1. Welcome to Museum Development East Midlands
Digital Strategies Programme
a.m. - Social media and digital marketing
p.m. - Recording and sharing audio stories
#mdemsoc

2. Taking people with you! How to win over volunteers and staff
in social and digital media
Sarah Spurrier - House Manager
Lynsey Woods - Learning & Engagement Manager
02 December 2013

3. Workhouse Social Media
Also on Flickr, Pinterest, YouTube, Vimeo & Google+

4. Property specific aim
Raise awareness of The Workhouse’s story, past and present, to a wider online audience. Engage and build relationships with visitors / supporters.

5. engage, entertain & enjoy!
National Trust Guidelines
Remember that you are representing the National Trust and your behaviour should be consistent at all times with the overall tone of its strategic direction.
engage, entertain & enjoy!
Social media is already proving hugely valuable for the National Trust, and our best regional and local accounts are becoming passionate online communities - places where supporters share their positive experiences with each other, environments in which we don’t need to ‘market’ our places or causes, but instead start conversations which our supporters continue both on and offline

6. National Trust Guidelines
Social media is already proving hugely valuable for the National Trust, and our best regional and local accounts are becoming passionate online communities - places where supporters share their positive experiences with each other, environments in which we don’t need to ‘market’ our places or causes, but instead start conversations which our supporters continue both on and offline
From National Trust ‘Working with Social Media’, May 2013

7. Site Structure
Places that are increasingly successful on social media, have attempted to develop a
whole team buy-in, with everyone involved in some capacity.
One way of describing this basic structure is by dividing it into three broad roles, namely...

8. Site Structure

9. Site Structure Content Gatherers: Everyone! Gatekeepers: LW / SS
Learning / Events etc
House / Site happenings etc
Content Creators:
FOH/Shop Conservation
Garden
Volunteering
Visitor comments
Offsite
Photography
etc
Oral History
Research
WHIGS
Dorcas
Storytelling
Content Gatherers:
Everyone!

10. 210 Volunteers
10 Members of staff (3 Full-time)

11. Start with staff Social media training & workshops
Benefits of social media
Current NTWorkhouse presence
Workhouse Aims & objectives
Audience insight & development
Tone of voice & customer service
All members of staff must become advocates of social and digital media in order to influence the rest of the team.

12. Volunteers Raised awareness of social media by: Talking about it
Print outs of timeline & twitter feed in volunteers room
Updates in team newsletter
Social media box in volunteers room
Using Facebook public album links in s
Targeting influential volunteer groups
Everyone can contribute to social media. They don’t have to know how to use social media websites or even a computer!

13. Hidden Heritage
Regional campaign

16. Social Media Teasers
Can you guess which door this mysterious key opens? #NTsecretplaces #workhouse #LoveNotts

17. Introducing hashtags to temporary interpretation generated immediate onsite engagement

18. Where are we now?

19. Where are we now?

20. Questions?
@NTWorkhouse