DISCOVERY WORLD Alison Tess Elizabeth Alivia and Makeda
DISCOVERY WORLD Alison, Tess, Elizabeth, Alivia and Makeda
BACKGROUND ON DISCOVERY Innovative approach to educating community members of all ages on the environment and wildlife, both locally and globally. “Dedicated to helping people positively impact their communities by developing a better understanding of technology and the environment while fostering both innovation and creativity. ” Generate positive feedback in community Goals: Engage community Increase memberships, volunteers, and donations
SITUATION ANALYSIS Strengths: Opportunities: Existing funding to allow for unique and interactive exhibits Partnerships with schools and local businesses Attractive for visitors of all ages Large following on Facebook (10, 000+ likes) Large Twitter following (nearly 5, 000) Use local influencers as spokespeople Use events and exhibitions to produce fan content and encourage interactive use on social media Located in downtown Milwaukee Threats: Weaknesses: Less expensive local museums Non-interactive Facebook page Outdoor tourist destinations (Summerfest, ethnic festivals, etc) Minimal promotion for events on social media Membership fees are expensive Chicago museums with better promotion
AUDIENCE PROFILE Partnership with University of Wisconsin school system, offering a 15% membership discount for current students with proof of school identification. 23. 3% (42, 000 pages) of Facebook users are between 18 and 24 years of age, and the pages are almost exactly split in half between genders. Target Audience: Males and females, 18 to 24 years of age 85% "joiners" 46% "creators" 3% "inactive" *These groups are not mutually exclusive
OBJECTIVES Increase membership, volunteers, and donations Improve amount and quality of Facebook interactions Improve twitter interactions with consumers and community Drive user-generated content and engagement through Instagram
STRATEGIES
#DISCOVERYDATENIGHT Facebook Upload all #Discovery. Date. Night posts to instagram Create a dialogue about Date Nights for more interaction ability with attendees and future attendees Control #Discovery. Date. Night hashtag throughout all social media Twitter Reminders and information about Date Night Instagram Main #Discovery. Date. Night platform Attendees will ‘selfie’ or take a photo from current Date Night program and upload it to Instagram with hashtag #Discovery. Date. Night We will feature one picture every Date Night and will give the two attendees free entrance to the next Date Night.
#DISCOVERYDATENIGHT • Reinventing Discovery World Date Night • Interact with Date Night attendees • User generated content
VOLUNTEER AND EMPLOYEE SPOTLIGHT Facebook Every week (alternating weeks between employee and volunteer) Short biography about the spotlight receiver Why they are receiving the spotlight Leading source for spotlight Call to action and interaction aspect Include links and information about volunteering and employment opportunities Instagram Include spotlight posts with brief overview of employee Drive more of the comments and more information towards Facebook Twitter Remind followers about upcoming spotlight Post pictures and tweet about current spotlight with link to Facebook post Goal is to drive all comments and traffic about Volunteer and Employee spotlight towards Facebook.
Facebook Volunteer Spotlight!
#TRIVIAWITHDISCOVERY (TWITTER TRIVIA) Twitter Main trivia platform Trivia based on current and upcoming exhibits and museum features Engage with customers with the hashtag #Trivia. With. Discovery Two followers with the best answers will be given free entrance to the exhibit or museum feature that was explored in the trivia question. Facebook Add trivia information but keep winners and overall influence and interaction on twitter.
OVERALL STRATEGIES Complete Revamp Twitter: Strategy: Daily tweets about exhibits Talk about partnerships and promote by a call to action For example, bring a report card from school get some percent off of admissions. Contests: Share instagram photos on twitter Tweets about community/Milwaukee to engage audience Tweets exhibit related Interact with sponsors/partnerships via twitter Instagram: Strategies: Post pictures of exhibits With the goal to drive traffic to exhibits Post pictures of volunteers and employee spotlights With the goal to drive people to volunteer or apply to work Post pictures of information (i. e. cost to attend, hours open, type of exhibits and Date Night) Providing potential museum visitors with a more personal engagement experience Facebook: Strategy: Share posts and become interactive Give information about what's going in the museum to date. (Employee and volunteer spotlight) Inform the public about partnerships (i. e. Milwaukee Zoo and Khols)
MEASUREMENT Google Analytics Percentage Index for Retweets Track weekly how many visitors from website are from twitter on Google Analytics and create a weekly report based off of how many tweets there with the link to the website in it per day. Analyze if tweeting links to the website and/or tweeting more often is driving traffic based off of these numbers. Analyze and create reports bi-weekly of amount of tweets, retweets, and favorites. Analyze the previous years numbers for membership, volunteers, and donations to the organization. To compare to the post campaign statistics Define Measurement Influence and Engagement By: -How many people tweet Hashtags (i. e. #Date. Night) -Whether any influencers mention you or not -How many retweets/favorites are influencers -If traffic is influencing based on the number of tweets
SUMMARY Increasing interactivity on all social platforms Driving awareness through Twitter Increasing engagement Promoting a conversation Encouraging volunteership Next Steps and Potential Resources
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