AMERICAN MUSEUM OF NATURAL HISTORY Social Media Analysis

AMERICAN MUSEUM OF NATURAL HISTORY Social Media Analysis and Strategy Recommendation Pace University Lubin School of Business

AMNH OVERVEIW FOUNDED IN 1869 AND LOCATED ON THE UPPER WEST SIDE OF MANHATTAN IN NEW YORK CITY 25 INTERCONNECTED BUILDINGS AND HOUSING 46 EXHITION HALLS SCIENTIFIC COLLECTIONS THAT SERVE AS A GUIDE TO THE ENTIRE PLANET AND PRESENT A PANORAMA OF THE WORLD’S CULTURE BEST KNOWN FOR ITS HABITAT DIORAMAS OF AFRICAN, ASIAN, AND NORTH AMERICAN MAMALS, FULL SIZE MODEL OF BLUE WHALE, 62 FOOT HAIDA CARVED AND PAINTED WAR CANOE, 31 TON PIECE OF CAPE YORK METORITE, AND THE STAR OF INDIA REAL LIFE EXPERIENCE

COMPETITION Museums AMNH The MET Mo. MA Guggenheim Twitter 7, 324 followers 206, 731 followers 466, 224 followers 273, 370 followers Facebook 38, 296 friends 406, 559 friends 660, 371 friends 190, 032 friends Social Networks

COMPETITION

S E L I F RO P T TA E G R

TARGET AUDIENCE Primary Target Families Locals (Students , Intellects ) Secondary Target Touris ts

Meet Maria Mother of two; daughters Chelsea & Christina, ages 4 & 8 Age 36 Household Income: $40, 000 Resides in Brooklyn Interests/Lifestyle • Reading • Smartphone user • Stay at home mom • Bringing daughters to dance & art class • Active lifestyle • Early Adopter AMNH can offer • Educational application for children • Recreational/educational activity • Exhibits based on interests • The Butterfly Conservatory • Mystery at the Museum: An Accomplice Adventure • Science and Nature program • Innovative program, offering weekday classes during the school year, is designed to educate children ages 2 through 12 and their parents about the wonders of the Museum • Foursquare discounts

What can AMNH offer? • Upgraded App • Foursquare check-in specials & prizes • Get tips from friends • Half off exhibits • Alerts when an event of his interest is coming soon • Exhibits • Baseball as America • One Step Beyond with Chromeo • Drinks and live DJ set with visual effects Meet Peter Age 19 Resides in NYC Student at Fordham Baseball player Household Income: $80, 000 Interests/Lifestyle: • Sports • Electronic music • Mathematics • Enjoys hanging with friends and attending sporting events

Meet Maria & Felix Age: 30 Café owners Resides in Spain Household Income: 60, 000 Euro Interests/Lifestyle • Traveling • Music • Latest technology • Independent Films What AMNH has to offer? • A main tourist attraction in NYC • Foursquare • Helps to make itinerary • Discounts • Tips for tourists • App • East to navigate museum • Rent iphone in museum • Exhibit schedule • Purchase tickets • Standard museum exhibits • Special Exhibits • From east to west on 155 th street • Walking tour • Lunchtime Spring bird walks • Island beats: Festival of Oceania • IMAX : journey to a prehistoric world

CONSUMER FEEDBACK Pros § Appreciative § Enthusiastic § Variety § Excited Cons § Pricey § Lacks interactive displays § Lacks customer interaction § Needs more recognition on the internet

INSIGHT AMNH can be a little bland in presenting the mass amounts of information that they have. The information is given in a very mature way and lacks interaction and appeal to the large variety of people interested in the museum Message/USP/Main Idea We are for everyone. There are facts and exhibits for all kinds of people at all different levels. GOAL Increase brand loyalty and social media friends/followers

UMBRELLA IDEA Children games at the elementary level, adding color and imagination Trivia for the more mature crowd, knowledgeable in interest areas. Creative adds and tweets Involving people through social media Keeping in tune with the mission of staying true to science

INTEGRATED WITH CURRENT STRATEGY Enhance performance of social media tools currently being used § Facebook § Twitter Add more social media plans § Foursquare Created Additional Apps, better current ones § Games § Reality Check game

FOURSQAURE DEMOGRAPHICS

Location-based social networking website based on software for mobile devices. Allows users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues Over 8 million users worldwide, adding around 35, 000 new users each day Over 2. 5 million check-ins per day, with over half a billion check-ins in 2010 Specials- mobile coupons, prizes,

Foursquare Specials- Attract new customers • Newbie Special Rewards users on the first time visiting a venue. First time at The Museum Shop? Take 25% off any item in the store • Friends Special Rewards groups of friends who come as a group to your business. Come with 4 friends and get 20% off admission to the Journey to the Stars exhibition • Swarm Special Rewards large numbers of foursquare users for visiting your business. If 20 foursquare users are here at once, get a free snack at Café on 4 This tool can be used, not only to build museum traffic, but also to manage it by directing users from one part of the museum to another

Foursquare Specials- Reward loyal customers Mayor Special Helps encourage repeat visitors, and creates a fun game around frequenting the venue. The Mayor gets free admission to ANY exhibition Loyalty Special Helps encourage people to stay loyal to the business and keep them coming back. On your 5 th time visiting us, pick an item from the shop ($25$50) and take it home for free Specials will not only be promoted on the Foursquare app, but also on the AMNH’s Twitter and Facebook page

Free Venue Stats Dashboard Total daily check-ins over time Most recent/frequent visitors Gender breakdown of customers What time of day people check in Portion of the venue’s foursquare check-ins that are broadcast to Twitter and Facebook Allows you to optimize Specials overtime based on what drives sales Staff page available that allows employees to interact directly with customers

PAID ADVERTISING SUBWAY & BUS EXTERIOR ADS New York is home to more than 12 million people and has over 35 million annual visitor & commuters In 2008 average weekday subway ridership was 5. 2 million, while the yearly ridership was 1. 6 billion Exterior Bus advertising constitutes the ultimate mass-reach media

PAID ADVERTISING RATES- BLUE LINE MEDIA Subway § $200 - $500/unit/month § Minimum purchase of 30 -200 advertisements § 100 advertisements § Approximate cost: $20, 0000 -$50, 000 per month § BLM offers free production- i. e. , printing- and installation of subway ad displays Bus Exterior § King, Queen or Tail (i. e. , bus side or bus back) $150 - $600/unit/month § Minimum purchase of 25 -100 bus advertisements § 50 buses § $7, 500 -$30, 000 per month

AMERICAN MUSUEM OF NATURAL HISTORY PLAN A VISIT MOBILE TOUR NEWS AMNH EXPLORER TRIVIA AMNH IPHONE APP

PLAN A VISIT HOURS LOCATION & DIRECTIONS TICKETS & ADMISSION PARKING MOBILE TOUR BROWSE PODCASTS BY FLOOR FEATURED EXHIBITS

NEWS FOLLOW OUR TWEETS AMNH EXPLORER @AMNH CHECK IN FACEBOOK WITH FOURSQUARE FIND MUSEUM EXHIBITS TOURS FOOD & SHOPS RESTROOMS & EXITS

CONNECT WITH FACEBOOK New Game Rules

PRINT ADS EXPLO RE @AMNH

PRINT ADS Indulge @AMN H

PRINT ADS IMAGINE @AMN H

PRINT ADS ENHANC E @AMN H