Embed Size (px)
Citation preview
Combining Geo-Social Data & Web Analytics to Identify New Marketing Opportunities at the Metropolitan Museum of Art
Marshall Sponder
Lecturer - Zicklin School of Business
Baruch College
November 6th, 2014
Social & Digital Analytics Innovation - Miami
Some of what we offer at the Digital Marketing @Zicklin School of Business
Courses Include:
• Web Analytics (Adobe & Google Analytics)
• Audience Analytics (Comscore)
• Programmatic (MediaMath)/trading desk
• Social Media Analytics
• Viral Media Analytics
• SEO/SEM, Email Marketing, etc.
3 Objectives
• Increase IN-PERSON ENGAGEMENT and MEMBERSHIP at the MET using Geo-Social Data and Web Analytics.
• Access the ONLINE PRESENCE of non-profit arts organizations of the MET.
• Discover and amplify stories that drive audiences to attend.
Note: Met Museum Study uses publically available data accessible to anyone
Studied 11 months of GeoSocial Data at THE MET
Examine Twitter and Facebook accounts connected
to specific audiences at the MET (in a specific
location like The Met) for a high score on the Big 5 “Openness” Attitude, to determine individuals who
are more likely to be receptive to particular
marketing messages and offers from a
Brand/Artist/NPO. This can be combined with Art
liked (i.e.: selfies with Art)
There’s at least 50 selfies a Day taken at the MET and most likely we could find 400 Selfies a week (x52), over 21000 a yearto analyze.
One Direction: Examine Selfie Behavior in terms of Personality and choice of Art [look for “openness”]
A Sample of Research at the Metropolitan Museum of Art –November 14th
2013 – October 21st, 2014(unless otherwise noted)
Credit: http://instagram.com/meganmfulton
10.17 #nyc #themet | @metmuseum
Analyst Insight – its all about how the audience engages with the remnants of the past
The “real art” in the museum is “discovered” and comes alive, when the Audience
interacts with it, and with each other.
Discovered 16 persistent “stories” that happen at The MET
Stories 1-8
1. Temple of Dendur: Family interconnection, picnic area
2. Rooftop Bar: Feeling more comfortable in Intellectual Environments
3. More Cafes: Cafes are driving more visitors, esp. to the interior of the MET
4. Rembrandt and Vermeer: Popular Icons
5. Children’s Access: For wide reaching
Youngsters in the classroom
6. Greek/Roman Wing: Visitors display tactile play with fountain and possibly take
(or leave) a coin
7. Astor Court: Meditate, Contemplate and see fish in pod.
8. Greek Wing: Visitors “incidentally” mock phallus
Stories 9-16
9. Come to the MET on Friday & Saturday nights: to be seen dressed for sexual
notoriety / dating
10. Upper East Side Intellectuals & Dilettantes: They come to every Special Exhibit.
11. Name Recognition: Van Gogh, Monet, Manet, Renoir
12. The Stairs: “Gossip Girls - XOXO”, perhaps other T.V. shows such as “Girls”
13. Fashion Shows: (at intervals) – mostly when these shows are active, other wise,
not.
14. Foreign Visitation: How many visitors from foreign countries.
15. School-Based Obligatory visits
16. Selfie Behavior * (next to art, and in bathrooms)
Discovered 16 persistent “stories” that happen at The MET
Astor Court, 168, 0%
More Café's, 2281, 2%
Temple of Dendur, 2634, 2% MET on Friday/Sat night/
Dating, 2772, 3%
The Stairs (Gossip Girl),
3861, 3%
Greek and Roman Wing
(fountain and Phallus), 4100, 4%
School based obligatory visits,
4400, 4%
Selfies (including Bathroom
Selfies), 4400, 4%
Foreign Visitation , 11900,
11%
Fashion Shows , 16500, 15%
Rooftop Bar, 25975, 24%
Other, 29144, 27%
* Based on multiplier of 6.3 applied to the actual
number of captured posts in Geofeedia.
Estimated*Story Volume
at the Metropolitan Museum over
330 days
How often do visitors come to The Met?There is only 265 accounts that visited The Met more than 5 times over the last year.
Most of the top 50 accounts were museum employees, partners or tour guides.
One Visit
86%
Two to 5 Visits
14% Six to 10 Visits
0%
Ten to 20 Visits
0% More than 20 Visits
One Visit Two to 5 Visits Six to 10 Visits Ten to 20 Visits More than 20 Visits
Analysis
based on
the 56,139
accounts
captured.
Some
people
posted on
multiple
accounts a
single visit.
Who are the real audience(s) The Met has, or ought to develop?
Visit Number Visitors Percent
Actual Numbers
(EST)
Notes
One Visit 46643 86.10%
4,600,000 Mostly tourists,
perhaps school tours,
etc.
Two to 5 Visits 7246 13.38%
725,000 Real Audience to go
after
Six to 10 Visits 176 0.32%
17,600 Regulars, possibly
members
Ten to 20 Visits 67 0.12%
6,700 Regulars, possibly
members
More than 20 Visits 22 0.04%
220 Employees and
partners
Note: Many frequent visitors may not be MEMBERS, they will get their visit count inflated in The MET’s actual attendance numbers.
Channels Detected @themet via Geofeedia
7729
47946
375 77 12Twitter Instagram Flickr Picasa YouTube
14382
91705
4372200 35
Twitter Instagram Flickr Picasa YouTube
Accounts Captured
VerbatimCaptured
Selected Theme
Explorations @The MET
1. Temple of Dendur: Family interconnection, picnic area
1. Temple of Dendur Metrics
Temple of Dendur (location basedwithout keyword “Dendur” has 6x the verbatim) –
Keyword Search is limiting!!!!
2. Rooftop Bar: Feeling more comfortable in Intellectual Environments
2. Rooftop Bar Metrics (sample 9-1-14 / 10-18/14 – 11 months is too hard to parse in Geofeedia without
API processing): NOTE: Rooftop Garden Café is open May- October, only.
Note: estimate over 25,000Verbatim was posted from the Rooftop mostly from May till now.
3. More Cafes: MET DINING ROOM (~27+ verbatim over 11 months – less than .04% TV) Cafes are driving more visitors, esp. to the interior of the MET
4. Rembrandt and Vermeer: Metrics
5. Children’s Access: Reaching Youngsters in the classroom
6. Greek/Roman Wing: Visitors display tactile play & with fountain and possibly take (or leave) a coin
6. Greek/Roman Wing: Visitors display tactile & play with fountain and possibly take (or leave) a coin
6-8. Greek/Roman Wing: Visitors “incidentally” mock phallus
6. Greek/Roman Wing Metrics (6/1/14 – 10/17/14)
12. Gossip Girl, XOXO on the Steps of the Metropolitan Museum is a homage to the original series which took place in locations nearby the MET
16. Selfie Behavior (next to art, and in bathrooms)
16. Bathroom Selfie Behavior
Psychographics of Frequent Met Museum Attendees – Twitter Affinities
via @Statsocial
Age/Gender Combined
Frequent return
visitors are much more
likely to be female.
The
educational
background
is mixed
Unusual Affinities of Frequent MET Museum Goers (perhaps non members displaying Membership Behaviors)
Unusual Affinities of Frequent MET Museum Goers (perhaps non members displaying Membership Behaviors)
What is this “frequent MET museum
goer NOT INTERSTED IN?
They are not into “Technology”,
Politics or Sports, for the most part.
Also, they don’t have a lot of extra income, despite appearances suggesting otherwise.
Acting on the Data Stories at the METROPOLITIAN MUSEUM
1. Have regular
music events
(place making)
taking place at
4-6 PM in
Temple of
Dendur – invite
people to come
witness the
light, use the
MET APP to
help with this..
2. The Rooftop
Café Bar is so
popular it
makes sense to
keep it open
year round, and
put bubble
enclosures on
the top, so be
can come sun
themselves over
the winter
blues.
3. Cafes drive more people
deeper in to the museum,
where they have occasion to
stay longer – but what if The
MET partnered with
“Starbucks” of Wolfgang
Puck to create a special
drink or meal that only
people could have when they
attended to the Museum?
Or perhaps, to get the MET
to be more present in
people’s lives, they could
have a frozen version (with a
picture of Art at the MET)
and people who want that
food at home, can buy it and
imagine being at the MET –
say while eating a special
desert, etc.
Acting on the Data Stories at the METROPOLITIAN MUSEUM
4. Since Selfies
are so popular
these days, why
not invite
visitors to
“friend” a work
of Art at The
MET and post to
a hashtag – the
most popular
gets a free gift
5. The MET has
done much to make
itself more
accessible to
students, but has
yet to create online
courses (as MOMA
did) which help keep
the Museum in top
of mind, even when
someone can’t come.
6. The MET is
also a great
place to have a
DATE – not only
could they
promote that,
but they could
also be a
“matchmaker”
as well.
7. People come to
the MET just to sit
on the steps and
remember “Gossip
Girl”. The MET
should celebrate
that by dedicating a
step to “XOXO” and
creating more
special places in the
MET people can
explore (perhaps
using the APP)
8. As visitors are already taking
pictures of themselves in bathrooms
at the MET, why not give them a
way to pose against a frame or
picture of Art in the Collection?
Additional things the MET could do to increase engagement with the Art within the museum.
1. Study the Brand Affinities of frequent attendees to better understand the
programming and events that would be effective in driving more engagement.
Possibly build “look alike audiences” based on the Twitter and Instagram frequent
attendees we captured in Geofeedia over the last year.
2. Enhance the MET Museum App with iBeacon, wire the museum with iBeacons
and create programming that can interact with the app and engage the visitor.
3. Install Presence Analytics over Met Museum Wi-Fi to connect virtual and physical
visitor identify. Offer coupons and other real time offers to users of the Met
Museum App as they transverse the museum. Possibly run games and various
“hunts” that better engage users as well as helping them learn more about the Art.
Questions?
Thank You!
• Marshall Sponder, @webmetricsguru
• Lecturer - Zicklin School of Business
• Baruch College
Additional Thanks goes to….
• THE MET – and my own time spent there studying the museum audience.
• Dr. Curtis Reisinger – Chief Psychologist – Long Island College Jewish Hospital
• Karthik Sridhar – PHD and Colleague at Zicklin School of Business
• Jeanette Vuocolo – Program Manager – Chamber Music America
• Guy Madison – VP at Statsocial.com
• Joann Lefebvre – Partner and coach
• David Luna – Department Chair – Marketing and International Business at Zicklin
School of Business
• Peter Mello – Program Director, Waterfire.org
• Tim Blankenship – Marketing Manager – Waterfire.org
• Alex Kates, GRX
• The great folks at Geofeedia.com for providing their exceptional platform for Geolocation.
• Alan Barnett – Adjunct Lecturer, Zicklin School of Business
• Additional help and feedback from my MKT -4093 and MKT 4555 students at Zicklin School of Business, who also contributed some work to this deck
