PR + Social Media Case Study: If the military can leverage social media so can you.
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PR + Social Media Case Study: If the military can leverage social media so can you.

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This presentation was originally presented in San Diego at the 2009 PRSA International Conference on November 9, 2009 by Al Krueger, Larry Clavette, Lt. Col. Gerald Ostlund. The presentation ...

This presentation was originally presented in San Diego at the 2009 PRSA International Conference on November 9, 2009 by Al Krueger, Larry Clavette, Lt. Col. Gerald Ostlund. The presentation introduces the fundamentals of leveraging social media in PR activities as well as details on how two branches of the U.S. Military are using social media to promote and position their brands.

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  • --On May 7, 2009, the Government Accountability Office (GAO) released a report regarding the Air Force&apos;s involvement with the Global Positioning System (GPS), a system in which the Air Force has major operational and developmental responsibilities. The report suggested that GPS will begin to fail in 2010 and the AF didn&#x2019;t meet its development goals. <br /> --Using social media, the Air Force held its first-ever Twitter.com news conference on May 20, 2009, dubbed an &#x201C;Open Forum.&#x201D; Col. Dave Buckman, the Air Force Space Command lead for Position, Navigation and Timing, responded to the inaccuracies in the GAO report during the hour-long conference. He addressed questions and comments from Twitter users around the globe. <br /> --The overall result was that the Air Force was able to quickly tell its side of the story and dispel rumors, and the ease of social media tools meant that the story reached a larger audience. While only 18 people participated during the &#x201C;Open Forum&#x201D; it&#x2019;s interesting to note that a simple Google search for &#x201C;air force twitter forum on GPS&#x201D; results in 622 traditional stories from ABC News, Computerworld, Information Week, AP, AFP, PC Magazine, Telegrpah, Guardian, etc. The story is much larger online with approximately 8,700 bloggers writing about the event.
  • --In early June, LtCol Hughes, 407th Air Expeditionary Deputy Commander, decided he wanted to share a story with the rest of the Air Force and the public. He had to organize a last-minute hero flight, a flight home for a fallen Soldier, and described his feelings about the experience. <br /> --In the past, there was no outlet for leadership, or anybody, to tell this kind of story in the personal voice that LtCol Hughes used to tell this story. The Air Force blog provided that outlet and was a great example of leadership speaking from the bottom, as a regular Airman doing his job. <br /> --The story was also sent out via Twitter where it was re-tweeted numerous times, and was also posted to the official Army blog. People wrote in to express their gratitude both for the job the military does and for LtCol Hughes sharing the story.
  • 1. Army Reserve Social Media Efforts <br /> 2. Integrating Social Media with Traditional Efforts 3. What&apos;s worked and not worked 4. 10 ways social media has helped the Army Reserve
  • 1. Army Reserve Social Media Efforts <br /> 2. Integrating Social Media with Traditional Efforts 3. What&apos;s worked and not worked 4. 10 ways social media has helped the Army Reserve
  • 1. Army Reserve Social Media Efforts <br /> 2. Integrating Social Media with Traditional Efforts 3. What&apos;s worked and not worked 4. 10 ways social media has helped the Army Reserve
  • 1. Army Reserve Social Media Efforts <br /> 2. Integrating Social Media with Traditional Efforts 3. What&apos;s worked and not worked 4. 10 ways social media has helped the Army Reserve
  • Bring the public to events in real time &#x2013; we can now, with little cost, bring our fans and followers to Uganda, the Horn of Africa, or a ship off the Panama Canal as events happen. Don&#x2019;t discount the excitement this can create. <br /> Energized group of fans - Our stories, posts, photos, and videos are seen by more people who get them through a retweet or repost than from the original source. <br /> Create a venue for content normally culled &#x2013; before social media, we routinely archived 7/8ths of the photos and video we received. Now, with Flickr and other sites we have a place to put additional content that was destined for the &#x201C;cutting room floor.&#x201D; <br /> Keep up on what&#x2019;s being said about us &#x2013; our Chief of Web and Social Media uses Tweetdeck and other free tools to keep a handle on the conversation &#x2013; and his team responds based on a robust protocol. These conversations used to take place among close acquaintances over a beer &#x2013; now take place online &#x2013; and we can participate. <br /> I Just joined the army reserve &#x2013; a quick Welcome to the Family goes a long way at setting the right tone with a new Soldier. <br /> We are an organization of 260,000 employees &#x2013; most with families dispersed away from our Reserve Centers. In the past, questions went unasked for lots of reasons including not knowing who to ask them of. Now, Facebook and our other tools provide a central and &#x201C;safe&#x201D; place to ask a question of the community.

PR + Social Media Case Study: If the military can leverage social media so can you. Presentation Transcript

  • 1. How to Leverage Technology to Meet Communications Goals for Business and Military Alternate title: If the U.S. Military can get approval to leverage social media and can get creative about it - so can you. Presented at the 2009 PRSA International Conference - San Diego comet November 9, 2009 marketing + public relations evolved
  • 2. OPENING | THOUGHT | comet marketing + public relations evolved
  • 3. OPENING | THOUGHT | In today’s version of public relations, companies/organizations/ military no longer need to rely on the media to tell their story to their prospective audience/customers. We can do it ourselves. comet marketing + public relations evolved
  • 4. 3 GOALS | MILITARY AND BUSINESS | comet marketing + public relations evolved
  • 5. 3 GOALS | MILITARY AND BUSINESS | Awareness and Education comet marketing + public relations evolved
  • 6. 3 GOALS | MILITARY AND BUSINESS | Awareness and Education ‣ Engender positive perceptions comet marketing + public relations evolved
  • 7. 3 GOALS | MILITARY AND BUSINESS | Awareness and Education ‣ Engender positive perceptions ‣ Share unique, timely and meaningful information/stories comet marketing + public relations evolved
  • 8. 3 GOALS | MILITARY AND BUSINESS | Awareness and Education ‣ Engender positive perceptions ‣ Share unique, timely and meaningful information/stories ‣ Manage the communication between an organization/ business/military branch and its audiences comet marketing + public relations evolved
  • 9. 3 GOALS | MILITARY AND BUSINESS | comet marketing + public relations evolved
  • 10. 3 GOALS | MILITARY AND BUSINESS | Relationship Development comet marketing + public relations evolved
  • 11. 3 GOALS | MILITARY AND BUSINESS | Relationship Development ‣ Community finding, gathering and building comet marketing + public relations evolved
  • 12. 3 GOALS | MILITARY AND BUSINESS | Relationship Development ‣ Community finding, gathering and building ‣ Peer-to-peer support comet marketing + public relations evolved
  • 13. 3 GOALS | MILITARY AND BUSINESS | Relationship Development ‣ Community finding, gathering and building ‣ Peer-to-peer support ‣ Business-to-media / Military-to-media comet marketing + public relations evolved
  • 14. 3 GOALS | MILITARY AND BUSINESS | comet marketing + public relations evolved
  • 15. 3 GOALS | MILITARY AND BUSINESS | Call to Action comet marketing + public relations evolved
  • 16. 3 GOALS | MILITARY AND BUSINESS | Call to Action ‣ Enlistment comet marketing + public relations evolved
  • 17. 3 GOALS | MILITARY AND BUSINESS | Call to Action ‣ Enlistment ‣ Letter writing to soldiers comet marketing + public relations evolved
  • 18. 3 GOALS | MILITARY AND BUSINESS | Call to Action ‣ Enlistment ‣ Letter writing to soldiers ‣ Mobilizing people and community to action comet marketing + public relations evolved
  • 19. WHAT’S IMPORTANT | SOCIAL MEDIA | comet marketing + public relations evolved
  • 20. WHAT’S IMPORTANT | SOCIAL MEDIA | ‣ A shift in how people discover, read and share news, information and content comet marketing + public relations evolved
  • 21. WHAT’S IMPORTANT | SOCIAL MEDIA | ‣ A shift in how people discover, read and share news, information and content ‣ Allows people to connect in the online world to form both personal and work-related relationships comet marketing + public relations evolved
  • 22. WHAT’S IMPORTANT | SOCIAL MEDIA | ‣ A shift in how people discover, read and share news, information and content ‣ Allows people to connect in the online world to form both personal and work-related relationships ‣ Enables organization-to-person, person-to-person and person-to-organization connections comet marketing + public relations evolved
  • 23. IT’S WORKING | MILITARY AND BUSINESS | comet *Altimeter Group Study marketing + public relations evolved
  • 24. IT’S WORKING | MILITARY AND BUSINESS | Social Technology is Working comet *Altimeter Group Study marketing + public relations evolved
  • 25. IT’S WORKING | MILITARY AND BUSINESS | Social Technology is Working ‣ Companies that are actively engaging in the most social channels are seeing increases in sales comet *Altimeter Group Study marketing + public relations evolved
  • 26. IT’S WORKING | MILITARY AND BUSINESS | Social Technology is Working ‣ Companies that are actively engaging in the most social channels are seeing increases in sales ‣ Companies that are not engaging saw a sales decrease comet *Altimeter Group Study marketing + public relations evolved
  • 27. IT’S WORKING | MILITARY AND BUSINESS | Social Technology is Working ‣ Companies that are actively engaging in the most social channels are seeing increases in sales ‣ Companies that are not engaging saw a sales decrease ‣ Social media is driving awareness and sales comet *Altimeter Group Study marketing + public relations evolved
  • 28. IT’S WORKING | MILITARY AND BUSINESS | Social Technology is Working ‣ Companies that are actively engaging in the most social channels are seeing increases in sales ‣ Companies that are not engaging saw a sales decrease ‣ Social media is driving awareness and sales - If you’re going to compete with all of the other messages out there (business or military) you have to get engaged and stay engaged. comet *Altimeter Group Study marketing + public relations evolved
  • 29. PR vs. PR 2.0 | Elements | comet marketing + public relations evolved
  • 30. PR vs. PR 2.0 | Elements | TRADITIONAL PR comet marketing + public relations evolved
  • 31. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 comet marketing + public relations evolved
  • 32. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way comet marketing + public relations evolved
  • 33. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way comet marketing + public relations evolved
  • 34. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release comet marketing + public relations evolved
  • 35. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release comet marketing + public relations evolved
  • 36. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations comet marketing + public relations evolved
  • 37. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations ‣ video news release comet marketing + public relations evolved
  • 38. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire comet marketing + public relations evolved
  • 39. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ search is king comet marketing + public relations evolved
  • 40. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ search is king ‣ events comet marketing + public relations evolved
  • 41. PR vs. PR 2.0 | Elements | TRADITIONAL PR PR 2.0 ‣ one way ‣ two way ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ search is king ‣ events ‣ live streaming comet marketing + public relations evolved
  • 42. PR vs. PR 2.0 | Characteristics | comet marketing + public relations evolved
  • 43. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR comet marketing + public relations evolved
  • 44. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 comet marketing + public relations evolved
  • 45. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun comet marketing + public relations evolved
  • 46. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate comet marketing + public relations evolved
  • 47. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled comet marketing + public relations evolved
  • 48. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on comet marketing + public relations evolved
  • 49. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace comet marketing + public relations evolved
  • 50. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed comet marketing + public relations evolved
  • 51. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure comet marketing + public relations evolved
  • 52. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open comet marketing + public relations evolved
  • 53. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast comet marketing + public relations evolved
  • 54. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations comet marketing + public relations evolved
  • 55. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience comet marketing + public relations evolved
  • 56. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer comet marketing + public relations evolved
  • 57. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice comet marketing + public relations evolved
  • 58. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices comet marketing + public relations evolved
  • 59. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices ‣ spin comet marketing + public relations evolved
  • 60. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices ‣ spin ‣ authentic comet marketing + public relations evolved
  • 61. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | PR PR 1.0 2.0 comet marketing + public relations evolved
  • 62. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling PR PR 1.0 2.0 comet marketing + public relations evolved
  • 63. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR PR 1.0 2.0 comet marketing + public relations evolved
  • 64. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 2.0 comet marketing + public relations evolved
  • 65. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 comet marketing + public relations evolved
  • 66. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message comet marketing + public relations evolved
  • 67. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 68. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 69. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 70. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 71. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 72. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 73. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 74. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  • 75. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  • 76. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 77. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 78. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  • 79. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  • 80. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  • 81. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  • 82. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 83. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 84. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 85. PR 2.0 LIFELINE | EVOLUTION | comet marketing + public relations evolved
  • 86. PR 2.0 LIFELINE | EVOLUTION | While Traditional PR has been relegated primarily to pre-event promotion, PR 2.0 enables pre-, during- and post-event promotion, storytelling and communication. A significant evolution. comet marketing + public relations evolved
  • 87. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 88. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 89. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 90. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 91. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 92. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 93. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 94. PR 2.0 | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 95. PR 2.0 | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  • 96. PR 2.0 | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  • 97. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 98. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 99. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  • 100. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  • 101. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  • 102. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  • 103. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 104. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 105. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 106. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 107. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE social comet marketing + public relations evolved
  • 108. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE social comet marketing + public relations evolved
  • 109. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE PUBLIC social comet marketing + public relations evolved
  • 110. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE PUBLIC social comet marketing + public relations evolved
  • 111. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P P PUBLIC P social P P P P comet marketing + public relations evolved
  • 112. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 113. PR 2.0 | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 114. Social Media PR 2.0 | LIFELINE ( pre-event ) Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 115. Social Media PR 2.0 | LIFELINE ( pre-event ) Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 116. Social Media PR 2.0 | LIFELINE ( pre-event ) PUBLIC Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 117. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 118. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 119. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 120. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 121. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 122. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2009 PRSA International Conference marketing + public relations evolved
  • 123. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2009 PRSA International Conference marketing + public relations evolved
  • 124. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2009 PRSA International Conference marketing + public relations evolved
  • 125. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2009 PRSA International Conference marketing + public relations evolved
  • 126. PR 2.0 | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2009 PRSA International Conference marketing + public relations evolved
  • 127. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 128. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 129. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 130. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 131. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 132. PR 2.0 | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 133. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 134. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling comet marketing + public relations evolved
  • 135. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling 2. Relationship Development comet marketing + public relations evolved
  • 136. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling 2. Relationship Development 3. Business Acumen comet marketing + public relations evolved
  • 137. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 138. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness comet marketing + public relations evolved
  • 139. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness 5. Programming + Design comet marketing + public relations evolved
  • 140. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness 5. Programming + Design 6. Working knowledge of social media distribution platforms comet marketing + public relations evolved
  • 141. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 142. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 7. Video creative direction, writing + production comet marketing + public relations evolved
  • 143. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 7. Video creative direction, writing + production 8. Community gardening comet marketing + public relations evolved
  • 144. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 7. Video creative direction, writing + production 8. Community gardening 9. Walking the talk comet marketing + public relations evolved
  • 145. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 7. Video creative direction, writing + production 8. Community gardening 9. Walking the talk 10. Proving Return on Investment comet marketing + public relations evolved
  • 146. THE MOST POWERFUL TOOL | IN PR 2.0 | comet marketing + public relations evolved
  • 147. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 21
  • 148. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 21
  • 149. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 21
  • 150. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 21
  • 151. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 21
  • 152. Headquarters U.S. Air Force Integrity - Service - Excellence Social Media & the Air Force Mr. Larry Clavette, Director Air Force Public Affairs Agency 22
  • 153. Air Force Public Web & Social Media HTTP://WWW.AF.MIL  171 social bookmarking & share options  Links to official blog  Video gallery of latest news  Highlights podcast capabilities  RSS feed capabilities  Official social media sites: http://www.af.mil/socialmedia.asp Integrity - Service - Excellence
  • 154. Twitter—Correcting the Record 1:35 PM 2:31 PM False Crash Report, Mar 23 True Crash Report, Mar 25 Integrity - Service - Excellence 24
  • 155. Twitter GPS Interview  May 7—GAO Releases Report  May 19—Mainstream Media Highlight  Didn’t adequately provide AF counter to report  May 20—AF hosts live 1-hr. Twitter interview w/GPS SMEs  18 participants; 8700 bloggers wrote abt event  Interview medium created mainstream bounce  622 traditional stories in mainstream media/tech journals Integrity - Service - Excellence
  • 156. AF Marathon Social Media Updates  Updates to Facebook, Twitter, AF Live Blog  Posted video/images/text  Created fitness conversation ■ Blog post also ran as a story on Defense Link ■ Marathoner now recognized as fitness leader Integrity - Service - Excellence
  • 157. Guides & Guidebooks  AF Blog Assessment Chart  Praised/used by multiple outlets  AF Social Media Guide  Required reading at Univ. of Maryland  Featured in Univ. of Washington’s Twitter Book Integrity - Service - Excellence
  • 158. More Info Find us online:  http://www.af.mil/news/newmedia/index.asp  http://www.youtube.com/afbluetube  http://www.facebook.com/usairforce  http://www.flickr.com/photos/usairforce  http://airforcelive.dodlive.mil  Twitter: @afpaa, @airforce, @usafband, @US_Air_Force, @airforcenews, @USAFThunderbird, @airforcelive, @usairforce I @afpaai t y http://airforcelive.dodlive.mil e ntegr - Service - Excellenc 28
  • 159. The Army Reserve and Social Media Lt. Col. Gerald Ostlund Webmaster and Chief Social Media Army Reserve November 9, 2009 1 Nov 4, 2009 LTC Gerald Ostlund / ARC-PA / 703-601-0870
  • 160. Early Social Media Efforts Started slowly in early 2008  Limited presence on Facebook and a blog  Focused on Employer Partnership 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 2
  • 161. Early Social Media Efforts Started slowly in early 2008  Limited presence on Facebook and a blog  Focused on Employer Partnership Mostly press releases, new partner announcements and links to events like job fairs 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 3
  • 162. Early Social Media Efforts Early lessons  Press releases and third-person stories (what we are used to producing) don’t generate discussion 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 4
  • 163. Early Social Media Efforts Early lessons  Press releases and third-person stories (what we are used to producing) don’t generate discussion  “Build it and they will come” also doesn’t work 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 5
  • 164. Early Social Media Efforts Early lessons  Press releases and third-person stories (what we are used to producing) don’t generate discussion  “Build it and they will come” doesn’t work  Without monitoring, the discussion ends pretty quickly 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 6
  • 165. Our Revelation Stop looking at social media as just another outlet for our (stale) content The Old Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 7
  • 166. Our Revelation Stop looking at social media as just another outlet for our (stale) content Stop looking at social media as some whole new category with magic powers The Old Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 8
  • 167. Our Revelation Instead  How can we better tell the story? The New Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 9
  • 168. Our Revelation Instead  How can we better tell the story?  How can we put a face on the Army Reserve? The New Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 10
  • 169. Our Revelation Instead  How can we better tell the story?  How can we put a face on the Army Reserve?  How can social media help us extend the reach of our stories? The New Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 11
  • 170. Our Revamped Program Told thru the eyes and experiences of individual Soldiers The Better Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 12
  • 171. Our Revamped Program Told thru the eyes and experiences of individual Soldiers First person The Better Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 13
  • 172. Our Revamped Program Told thru the eyes and experiences of individual Soldiers First person Real, only semi- filtered language The Better Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 14
  • 173. Our Revamped Program Told thru the eyes and experiences of individual Soldiers First person Real, only semi- filtered language Lots of fast photo and video The Better Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 15
  • 174. Our Revamped Program Told thru the eyes and experiences of individual Soldiers First person Real, only semi- filtered language Lots of fast photo and video Bring the story to our followers in real time The Better Way 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 16
  • 175. Our First Big Test Case Army Reserve Best Warrior Competition  30 top Soldiers from throughout the 210,000 strong force 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 17
  • 176. Our First Big Test Case Army Reserve Best Warrior Competition  30 top Soldiers from throughout the 210,000 strong force  Five days of grueling competition 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 18
  • 177. Our First Big Test Case Army Reserve Best Warrior Competition  30 top Soldiers from throughout the 210,000 strong force  Five days of grueling competition  One storyteller – last year’s winner 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 19
  • 178. Our First Big Test Case The blog was the center of the plan – Staff Sgt. Gutierrez posted from the site of the competition a couple times a day  What was going on  How were the competitors feeling  What were they going thru 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 20
  • 179. Our First Big Test Case The blog was the center of the plan – Staff Sgt. Gutierrez posted from the site of the competition a couple times a day  What was going on  How were the competitors feeling  What were they going thru “It wasn’t an easy task, as they soon found out, walking up and down the hills of Ft McCoy. I remember one steep hill in particular last year. After getting to the top of the hill my legs curled up cramping and I felt I was done at that point. These competitors, I could tell were feeling the same. But they kept moving.” Staff Sgt. Francisco Gutierrez 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 21
  • 180. Our First Big Test Case Gutierrez, using a cheap Flipvideo camera caught the action and the best off-the-cuff remarks  Supported by video and still photography team 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 22
  • 181. Our First Big Test Case The bloody foot 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 22
  • 182. Our First Big Test Case PX 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 22
  • 183. Our First Big Test Case Gutierrez, using a cheap Flipvideo camera caught the action and the best off-the-cuff remarks  Supported by video and still photography team The bloody foot and the PX In addition to blog, used Flickr, Vimeo, Facebook, the .mil site, and email 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 23
  • 184. Our First Big Test Case Gutierrez, using a cheap Flipvideo camera caught the action and the best off-the-cuff remarks  Supported by video and still photography team The bloody foot and the PX In addition to blog, used Flickr, Vimeo, Facebook, the .mil site, and email Traditional media relations and internal communications were integrated into the execution plan 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 24
  • 185. Our First Big Test Case The numbers. In five (5) days:  Blog – 18,123 views  Flickr – 70,322 OPENED photos  Vimeo – 2,301 viewed videos  Facebook – 532 interactions  Website – 700% increase in traffic that week 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 25
  • 186. Only Happens with Big Budget? One Soldier on a Boat with a camera and intermittent email  One storyteller – first person account with lots of anecdotes  Real, personable, funny  Numbers: Blog: 6,231 Flickr: 9,032 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 26
  • 187. What Works – 10 plus one  Real speak – not corporate talk  First person – find a storyteller  Make the fan part of the story  Relevance trumps frequency  A great photo goes a long way  Raw, real, even messy video  Don’t edit real life (sh!t, d#mn, and bad grammar)  Monitor and acknowledge  Robust rules of engagement on all platforms  Segment if necessary; Coordinate always  If you are having fun, so will your fans 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 27
  • 188. How it has helped us  Bring the public to our operations in real time  Energized group of fans who put legs on our stories  A venue for content normally culled from our traditional products  Ability to keep in tune to what’s being said about us on the net – and respond to it  When someone tweets ‘I just joined the Army Reserve” we can see it, and welcome them to the family  Aenue to Soldiers, Families, and prospects to ask questions that would normally not be heard  Energized a stale team of communications professionals – it’s dynamic and downright fun 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 28
  • 189. If we can do it, so can you  Big organization, small budget (basically $0)  Big organization, small team (of one)  Lots of resistance  Network “protectors” dug in (and armed)  Dispersed public affairs community – who answer to their commander, not us  No expertise when we started (some would argue none now either, but that’s another discussion)  Anti-social corporate personality  Robust governance rules 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 29
  • 190. Web together with Social Media  www.armyreserve.army.mil  Facebook.com/myarmyreserve  Twitter.com/myarmyreserve  www.myarmyreserve.blogspot.com  Vimeo.com/myarmyreserve  www.dividshub.net/units/usarc Lt. Col. Gerald Ostlund, Webmaster and Chief Social Media gerald.ostlund@usar.army.mil 703-601-0870 8 Sep 09 LTC Gerald Ostlund / ARC-PA / 703-601-0870 30