Professional Documents
Culture Documents
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ORGANIZATION
BIO
Public
and
research
institution
promoting
cultural
exchange,
offering
innovative
programming
and
creating
vibrant,
contemporary
exhibitions.
(140
characters)
DEMOGRAPHIC PROFILE
The Museum of Anthropology (MOA) will use five social media tools to stimulate engagement between a specific audience segment, the organizations programs, and (especially) a series of monthly Thursday evening events taking place over the next year at the MOA. The target demographic for all social media tools is: professional men and women (singles or couples) between the ages of 25 and 35; live and/or work within a 15-kilometer radius of the MOA in Vancouver, BC; engaged in other cultural pursuits in the Vancouver area, such as art galleries, theatre, museums, and social activism; and, enjoy local and world music, ethnic and contemporary food, and great local wine. SPECIAL EVENT (majority of social media will be directed towards promoting this) 1. Monthly Thursday evening events geared toward the above demographic will take place from 6 10 PM in the MOAs main gallery after the Museum closes to the public. Live music featuring local musicians Wine-tasting from vineyards in the region Appetizer buffet showcasing the culinary tradition of local Northwest Coast peoples, as well as from indigenous cultures around the world Private access to MOA galleries and curator(s)
WEAKNESSES No proprietary MOA podcast Podcast would be useful to reach target demographic because of targets use of media (iPods/iPhones), and could distribute lectures/behind the scenes to wider audience to get people interested and informed
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OPPORTUNITIES
Tweet
about
upcoming
events
and
generate
buzz
with
audiences
(not
a
lot
of
responses
to
tweets
made
by
MOA
staff)
Pintrest
can
get
people
to
share
their
experiences
at
the
MOA,
what
inspires
them,
and
generate
more
buzz
about
exhibits/events/programs
Other
major
Canadian
museums
like
the
Royal
Ontario
Museum
(ROM)
have
far
most
Facebook
posts
and
interaction
with
their
followers
Not
enough
interaction
with
followers
can
mean
less
interest
in
MOA
membership
purchases
and
event
attendance/interest
ROM
and
other
museums
are
using
Pintrest
to
get
people
to
share
their
experiences
at
museums
and
what
theyre
interested
in
THREATS
Adults around the age of 30 use the most diverse range of social media outlets to receive and share information (Smith et al., 2003). This is important when considering how to market the MOAs adult-oriented social events to the 25 35 demographic (as discussed above). Flickr http://www.flickr.com/photos/moa_ubc Flickr will allow the MOA to show off its collections, programs, and events online through high- resolution photos and videos. People can imagine themselves at the event and/or see how much fun other people are having. This will create a buzz and potentially generate new audiences. The MOA can post photos and videos after each event, especially those on Thursday evenings, that show people of the target demographic having a great time (promotions and relatable posts). This creates the ability for the MOA to link Flickr to Facebook, Twitter, and their podcasts so they can promote events and educate audiences about collections using a diverse social media toolkit. Also, attendees can post their photos from the event which will provide the MOA with information about what interested attendees at the event (audience engagement). Qualitative Evaluate what photos members have taken when attending MOA events. Also, have they posted photos of non-MOA events but which are related to their interests? Use this for future programming and audience engagement. Quantitative Track how many members are in the Flickr MOA group over the course of a year. Does the number increase/decrease based on the types of events held. RSS feed http://www.moa.ubc.ca/blog/?php%20bloginfo('rss_url');%20?%3E This tool is useful to provide updates about whats happening at the MOA with headlines. Subscribers can then click on whichever headline interests them and be directed to the MOAs website (i.e., for full story, read more). Its more informational and is not about opinions but instead links people to information so they wont get overloaded with exhibits, events, and programming they arent interested in or that dont apply to them.
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The
MOA
can
use
its
RSS
feed
to
keep
their
audience
apprised
of
whats
new
at
the
Museum,
upcoming
special
events,
and
breaking
news
in
museums,
archaeology,
and
culture
(i.e.,
audience
engagement
and
event
promotion).
Qualitative
Study
comments
solicited
by
MOA
through
email,
Facebook,
Twitter,
and
on-site
from
regarding
whether
people
find
RSS
feed
useful
and
applicable
to
their
needs/interests
Quantitative
How
many
people
subscribe
to
MOAs
RSS
feed
monthly.
Track
changes
in
monthly
subscription
numbers.
Facebook
http://www.facebook.com/pages/Museum-of-Anthropology/261008030084
Facebook
is
a
useful
social
media
tool
for
the
MOA
because
many
people
in
their
target
demographic
are
regular
Facebook
users.
MOAs
Facebook
page
is
already
very
engaging
and
far
above
that
of
its
nearest
competitor,
the
Royal
BC
Museum
in
Victoria.
An
informative,
well- designed
Facebook
page
reflects
positively
on
an
organization
because
many
people
judge
organizations
by
what
they
post
and
how
they
structure
their
page.
The
MOA
can
use
Facebook
to
inform
its
followers
of
upcoming
events
and
create
an
opportunity
for
dialogue
about
both
upcoming
and
past
events
(e.g.,
what
do
you
want
to
see
at
the
MOA,
what
was
your
experience
like).
Also,
photos
of
collections
and
exhibits
can
be
posted
to
the
photo
gallery
so
that
followers/viewers
can
get
a
sense
of
what
the
MOA
is
about.
Qualitative
Read
and
critically
evaluate
followers
and
viewers
comments
on
the
page
to
see
what
they
like
about
the
MOAs
Facebook
page
and
whether
Facebook
helped
encourage
them
to
attend
events/programs.
Quantitative
Number
of
followers
and
number
of
posts
to
the
page
by
non-MOA
followers
over
the
course
of
one
year.
Twitter
http://twitter.com/#!/moa_ubc
Twitter
will
allow
the
MOA
to
get
the
word
out
quickly
and
succinctly
to
its
followers
about
upcoming
events
and
exhibits.
This
allows
people
to
quickly
scan
their
Twitter
account
to
see
if
anything
the
MOA
tweeted
about
interests
them.
Then,
they
can
access
the
MOAs
Facebook,
blog,
or
website
for
more
information.
For
a
museum,
the
MOA
has
a
lot
of
followers
(approximately
2,000),
and
many
of
them
appear
to
be
in
the
target
demographic
discussed
above.
Through
Twitter,
the
MOA
can
also
ask
its
followers
to
comment
about
their
experience
at
a
certain
event,
what
they
thought
of
a
particular
exhibit,
or
what
they
want
to
see
at
upcoming
events.
Qualitative
Read
and
evaluate
the
content
of
followers
tweets
about
their
experience
at
the
Thursday
event
adults
event.
Quantitative
Number
of
followers
over
the
course
of
a
year,
number
of
tweets
about
a
particular
event/exhibit,
and
number
of
responses
to
MOA
tweets
asking
for
commentary.
Podcast
A
downloadable
podcast
that
gives
subscribers
behind
the
scenes
access
to
the
Museums
current
exhibitions
would
be
an
excellent
way
educate
and
engage
audiences.
Also,
subscribers
could
download
podcasts
prior
to
each
event
and
either
learn
about
the
exhibits
beforehand,
or
listen
to
them
while
walking
through
the
gallery.
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Qualitative
Solicit
feedback
from
podcast
subscribers
about
the
content
and
usability
of
the
podcasts
Quantitative
Determine
how
many
people
subscribe
to
the
podcasts
and
how
many
use
the
podcasts
to
get
informed
prior
to
visiting
the
MOA.
RELATED
ORGANIZATIONS
1. Canadian
Museums
Association
The
CMA
often
posts
information
about
new
developments
in
museum
studies,
research,
and
policy
on
its
Facebook
page,
all
which
may
be
relevant
to
the
MOA
and
its
operations.
Also,
there
may
be
upcoming
related
conference
information
or
job
postings.
2. Royal
British
Columbia
Museum
(Victoria,
BC)
This
museum
is
a
direct
competitor
for
MOA
audiences
and
only
a
ferry
ride
away.
The
MOA
should
know
which
exhibits
and
events
are
upcoming
at
the
Royal
BC
Museum,
as
well
as
evaluate
who
is
following
this
museums
Facebook/Twitter
to
determine
audience
demographics.
3. Aboriginal
Tourism
BC
(West
Vancouver,
BC)
This
organization
promotes
aboriginal
arts,
culture,
and
environmental
tourism
from
an
aboriginal
perspective.
In
following
its
Facebook
page,
the
MOA
can
learn
more
about
what
aspects
of
First
Nations
arts
and
culture
people
are
interested
in,
and
then
tailor
programming
or
special
events
to
match
that
interest.
4. Bill
Reid
Gallery
of
Northwest
Coast
Art
(Vancouver,
BC)
The
MOA
has
many
Bill
Reid
sculptures
on
display
(and
has
named
a
gallery
after
Bill
Reid).
He
was
a
prominent
Northwest
Coast
artist
and
the
MOA
needs
to
stay
connected
to
organizations/galleries
who
showcase
his
art.
5. The
Bill
Reid
Centre
for
Northwest
Coast
Art
Studies
at
Simon
Fraser
University
Because
of
its
large
collection
of
Bill
Reid
art,
the
MOA
needs
to
stay
abreast
of
developments
in
Northwest
Coast
art
research.
This
will
better
inform
its
Bill
Reid
and
other
Northwest
Coast
displays/exhibits.
The
MOA
can
also
post
upcoming
Bill
Reid-related
events/programming/exhibits
going
on
at
the
MOA
on
this
Facebook
page.
6. University
of
British
Columbia
The
MOA
is
part
of
the
University
of
British
Columbia
and
should
demonstrate
a
link
to
them
as
a
Facebook/Twitter
follower.
This
may
also
help
the
MOA
to
gain
new
Facebook
and
Twitter
followers
through
association.
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7. UBC Film Society Many of the films the MOA shows may be of interest to UBC Film Society members. By following this organization, the MOA can attract new audiences and cross-promote its film events. 8. Wine Islands Vintners Association Because the Thursday evening adult events feature local BC wines, it would be prudent to follow wine trends in the Vancouver and Vancouver Island region. It would also show potential attendees that the MOA was serious about providing great local and quality wines at its events. 9. Tourism Vancouver The MOA is an important tourist destination for visitors to Vancouver. It would be important for them to follow whats going on with regard to tourism in Vancouver and maybe find potential organizations to partner with, or who have the same followers the MOA does. 10. Vancouver Art Gallery The Vancouver Art Gallery hosts many events that cater to the same demographic the MOA is trying to attract (e.g., FUSE adult evening with music, food, and art). The MOA can likely learn a lot about what makes FUSE a successful event and use that to their advantage, as well as attract new audiences from their desired demographic by associating with the VAG.
CONTENT PROVIDERS
Jill Baird, Curator Education/Public Programs Create and post blog content related to public programs and exhibits Develop website content and post photos/videos of exhibits on Facebook Gwilyn Timmers, Public Services Manager Create and link headlines for RSS feed Post photos and videos of all exhibits, programs, and special events to Flickr Deborah Tibble, Manager, MOA Museum Shop Use Twitter to update followers about upcoming sales at MOA Museum Shop Post photos of merchandise on Flickr and Facebook
LITERATURE CITED
Smith, H., Rogers, Y., and Brady, M. (2003). Managing ones social network: Does age make a difference? In Proceedings of the INTERACT Conference. Zurich, Switzerland. Pp. 551-558.