Secretary of the Navy Retiree Council, Washington, DC, 2011, Social Media Brief

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This brief was delivered to the Secretary of the Navy Retiree Council on May 4, 2011, in Washington, D.C. The objective of the brief was to discuss social media as an outreach tool to Navy and Marine …

This brief was delivered to the Secretary of the Navy Retiree Council on May 4, 2011, in Washington, D.C. The objective of the brief was to discuss social media as an outreach tool to Navy and Marine Corps retirees. The annual Secretary of the Navy (SECNAV) Retiree Council began meetings May 2 in Washington, D.C., to discuss matters of importance to Navy and Marine Corps retirees.

Comments, suggestions and discussion on this brief are welcome.

Thank you.

Bruce Moody

Public Affairs Specialist
Office of the Secretary of Defense
Military Family and Community Policy
Bruce.moody@osd.mil
Facebook.com/bruce.moody
Twitter.com/bruce_moody

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  • This brief was delivered to the Secretary of the Navy Retiree Council on May 4, 2011, in Washington, D.C.The annual Secretary of the Navy (SECNAV) Retiree Council began meetings May 2 in Washington, D.C., to discuss matters of importance to Navy and Marine Corps retirees."A number of issues have not changed in recent years," said retired Vice Adm. John Totushek, SECNAV Retiree Council co-chair. "One of our major issues is getting the word out that we even exist."Navy Retiree Council to Address Key Concernshttp://www.navy.mil/search/display.asp?story_id=60083Comments, suggestions and discussion on this brief are welcome.Thank you.Bruce MoodyPublic Affairs SpecialistOffice of the Secretary of DefenseMilitary Family and Community PolicyBruce.moody@osd.milFacebook.com/bruce.moodyTwitter.com/bruce_moody
  • ObjectivesThe Power of Social Media TodayToday we are seeing a shift in the way we communicate, innovate and act on ideasSeeing our Audience as Tribes A tribe is a set of persons with strong, common traits or interests (such as being a retiree)How Our Audience is Using Social Media From shopping to reading the news to dealing with emergencies, social media plays a prominent roleHow We Can Reach Our Audience Through Social Media Within each demographic there are the early adopters of social media and those don’t want to use it We will look at the various levels at which people are using (or not using) social media Then we’ll look at ways we can engage people where they are with respect to their level of social media useSocial Media Policies in the Navy and DoD- This is a constant concern, and we’ll spend some time on this.
  • http://www.youtube.com/watch?v=xtoY_wh8ewU&feature=relmfuMany dismiss social media as a time waster. But, while much time is wasted, social media is demonstrating a power to bring about change that continues to surprise everyone.Social media is not merely about communication. It’s about change, uniting people to discuss, learn, innovate and take action.Clay Shirky, http://www.shirky.com/Here Comes Everybody: The Power of Organizing Without Organizations (2008)Cognitive Surplus: Creativity and Generosity in a Connected Age (2010)
  • The communication technology revolution is mostly done or has at least plateaued for now. Our desktops became laptops and then handhelds and touch pads. We are living through a change in the way ideas are created developed and spread and implemented. Now what we are seeing is what happens when ideas have a place to grow.Dan Gilmore’s “former audience” is producing, not just consuming.http://www.pbs.org/mediashift/2006/01/dan-gillmor-finds-his-center031.html“We are experiencing the largest increase in expressive capability in human history.”“It isn't when the new toys appear on the market that their uses start permeating society. It's when everybody is available to take them for granted. Now that media is increasingly social, innovation can happen anywhere that people take for granted that we're all in this together.”http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html
  • "The best reason to believe that social media can aid citizens in their struggle to make government more responsive is that both citizens and governments believe that."http://www.shirky.com/weblog/2011/03/consulting-with-libya-in-2007/Fidel Castro spent years preparing Cuban revolution.Facebook propelled the Tunisia insurrection in 28 days.http://www.nytimes.com/2011/01/25/opinion/25iht-edcohen25.htmlFrom Innovation to Revolutionhttp://www.foreignaffairs.com/articles/67325/malcolm-gladwell-and-clay-shirky/from-innovation-to-revolution
  • Facebook311 million population in United States;500 million users on Facebookhttp://www.facebook.com/press/info.php?statisticsGlobally, 1 in every 13 people are on Facebook.World population 6.8B.Internet pop: nearly 2B.Sadly, UN reports a mere 9.6% of the population is online in Africahttp://mashable.com/2010/10/19/internet-2-billion/FacebookMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. http://www.facebook.com/press/info.php?statisticsTwitter just turned five years old; the first billion tweets took 3 years.Now we send a billion tweets every 8 days.http://www.ibtimes.com/articles/125300/20110322/twitter-fifth-birthday-global-influence-social-media-arab-protests-video-piers-morgan-serena-william.htm2011 Super Bowl - 4,064 Tweets per secondhttp://blog.twitter.com/2011/02/superbowl.htmlNew Year's Eve 2011 - 6,939 tweets per second senthttp://thenextweb.com/twitter/2011/01/06/new-years-eve-set-a-new-twitter-record-6939-tweets-per-second-sent/
  • AND YEThttp://en.wikipedia.org/wiki/To%C5%A1e_ProeskiToseProeski: singer, songwriter, actor. Called the "Elvis Presley of the Balkans.” One of the top performers from Macedonia. Died in a car crash in 2007, age 26. Macedonia pronounced a national day of mourning.Given his fame, his tragedy, and the age of his audience, why does this tribute page go so absolutely unobserved?We wonder about the Facebook pages that we create.- We serve military families, there's a tremendous need, we offer tremendous services, so what gives?- Why do I keep hitting the refresh key only to see that nothing has changed?We wonder about the Facebook pages that we create.- We serve military families, there's a tremendous need, we offer tremendous services, so what gives?- Why do I keep hitting the refresh key only to see that nothing has changed? The fundamental element that social media brings to you is the ability to unite people to discuss, learn, innovate and take action. Social media is not about creating a message and getting it to alot of people. We did this with movable type, then radio and TV. Social media is about change.Update, since a month ago, this page has gained a second fan.
  • We are currently in a period of transformation in the way that we make change happen. We started with the factory idea, which says you could change the world if you had an efficient factory and materials and labor. Then we went to the TV idea that if you get on TV and buy ads, then you can make a change.- Now we are in a new model of leadership, where the way we make change is not by money or power to leverage our ideas but by leading tribes. Seth Godin,http://sethgodin.typepad.com/seths_blog/2008/11/marketing-lesso.html
  • What are tribes?Seth Godin speaks about tribes as people drawn together by a strong set of common interests or traits (such as being a retiree)Tribes have always existed and always will, because everyone has needs and desires for change in their lives. Also, have a need to identify themselves with other people – regardless of action.No man is an island. We are social animals and tribal in nature – we need to connect with other people who share our interests.We are familiar with ethnic tribes, spiritual tribes and community tribes.Sick people create tribes (patientslikeme.com)But, we also have military families in the Exceptional Family Member Program, we have families in Family Readiness Groups, and we have military retirees. These people are already creating and joining tribes with social media.
  • Now, tribes are everywhere.The internet was supposed to homogenize everyone,Instead, it has created silos of interest. You can use social media to gather together retirees.- You have something to say.- You have something to change, to make things better.- You can lead people by offering a tribe to join.- Creating a successful tribe is about finding a group that is disconnect but already has a yearning for change.- You are not here to sell them something they don’t want or need.Yours will not be the only tribe. But, there is a lot of misleading information out there. Better to join to conversation, bring about the right kind of change.http://www.sethgodin.com/sg/
  • Tribe management is a whole different way of looking at the world.Be Relevant (Get permission to create and lead a tribe)The real asset most organizations can build isn't a brand but the privilege of delivering anticipated, personal and relevant messages to people who want to get them.Instead of looking for customers for your products, you seek out products for your customers.
  • Connect a TribeZappos.com is not merely a shoes store. It’s a meeting place for people who love shoes and want to talk about shoes.Do we provide a place for retirees to meet, exchange ideas and support each other. Is your Facebook page linked to your Twitter account and your blog and your website. When you post an article, what sort of discussion are you launching with it? Are you including links in your printed newsletters so people who don’t use social media can get on board? Military retirees are a highly dispersed population. Most live in rural areas. Most are still getting familiar with social media (more on that later).In other words, be everywhere where they are talking and meeting, and give them every opportunity to join a conversation and connect to the tribe.People really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.
  • Leading a MovementThe Navy knows leadership. We know the things worth doing are too big to be done by ourselves. Our customers, our consumers have a unique perspective on the service and support you provide. They can help you make it better, more relevant.So, we cultivate support. Sometimes the best approach is heavy handed. Sometimes we step back.Eric von Hippel of MIT says: Social media facilitates the democratizing of innovation to the point where the community can outinnovate the company.Democratizing Innovation (2005)http://web.mit.edu/evhippel/www/democ.htmTED Curator Chris Anderson calls it Crowd Accelerated Innovation. He said, "We’re a social species. We spark off of each other.”http://www.wired.com/magazine/2010/12/ff_tedvideos/
  • Make a ChangeNot the last step in the cycle but the point at which we repeat the cycle.
  • The federal government understands tribes.AneeshChopra, America’s first Chief Technology Adviser to the PresidentDescribes his role as a government “convener.”Under his watch the government has crowd-sourced solutions to make procurement more efficient and reduce waste.The site called Challenge.gov rewards citizens with cash prizes for solving government problems.http://www.business2community.com/social-media/five-mega-trends-how-social-media-is-transforming-government-022718http://www.whitehouse.gov/administration/eop/ostp/about/leadershipstaff/chopra
  • Evidence that Tribes are supported by social media:Depressed people's tweets get retweeted by depressed people, likewise for happy peopleSocial media users create communities by looking beyond race/gender & more toward ideas, feelingshttp://www.mediabistro.com/alltwitter/if-youre-a-happy-person-youre-more-likely-to-retweet-other-happy-people_b4649<<<<<<<<<<<<<<EGOsystemWe are at the center of our online experiences, a place where everything and everyone revolves around us.We are social consumers.Who are we? Faceless trends, pictures, trends...Grouped together by characteristics of online behavior.http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/
  • http://pewresearch.org/millennials/Millennials: less about the year they were born.It's more about how they think and community and the technology they use.Study: Number of people watching mobile videos up 77% from last year http://bit.ly/f9yDeUEmail use dropped 59 percent among users aged 12-17http://www.huffingtonpost.com/2011/02/08/email-use-teens_n_820121.html
  • http://vimeo.com/20198465http://www.roanoke.com/theedge/teenstories/wb/244098Millennials are born digital. They are Digital Natives.The first generation of “Digital Natives” – children who were born into and raised in the digital world – are coming of age, and soon our world will be reshaped in their image. Our economy, our politics, our culture and even the shape of our family life will be forever transformed.http://borndigitalbook.com/Internet users more likely to volunteer for groups80% participate in groups versus 56% of those who don't use the internetSocial networks encourage people to share content online, making it easier for them to form groups around common interestshttp://www.cnn.com/2011/TECH/social.media/01/18/internet.groups/#Internet users are not as isolated as thought in '06. With Facebook, users are interacting, increasing social ties.Use of social networking services such as Facebook in particular, are associated with more diverse social networks.http://pewresearch.org/pubs/1398/internet-mobile-phones-impact-american-social-networks
  • http://www.strategy-business.com/article/11110?gko=64e54&cid=20110222enews39% of Millennial employees won’t work at companies that block FacebookWhy? So they can goof off?Facebook is how they communicate and collaborate.Organizational decision-makers who have access to their social media peer groups make better and faster decisions. SAP study, “The New Symbiosis of Professional Networks”http://www.slideshare.net/vdimauro/the-new-symbiosis-of-professional-networks-2011-sncr-study-resultshttp://www.stopblocking.org/?p=143
  • Just seven years ago, most volunteers on AARP California's mailing list didn't have an e-mail address, noted Christina Clem, a spokeswoman for the senior advocacy organization. Now the AARP has e-mail addresses for all but a few volunteers in the entire state.http://www.mercurynews.com/business/ci_17296685?nclick_check=1“For people who want to have robust social lives, these are really compelling places,” said Pew Internet Center Director Lee Rainie. “We hear directly out of the mouths of senior citizens that they get enchanted when they log on to Facebook and fill in their profile, and all of a sudden, their suggestion page starts populating with folks from their past.”“It’s still pretty new for the older demographic,” Rainie said of the Web, “and so they’re trying to figure out how to incorporate it into their media use. It tends to be complementary, supplementary, and additive rather than something that displaces something else.”http://www.poynter.org/latest-news/making-sense-of-news/112370/seniors-increasingly-read-news-online-use-social-media-to-stay-connected/
  • One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.http://www.pewinternet.org/Reports/2010/Older-Adults-and-Social-Media.aspxhttp://www.pewinternet.org/Media-Mentions/2011/Seniors-getting-plugged-into-technology.aspx
  • 70% feel amount of newsavailable from different sources is overwhelminghttp://www.pewinternet.org/Reports/2010/Online-News.aspx?r=1
  • 74.6% say Facebook is a major way in which they receive news and information http://www.npr.org/blogs/gofigure/2010/08/02/128928306/results-from-our-survey-of-npr-facebook-fans50% rely on people around them to keep them up-to-date on news.75% get news via social networking sites.52% share links to news with others.http://www.pewinternet.org/Presentations/2010/Jun/How-Media-Consumption-Has-Changed-Since-2000.aspx
  • This just in…News no longer breaks, it TweetsTwitter isn’t journalism, but it is a perfect beast for committing acts of journalism.http://www.briansolis.com/2011/05/this-just-in-news-no-longer-breaks-it-tweets/
  • We are seeing a shift in the way people get information during an emergency.After an earthquake off the coast of Chile triggered tsunami warnings in Hawaii, the Navy surveyed families. Most said Facebook and Twitter were their only source for official Navy information and evacuation guidance.This trend continues:44,000 Nashvillians were without power.The only way I was able to receive critical information about the severe weather advisories and the growing flood problem was through Twitter and Facebook on my phone.”Laura Click of Nashvillehttp://www.businessesgrow.com/2010/05/11/a-voice-from-the-nashville-flood-social-media-was-a-lifeline/#
  • Tsumani Posts Flood Facebook, Dozens Per Secondhttp://www.allfacebook.com/japan-posts-hit-facebook-at-rate-of-dozens-per-second-2011-03Facebook and Twitter Helps Access Communications in Japan post-quakehttp://www.topupdatenews.com/1996/facebook-and-twitter-helps-access-communications-in-japan-post-quake.html
  • Army public affairs used social media to share info on Fort Hood shootings.“It is not surprising that so many people turned to social media first to communicate about the shootings,” said Scott Testa, a Cabrini College business professor with expertise in social media.“You have a lot of people in the military that were raised on texting and now social media,” Testa said. “They’re not watching the network news; they’re getting all their news electronically.”Testa said he saw social media help clarify conflicting reports in the hours after the shootings. Individuals on the base were able to confirm or deny reports of lockdowns and other incidents via Twitter, he said.While social media can help clear up conflicting reports, it also has the power to perpetuate false information, he said.“That’s why the government has to put out info via these channels,” he said. “You can’t let it fester if the information is wrong; you have to respond to that.” http://fcw.com/articles/2009/11/06/fort-hood-social-media.aspxBecause of the business that you are in, everything that you do is about crisis communication.  Actual crises are rare and between them is the very important and necessary task of building trust, of building the tribe. With every post, comment and photo, you are saying: We are here for youWe understand youWe will be here when you need us.
  • http://www.forrester.com/Groundswell
  • Inactives- None of these activitiesPeople: People who see no value in social mediaObjectives: Drive audience to social mediaStrategy: Invite audience for in-depth coverage & discussion on social mediaTechnology: Radio, TV, Print, InternetThese are the people who see Twitter and Facebook as a waste of time. However, retirees are dispersed and isolated, often living in rural areas, far from a military base. They are not coming to your base to pick up tri-folds on retiree benefits and programs. They need social media.
  • Spectators- Read blogs- Watch video from other users- Read online forums- Read customer ratings/reviewPeople: Military & Spouses not yet "socializing" on Social MediaWatch video from other usersObjectives: Provide easy opportunities for one-way conversationStrategy: Post articles with option to "like", share, email...Technology: Radio, TV, Print, Internet, Social Media
  • Joiners- Maintain Profile on a social networking site - Visit social networking sitePeople: Military & Spouses familiar with social media but not MC&FP'sObjectives: Show benefit of interaction on MC&FP social mediaStrategy: Create Facebook landing page with MC&FP overviewTechnology: Social Media
  • Collectors- Use RSS feeds- Add tags to web pages or photos- Vote or "like" articles, posts, websitesPeople: Military & Spouses Actively Researching with Social MediaObjectives: Bring Collectors into the conversationStrategy: Posts questions, photo trivia contestsTechnology: Social Media
  • Critics- Post ratings/reviews of products/services- Comment on Facebook, Twitter, blogs- Contribute to online forumsPeople: High-level participators on social media, Social Media Moms*Objectives: Use "Critics" to initiate two-way engagementStrategy: Invite responses/discussion/advice/opinionsTechnology: Social MediaSocial Media Moms*Survey:79% of mothers with kids younger than 18 are active on social networking sites43% of these moms using it on a daily basis.23% purchased a children's product based on a networking siteor blog recommendation, on average, five times a year40% of these moms made their purchase(s) based on personal review blogs40% made their product buys based on Facebook recommendations.Military Social Media Moms have message-advancing potentialbecause of their potential for making peer group recommendationsSurvey by Child's Play Communicationshttp://www.childsplaypr.com/news/news_details.cfm?ID=61
  • Creators- Publish a blog, website- Upload video, audio, music- Write articlesPeople: Bloggers on Military Spouse/Family issues, Alpha Moms*Objectives: Educate, Inform, Encourage to Support MC&FP OutreachStrategy: 1-to-1 relationships, provide press releases, posts...Technology: Webinars, phonecalls, emailsAlpha Moms* Type A's, Leaders Tech-Savvy (spends 7% more time on line than average user) Sought after by marketers as "influencers" Alpha Moms' brand preferences are followed by others Military Alpha Moms are: Blogging spouses, spouses in leadership positions, i.e. (FRGs, Ombudsmen...) spouses of senior military leadership. Alpha Moms leap to top of trendsettershttp://www.usatoday.com/money/advertising/2007-03-26-alpha-mom_N.htm
  • You cannot force anything to go viral. You can only create something that is awesome, compelling and invokes an emotional response. After that, you have zero control.http://www.cc-chapman.com/2010/11/19/the-going-viral-myth/Marile Borden, Moms Who Need Wine: I'm a firm believer in the fact that if you provide great content, people will want to share it. And the more it's shared, the more it grows.http://www.facebook.com/MomsWhoNeedWine?sk=wall&filter=2The Flesch Reading Ease readability score formula rates text on a 100-point scale based on the average number of syllables per word and words per sentence. The higher the Flesch Reading Ease score, the easier it is to understand the document. For most standard documents, aim for a Flesch Reading Ease score of approximately 60 to 70.http://office.microsoft.com/en-us/word-help/test-your-document-s-readability-HP010148506.aspxBe Where They Are: It’s always easier to join a conversation than start one from scratch. This is especially true in social media. Whoever you want to connect with online, chances are that some of the most influential people in those groups.Do you know where the people you need to reach are right now?http://www.poynter.org/how-tos/digital-strategies/e-media-tidbits/96540/in-social-media-first-be-where-they-are/Your CEO Should Participate in Social Media: Simple Q/A sessions can show your audience how up-to-date your senior management are with ongoing issues and, if they have the right kind of media training, inspire confidence and trust in their skills and abilities. When a crisis does hit, a senior manager who is used to participating in his or her company’s social media strategy will have more credibility with online stakeholders, as well as more experience in talking with the company’s online followers.http://jontusmedia.com/your-ceo-should-participate-social-media/Sites with blogs get 55% more traffic than sites without blogs — even if there are no readers!http://www.businessesgrow.com/2010/11/07/ten-reasons-to-blog-even-if-nobody-reads-it/Report: Meaningless Facebook Comments Are Cornerstone Of Useful NetworksThe portrait, comments, and updates provide constant reminders of the existence of ‘friends.’ The content is not all that important, but the effect is that we perceive our Facebook friends as closer than other acquaintances who are not on Facebook.http://www.allfacebook.com/meaningless-facebook-comments-2010-10Government can have fun with Facebook! Connected with audience by having a sense of humor on social media.City of Reno, Nevada (crooked Christmas tree)http://www.news10.net/news/local/story.aspx?storyid=109972Round Rock, Texas (puppets)http://www.facebook.com/roundrock?sk=wall#!/video/video.php?v=1158557686442SEO, that’s Search Engine Optimization is Dead, Content is Kinghttp://paidcontent.org/article/419-seo-is-dead-and-the-new-king-is-smo/Report: Barely 1 in 2000 click on Facebook Adshttp://www.adweek.com/aw/content_display/news/digital/e3i3526b9ba6837828c69064ff0f4c802bc
  •  Follow Friday is a Twitter meme in which people suggest who to follow on Twitter. It is one of the most heavily trending memes on Twitter. A typical Follow Friday tweet of ours would look like this: #ff @USNavy @US_Air_Force @USArmy @USMC @USCG Essentially, we are understood by others to have said, Here's a group of Twitter feeds we recommend you check out and follow. The managers of these feeds are now aware that we've just publically complimented and promoted them. Most will respond by at least having a look at our Twitter page. They’ll see that the work we do benefits them or that they support the work we do and is, therefore, of interest to their followers. It’s now to their benefit to promote us. They might retweet our post or mention us in their own Follow Friday post. It's a powerful way to extend our reach. There are several ways in which we can extend the potential of Follow Friday. We can align our choice of who we follow to our communication calendar. A theme during August is back-to-school, so during that time we can mention schools, organizations or people associated with heading back to school. Example: #ff @DoDEA @heidelberghs @dodea_pac @mccool_EMS We can add a brief phrase to the tweet. This would benefit people who are not be familiar with MC&FP: MC&FP directs quality education programs for military children. We salute! @DoDEA @heidelberghs @dodea_pac @mccool_EMS #ff #SOT How we have a tweet with two hashtags. A hashtag identifies a tweet as associated with a particular topic, event, organization or any desired category. The first is #ff, which people searching for Follow Friday posts will use. But, there are thousands of them, so we added another hashtag: #SOT. This stands for Support Our Troops, so posts with this hashtag will be found by people with an interest in discussions about support to our military community.
  • Tweet Around the Clock Life is busy and mostly lived through routine. We tend to wake up, head to work and take our meals at the same time and so it goes with the time we are on the Internet. Our challenge is to schedule our tweets for times when people tend to be online. Because we serve a diverse and global population, it’s good to go with the it’s-always-morning-somewhere approach and tweet around the clock. Platforms like Hootsuite allow you load up numerous tweets to post at set times. Posting around the clock can be done without people becoming annoyed by seeing the same tweet over and over. If you have a month-long campaign, Month of the Military Child for example, you are likely to have four top-tier messages. With the following matrix, a message posts every other day and at various times. Message one: cue up a tweet in Hootsuite to post on the first of the month at midnight, then on the third of the month at 2 a.m., and so on to the end of the month and around the clock. Message two: cue up a tweet for the second day of the month, then the fourth but running counter-clockwise around the clock, midnight, 10 p.m., 8 p.m. and so on. Messages three and four: use the same approach as with the first two messages but using noon, not midnight, as the starting point. For an ongoing campaign, OPSEC for example, you can spread out your schedule. Post once a week. Week one, post on a Monday at midnight. Week two on Tuesday at 2 a.m., and so on. For a one-time message, cue it up to post every three hours over a 24-hour period. Adjust these approaches according to what makes sense for the information you have and the audience you wish to engage. Tweet Across the Week Studies indicate that Friday is the busiest day on Twitter, followed by Thursday. Tuesday and Wednesday lag behind, and use of Twitter plummets over the weekend and Monday. If you have an important message to get out, Friday is your day.http://blog.hubspot.com/blog/tabid/6307/bid/5500/When-Do-Most-People-Tweet-At-the-End-of-the-Week.aspx
  • Photos generate the greatest amount of engagement.The study also points out that Fridays before noon is the best time to post. http://liesdamnedliesstatistics.com/2010/09/the-secret-to-facebook-success-post-pics-on-friday-morning.html. To obtain photos you can search http://www.defenseimagery.mil. Be sure to include full photo credit when posting. As for the caption, you are not obligated to use it, though typically, you would use the opening sentence or two, the exclude the rest if there's unnecessary detail. Finally, add a sentence or two about your program. Because the photo above is of a soldier reuniting with his child after a deployment, you could add. "Remember that deployment support to families is available through Military OneSource, http://www.militaryonesource.com." You don't need to go heavy on program information. The primary aim is an emotionally engaging photo that has a tie to our services or programs. If people view it, share it or comment about it, they'll see us, and that's enough for this tactic. This is about emotional imprinting, so if the photo has a cute kid in it, say so! Then over on Twitter, you could post "Photo of the Day: Soldier and (Really Cute) Son Reunited After Deployment," then add a link to the Facebook page after shortening the link with bit.ly or other such service.
  • http://www.youtube.com/watch?v=dG5Qk-jB0D4
  • http://www.defense.gov/webmasters/June 25, 2010 M-10-23 MEMORANDUM FOR THE HEADS OF EXECUTIVE DEPARTMENTS AND AGENCIES FROM: Peter R. Orszag Director SUBJECT: Guidance for Agency Use of Third-Party Websites and Applicationshttp://www.whitehouse.gov/sites/default/files/omb/assets/memoranda_2010/m10-23.pdf
  • DoD User Agreementhttp://socialmedia.defense.gov/about/user-agreement/DoD External Link Disclaimerhttp://www.defense.gov/landing/external_link.aspxDoD Privacy Policyhttp://www.defense.gov/landing/privacy.aspx
  • Naval OPSEC on Facebookhttp://www.facebook.com/NavalOPSECNaval OPSEC materials, in Spanishhttp://www.nioc-norfolk.navy.mil/
  • http://www.smh.com.au/technology/technology-news/teens-facebook-party-cancelled-as-200k-threaten-to-show-up-20110314-1btsl.htmlPrivacy is passé, if not dead. Confessional tweets, narcissistic status updates: We are the Wikileakers of our own lives http://www.wired.co.uk/magazine/archive/2011/03/features/sharing-is-a-trap?page=all
  • Privacy is passé, if not dead. Confessional tweets, narcissistic status updates: We are the Wikileakers of our own lives http://www.wired.co.uk/magazine/archive/2011/03/features/sharing-is-a-trap?page=allDon’t Get Robbed: Burglars Use Facebook to Pick Targets Be careful what you include in your social media updates.http://mashable.com/2010/09/11/facebook-places-burglars/
  • Social Media Gurus, Need Not Apply.We need people who are life-long learners, early adopters; we need these people to be part of the organization, aware of what is happening (and not happening).http://theonlinecitizen.com/2011/03/election-watch-part-viii-the-digital-warfare-in-electoral-battle/
  • http://www.youtube.com/watch?v=EAtBki0PsC0The Muppets: Beaker’s Ballad (Dust in the Wind)Social media is still new. Everyone will make mistakes. People will react immediately, often in harsh, uncaring ways. Don’t be rattled. Own it and move on. Take a moment to review your mission, message, goals and audience. The continue forward.
  • http://latimesblogs.latimes.com/gossip/2011/03/gilbert-gottfried-fired-aflac-tsunami-jokes.htmlThe difference between a mistake and a FAIL is decided by the tribe. Generally, you need to offend, alienate or simply misunderstand your tribe to fail. Recovering from a mistake is about picking yourself up and moving forward, with an eye on your mission and audience. Recovering from a fail requires the time and effort of rebuilding trust. Not easy but possible (Michael Vik).
  • http://www.huffingtonpost.com/2011/03/14/gilbert-gottfried-fired-aflac_n_835692.htmlTHINGS NOT TO DOFacebook Backlash Inundates Food Magazine Over Content Thefthttp://www.allfacebook.com/facebook-cooks-source-2010-11?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+allfacebook+%28Facebook+Blog%29&utm_content=Twitter
  • Questions?

Transcript

  • 1. Bruce Moody
    Bruce.moody@osd.mil
    Facebook.com/bruce.moody
    Twitter.com/bruce_moody
  • 2. Objectives
    The Power of Social Media Today
    Seeing our Audience as Tribes
    How Our Audience is Using Social Media
    How We Can Reach Our Audience Through Social Media
    Social Media Policies in the DoD
    Bruce Moody
    Bruce.moody@osd.mil
    Facebook.com/bruce.moody
    Twitter.com/bruce_moody
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Just One?
    Two?
  • 8. It’s better!
  • 9.
  • 10. The internet was supposed to homogenize everyone.
    Instead, it has created silos of interest. Tribes.
    Seth Godin
  • 11. Be Relevant
    Connect a Tribe
    Make a Change
    I hope Bruce ties retirees to my model
    Lead a Movement
  • 12. Be Relevant
    Connect a Tribe
    Make a Change
    Lead a Movement
  • 13. Be Relevant
    Connect a Tribe
    Make a Change
    Lead a Movement
  • 14. Be Relevant
    Connect a Tribe
    Make a Change
    Lead a Movement
  • 15. "The opportunity of social media and government is not economic or technological. It’s emotional.”
    Aneesh Chopra, United States Chief Technology Officer
  • 16.
  • 17. Meet the Millennials
  • 18. 48%
    check Facebook right when they wake up
    42%
    leave their phones on or near their beds
    when they go to sleep
    "Nothing really seems to bother them about their dependence on the technology."
    Scott Campbell, Assistant Professor of Communication Studies, University of Michigan
    42%
    if a friend texts them in the night
    they want to wake up and answer it
  • 19. Generation C
    Connected
    Communicating
    Content-centric
    Computerized
    Community-oriented
    Always clicking
  • 20. The digital divide "is not as big as it used to be.“
    Christina Clem, AARP
    “Our demographic follows the trends. We’re just later to do so.”
    Nataki Clarke, Vice President for Digital Marketing at AARP
  • 21. Social networking use among internet users ages 50 and older nearly doubled—
    from 22% in April 2009 to 42% in May 2010.
    "The real trick is getting them over the initial hump of using computers. Once they're involved, they are as active or more active than other users."
    Aaron Smith, Senior Research Specialist, Pew Internet
  • 22. 70% feel amount of news available from different sources is overwhelming…
    Get me outta here.
  • 23. 74.6% say Facebook is a major way in which they receive news and information
    Ahhhh, better.
  • 24. This just in…
    News no longer breaks, it Tweets
  • 25. “The most relevant and up-to-date information came from blogs, Twitter and Facebook.
    Laura Click of Nashville
  • 26.
  • 27. The Army’s public affairs staff at Fort Hood used Facebook to publish a note saying the media relations office is inundated with requests and is answering queries as quickly as possible.
  • 28. Creators
    The Social Technographics Ladder classifies people according to how they use social technologies.
    Critics
    Collectors
    Joiners
    Spectators
    Inactives
  • 29. Creators
    The Social Technographics Ladder
    Critics
    Inactives neither create nor consume social media of any kind.
    Collectors
    Joiners
    Spectators
    Inactives
  • 30. Creators
    The Social Technographics Ladder
    Critics
    Spectators consume social media blogs, user-generated video, podcasts, forums or reviews.
    Collectors
    Joiners
    Spectators
    Inactives
  • 31. Creators
    The Social Technographics Ladder
    Critics
    Joiners maintain social networking accounts
    Collectors
    Joiners
    Spectators
    Inactives
  • 32. Creators
    The Social Technographics Ladder
    Critics
    Collectors organize content for themselves using RSS feeds, tags and voting sites like Digg.com.
    Collectors
    Joiners
    Spectators
    Inactives
  • 33. Creators
    The Social Technographics Ladder
    Critics
    Critics voice their opinions to individuals, business and organizations using Facebook, Twitter and other social media.
    Collectors
    Joiners
    Spectators
    Inactives
  • 34. Creators
    The Social Technographics Ladder
    Critics
    Creators make the social content consumed by others. They write blogs or upload video, music or text.
    Collectors
    Joiners
    Spectators
    Inactives
  • 35. Nobody clicks on those ads.
    Content is King
    Get your boss on
    Facebook and
    Twitter and
    YouTube and
    Blogs
    Meaningless comments are good.
    Be where they are.
    (I’ll explain.)
    You can not force anything to go viral.
    Let your writing be readable.
    Have a sense
    of humor.
  • 36. Follow Friday
    What do I follow?
    That means nothing to me!
    Wha?
    I don’t get it.
  • 37. Follow Friday
    Yea, I’ll follow this!
    This, I understand.
    Cool!
    Got it!
  • 38. Tweeting Around the Clock
    Good morning, sunshine.
    What’s for dinner?
    Good night.
    zzzzzz…
  • 39. Photo Friday
  • 40. Is it safe?
    …to use social media?
  • 41. "...agencies may use third-party websites and applications to engage openly with the public."
  • 42.
  • 43. COMMENTS BY OTHERS ARE NOT ENDORSED
    The Department of Defense does not necessarily endorse, support, sanction, encourage, verify or agree with the comments, opinions, or statements posted on the website.
  • 44. COMMENTS BY OTHERS ARE NOT ENDORSED
    pathetic
    Ah, I love freedom of speech.
    Talk is cheap their actions show something ugly
    Hypocrites....
    you dont give a rats tail about our troops you just use them for your own sick gain
    Excuse me while I throw up.
    I wouldn't join forces with anything that has to do with this current administration.
    WORDS ARE NOT ENOUGH !!!
    military intelligence genius breeding program you can find weapons of mass ecology instruction augmented reality now.
    I think it's a slap in the face. Be so loving, so caring, when just a few days ago....SORRY NO PAYCHECKS, DEAL WITH IT...
    publicity gimmick
  • 45.
  • 46. Naval OPSEC Video
  • 47. Teen's Facebook party cancelled
    when 200k threaten to show up
    Where’s the bathroom?
    Surprise!
  • 48. Confessional Tweets
    Narcissistic Status Updates
    Privacy is passé, if not dead.
    We are the Wikileakers of our own lives.
  • 49. “The Singapore government, as a whole, is not averse to using new media.
    But we’re not completely sure how to use it yet.”
    Goh Yam Song, Deputy Director
    Emergency Preparedness, Singapore
  • 50. The Muppets: Beaker’s Ballad (Dust in the Wind)
  • 51. FAIL
    HOW TO
    Who was Gilbert Gottfried?
    Wow, he blew it.
    Man, that was offensive!
    NOT funny!
  • 52. "Gilbert's recent comments about the crisis in Japan were lacking in humor and certainly do not represent the thoughts and feelings
    of anyone at Aflac," the company, which does
    75% of its business
    in Japan, said in a
    statement.
  • 53. Bruce Moody
    Bruce.moody@osd.mil
    Facebook.com/bruce.moody
    Twitter.com/bruce_moody