Museums Victoria – Social Media Strategy & Content
The Background
Teaching, entertaining and inspiring visitors of all ages since 1854. Home to Australia’s largest network of museum organisations, Museums Victoria provides an invaluable record of, and testament to, history, science and Australia’s rich cultural narrative. Within this family of collections, Melbourne Museum, Scienceworks and the Immigration Museum stand out as Australian cultural institutions, providing exciting and innovative spaces to learn and engage with the many wonders of the world.
The Project
Seeking to create awareness and encourage visitation within a new digital generation, Museums Victoria needed to curate a digital presence that would appeal to and excite visitors old and new. To achieve this, Museums Victoria engaged SGY to create a comprehensive social media strategy for its iconic network of museums, complete with original content production.
The Results
Employing behavioural insights and analytics, SGY formulated a comprehensive social media bible for all things content related. Further augmented through SGY‘s integrated approach to digital marketing, the strategy enabled the museums to be brought to life digitally, streamlining the physical visitor experience while also piquing the curiosity of newcomers. Following our strategy, the Museums Victoria saw a collective rise in social media engagements, with both the Immigration Museum and Scienceworks experiencing increases of over 1,400% in their Twitter post engagements. Scienceworks similarly saw a 2,500% increase in the number of Instagram post engagements, while Melbourne Museum’s Facebook post engagements rose by more than 40%. Monthly reports measured this engagement to ensure that the strategy remained optimised and effective.