Museum Website Development (AMMC 2013)

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Membership Marketing in the Digital Age: A Handbook for Museums and Libraries

The world of web design moves so quickly, it's sometimes a full time job just keeping up! In this session, we'll discuss the design and technology trends that will impact how audiences engage with your brand online. Leave with lots of insights and ideas on how to improve your museum's website.

Business Technology

Tuesday,April 23
Museum Website
Development

• Responsive
• Adaptive
• Mobile Optimized
• Geo-Location
Trends
Designing for Mobile

Trends
Shift Toward HTML5
* Source: www.piehead.com

• Optimized for touch screens
• Quick and easily accessible
• Contain short, bite-sized bits of info
Trends
App-Like Widgets

Trends
Video Domination
• Will become the primary driver of SEO

• Intuitive
• Engaging
• Dynamic
***
To Be Effective,A Website Must Be:

• Open source
• Distributed authorship
Best Practices
Content Management System

• Simplify and prioritize navigation
• Encourage self-identiﬁcation
• Quick links
• Site search
• Footer
Best Practices
User-Friendly

• Uncluttered homepage
• Dynamic feeds
• YouTube
• Interactive features throughout
Best Practices
Content Strategy

• Calls-to-action throughout
• “Join” button
• Contrast and appear “clickable”
• Multiple pathways to reach membership pages
Best Practices
Conversion Focus

• Identify navigation weaknesses
• See what they’re drawn to
• Watch them engage with interactives
Where To Start?
Usability Testing

• In-page analytics
• Browser and device
Best Practices
Google Analytics

• Google Goals
Best Practices
Conversion Tracking

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Loyalty programs can be leveraged to motivate visitors to action, deepening their connection to the museum. Why data capture is crucial to membership growth Loyalty supports Membership and Development by: • Capturing visitor data • Measuring and encouraging repeat visitation • Increasing the perceived value of membership • Providing valuable insight into visitor behavior and interests • Keeping the museum top of mind Best Practices • Connect loyalty to Facebook and other social platforms • Mobile app integration • Treat members as VIPs • Remarket membership via online, social, direct mail, and email • Develop a tailored content strategy based on participation • Reward all levels of participation • Use loyalty to support mission messaging, repeat visits, and membership Risks • Loyalty is NOT membership • Requires investment in promotion • Must have institution-wide buy in • Requires allocation of budget to support membership acquisition Metrics • Loyalty Program Breakage • Average Time to First Redemption • Customer Lifetime Value and Realized CLV • Member Participation • New Member Attribution • On-site, Website, and Social Engagement

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Too often membership programs are siloed or do not get the internal support membership efforts deserve. Competing for internal resources, institutional email schedules, IT, and limited marketing resources can stifle membership’s full potential. Case Study: History Colorado The campaign integrated traditional direct mail and on-site sales with a series of social media contests, a mobile scavenger hunt, and an interactive Facebook tabs to expose audiences to History Colorado’s mission and membership messaging. Case Study: Museum of Science, Boston Leveraging digital marketing, the Museum acquired new gift givers and members from untapped sources. Successes included testing a set of messaging and offers, leveraging website retargeting and Facebook advertising, and reaching new audiences through an expanded email program and a partnership with a local parents magazine. Best Practices • Use social media contests to raise awareness, drive traffic to membership webpages, and capture prospect data • Invest in highly targeted advertising to reach new and existing audiences • Thread in mission-oriented messaging throughout • Capture member stories • Integrate online/offline • Support with PR • Ensure all touch points use the same message, creative, across channels • Email is a critical channel to tie everything together A Seat at the Table Membership should be involved in: • Shared goals, metrics, schedules, and reporting • Google Analytics for membership pages (traffic and conversion goals) • Google Grants and display advertising strategy • Email communications schedules and use of in-house lists • Landing pages, e-commerce systems, and product packaging • Social media strategy and content management

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Discover how to encourage interaction, increase membership, and get more recommendations by making your Facebook page stand out using advanced techniques that get results. In this interactive webinar, you’ll learn: - 5 secrets to designing a dynamic landing tab for your page; we’ll review the elements of a great landing tab and how to optimize your content for “shareablility” - How to leverage “Places” as a nonprofit - Best practices for promoting your page (both inside and outside of Facebook!) - How to run a successful Facebook ad campaign - Strategies to increase awareness and engagement including contests and custom apps - What you need to know about admins, policies, and privacy ABOUT THE PRESENTER: Rosie Branstetter, Principal, fiveseed Rosie has led innovative strategic communications initiatives across numerous industries for more than 10 years. In 2009, she founded fiveseed, a strategic communications agency with global reach built on the philosophy of creating positive change for clients and our community. Her background includes tenure as a consultant with an advertising agency specializing in higher education, where she was responsible for account management, marketing strategy, brand development and positioning, and market research for top institutions across the U.S. Today Rosie develops and manages integrated marketing campaigns for forward‐thinking companies, nonprofits, and government agencies. And as a recognized expert in strategic marketing, she facilitates workshops and is a frequent guest speaker on topics of branding, social media, and international marketing. Rosie serves as a board member with the Colorado Chapter of the American Marketing Association, Rotary Club of Five Points Cultural District, and the Denver Young Non‐profit Professionals Network; and is actively involved in the Business Marketing Association, Frontier Asset Building, T4T Colorado, and Denver Public Schools (Goodwill Industries).

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Social media gets a lot of buzz these days. And as the number of social platforms and tools continues to grow, so does the perplexity. Real results from social media require leadership commitment, investment of resources, and an integrated communications strategy. In this fast-paced workshop, you’ll learn from actual case studies of nonprofits that have successfully harnessed the power social media and how to measure your organization's return on investment (ROI). Key Takeaways: - Trends and opportunities in online behavior - How nonprofits can leverage mobile and geolocation for cause awareness - Best practices in social sharing and Search Engine Optimization (SEO) - Key metrics, tools, and tips to measure and track your social media success - How to develop a strategic framework for listening, planning, and implementing a social media strategy ABOUT THE PRESENTER: Rosie Branstetter, Principal, fiveseed Rosie has led innovative strategic communications initiatives across numerous industries for more than 10 years. In 2009, she founded fiveseed, a strategic communications agency with global reach built on the philosophy of creating positive change for clients and our community. Her background includes tenure as a consultant with an advertising agency specializing in higher education, where she was responsible for account management, marketing strategy, brand development and positioning, and market research for top institutions across the U.S. Today Rosie develops and manages integrated marketing campaigns for forward‐thinking companies, nonprofits, and government agencies. And as a recognized expert in strategic marketing, she facilitates workshops and is a frequent guest speaker on topics of branding, social media, and international marketing. Rosie serves as a board member with the Colorado Chapter of the American Marketing Association, Rotary Club of Five Points Cultural District, and the Denver Young Non‐profit Professionals Network; and is actively involved in the Business Marketing Association, Frontier Asset Building, T4T Colorado, and Denver Public Schools (Goodwill Industries).

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Museum Website Development (AMMC 2013)

1. Tuesday,April 23 Museum Website Development

2. • Responsive • Adaptive • Mobile Optimized • Geo-Location Trends Designing for Mobile

3. Trends Shift Toward HTML5 * Source: www.piehead.com

4. • Optimized for touch screens • Quick and easily accessible • Contain short, bite-sized bits of info Trends App-Like Widgets

5. • Optimized for social sharing • Short, quick, compelling way to communicate • Brand building and engaging Trends Infographics, Illustrations, and Animations

6. Trends Video Domination • Will become the primary driver of SEO

7. Trends Parallax Scrolling

8. “Sticky” Navigation Trends

9. • Intuitive • Engaging • Dynamic *** To Be Effective,A Website Must Be:

10. • Open source • Distributed authorship Best Practices Content Management System

11. • Simplify and prioritize navigation • Encourage self-identiﬁcation • Quick links • Site search • Footer Best Practices User-Friendly

12. • Uncluttered homepage • Dynamic feeds • YouTube • Interactive features throughout Best Practices Content Strategy

13. • Calls-to-action throughout • “Join” button • Contrast and appear “clickable” • Multiple pathways to reach membership pages Best Practices Conversion Focus

14. • Identify navigation weaknesses • See what they’re drawn to • Watch them engage with interactives Where To Start? Usability Testing

15. • In-page analytics • Browser and device Best Practices Google Analytics

16. • Google Goals Best Practices Conversion Tracking

Museum Website Development (AMMC 2013)

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