We all know the basics.As digital media professionals we are on the edge of becoming institutionalized, which while has been our goal, comes with some negative consequences...
As our team, our profession, our favorite communication platforms become more institutionalized so too can our content. It’s important to remember to fight the auto-pilot social posts. Remain on the frontier, look for new opportunities, new ways, to communicate.http://www.someecards.com/usercards/viewcard/MjAxMi1lYTRhOGRiNjVkZDI5OGY2
We coordinate our efforts across the fleet and among the News Desk to ensure our communication priorities get the most saturation. Often times that means we share navy.mil stories
Sometimes it means we think outside the box
Recently MCPON wanted an opportunity to engage Navy Families about his key initiatives and goals.
Our team provided a unqiue opportunity. Through a live facebook chat MCPON Stevens was able toengage a public audienceprovide real time responeshad the support of multiple PAOs
In doing these type of events we have found their is an appetite for live, real-time events. We’ve been able to fill a huge void for our fans by incorporating more live broadcasts and chats
One communication objective is “our people” and we noticed the people most interested in stories about sailors are their families who, all too often are unable to participate in their loved ones momentous events due to distance...
Think about the technology and infrastructure necessary to fulfill your communication objectives. We are lucky to have a forward thinking technology support that understands our recent communication barriers due to sequestration. One thing we are currently doing is thinking of other ways to inform and engage our audience during this fiscally conservative time.
Outreach can happen on the web!
We have lessons learned we would be happy to share. Overall a huge success with over 1,500 views, 230 live!
Be ready when an opportunity presents itself. Don’t be too tied down in your day-to-day that you don’t remain flexible to jump in and join a conversation!
Don’t get into the social slump - realize this is an evolving communication channel and know that each platform is different, reaches a unique audience. Pick the right content!
Talk about how our content comes from all over the place. Sometimes we search it out, but we are focused on further engagement from the Fleet so that we are more of curators than content creators.
Let’s face it, unless you love politics, the action is happening with our deployed forces.http://www.navy.mil/view_image.asp?id=155625
See the benefit of our past successes, make leadership aware of your value, your reach, your engagement opportunities and have them join you on the social side!
See the benefit of our past successes, make leadership aware of your value, your reach, your engagement opportunities and have them join you on the social side! Don’t be afraid to try new things!! Some things work, some things don’t. stick to your communication objectives and you’ll be on a path for success!
1. Beyond Social Media 101
Taking your digital communications to the next level
DoD All Services Social Media Conference
July 25, 2013
Jason Kelly - @JasonKellyPAO
Director, U.S. Navy Emerging Media
2. Tired of the same old stuff?
3. The Navy covers all the gritty details in
4. But we also mix it up…
5. Live Chat with
Master Chief Petty Officer of the Navy
6. Live Chat with
Master Chief Petty Officer of the Navy
7. Livestream of USS Dwight D.
8. Live Recruit Graduation
9. Satellite Van
10. Battle of Midway Hangout
11. Battle of Midway Hangout
12. Current event involvement
14. How can you do this awesome stuff, too?
1. Have a strategy
2. Coordinate internally
3. Integrate content with the “Fleet”
4. Get leadership involved
5. Just TRY it!
15. 1. Have a strategy
GOAL: Be the most authoritative and timely source for Navy
information so that CHINFO can effectively tell the Navy
• Break Navy news stories
• Increase awareness of operations in U.S. Naval Forces
Central Command and U.S. Pacific Fleet, Navy
initiatives, history and heritage, and health of the force
among the American public as it relates to their
• Better integrate social media into other key
CHINFO/Navy Defense Media Activity functions
• Improve synchronization and saturation of key Navy
messaging through the PAO community
16. 2. Coordinate internally
Navy Media Content
Emerging Media (OI-
DMA Liaison (OI-25)
Navy News Desk (OI-3)
News desk teams
Working in a vacuum does
not yield the best
Create the network effect –
“being social” needs to also
occur within our organization
U.S. Navy works daily with
the news desk, creates our
communication goals based
on CI’s priorities and meets
weekly with regional and
fleet PAOs to determine a
This chart represents the
sections we most closely
17. 3. Integrate content with the “Fleet”
CORAL SEA (July 19, 2013) The aircraft carrier USS George Washington (CVN 73) conducts a
replenishment-at-sea with the Military Sealift Command fleet replenishment oiler USNS Yukon (T-AO
202) during Talisman Saber 2013. The exercise is a biennial training event aimed at improving
Australian Defense Force and U.S. combat readiness and interoperability as a combined joint task
force. (U.S. Navy photo by Mass Communication Specialist 2nd Class Benjamin K. Kittleson/Released)
18. 4. Get leadership involved
19. 5. Just TRY it!
20. Just for fun: videos
X-47B Completes First Carrier-based Arrested Landing:
Sailors Discuss X-47B's Historic Landing:
Navy Father Surprises Family: http://www.youtube.com/watch?v=NKPJ9JjeO4g
Edited time lapse of USS Carl Vinson's flight deck:
Navy Secretary Visits Arctic Lab, ICEX #3: http://www.youtube.com/watch?v=Z-