With 12 websites in France, the Nationwide Museum of Pure Historical past is a spot of tradition, educating, and gathering. In Paris, the institution is finest recognized for its three flagship websites:
- The Jardin des Plantes, which incorporates a number of galleries
- The Zoological Park of Paris
- The Musée de l’Homme
The museum can be a analysis heart connected to the Ministry of Training and Analysis and the Ministry of Ecological Transition. The museum’s work, behind-the-scenes, and information are shared every day on social media.
Goals: Optimize Multi-site Administration and Maximize Engagement
Throughout all communication channels, Lou Viger, head of Communications, and her crew search to provide visibility to the museum’s missions:
- Introduce the totally different websites to the general public and share the cultural agenda, concentrating on primarily a French-speaking viewers residing in Île-de-France
- Interact the net neighborhood across the museum’s values and flagship occasions
- Place the museum as a number one scientific establishment by selling the work of its 600 researchers
- Supply scientific information to most people and focus the discourse on the museum’s dedication to preventing local weather change
“Past the mission of occasion communication, our largest strategic problem is the dissemination of data in pure historical past.”
Social networks are showcases for sharing the museum’s information and for elevating consciousness about biodiversity and local weather points.
The Digital Evolution of the Museum
Lou Viger began working for the museum 10 years in the past. She actively contributed to growing the pool of expertise that works to deploy the institution’s digital technique: neighborhood managers, graphic designers, content material managers, editors, and extra.
Via the years, she has noticed main modifications going down on-line. For instance, pioneering networks like Fb are actually getting older platforms which have change into requirements and are closely centered on paid codecs. To unite an engaged neighborhood, a communications crew must continually adapt to the brand new “guidelines” of social networks: publish commonly, observe developments, and undertake codes that work, even when they’re ephemeral.
“It’s important to be very versatile to adapt to social networks and, on the similar time, we want a minimal of construction.”
Just a few years in the past, the museum relied solely on exterior service suppliers to supply its content material. That work grew in significance and ended up taking over a big a part of the budgets allotted to communication. So, the museum determined to make its content material manufacturing inner and reruited a content material supervisor for every Parisian web site.
However the museum needed to do much more.
To foster engagement and curiosity on Instagram and TikTok, the museum needed to grasp the video format.
The museum’s groups are continually rising their expertise to feed these platforms with dynamic content material. For instance, the Instagram account of the Nationwide Museum of Pure Historical past now has practically 55,000 subscribers and publishes content material 2 to three instances per week.
To proceed to develop its on-line neighborhood and maximize its affect, the communications crew on the Nationwide Museum of Pure Historical past depends on three strategic factors:
1. Discover new digital horizons
The museum is adopting a proactive method by regularly abandoning platforms, reminiscent of X (previously Twitter), that don’t meet their wants anymore and now could be favoring digital areas which can be extra aligned with its values, reminiscent of Bluesky.
2. Optimize presence on present channels
The crew adjusts its technique to mirror the particular aim of every Parisian web site to maximise the affect of their on-line presence. For instance, the Musée de l’Homme, with its wealthy academic and scientific content material, depends on YouTube to take advantage of lengthy and in-depth codecs. The Zoological Park of Paris can strengthen its presence on TikTok, a great community for brief, visible, and dynamic content material.
This method to optimization additionally includes customizing the written and video content material to every community and taking into consideration out there sources and rising developments.
“It’s important to be very versatile to adapt to social networks, and, on the similar time, we want a minimal of construction.”
3. Concentrate on a logic of effectivity
Effectivity is on the coronary heart of the technique. Due to high-performance reporting instruments, reminiscent of these supplied by Agorapulse, the crew analyzes the efficiency of its publications intimately.
The target is obvious: produce much less however higher. It’s about concentrating efforts on codecs, themes, and techniques that generate probably the most engagement and worth for the neighborhood.
“Once we publish much less and get a greater engagement price, we obtain effectivity, and that’s precisely the technique we’re aiming for.”
With these three levers, the museum intends to consolidate its digital presence whereas remaining trustworthy to its missions of transmission, training, and consciousness.
Why the NMNH Selected Agorapulse to Handle Its 3,000 Annual Publications
For a number of years, the Nationwide Museum of Pure Historical past encountered main challenges in managing its social networks:
- Time-consuming planning and publishing actions
- Lack of highly effective instruments to research outcomes
- Lack of time to deal with strategic missions
Though different instruments, reminiscent of Hootsuite or Meta’s Enterprise Supervisor, have been examined, they proved advanced to make use of, significantly because of the fixed updates.
In 2015, Agorapulse turned the perfect resolution to satisfy the wants of the NMHN. The crew primarily makes use of two key options which have reworked their every day administration:
1. Centralized planning
- Optimum administration of the editorial calendar
- Clean coordination of three,000 annual publications
- Overview of all websites and networks
2. Actual-time efficiency evaluation
- Each day monitoring of the evolution of 800,000 subscribers
- Exact measurement of engagement
- Steady optimization of the technique
How the NMNH Makes use of Agorapulse for Technique
The stories generated by Agorapulse have change into important strategic instruments. Two ranges of reporting are systematically used:
- Month-to-month factors with content material managers to research the engagement and visibility of accounts
- Quarterly critiques for the administration crew, which features a assessment of the general technique of the websites
The principle indicators monitored by way of Agorapulse embody:
- The evolution of the variety of subscribers
- The engagement price (likes, feedback, shares)
- The attain of publications
- Model consciousness indicators
- Evaluation of efficiency by content material kind
“Due to Agorapulse insights, we have been capable of establish that fewer however higher focused publications generate a greater engagement price. That is precisely the effectivity we have been on the lookout for.”
Advantages That Made Agorapulse Important for NMNH
1. Optimized planning
Managing the editorial calendar is like baby’s play now that the museum makes use of Agorapulse. The crew advantages from a transparent overview, which makes coordination between members simple and makes planning upcoming campaigns easy as effectively. The end result: a flowing and environment friendly group to steer their actions.
2. Important time financial savings for creativity
By automating repetitive duties, Agorapulse frees up invaluable time for the crew. The museum’s communications crew can now deal with creating authentic content material and being extra conscious of present occasions. This method additionally promotes spontaneity in posting, which allows extra genuine interactions with their neighborhood.
3. Personalized efficiency evaluation
Agorapulse provides highly effective analytical instruments that assist the MNHN refine its methods. Figuring out the most effective publication slots or producing customized stories turns into fast and simple, guaranteeing most affect of revealed content material.
4. Intuitive dealing with
The convenience of use of the device, mixed with responsive and customized customer support, makes all of the distinction. The crew advantages from an intuitive interface and can be supported at each stage to get probably the most out of the platform.
In Conclusion
Agorapulse helps to construction and enhance the digital technique of the NMNH and permits the crew to deal with its precedence missions: elevating consciousness, educating, and fascinating its neighborhood. With a well-thought-out digital technique, the Nationwide Museum of Pure Historical past is positioning itself on social media as a number one cultural and scientific establishment. By combining a stable digital imaginative and prescient and high-performance instruments like Agorapulse, the MNHN optimizes its on-line presence and engages an lively neighborhood.
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