Disrupting History

In the autumn of 2013, Europeana’s marketing team began a collaboration with Retronaut, a highly successful online distributor of fascinating 20th century photography. The aim was to discover the secrets of Retronaut’s success, to emulate it and to work together to multiply it for the benefit of both parties.

This paper describes the mechanisms of a successful social media strategy, which begins with deciding what to share in the first place. This is followed by some examples and an explanation of the SPEED model which helps to identify the kind of content with the biggest viral potential.

Whatever your current strategy, we believe that the SPEED model is a great tool to help increase your following and reach, and therefore your relationship with your audiences.

Authors: Neil Bates (Europeana), Chris Wild (The Retronaut)