Social Media Plan
24th October – 1st November 2015
Concept
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Welsh Museums Festival will run from 24th October – 1st November 2015 to coincide
with half term and Museums at Night (30-31 October)
The tagline of Welsh Museums Festival is ‘be amazed.’
SMART Objectives – Social Media
 40 Accredited museums (or working towards/Fed Grant) to participate in
social media campaign by using #welshmuseumsfest / #gwylamgueddfeydd
 25% Accredited museums (or working towards/Fed Grant) to report an
upsurge in social media traffic for their local channels before and during the
Festival period
 100 people sign up to bilingual thunderclap to launch Festival
 Increase the number of followers on Twitter by 300 between 1st September
and 2nd November
 Establish Facebook page by June 2015 and generate 300 likes by 2nd
November
 250 interactions between 1st September and 2nd November (the number of
Twitter mentions, Retweets and Facebook stories)
 100 Unique Users between 1st September and 2nd November (the number of
people who interacted with Twitter or Facebook)
 400,000 impressions between 1st September and 2nd November – (Combined
number of potential users that saw any content associated with the Twitter
and Facebook profiles)
Social Networks - The Audience
Twitter
18% of online adults use Twitter. Twitter is particularly popular among young adults.
Museums Sector: There are a total of 58 Welsh Museums on Twitter, which is 54% of all
Accredited and working towards museums in Wales.
Facebook
71% of online adults use Facebook. 45% of internet users over the age of 65 use Facebook.
Women are more likely to use Facebook than men.
Museums Sector: There are a total of 62 Welsh Museums on Facebook. That is 58% of all
Accredited and working towards museums in Wales.
Twitter Campaign
The festival hashtags are:
#WelshMuseumsFest
#GwylAmgueddfeydd
Launch
We will use a Thunderclap to launch the campaign on social media. People can sign up to
this on a number of different social media platforms. We will aim to gain 100
people/organisations to sign up to the Thunderclap before the launch day.
We will create a bilingual thunderclap this year to ensure the maximum amount of support.
The number of characters that you are able to use in a thunderclap is 140.
The suggested thunderclap message is as follows:
#GwylAmgueddfeydd yn dechrau heddiw! #WelshMuseumsFest starts today!
(WEBSITE LINK)
The dates for the thunderclap will be: 24th September 2015 (set up/live)
If we reach our target number of people who sign up, the Thunderclap will be sent out on the
October 24th 2015
Facebook
A new Facebook page for the Welsh Museums Festival has been set up. The Facebook
page can be found here:
Gwyl Amgueddfeydd Cymru / Welsh Museums Festival
https://www.facebook.com/amgueddfeyddcymruwelshmuseums?ref=hl
This is a bilingual page
The Facebook page will also be involved in the Thunderclap.
Content for Twitter/Facebook
A content plan will be produced and will contain all suggested tweets for the festival and the
run up to the festival. The content plan will also include any key influencers which will be
targeted by the accounts to increase the reach of the posts/tweets. This content plan will be
in addition to any retweets and content from news items/other sources brought about during
the festival period. The Welsh language content plan will be produced to portray a more
conversational tone and may not be a direct translation of the English language content.
The Twitter and Facebook accounts will be monitored regularly with any mentions and
questions being dealt with in a timely manner. All members of the Audience Development
Team will receive notifications when mentions or direct messages are received.
The website address and the hashtags will be added to all posts/tweets if space allows.
Engaging and encouraging participation
We will aim to increase the engagement figures which were collected after the first Welsh
Museums Festival. Those figures were as follows:
Welsh Museums Festival 2014:
632 total mentions on twitter of #welshmuseumsfest
451 total mentions on twitter of #gwylamgueddfeydd
Followers gained between 1st September – 12th October 2014 = 207
In total 34 Welsh Museums took part on twitter to support the festival in 2014
We will encourage museums to ‘sign up’ to take part in the social media side of the festival
by tweeting the following:
We will be taking part in #WelshMuseumsFest October 24 – November 1
Byddwn yn cymryd rhan yn #GwylAmgueddfeydd 24 Hydref – 1 Tachwedd
We will be able to create a stream in hootsuite to monitor these tweets and to keep a record
of all the accounts who will be taking part.
We will encourage individual museums to follow/like each other to encourage conversations
between Welsh museums which may result in more public engagement.
Daily Themes
There will be different themes in the run up to and during the festival to encourage museums
and visitor engagement. This also means museums are able to plan ahead and start thinking
of ideas of what to tweet/post about.
The suggested themes are:
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Events & Exhibitions e.g. visitor pictures & feedback
Staff/Volunteers
Star Objects
Be Amazed e.g. did you know, facts about the building
Halloween / Museums at Night
Behind the Scenes e.g. conservation work
Natural Science Collections Wales
Archive Pictures / Nostalgia
(There will be more information along with suggested tweets in the social media staff pack)
‘Social’ emails to be sent out to all museums who sign up to take part in the social media
campaign for the festival. These short newsletter-style emails will be sent out daily
reminding people of the daily themes and giving other social media updates, suggested
posts and photo ideas.
Competitions
A Facebook competition has been set up and will be live during August. The competition
aims to increase engagement on the Facebook and Twitter pages as well as collecting
content (photographs) to use during the Welsh Museums Festival. The terms and conditions
of the competitions can be viewed here: http://welshmuseumsfederation.org/en/newsarchive/resources-landing/marketing/marketing-social-media.html