ONLINE MARKETING WITH BPOC PRODUCING ONLINE CONTESTS APRIL 10, 2013 San Diego Hall of Champions

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

BUT FIRST, A QUICK OVERVIEW

WHAT WE DO Digital Media •  Websites (mostly Drupal) •  In-gallery kiosks & touch-tables •  Video production •  Mobile tours •  Collections digitization & online access IT Support •  Desktop, server •  Infrastructure support (including

Balboa Park public WiFi) Park-wide Online Communications •  Balboapark.org •  Mobile apps •  Social media, blogs, media partnerships •  Outdoor kiosks (software) •  Google AdWords •  In dev: 2015, Conservancy

A FEW RECENT PROJECTS

WHY CONTESTS? A FEW CASE STUDIES

TOP DOG •  Engaged visitors •  Exposed people to different

aspects of the park •  Increased media exposure •  Increased website traffic •  Increased email list •  Augmented photo library

“This was such a fun project…we have walked through the park since we were kids and still #nd treasures even today! We took so many fun photos it was very hard to select just one.” “We had fun taking her to the Park and we have some photos that will make us smile when we look at them, and maybe that's worth more than her making your #nal #ve.”

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

KID’S EYE VIEW OF THE PARK •  Similar outcomes, with more

of a focus on families •  Very popular among

homeschool crowd •  Also drew submissions from

school groups •  Less of an increase in web

traffic because of private judging

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

And over at the Zoo…

Video contests = not as popular

CONSIDERATIONS •  GOALS

•  Educate? •  Publicize a particular program

or exhibit? •  Increase web/social/email

engagement? •  THEME

•  People need guidance •  PRIZES •  PARTICIPANTS

•  Limit by age? •  Number of submissions per person •  What other info do you want to

collect (req. #elds)?

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

CONSIDERATIONS (cont’d!) •  JUDGING PROCESS

•  If private, who will judge? •  If public, are log-ins required?

•  RULES •  Editing OK? •  Filters OK? •  Images of people OK?

•  PROMOTIONS •  Possible partners – schools, associations, other

museums, media outlets? •  FUTURE USE

•  Make it easy for yourself while respecting artists •  TECH ASPECTS

•  Host on your website? •  Use Instagram, etc.?

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

SCHEDULING •  SET-UP TIME (if working w/Balboapark.org,

please provide at least 2 weeks’ notice) •  LAUNCH DATE •  SUBMISSION PERIOD (allow at least 3 weeks) •  VOTING PERIOD (allow at least 1 week) •  ANNOUNCEMENT DATE (people put it on

their calendar!)

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

SOCIAL MEDIA RULES Research social media platform rules before launching public contests. For example, Facebook says: E. Promotions If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion. Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert. i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App. ii. Promotions on Facebook must include the following: a. A complete release of Facebook by each entrant or participant. b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook. iii. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall. iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on pro#les (timelines) or Pages. vii. De#nitions: a. By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners. b. By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

DRUPAL-BASED CONTEST MODULE (web demo) Available on github: https://github.com/balboapark

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

CONTACT MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS BALBOA PARK ONLINE COLLABORATIVE Phone: (619) 819-9200 Email: mdougherty@bpoc.org http://www.bpoc.org

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org