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Digital Marketing Summit

Day One: 22nd November 2021

All times are in GMT (the time in London)

12:00PM (GMT)

Confessions of a (former) Social Media Manager

Best practice is more what you’d call ‘guidelines’ rather than actual rules, right?

After five-ish years of absolute units, medieval manuscripts and barely understanding modern art, I’m hanging my hat up as a social media manager.

Join me as I explore how I’ve used duct tape, data and determination to make social media work for museums, how to have fun doing it, as well as all the advice I ever ignored and all the advice I *really* wish I’d listened to.

12:30PM (GMT)

What it really means to be social on social media. And why you need to be

Have you ever given serious thought to why is social media called social? And what ‘being social’ means for how institutions like yours can use it?

We know how to move, engage, and inspire our visitors inside the galleries. But what about outside the galleries? Are we aware of the world of possibilities social media gives in creating engagement with art?

Social media is more than a way to push our agenda’s. More than “Come see show now”. Social media has the potential to bring the experience of art to audiences that may never be able to visit the galleries in real life but can engage with you online. Social media is a means to an end, one that can create possibilities in enlarging this so long desired engagement with art.

In this talk Boudewien Chalmers Hoynck van Papendrecht will share how you can become truly social on social media as an institution, and how that will contribute to real (life) engagement. By focusing on community management strategies and creating content with a purpose.

1:00PM (GMT)

Hanne Grégoire (Talk Title TBC)

Join me as I explore how I’ve used duct tape, data and determination to make social media work for museums, how to have fun doing it, as well as all the advice I ever ignored and all the advice I *really* wish I’d listened to.

1:30PM (GMT)

When Social Goes Global - Five things #CuratorBattle taught us

Join me as I talk about how on earth we created a global phenomenon from a Yorkshire bedroom, and the five things it taught us about succeeding in the strange world of museums social.

2:00PM (GMT)

Rethinking The Online Strategy for the Museum of Tomorrow

One thing the past year and a half have taught us are that things can change quickly, drastically and at any time — and in order to not only survive but also thrive we need to be flexible and be ready to adapt. In this session, we will cover a few core trends that can inspire your online strategy for museums, cultural institutions and attractions: From privacy, algorithms and content trends, to targeting niche communities and micro-influencers, as well as driving online conversations, co-branded collaborations or curated experiences that offer the optimal “vibe” to millennials and gen z audiences. The best marketing tips of today may be different from what really works tomorrow.

2:30PM (GMT)

Break

2:45PM (GMT)

Love, Overwhelmed, Surprised – Capturing feelings and data in a new museum experience

Contemporary art can inspire, surprise, empower, challenge and make us think. But often these emotions are internalised and not expressed.

What if visitors were able to express how artworks make them feel – and find out how others reacted too – using the universal language of emojis? We could create a new layer of audience engagement as well as generate data, data that could be used to reach new audiences and give them compelling reasons to enter the museum.

It’s what we – MCA Australia – have set out to achieve with Your Feelings Welcome, a new and distinctive brand campaign at the collision of digital and physical museum experience.

Using the mca.art webApp on their device, the Museum invited visitors to express their feelings for artworks from the permanent exhibition in a fun and accessible way.

This has allowed to increase the number of users, engagement and time spent in the museum in a COVID environment.

3:15PM (GMT)

Five reasons why museums hardly attract new visitors with organic reach on social media and how to solve this

Most museums use social media to present their work and projects and to stay in touch with their audience. The ratio between annual visitors and actual followers is often around 100 to 5. This means a museum with 100,000 guests usually has only around 5,000 followers on social media. The only exception here are art museums with an international audience of people who are following but not actually visiting. Statistically up to 80% of all museum visitors are using social media, but why do museums hardly attract new visitors with organic reach on social media and how to make this possible?

3:45PM (GMT)

Stuffy Old Museum: On Tone and Triumph

Museums are boring. Not really, but we have your attention. The road to relevance begins with one word; tone. Finding your institutional voice is an essential part of long term engagement.

4:15PM (GMT)

Patricia Buffa (Talk Title TBC)

4:45PM (GMT)

Content is QUEEN!: On Community Building Through Content

Community building is an investment and so is content production. It really is the long game. A long game that many museums around the globe and the interwebs are not investing resources in.

Chris Cloud will share insights and a path forward on how digital museum marketers can create space at their organizations to build both content and digital communities brick by brick.

Day Two: 23rd November 2021

All times are in GMT (the time in London)

12:00 (GMT)

Museums on TikTok: Engaging Gen Z

TikTok is the fastest growing social media platform worldwide. With over 600 million daily users – most of them under the age of 30 – new platforms like TikTok provide a unique opportunity for museums to reach young people in a more immediate way than ever. Join art history TikToker Mary McGillivray (@_theiconoclass) to learn about how a hand full of museums across the world have leveraged this platform to reach millions, and how to access the largely untapped potential of #MuseumTikTok.

12:30 (GMT)

Good Things / Small Packages: TikTok and the rise of short-form video

Nowadays, most attention spans are like snowflakes; unique, beautiful….and small. With this realization, we at Myseum of Toronto have developed a strategy to create short form content from longer form programs and stories. Using TikTok as a main example, we’ll share our learnings, successes, and show you how making shorter form content is way easier than the #milkcratechallenge.

1:00PM (GMT)

Flavours of Virtual Tours to Build Engagement

Museum visits are all about touring the galleries. So when the pandemic closed our physical doors, many of us explored ways to keep virtual doors open. Once open, these are unlikely to shut. Virtual tours can be done in many ways, and at the Canadian Museum of Nature we tried a few, including: hosted video tours; concert video tours; 360o self-guided 3D tours; and a video-interpreted guided 360o school tour mash-up. As tours and events are museum DNA, we found we were camera and studio ready to make these efficiently – meaning quickly at low cost. In this presentation I will share what we did, where these assets have taken us, and where they may take us further.

1:30PM (GMT)

Museums-as-a-Brand

How do you create video content that is both engaging and informative, and has a specific CTA that resonates with your target audience? During this presentation, Abby will explain myths and misconceptions about video marketing, what works by platform and how to measure your results.

2:00PM (GMT)

The Channels that Make Us: Tackling Platform and Channel Management in Digital Marketing

Join Terentia for a panel discussion focused on platform and channel management for digital marketing and communication teams.

How can teams take advantage of new and emerging platforms? What about maximizing your brand assets for telling compelling stories? Watch the discussion on making the most out of the communications and marketing channels within your institution’s digital ecosystem.

2:30PM (GMT)

Break

2:45PM (GMT)

Not a vernissage – a song!

Due to Corona, like so many, we were unable to have a physical opening. A vernissage via Zoom or similar was not conceivable for me. So a musician composed a song including a music video – shot in our museum – for the current exhibition. In my lecture, I can go into detail about how we got there, what was important to us in the process, and above all, how the audience reacted to it.

3:15PM (GMT)

Why Your Museum Needs to Think Regionally

As the visitor journey changes as a result of the pandemic, finding ways to tap into the customers closest in proximity is key. We’ll take a deeper dive into that changing visitor journey and the 6 regional marketing tactics you can do right now to drive more engage visitors and turn them into advocates.

3:45PM (GMT)

Keeping communities close through closures

Through 6 lockdowns, endless exhibition and event cancellations, and social and political upheaval, how did the NGV connect with and grow its online community through digital content and communications? In this talk, Senior Marketing Campaign Manager at the NGV in Melbourne, Melissa Ray, shares some key learnings, tools and insights from the past 18 months that led the Gallery to achieving over 40 million social media reach, record breaking engagement and open rates, and a renewed connection with its audiences online.

4:15PM (GMT)

Celebrating 30 years at IMMA: A Digital Birthday Campaign

IMMA, the Irish Museum of Modern Art, celebrates its 30th Birthday in 2021. Due to Covid-19 all our plans for onsite celebrations had to be re-invented to create a digital marketing campaign that celebrated our birthday online. From creating our first ever animated logo, to delivering a new digital brand and hashtag for the four seasons, to the creation of a cross-departmental digital group to deliver online content and research new ways of working, this has been both a challenging year but also one of great learning. Digital has now become an integrated part of how all departments programme and we would like to share our story with you.

Day Three: 24th November 2021

All times are in GMT (the time in London)

12:00PM (GMT)

Audiences, relationships and data: A love affair

Digital is the word that has been on everyone’s lips for the past 18 months. But it’s time to put the brakes on. Digital is the ‘how’ and success happens when you focus on the ‘who’ and the ‘why’. Creating lasting relationships with audiences must be the end goal for every museum: getting them to visit a first time, a second time and more, until they become loyal audience members. In this session, we’ll explore what building relationships with audiences mean, why audience data is the future and 10 practical tips for doing it yourself.

12:30PM (GMT)

Email automation — how to make your life easier

Emails play an important role in digital marketing and email marketing platforms can help you make the most of this marketing tool. In this session Paul Blundell will introduce you to a range of providers to show how email automation can make your working life easier and help you decide which one to use.

This session will:

– Explain the important role of email automation in your digital marketing and how it can help you to effectively reach and engage with your audiences

– Look at a range of providers to help you decide what type of email marketing platform will meet the needs of your organisation

– Take you through some automation workflow examples such as abandoned carts, engaging audiences and new subscriber/member onboarding

1:00PM (GMT)

How to use emails more effectively

In this session Matt Ecclestone will explore the key role email plays in digital marketing and shares his top tips on email marketing best practice.

This session will:

– Explore email best practice focusing on marketing emails and email newsletters.

– Look at ways to help you measure the effectiveness of your email marketing campaigns including click-through and open rates; AB testing; and assessing the best times to send your emails.

– Share tips on making your emails and email newsletters accessible in terms of content and format.

1:30PM (GMT)

Transforming museum's paid advertising

In this talk we’ll highlight how a sophisticated paid strategy can support across the multitude of marketing challenges museum’s face. It’ll have best practice examples and leave you feeling excited about running your next campaign. We’ll also touch upon navigating the challenges of restrictions throughout COVID-19 and what insights we gained to support future marketing activity.

We’ve helped the likes of the British Museum, the Natural History Museum, and the British Library to achieve digital outperformance. While we support across a variety of digital channels, paid advertising, namely PPC, display, and paid social, has been a catalyst to their success.

2:00PM (GMT)

A conversational campaign for The Golden Coach

How the Amsterdam Museum is creating dialogue around a controversial piece of heritage.
In this talk Maurice Seleky, head of Communications and Marketing at the Amsterdam Museum, will discuss the (digital) campaign for the exhibition The Golden Coach, about the illustrious carriage of the Dutch royal family, which is a piece of contested heritage since it’s construction in the 19th century.

2:30PM (GMT)

Break

2:45PM (GMT)

How to enjoy the digital museum to the fullest

As we entered the digital museumspace we started to give visitors a space to explore, but now in the next step, we want to give visitors the full museum experience including educational programming and yoga sessions. How do you do that?

3:15PM (GMT)

Changes within changes in changes

The title as a paraphrase of the words of the Harkonens’ mentat from the cult novel “Dune” by Frank Herbert “Plans within plans in plans”, reflects the complete destruction of any strategies adopted in the museum’s communication in the face of a pandemic. How has the communication team evolved in the era of not only global, but also it’s internal crisis? Faced with the expectations of digital presence, the need to support other, less digitally developed employees of the Museum, ecological conclusions about the website and social media post covid and the dictatorship of freely interpreted data appeared… Hard developing time.

3:45PM (GMT)

Virtual Exhibits: Sharing COVID-19 Community Stories

How can we create and market virtual exhibits that are relevant to our audiences? Sharing authentic, first-person stories on our digital platforms can build trust and engage new audiences. We will share how the Gates Foundation Discovery Center embarked on a virtual exhibit journey to share stories of communities coming together to heal, fight the disease, and spread joy as we all navigate the pandemic. The Discovery Center remains temporarily closed due to COVID and therefore shifted all exhibits, programs, and marketing to entirely digital. We will discuss our virtual exhibit learnings and how to create compelling digital marketing content.

4:15PM (GMT)

#HashtagTheCowboy: How a Global Pandemic Became an Opportunity to Do “Different”

Seth Spillman, Chief Marketing Officer for the National Cowboy & Western Heritage Museum, will discuss how closing their Museum and “handing over” social media to a complete novice created a marketing win in the midst of a global pandemic.

Hear how it all started with a fun idea worth defending, how marketing has pivoted since and what takeaways could be helpful as museum marketers continue to navigate social media during a seemingly endless string of unprecedented events.