With Agorapulse, This Nationwide Museum Grew to 800K Subscribers

With 12 websites in France, the Nationwide Museum of Pure Historical past is a spot of tradition, instructing, and gathering. In Paris, the institution is finest identified 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 middle hooked up 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.

Aims: Optimize Multi-site Administration and Maximize Engagement

Throughout all communication channels, Lou Viger, head of Communications, and her staff search to provide visibility to the museum’s missions:

• Introduce the totally different websites to the general public and share the cultural agenda, focusing on primarily a French-speaking viewers residing in Île-de-France
• Have interaction the web 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 of the 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 creating 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 adjustments going down on-line. For instance, pioneering networks like Fb are actually getting older platforms which have change into requirements and are closely targeted on paid codecs. To unite an engaged neighborhood, a communications staff must continuously adapt to the brand new “guidelines” of social networks: publish repeatedly, comply with 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 completely on exterior service suppliers to supply its content material. That work grew in significance and ended up taking on 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 continuously 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 almost 55,000 subscribers and publishes content material 2 to three occasions per week.

To proceed to develop its on-line neighborhood and maximize its impression, the communications staff 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, resembling X (previously Twitter), that don’t meet their wants anymore and now’s favoring digital areas which might be extra aligned with its values, resembling Bluesky.

2. Optimize presence on current channels

The staff adjusts its technique to replicate the precise aim of every Parisian web site to maximise the impression of their on-line presence. For instance, the Musée de l’Homme, with its wealthy instructional and scientific content material, depends on YouTube to use 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 considering accessible assets 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, resembling these supplied by Agorapulse, the staff 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 methods that generate essentially 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, schooling, 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 investigate outcomes
• Lack of time to give attention to strategic missions

Though different instruments, resembling Hootsuite or Meta’s Enterprise Supervisor, have been examined, they proved complicated to make use of, notably as a result of fixed updates.

In 2015, Agorapulse turned the best answer to satisfy the wants of the NMHN. The staff primarily makes use of two key options which have reworked their every day administration:

1. Centralized planning

• Optimum administration of the editorial calendar
• Easy coordination of three,000 annual publications
• Overview of all websites and networks

2. Actual-time efficiency evaluation

• Day by 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:

1. Month-to-month factors with content material managers to investigate the engagement and visibility of accounts
2. Quarterly critiques for the administration staff, which features a evaluate 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 sort

“Due to Agorapulse insights, we have been in a position to determine that fewer however higher focused publications generate a greater engagement price. That is precisely the effectivity we have been searching for.”

Advantages That Made Agorapulse Important for NMNH

1. Optimized planning

Managing the editorial calendar is like little one’s play now that the museum makes use of Agorapulse. The staff advantages from a transparent overview, which makes coordination between members straightforward and makes planning upcoming campaigns easy as properly. The outcome: a flowing and environment friendly group to steer their actions.

2. Vital time financial savings for creativity

By automating repetitive duties, Agorapulse frees up useful time for the staff. The museum’s communications staff can now give attention to creating unique 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. Custom-made efficiency evaluation

Agorapulse presents highly effective analytical instruments that assist the MNHN refine its methods. Figuring out the very best publication slots or producing personalised stories turns into fast and straightforward, guaranteeing most impression of revealed content material.

4. Intuitive dealing with

The benefit of use of the software, mixed with responsive and personalised customer support, makes all of the distinction. The staff advantages from an intuitive interface and can be supported at each stage to get essentially the most out of the platform.

In Conclusion

Agorapulse helps to construction and enhance the digital technique of the NMNH and permits the staff to give attention to its precedence missions: elevating consciousness, educating, and interesting 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 strong digital imaginative and prescient and high-performance instruments like Agorapulse, the MNHN optimizes its on-line presence and engages an energetic neighborhood.

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