Accessing Social Media (Projects Group Assembly, 25-9-2014)
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Accessing social media Wiebe de Jager - @wdejager September 25, The Hague
description
In this presentation, Wiebe de Jager of Europeana shows how the use of social media platforms such as Facebook, Pinterest and Twitter can multiply the reach of cultural heritage institutions. The presentation contains the following case studies: - Europeana's collaboration with The Retronaut; - Our 'Facebook take-over' strategy; - The social media plan around the launch of Europeana's Strategy 2020.
Transcript of Accessing Social Media (Projects Group Assembly, 25-9-2014)
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.
Thank you
Wiebe de Jager
@wdejager
