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A look at use of social media in public relations and marketing efforts at the Monterey Bay Aquarium.
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The Evolving Art of Social MediaThe Evolving Art of Social Mediain PR & Marketingin PR & Marketing
Ken Peterson, Communications DirectorKen Peterson, Communications DirectorMonterey Bay AquariumMonterey Bay Aquarium
September 15, 2009September 15, 2009
Where are We Going?Where are We Going?
Decline & FragmentationDecline & Fragmentation
Network News ViewersNetwork News Viewers
Where Is Everybody?Where Is Everybody?
Example: FacebookExample: Facebook
Example: TwitterExample: TwitterJanuary 2008 – 150,000 usersSummer 2009 – c. 20 million users
Social Media: What We’re DoingSocial Media: What We’re Doing
Engaging (on many platforms)Engaging (on many platforms)
Encouraging (conversation by our Encouraging (conversation by our communities)communities)
Including (in marketing/PR strategies)Including (in marketing/PR strategies)
Exploring (new opportunities as Exploring (new opportunities as channels emerge)channels emerge)
Why We’re ActiveWhy We’re Active
People are already therePeople are already there
Commitment to customer service Commitment to customer service
Extend & continue the visitExtend & continue the visit
Drive visitation (?)Drive visitation (?)
Help to fulfill our missionHelp to fulfill our mission
Where? Rating ServicesWhere? Rating Services
0
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Yelp/TripAdvisor
Sep-08
Sep-09
Tool: Free business accounts for tracking, feedback
Where? Blogs & FlickrWhere? Blogs & Flickr
0
20000
40000
60000
80000
100000
120000
140000
Blogs Flickr
Sep-08
Sep-09
Tools: Feedback, promotions, contestsTools: Feedback, promotions, contests
Where? YouTubeWhere? YouTube
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500
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YouTube
Sep-08
Sep-09
Tools: Create content, “favorite” others’ videosTools: Create content, “favorite” others’ videos
Who’s Telling Our Story?Who’s Telling Our Story?
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YouTube
Sep-08
Sep-09
Where? FacebookWhere? Facebook
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Facebook Fans
Sep-08
Apr-09
Jun-09
Sep-09
Tools: Multiple accounts, promotional campaignTools: Multiple accounts, promotional campaign
Facebook Campaign:Facebook Campaign:The Secret Lives of SeahorsesThe Secret Lives of Seahorses
Where? TwitterWhere? Twitter
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500
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Twitter Followers
Sep-08
Apr-09
Jun-09
Sep-09
Tools: Multiple accounts, varied topicsTools: Multiple accounts, varied topics
• TweetDeck: www.tweetdeck.com. Desktop dashboard tool to track your tweets, those of folks you’re following, topics of interest, folks who retweet you.
• Twinfluence: www.twinfluence.com. Learn how influential you are, compared with others.
Tracking TwitterTracking Twitter
Web 2.0 Adoption CurveWeb 2.0 Adoption Curve(courtesy Christopher Rollyson, www.GlobalHumanCapital.com)(courtesy Christopher Rollyson, www.GlobalHumanCapital.com)
• Mashable: www.mashable.com. Blog focused on social media and Web 2.0 news +how-to info
• B.J. Fogg: www.bjfogg.com. Expert in “persuasion technology”: how to use new media to influence people
• DIOSA Communications: www.diosacommunications.com. Web 2.0 marketing & social media training for nonprofits
• Groundswell: www.forrester.com/Groundswell. Website, bestseller, blog on business use of social media
ResourcesResources
Questions?Questions?
Ken PetersonKen Peterson
Communications DirectorCommunications Director
Monterey Bay AquariumMonterey Bay Aquarium
[email protected]@mbayaq.org
831-648-4922831-648-4922
Twitter: @aquakenTwitter: @aquaken
