Accessing social media

Wiebe de Jager - @wdejager

September 25, The Hague

Content

Introduction: Our approach to social media:Facebook, Twitter, Pinterest, Wikipedia as our ‘shop windows’

Case study: Working with The Retronaut

Case study: Facebook takeover

Case study: Europeana2020

Case study: Viral video (Lizzy Komen)

Questions and discussion

Our approach to social media

Photo: CC-BY-SA Rob Schofield, 2014Source: Flickr.com

• “We want to reach people through the channels they are already familiar with” (Europeana Strategy 2020)

• Social media is our ‘shop window’;

• So this is where we highlight the best collections;

• In order to attract ‘cultural window shoppers’

• And engage them with the content.

‘Shop’‘Shopwindow’

Facebook: engaging and targeted

• Great for reaching out to ‘cultural window shoppers’;

• Works best for images and videos (but check the licensing!);

• Ideal for targeting specific interests/locations;

• Fits in multi-lingual social media strategy;

• Europeana: 70,000+ followers as of today;

• At least one update/day: average reach: 6-16k people.

Twitter: ‘newsjacking’ and interaction

• Great for reaching out to important stakeholders;

• Very fluid and interactive – low # of impressions per tweet;

• Powerful #hashtag functionality – newsjacking opportunities, short-lived campaigns;

• Including images draws extra attention to your tweets;

• @EuropeanaEU: nearly 18,000 followers;

• 3-5 (re)tweets per day.

Pinterest: showcasing, slow but steady

• Great for thematic, cross-institutional boards;

• Indexing leverage (SEO);

• High-quality traffic;

• Europeana: 29 boards, 4,600 followers;

• Case study: http://pro.europeana.eu/pro-blog/-/blogs/1587205

Wikipedia: context and volume

• One of the world’s most visited websites;

• Images that are uploaded to Wikimedia Commons might end up in high-traffic articles;

• Just 4,101 images in category ‘Europeana’ resulted in 5,496,253 impressions (August 2014).

Birte Schaper, 2014

# of impressions over time, per channel

Neil Bates, 2013

Engagement

Value pyramid

Case studies

Case study: The Retronaut

‘The photographic time machine’

Website: retronaut.com

Facebook: 239,000 followers

Twitter: 102,000 followers

•Aim: to increase the reach of our partner’s collections;

•By identifying criteria for images with most viral potential: S.P.E.E.D.

Image: CC-BY-SA Chris Wild, retronaut.com

Images: CC-BY Wellcome Library

Neil Bates, 2013

Case study: The Retronaut – the results (2)

Interest in Wellcome Library collection increased by 17,000%.

Generating 57,000 views of individual records.

Neil Bates, 2013

Case study: Facebook take-over

• Aim: to engage users in non-English speaking countries;

• By reaching out to them in their native language;

• This is achieved by working with local partners;

• Who get access to Europeana’s Facebook page;

• And are asked to post their updates using ‘country’ or ‘language’ targeting.

• Eight European languages used on Europeana’s main Facebook page as of 2014;

• Targeted campaign and event updates on Europeana1914-1918’s Facebook page;

• Increased exposure in non-English speaking countries;

• Europeana ‘Facebook take-over plan’ available for comms partners.

Case study: Strategy 2020

• Aim: to make EU stakeholders and partner organisations aware of Europeana’s new strategy;

• Maximum impact in a short time frame;

• Comms plan: emailing, LinkedIn network update, social media updates, Slideshare presentation;

• Ask stakeholders in advance to tweet one of our predefined tweets with a #Strategy2020 hashtag on launch day.

Case study: Strategy 2020

Case study: Strategy 2020

Image: CC-BY-SA Michael, 2007Source: Flickr.com

Image: CC-BY University of California

Image: CC-BY-SA Sea Turtle, 2009Source: Flickr.com

Case study: Strategy 2020 – the results

In just three days (3-6 July 2014),

•The strategic plan presentation has been viewed 1,495 times on Slideshare;

•389 tweets from 320 people linking to strategy2020.europeana.eu generated 497,789 impressions (170,000 impressions in first 2 hours);

•The website generated 1,133 visits.

Case study: Viral video (Lizzy Komen)

Thank you

Wiebe de Jager

@wdejager