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Not the Louvre in Paris or MoMA in New York, but our own Van Gogh Museum has the highest social media engagement of all museums in the world. In 2019, the museum counted 24 million organic interactions via channels such as Facebook and Instagram. A doubling compared to the year before! 'And that is partly due to... the application of psychology', says the social media manager of the Van Gogh Museum, Boudewien Chalmers Hoynck van Papendrecht.
Most marketing and communication professionals use one or more 'tricks' to influence (purchasing) buy phone number list behavior. From certain colors ("blue radiates trust") to social proof in the form of reviews. Applying insights from psychology to marketing is also not new, think for example of the persuasion techniques of Cialdini. But many organizations mainly make an educated guess in the field of behavioral influence.
Psychology as an integral part of the toolkit and strategy
This was also the case at the Van Gogh Museum. Until Boudewien started to approach the application of psychology in a strategic way and opted for a structural approach. 'Partly because of this, we now double our engagement every year. Psychology is now a permanent part of our toolkit and strategy', says the social media manager, who also graduated as an applied psychologist. A background that is quite unique in the museum world, and contributes to the museum's advantage over its biggest competitors online.