1. Online Marketing Case Study: Diefenbunker

2. About me Eric Espig, Programs & PR Manager for the Diefenbunker since 09/2009 Ottawa Native Graphic/Exhibit Designer Graduate of Musuem Studies at Algonquin Blogger since 2007 Social Media Junkie since 2004

3. Before you go online: Re-assess where you are advertising Redirect ad budgets to bigger picture print media and partners. (i.e. Ottawa Tourism & Ontario Tourism) Modify or create a new brand for your institution with Web 2.0 in mind

5. Marketing 2.0 Overview http://www.youtube.com/watch?v=R6LD9y -yuoQ http://www.youtube.com/watch?v=R6LD9y -yuoQ

6. Diefenbunker: September 2009 The Good: Web site with good traffic, strong desire for visitor created content (photos, video, reviews), popular newsletter The Bad: too many out of date hits and bad info, very little social media, cold and unwelcoming military aura. THE UGLY: unmaintained “fan pages”, little thought put into design, inconsistent ads

7. So where do you begin?

9. online marketing = social media

10. Okay, obvi tweets and FB are epic but watch out, DON’T BE RANDOM! Start with deliberate important content. Start small. Start with 1 SOCIAL MEDIA CONTENT MANAGER (consistency of voice & look) Start with a Blog and stay away from twitter & FB (for now).

11. Generate & Aggregate Content After all, you need something to tell people.

12. blogs are the new websites (for now) Blogs allow easy and comfortable information updates. RSS feeds Express a more “human” side to your online presence Interaction ANYONE who can type can blog Allows you to accumulate content at your own pace.

13. Vs.

14. Wordpress More like website More sophisticated More customizable Need some HTML Blogger User friendly Simpler templates Limited look Google

15. The very easiest.

16. Diefenblog http://diefenblogger.blogspot.com/

17. Is a great easy free cheap fun interactive way to expand the scope of your institution Create a channel and start linking it to your blog. Encourage interaction and input

18. Re-examine your photo policy Invite out pro photogs – give them access Create a Flickr group http://www.flickr.com/photos/seamesse/25 43324558/ http://www.flickr.com/photos/seamesse/25 43324558/

19. Getting the word out. Use your past successful methods. Newsletter, website, existing social networks, staff, friends, family Now it is the time to develop your FaceBook identity. A concentrated and orchestrated campaign.

20. more people who join your facebook page means more people will join your facebook page. Now is the time to share your best content

21. Is the lynchpin which connects your blog, youtube, twitter, flickr & web site

22. What I am not going to tell you about facebook: 500,000,000 active users spending 700,000,000,000 minutes on the site per month. 61% of users are +35 yrs old Average user spends 55 minutes per day on the site.

23. Now you have something to share! Blog content Youtube videos and playlists Visitor generate content (flickr) Other aggregated information (links to articles, other institutions, research)

24. Diefenbunker Page http://www.facebook.com/pages/Ottawa- ON/Diefenbunker-Canadas-Cold-War- Museum/277229495273 http://www.facebook.com/pages/Ottawa- ON/Diefenbunker-Canadas-Cold-War- Museum/277229495273

25. Watch out! Tweeting can be tricky. Tie your Twitter account to your Facebook. ***ALWAYS attach a link or photo***

26. Diefenbunker Twitter Page http://twitter.com/Diefenbunker

27. Diefenbunker results after one year 550 Facebook fans 325 unique blog visitors/month 288 Twitter followers 3300 photos on Flickr

28. What’s next? A Huge increase in Museum transparency More staff involvement - blogging SMART PHONES Who Knows! Keep your ear to the ground and try new things.

29. Steps 1) Choose a Social Media Content Manager 2) Generate and aggregate important & interesting content – create blog, youtube, flickr accounts 3) Spread the word – newsletters & website, then facebook and twitter. 4) Diligent maintenance and moderation

30. Remember: Establish your print & media marketing campaign first Do not use social media just “for the sake of it” savvy users want authentic and valuable information. Encourage your community to contribute Become an aggregator of the information which is important and interesting to your institution Don’t “Tweet too hard” Copy an institution you admire – We are all on the same team!

31. Thank you! Questions?