The Museum of Science and Industry (MSI) had trouble prolonging the museum connection. The social media presence was kept within the PR/marketing team, and was used for blasting deals and exhibit information. It was not used by other areas of the Museum including education, partnerships, gifts/membership, 3D printing tech center, and more. There was no interconnectivity between departments to utilize social media (which was limited to Facebook). There also was no reporting system to measure the value that social media gave back to the marketing team or the Museum.
As a Digital Consultant I was brought on to write content for the website and the Facebook presence; however, after my initial audit I knew there was more to do. I created a digital strategy that focused on …
Unification of all things digital for the multiple branches of the Museum (this meant websites, social media and brand guidelines)
Formation of HR social media policy for MSI employees
Creation of advanced analytics reporting (including digital pieces of exhibits)
Established a tactical force that would meet weekly to discuss the interconnectivity of the happenings of the Museum. From that planning meeting, I would created a tactical plan, wrote briefs for visual teams and wrote content for the blog, Twitter, Facebook, Instagram, eBlasts, website.
I also instituted a social media listening and digital research arm that scoured the public social space for sentiment, topic trending, and favorability between MSI and other like organizations. This was also used as an outreach tool for guests who at MSI and live tweeting or Instagramming their visit.
Bounce rates for web visits decreased to a normal 20-30% (before was 60-70%) and pages per visit increased from 2 to 6. Conversion rates for purchase steadily climbed, but the most important statistic was add-on purchases. Those grew 30% after the 6 months of new digital strategy.
87% of social mentions were from “new” handles/users; before this number was 20%. So there was a huge jump in new eyes on the accounts.
Twitter use went from 25% conversation and engagement while at MSI (or post visit) to 71%
Beyond numbers, the MSI teams felt the digital presence was significantly more integrated. Directors of the education arm (including Brain Games - a summer program that drew a large number of government dollars, FAB lab - one of the ONLY public 3D printing labs in the state and the Science Education initiative - the schools partner program) were unbelievably happy to be brought into the fold. MSI could use the digital presence (and numbers!) to attract new and exciting special exhibits.