Final- Academy of Science, Social Media Strategy
21
Let the Wonder Begin Eduardo Velado By Pam Chen Brittany La Fahad Alahmed Grace Chen Tamara Frydman Parik Mattoo
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Ideas on improving Academy of Sciences Social Media Strategy. Social Media Strategy presentation about Academy of Sciences. Instructor: Michael Brito Class: Social Media Marketing
Transcript of Final- Academy of Science, Social Media Strategy
Let the Wonder Begin
Eduardo Velado
By
Pam Chen
Brittany La
Fahad Alahmed
Grace Chen
Tamara Frydman
Parik Mattoo
The Academy’s mission—to explore, explain and sustain life—extends to all corners of the institution; from a research expedition in the highlands of Papua
New Guinea, to a teacher-training program in a California classroom, to an interactive game on the museum exhibit floor.
Mission Statement
History Timeline
Academy of Sciences 10 most significant events during the past 161 years…
1853 - California Academy of Natural Science
1868 - Renamed to California Academy of Sciences
1874 - First official museum opened
1906 - San Francisco earthquake
1916 - moved and reestablished to the North American Hall of Birds and Mammals in Golden Gate Park
1934-1977 - Multiple Halls where added to the Museum.
History Timeline
1989 - Loma Prieta earthquake, rebuild and relocate.
2005 - Construction began for new building, exhibits were moved to Howard Street for a temporary museum.
2007 - Academy reopened with a free day pass. Mile long line.
2014- Still Alive and expanding their museum and knowledge every day.
Academy of Sciences 10 most significant events during the past 161 years…
Brand Pillars
Support
Search
Content
Fan Interest
The Community
The Media
Target Market
Brand Narrative
Tagline: “Let the Wonder Begin”
Drive by two questions: (1) How did life on Earth develop? (2) How will we sustain life on Earth?
Mission is to explore, explain and sustain life
Accomplish though a green and sustainable building, exhibits that educate and inspire the public, leading-edge research, and educational
outreach via accredited teachers and scientists.
Museum Experience
Do visitors enjoy the exhibits, find them educational, feel they are entertaining?
Do visitors see the value in the Academy’s mission?
The “Contact Us” webpage is thorough with phone numbers and email addresses for every department, museum related and research related
Brand Pillars
Support
√
Search
Content
Search engines
Travel websites and brochures
City attraction list
Company events
School field trips
Word of Mouth
Blogs
YouTube
Fan InterestArt
Adventure
Nature
Education
Music
Science
San Francisco and community
Traveling
Target MarketThe museum is general attraction for all ages, tourist and locals
Events for all ages groups i.e museum sleepovers for kids and families, lectures and workshops for adults, Nightlife for young adults
Exhibits are for all ages due to content and setup; caters to the idea that everyone can be educated on scientific life and sustaining it
Mainstream Media
CommunityContest for free admission tickets
Strong promotion of new exhibits
Fundraising events held at the museum
Viewed as must-see attraction if in the city i.e. people will bring their friends here, suggest it for tourists
Local events draw in visitors i.e. museum sleepovers, lectures, workshops, and Nightlife
Google search for recent news related to the Academy reveals that people generally speak positively about the museum
Strong focus on its sustainability efforts and educational outreach, hiring new people to drive initiatives
Paid Media Owned MediaEarned Media
Advertisements on Pandora talking about Nightlife
‘Let the Wonder Begin’ multi-media campaign created by Ron Foth
Advertising that includes:
TV
Radio
Out of HomeDigital
Social Media
Word of
Mouth
Website, Facebook, Blog, Twitter, Instagram, Pinterest, Tumblr (hasn't been updated
since December 2013), YouTube, Google+
Blogs Academy scientists, visitors, and staff members.
Academy Blogs
Stories about current exhibits, updates on the progress of certain animals residing at the academy.
Teacher’s Lounge
Teachers and educators. A platform that promotes educational classes or events related to science or nature to teachers.
Listed information about upcoming science/nature workshops, classes, summer programs, etc held at the Academy.
Family Sciences
Blog is written and maintained by someone a part of the Academy.
A blog about animals, nature, the environment, and special exhibits.
Blogs Recommendations
• Improve community participation by opening up the Family Sciences blog to children and parents to blog about their experience at the Academy.
!• Encourage participation from children to write about their field trip/visit to the
Academy and post the best stories. !• Increase content words for current blogs on the official website.
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Blogs here… sorry guys..
Michael Brito
Like Comment.
1.5 million visitors, 90 new species, 150K school kids, 836 creature
births.
Michael Brito
Like Comment.
How is Cal Academy doing on the biggest social media platform?
State of CA pop.(~40M) and Cal Academy FB fan page mere 100K
FB new page likes are down by 15.70%
FB comments are down by 48.21%
Most engaging FB comment has just 157 comments
Overall FB engagement is way behind competitors
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Content Strategies X
Academy of Sciences was awesome!
Foster Community with Customer Sharing
Gain Trust with useful Video Demos
Connecting with your fans through visual content
Listen to Your Customer
Build a Targeted Community
InstagramThe California Academy of Sciences joined Instagram over
121 weeks ago
Boston Museum of Science:
Denver Museum of Nature & Science:
InstagramBut is it enough?
Instagram videos should be enhanced and produced.
Share more of the events that happen in the museum
All pictures and videos should be shared via Instagram
More Social Contests that gets the audience more involved with the account
Add a link on their official website for Instagram
7 tweets per day/ 200 tweets per month
Tweets during week are fairly evenly spread out, !however posts over the weekend are weak.
Example of content !done well:!
Recommendations
1.Continue using expedition postings. !2. Focus on gaining larger response. Goal minimum for retweets should be around 50 persons. Study posts gaining interaction with 60 or more persons for what is successful. !3. Focus on Promotional content so as to make it more engaging, building a better response rate.
Thank You
