- ปี#ให่ม�ก�บิดวงดาว

-ความร�กก�บิดวงดาว

Prize: scholarship for winner (2000 Baht)

Activity

Horoscope (Article and Interview)

Relate Birth date with Star

E-mail marketing

-Get contact point from (Entrance, Online booking, Activity)

+subscription for astronomy event

+Opt-in Newsletter

+Event alert subscription

Activity

Google Adwords “2000/weeks”

ด�ดาว,ฝนดาวตก,พระจ�นทร ยู่�&ม,ดาวล้�กไก�,ดาวจระเข้�ดาวพระเคราะห่ ,ดาวพระฤกษ์ ,ดาวพระศ กร ดาวห่าง,ส�องดาว,อ�ทธิ�พล้ดวงดาว,ระบิบิจ�กรวาล้,ดวงดาว,ดาวดาราศาสตร ,ส ร�ยู่ ปีราคา,จ�นทร ปีราคา

สถานท�องเท��ยู่วเอกม�ยู่, แห่ล้�งท�องเท��ยู่วใน กทม

Muse, curve, น��งเล้�น , funky villa, groove

Negative keyword: ดาวมห่าล้�ยู่, ดาวซั�ล้โว, ดาว มยู่ ร�, ดาวซั�นโดรม

Adwords Statistic

เอกม�ยู่

ด�ดาว

ดาว

เอกม�ยู่

ด�ดาว

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Activity

Location based marketing

First Check in each hour get gift

Big Screen wall at entrance: feed twitter, facebook, FourSquare on screen

Named location as Mars, Venus, Sun, Nasa

Partnering

Buy 500 baht from partner website get 2 free tickets

Students price

Corporate price (Buy for children)

Tour with GTH (Bangkok Traffic Love Story)

Bangkok Traffic Love Story scene

Ken & Chis

Measurement

Measurement

1 Year plan

Increase audience

Interaction Phase

Viral Phase

Relationship Management

Increase audienceMonth\Week Week1 Week2 Week3 Week4

July Re-Design Website

-Prepare content for Facebook-Re-Design Website

- Re-Design Website

-Buy Facebook ads-Click Like get souvenir-Google Adwords

August

Story:-20 Millions-Family Tour (12 August)

-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Fake account

-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Fake account

-FB: Science quiz start-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture--Fake account

Blog contest-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Fake account

September

Story:-Beauties in Bangkok -Outer space meeting

-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Horoscope

-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Horoscope

-FB: Science quiz end-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture- Horoscope

Blog contest-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Horoscope

Interaction PhaseMonth\Week Week1 Week2 Week3 Week4

OctoberStory:Alien Footprint

-Start Competition: Mascot and Name (Vote for Ipad2)-Youtube-Collect e-mail-FB: Science quiz-Check-in-Horoscope

Collect e-mail-Check-in-Horoscope

Collect e-mail-Check-in-Horoscope

Blog contestCollect e-mail-Check-in-Horoscope-End Competition: Mascot and Name (Vote for Ipad2)

NovemberStory:-Beauties in Bangkok -Outer space meeting

-Collect e-mail-FB: Science quiz-Check-in-Horoscope

Collect e-mail-Check-in-Horoscope

Collect e-mail-Check-in-Horoscope

Blog contestCollect e-mail-Check-in-Horoscope

DecemberStory:New year(Horoscope)Family Tour (5 December)

-Collect e-mail-FB: Science quiz- New Year

Campaign- Check-in-Horoscope

Collect e-mail- New Year Campaign-Check-in-Horoscope

Collect e-mail- New Year Campaign-Check-in-Horoscope

Blog contestCollect e-mail- New Year Campaign-Check-in-Horoscope

Viral PhaseMonth\Week Week1 Week2 Week3 Week4

JanuaryStory:-New year(Horoscope)-Tour with GTH

e-mailFB: Science quiz-Check-in-Tour with GTH -Horoscope

e-mail-Check-in-Tour with GTH -Horoscope

e-mail-Check-in-Tour with GTH -Horoscope

Blog conteste-mail-Check-in-Tour with GTH -Horoscope

FebruaryStory:Valentine

FB: Science quize-mail-Valentine campaign-Check-in-Horoscope

e-mail-Valentine campaign-Check-in-Horoscope

e-mail-Valentine campaign-Check-in-Horoscope

Blog conteste-mail-Valentine campaign-Check-in-Horoscope

MarchStory:Alien Footprint-Family Tour (Work time)

e-mailFB: Science quiz-Check-in-Horoscope

e-mail-Check-in-Horoscope

e-mail-Check-in-Horoscope

Blog contest -e-mail-Check-in-Horoscope

Relationship ManagementMonth\Week Week1 Week2 Week3 Week4

AprilStory:Alien FootprintFamily Tour (Work time)

Re-Design WebsiteFB: Science quiz-Check-in-Horoscope-e-mail

Prepare content for Facebook-Horoscope-e-mail

-Horoscope-e-mail

Blog contest-Check-in-Horoscope-e-mail

May-Beauties in Bangkok -Outer space meeting

FB: Science quiz-Check-in-Horoscope-e-mail

-Check-in-Horoscope-e-mail

-Check-in-Horoscope-e-mail

Blog contest-Check-in-Horoscope-e-mail

June-Beauties in Bangkok -Outer space meeting

FB: Science quiz-Check-in-Horoscope-e-mail

-Check-in-Horoscope-e-mail

-Check-in-Horoscope-e-mail

Blog contest-Check-in-Horoscope-e-mail