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USS Abraham Lincoln Deploys Video Blogs (Sept 2010: links and data may be outdated)

USS Abraham Lincoln Deploys Video Blogs (Sept 2010: links and data may be outdated)



When USS Abraham Lincoln left Everett, Wash. for deployment, the Media Department chose to take their message online through short video blogs appearing near real-time on their Facebook page.

When USS Abraham Lincoln left Everett, Wash. for deployment, the Media Department chose to take their message online through short video blogs appearing near real-time on their Facebook page.

This snapshot was prepared by the U.S. Navy's Emerging Media Integration Team to highlight the best practices and recommendations for future implementation of the innovative tactic used by CVN 72.



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    USS Abraham Lincoln Deploys Video Blogs (Sept 2010: links and data may be outdated) USS Abraham Lincoln Deploys Video Blogs (Sept 2010: links and data may be outdated) Presentation Transcript

      Video Blogs
      Social Media Snapshot
    • Overview USS Abraham Lincoln (CVN 72) invested significant effort into telling their story via social media Sept. 7 as they left homeport for a scheduled deployment. The online coverage spread throughout Navy channels and external social media sites.
    • NavyLive BlogCommander, Carrier Strike Group 9 signs on to become a regular “vlogger” throughout their deployment
      RDML Guadagnini, Commander, Carrier Strike Group 9, chose to participate on the Navy’s blog – NavyLive – www.navy.mil/blog on a periodic basis by video
      He has created a direct channel through which to discuss CSG 9 throughout the deployment
      This message is pushed through the blog as well as multiple Facebook pages and Twitter.
      “Sometimes people get wrapped around the axle and think the Navy business is very complicated and difficult.  I hope to explain that it’s pretty easy to excel in this exciting, fun, and fulfilling life style.” – RDML Guadagnini, Commander, Carrier Strike Group 9 on what he hopes to achieve from his monthly video blog on NavyLive
    • USS Abraham Lincoln Facebook PageThe media team aboard LINCOLN recorded and immediately posted short video pieces throughout the day showcasing their deployment in short, near-real-time video pieces.
      Posted 12 short unedited quick interview videos ranging from 12 seconds to 1 minute and 12 seconds.
      This type of communication took minimal planning, required only basic MC knowledge and was credible and effective.
    • How did USS Abraham Lincoln do it? Facebook near-real-time video logistics
      3 teams of 2 people each
      2 people staged in the media office solely to upload to Facebook
      Equipment (each team had):
      Point and shoot camera
      Extra SD cards (so they could run the card down to media dept for uploading, while reloading the camera with another card)
      CDs to burn the videos for transfer to LAN computers
      Mission: Create 2 or 3 videos every half hour
      Time Frame: ~3 hours, from 0730-1100 when bandwidth was at its best
      Video requirements (to enable upload with bandwidth constraints):
      Low Res
      30-120 seconds in length
      LINCOLN weren’t exactly “live” due to access issues, but LINCOLN posted videos as quickly as possible (If you have access to Skype or Google Talk, you could test out a live broadcast)
      On the same day, LINCOLN also had 2 people with HD video recording for the Boat Show and 3 people taking stills, so LINCOLN maxed out the media department for a few hours to accomplish everything.
    • Why video? Isn’t that more work?
      No! Video is actually faster according to the Lincoln PAO…
      “There’s no way I could have gotten12 news stories writtenin 3 hours, but I can do 12 videos in 3 hours. In fact, we recorded about 20 videos total, but only used 12.”
      ADDED VALUE: Most of the Lincoln Facebook fans are not from the local area. Fans are mostly family members, many of whom have never been on a ship—they want to see it, not read about it.
      MEASURABLE RESULTS: “Our mileage was obviously measurable, enabling us to view in real time all the feedback from our viewers. Each post generated hundreds of "likes" and comments, many within the first 5-10 minutes of posting.” - MCC Huval
    • ResultsReaching Stakeholders
      40-60,000 impressions
      11-16,000 views per video
      700+ new Facebook fans in 5 days
      Positive , encouraging and engaging comments from fans including many family members
      ~150 views on NavyLive
      438 views on YouTube
    • ResultsReaching Stakeholders by leveraging the Navy network
      By coordinating and alerting other Public Affairs Officers they were able to maximize exposure over Facebook through tagging other related pages and getting messages promoted by other page administrators.
      “By being able to link each post to other Navy FB pages simultaneously was another huge benefit and further saturated our audience.”
      - MCC Huval, LINCOLN’s Media Department
    • ResultsMedia Coverage
      Over 100 news stories and social media posts about the USS Lincoln deployment
    • ResultsExternal Social Media Coverage
      • Unaffiliated Navy blogger posts a blog Sep. 8 discussing Rear Adm. Guadagnini’s “vlog”
      • The blog implies that the author will continue to watch the upcoming “vlogs” posted by Commander, Carrier Strike Group 9
      • As a result of this blog and the associated tweets that the author releases promoting his blog, Rear Adm. Guadagnini’s post is distributed to an even wider audience
      • There were 6 comments within the first 24 hours of the blogger’s posting.
      “By the way, well done to Pacific Fleet folks who have figured out how to saturate the planet with news the USS Abraham Lincoln is deploying. I can't tell what the message strategy is, but the tactics have been effective in saturating the internet with the activity of the deployment itself.”
      – Gahrahn, author of Information Dissemination blog
    • Follow UpDay 2 of Deployment
      The LINCOLN told fans they would open the page to allow fans to post photos of the Sailors they were missing (page was previously set to enable posts by administrators only)
      The request was well received and many family members posted photos of LINCOLN Sailors to the site
    • Summary
      IMPORTANT: DO NOT NEGLECT TRADITIONAL TACTICS (i.e. Navy News story, photos, and b-roll video submitted to Navy Visual). These products are crucial for use by main stream media and for historic value.
      Best Practices:
      Very timely updates, competing with local external coverage
      Short video pieces, more successful and easy to share over social media
      Leadership engagement and communication directly with key stakeholders
      Producing and distributing content over multiple platforms maximizes the reach of key messaging
      Giving bloggers/reporters multimedia content that can be easily shared
      Un-edited and authentic simple video with emotional value
      • Leverage traditional tactics first such as “Navy News stories” and “still images” in addition to new media
      • Promote the idea prior to the day of delivery through various channels to alert families, public, media of the PA shop effort.
      • Stay in contact with blog readers and community members so when the next big announcement is made, the community is already active and engaged
      • Consider vlogs on a bi-monthly or weekly basis to keep fans engaged and reminded of your channel.