Talk given to US Air Force Academy Association of Graduates Omaha chapter on 26 Jan 2010. Covers Social Media 101 + a few issues specific to Air Force/Department of Defense.

1. Rhet Turnbull
26 January 2010

2. Blah BLAH!
Blah BLAH Blah
Blah Blah
Blah
Blah
Blah
Social Media

3. Privacy? STOP!
OPSEC!
TWEET! Flickr?
LinkedIn? Fad Should
I?
Facebook?
Who
cares?
Social Media

4. First, some numbers

5. World Population
1,335,007,550
1,198,003,000
350,000,000
308,405,000

7. 500,000

8. 500,000
New Facebook users

9. 500,000
New Facebook users
EVERY SINGLE DAY

10. 3.5 Billion
Pieces of content
shared each week

12. 14,000,000

13. 14,000,000
Articles on Wikipedia

15. 200,000,000

16. 200,000,000
Blogs

18. 27.3 Million

19. 27.3 Million
Tweets per day on Twitter

21. 80%

22. 80%
Companies that used
LinkedIn to recruit workers

24. 1 out of 8

25. 1 out of 8
Married couples in the U.S.
last year that met via social media

27. 13 hours

28. 13 hours
Amount of video uploaded to
YouTube every minute

30. 88%

31. 88% of teens use social
networks every day

32. 88% of teens use social
networks every day
50% would consider access
to social networks when
considering a job offer

33. OK, so a lot of people
are using this
Social Media thing...

34. But what is it?

35. Officially, “Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques. Social media uses Internet and web-
based technologies to transform broadcast media
monologues (one to many) into social media
dialogues (many to many).”
Wikipedia

36. Officially, “Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques. Social media uses Internet and web-
based technologies to transform broadcast media
monologues (one to many) into social media
dialogues (many to many).”
Wikipedia
BLAH BLAH BLAH

37. It’s also a
fancy way to
describe the
bazillions of
conversations
people are
having online
right now

38. Social Media = Communication

39. From Social Media Marketing by Stephen Davies

40. From Social Media Marketing by Stephen Davies

42. It’s About Being Human
• Communication
• Connections
• Collaboration
• Collective Wisdom
• Contributing
• Community

44. From Social Media Bootcamp by Wendy Maynard

45. From Social Media Bootcamp by Wendy Maynard

46. From Social Media Bootcamp by Wendy Maynard

47. It’s not
about
SHOUTING

48. It’s about the narrative
It’s about listening
It’s about being part of the
conversation

49. Social Media is a
Conversation

50. The Conversation is powered by
• Social Networks
• Blogs
• Wikis
• Podcasts
• Photo sharing
• Video sharing
From The Conversation by Tactica Interactive Communcation

51. The Conversation is
NOT CONTROLLED

52. The Conversation is
NOT ORGANIZED

53. The Conversation is
NOT ON MESSAGE

54. The Conversation is
● Organic ● Vibrant ● Emergent

55. How do I take part in
the conversation?

56. •Listen
• Listen
• Listen

57. LISTEN!

58. ENGAGE!

59. What tools can I use?

60. Asks one question: What’s on your mind?
You share thoughts, links, photos, personal
information with your “friends” – your network
of friends, colleagues, associates

62. Asks one question: What’s happening?
140 Only 140 characters to answer the question
Others choose to
“follow” your tweets

63. • Professional
Networking
• Connections
• Your Resume
• Recruiting

64. Share photos
Become your
own publisher
Publish a mini-blog
Become your
own TV station

65. All these things are just tools
Use the right one for the job

66. Does your paycheck
depend on selling
something
(or a message)?

67. 14%
<
78%

68. 14% people who trust
advertisements
<
78%

69. 14% people who trust
advertisements
<
78%
people who trust
recommendations
from other people

70. 78% > 14%

71. 78% > 14%

72. Social Media
is
Word of Mouth
on
STEROIDS

73. Does your job involve
helping people?

74. • Communicate
• Connect
• Collaborate
• Collective Wisdom
• Contributions
• Community

75. Social Media
and the
Air Force
http://www.af.mil/socialmedia.asp

76. Don’t forget that
it’s a conversation!
Using Social Media
as just another
broadcast channel
isn’t using
Social Media
Really?
“Airmen Social
Media Metrics”
Really?

77. “We want to be part of the conversation”
Someone in DoD gets it

78. Not everyone at DoD gets it

79. Unless you use the Authorized Version
Chirp is a Government experiment based on Twitter

80. We’ve come to believe that
messages are something we can
launch downrange like a rocket,
something we can fire for effect.
They are not.
Good communication runs both
ways. It’s not about telling our
story. We must also be better
listeners....
We cannot capture hearts and
minds. We must engage them.
–Admiral Mike Mullen

81. ADM Mullen gets it
The enemy gets it
If the Air Force doesn’t
get it, it won’t matter
how many F-22s we have

82. Remember,
It’s about the
CONVERSATION

83. If you do not tell
your own story

84. If you do not tell
your own story
someone else will

85. Some final thoughts
from the stream

92. So, what’s your
USAFA Association of
Graduates Heartland
LeMay Chapter
doing?
And Why?

93. • Communication
• Connections
• Collaboration
• Collective Wisdom
• Contributing
• Community
Candidates Cadets Grads

94. Heartland-LeMay Chapter
http://twitter.com/usafaheartland
http://tinyurl.com/usafaheartland
http://www.flickr.com/photos/usafaheartland

95. Connect with Me
http://twitter.com/RhetTbull
http://www.facebook.com/RhetTbull
http://rhettbull.tumblr.com/
rturnbull@gmail.com

96. Inspiration / Credits
Social Media Is...Social Media Is Not
James Ball
http://www.slideshare.net/JamesBall/social-media-issocial-media-is-not-2954562
Social Media Bootcamp_Portland
Wendy Maynard
http://www.slideshare.net/wendymaynard/social-media-bootcampportland
Social Media Marketing
Stephen Davies
http://www.slideshare.net/3wpr/social-media-marketing-2461438
The Conversation - An Introduction to Social Media
Kevin Glasier
http://www.slideshare.net/tactica_inc/the-conversation-an-introduction-to-social-
media-presentation

97. Inspiration / Credits
Social Media Revolution
http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded
What The F**K is Social Media?
Marta Kagan
http://www.slideshare.net/mzkagan/what-the-fk-social-media

98. Photo Credits
US Air Force Photo/Tech Sgt Charles Larkin Sr.
http://www.sxc.hu/photo/1228973
http://www.sxc.hu/photo/796235
http://www.sxc.hu/photo/1191196
guillermo ossa
http://www.sxc.hu/photo/830331
Thiago Felipe Festa

99. Photo Credits
http://www.flickr.com/photos/malingering/69848082/
http://www.flickr.com/photos/robsv/2819545016/
http://www.flickr.com/photos/niclindh/1389750548/
http://www.flickr.com/photos/katej/1311263399/

100. Photo Credits
http://www.flickr.com/photos/bluespf42/2566739160/
http://www.flickr.com/photos/leonrw/3709925568/
http://www.flickr.com/photos/mythoto/2042150488/
http://www.flickr.com/photos/oakridgelab/4092902554/