Digital Museum Forum, March 26th

Transcription

1 FREE CRM BUILDING AND MAINTAINING RELATIONSHIPS WITH YOUR MUSEUM S AUDIENCE LEARNING SESSION WITH CLAIRE SULLY Digital Museum Forum, March 26th

2 What we will learn together The marketing principles behind maintaining relationships with your audience Considerations for getting started Some practical examples and tips relating to free CRM software

3 The future is conversations "The future of the museum may be rooted in the buildings they occupy but it will address audiences across the world a place where people across the world will have a conversation. Those institutions which take up this notion fastest and furthest will be the ones which have the authority in the future." Sir Nicholas Serota

4 The digital engagement principal Visibility on a digital platforms requires conversations with your audience Conversations require engagement stimulated by rich content Conversations establish a relationship with your audience, which needs to be monitored and maintained.

5 A starting point. Have a clear understanding of your museum s positioning and marketing vision Review your core aims and values (does this have buy-in both externally and internally) Tip: A Vision should make your company unique, be real and easily communicated and have buy-in from customers/stakeholders. It s essential to social media. Identify your audience Have organisation-wide aims Choose your tools Create a plan Evaluate your plan

6 Brainstorm with key stakeholders S W O T Strengths: Weaknesses: Opportunities: Threats:

7 Remember C R M isn t CRM unless it affects your audience experience is a strategy, not a project, marketing not sales Technology is a means not an end must create and maintain relationships with your audience should help you understand your audience, their wants / needs and behaviours

8 What are the factors driving the audience relationship What are you goals?

9 A digital plan template Increase the frequency at which existing visitors make return visits (i.e. more visits but not necessary more visitors) Attract more people like those it already attracts Broaden the audience by attracting new types of visitor A combination of these options?

10 Data? Do you have existing data you can analyse? Brain storm front of house for an understanding of your audience Surveys? Online survey? e.g Survey Monkey.

11 Data: Audience contact points how your customer interacts with your museum across multiple touch-points, such as purchasing a ticket, attending an event, and providing feedback. Social media, e-marketing

12 Is there such a thing as free CRM? Like a free lunch, not really - but close 4x3 16x9

13 Two kinds of free Freemium - this is a stripped down version of a commercial CRM that you can use for free, but with limits (ie on data, users etc) Open Source - these are platforms that are entirely free to own, but require someone with coding knowledge to implement

14 Some of the best

15 Example: Open Source - SuiteCRM Open source adaptation of commercial SugarCRM Powerful and allows plug-ins to expand capability Huge range of tools equal to many commercial CRMs Suite offers a preconfigured version for those users who don t have the ability to install/configure in house. The upgrade fee for that is 10.

16 Manage

17 Manage documents

18 Track your marketing activity

19 Store templates for and mailshots

20 Example: Freemium - Insightly Free for three users, 2,500 records, 200 mbs of storage and ten custom fields. Insightly offers free users full product support The upgrade fee is 5/user/month and includes 100,000 records, unlimited storage, and Mailchimp integration. Less powerful, but more user friendly, than SuiteCRM suitable for smaller organisations

21 Track projects and assign staff

22 Tools for collaborative working

23 Set up tasks and workplans

24 Manage contacts and integrate MailChimp

25 How to mailchimp s to 2k subscribers per month sign up for free account -mailchip.com Dash board Import list - outlook, excel, gmail Or create a list / sign up forms on website / add manually Create list - default remind people how they got on the list Options on import: Excel/CSV or cut and paste tip have to save as csv file using save as. You can't put any one on your mail list, must have permission

26 How to mailchimp Then go to campaigns What type? HTML or plain text or AB split Who do you send to Give campaign a name subject - it's important it catches people's attention and makes them want to open it Choose templates - you can edit easiy You can customise - to your musuems brand, adding images such as banner and drag and drop etc Include social media links Then click next for check list List Subject Replies to what Tracking You will be warned if you haven't filled in anything mailchimp lets you know Preview or test is a good idea For both laptop and mobile

27 How to mailchimp Once you have designed, you can re-use with updated content Reports Stats on who opened up Where people clicked - what content was most interesting Automatically clean up bounced s Keep on top of your mailing list

28 Overview Any of the recommended CRMs will do a job for you look at what you get for free and whether it matches your needs Most CRMs are business-focussed the tools are all there, but not designed with museums in mind Used well, they can make managing your engagement strategy much simpler, especially for team working Not just for digital engagement they can support marketing and public engagement across the organisation

29 Data vs Marketing Intelligence Collect data Analysis Marketing intelligence Actions Evaluation

30 THANK YOU & ANY QUESTIONS? LEARNING SESSION WITH CLAIRE