DINFOS Navy Unique: Social Media Brief summer 2010

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  • 1. Navy Social Media CDR Scott McIlnay, APR Director, Emerging Media Integration Dept. of the Navy, Office of Information Summer 2010
  • 2. Agenda
    • State of Social Media
    • Policy
    • CHINFO Emerging Media
    • Navy Social Media
    • Resources
    • Areas of Emphasis
    • Challenges
    • Initiatives
  • 3. Why Social Media?
    • It is immediate
    • It is unmediated
    • It is a dialogue, which…
      • Increases the efficiency of your communication
      • Creates greater trust with those you communicate with by building a relationship
    • ‘Social’ is how people communicate
    • Lead the conversation or be led by it
  • 4. Our stakeholders use social media
    • Our audiences are increasingly using social media:
      • 79% of American adults used the internet in 2009, up from 67% in Feb. 2005
      • 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005.
      • As of August 2009, Facebook was the most popular online social network for American adults 18 and older.
    Source: Pew Internet & American Life Project
  • 5. All generations of Navy are using social media
    • And our forces are increasingly using social media:
      • From the 2008 Navy Telework & Technology Survey
    % “Yes” Millennial Gen X Boomer Overall Visit Facebook, MySpace, etc. in the last 30 days 89 69 44 76 Ever created Facebook, MySpace, etc. page 88 61 30 71 Ever had blog 13 6 4 9 Read blog in last 30 days 40 36 33 38 Ever contributed to Wiki 10 7 7 8
  • 6. State of Social Media
    • In General:
      • 500+ Million on Facebook
      • 100+ Million on Twitter
      • FB #2 in internet traffic
      • More links to MSM sites from SM then Search
      • FB the stated competitor to MSM by CNN
    • In the Navy:
      • 480 Entries in the SM Directory
      • 248 FB Pages
      • 125 Twitter Accounts
      • 25 YouTube
      • 32 Flickr
      • 16 Blogs
  • 7. Leadership on Social Media
  • 8. Social Media Values
    • Authenticity
    • Transparency
    • Sincerity
    • Dialogue over monologue
    • There is only one “you”
    • No gatekeeper
    • Digital is fast
    • Digital is forever
    • Digital is everywhere
    • Resistance is futile
  • 9. Content is King
    • Traditional content is still important:
      • Press Releases
      • News Stories
      • Imagery
      • Packaged & Raw Video
    • We also need to think of content in new ways:
      • 140 character posts
      • 420 character posts
      • Blog posts (1 st person narrative)
      • Video formatted for social media (minimal editing, little to no production or voiceover, short clips (30 seconds – 3 minutes), multimedia
      • Engaging content: Questions and calls to action
      • Microcontent: Quotes, statements, etc.
  • 10. Social Media is a key component of your communication plan Newsletters Publishing – Print & Web Email Navy.mil Media COMM PLAN Social Media LISTEN PLAN ENGAGE EMPOWER MEASURE Mobile Personal Engagements
  • 11. CHINFO’s Social Media Program
  • 12. Navy Social Media Vision
    • Provide the leadership and assistance necessary to foster and most effectively align social media use throughout the U.S. Navy
  • 13. Emerging Media Integration (OI-54)
    • Established within the communication strategy and integration directorate (OI-5) as a proponent for social media and to develop a program for long-term sustainment
    • The team: (1) CDR, (1) LT and contract support (BAH)
    • Our mission includes:
      • Advocacy
      • Policy
      • Budget
      • Training
      • Best Practices
      • Management
      • Metrics & Analysis
      • Identify Emerging Trends
      • Keep Focused Over the Horizon
  • 14. Emerging Media Focus
    • Integrate and optimize CHINFO members’ use of social media as engagement tactic
    • Achieve greater understanding of the use of social media among Navy PAOs
    • Foster and align use of social media by commands and commanders
    • Achieve recognition for the Navy Public Affairs as a military/government leader in Social Media
  • 15. Policy
    • Directive-Type Memo (DTM) 09-026 – Responsible and Effective Use of Internet-based Capabilities
      • Signed 25FEB 2010 (originally due out OCT09)
    • ALNAVs on Official and Unofficial use of Internet-based Capabilities
      • Currently in routing
    • SECNAVINST on use of Internet-based Capabilities
      • Currently in drafting process, ETA this summer
    • DODI 8460 - Web Sites, Related Technologies and Internet-based Capabilities
      • Currently in drafting process due out in 2011
  • 16. Social Media Presences http:// www.youtube.com/USNavy ** http:// www.youtube.com/USNavyVisualNews http:// www.flickr.com/photos/usnavynvns / http:// www.twitter.com/navynews http:// www.twitter.com/USNavy * http:// www.facebook.com/USNavy http:// navylive.dodlive.mil **
  • 17. Products & Snapshots
  • 18. Social Media Directory www.navy.mil/socialmedia
  • 19. Social Media Resources Page www.chinfo.navy.mil/socialmedia.html
  • 20. Slideshare & PANet www.slideshare.netl/USNavySocialMedia www.pa-net.navy.mil “ Social Media” folder
  • 21. Weekly Email
    • Social Media Weekly email
    • Current events
    • Tools
    • Best practices
    • Snapshots
    • News in Social Media
  • 22. Areas of Emphasis
    • Alignment
    • Timeliness
    • Crisis Communication
    • Family Readiness
    • Training
      • PA Community
      • The Force
      • The Navy Family
  • 23. Challenges
    • Security
    • Policy
    • Training
    • Resourcing
    • Access
    • Leadership
  • 24. Initiatives
    • Social media content integration planning
    • Proliferation of social media training
    • NavyLive blog & @USNavy Twitter development
    • ALNAVs on ‘Official’ and ‘Unofficial’ social media use
    • SECNAVINST on Internet-based Capabilities
    • Roadmap 2.0
    • CO Social Media Handbook
    • Radian6 proliferation
    • SEO Initiatives
    • Desired End State: Social media use is the rule rather than exception
  • 25. Sharing Operation Unified Response
    • External Media Reporting
    • More than 9,400 news stories printed and aired nationally and internationally (as of 1000 26 Jan 10)
    • Social Media
    • Navy Facebook (66K fans)
    • @Navynews (7.7K followers +10%)
    • Enabled Twitter & FB accounts for:
      • USS Carl Vinson
      • USS Bataan
      • USNS Comfort
      • USS Normandy
      • USS Gunston Hall
      • USS Carter Hall
    • White House highlighting Navy
    • Navy Visual News
    • Imagery distributed to national and international media
      • 628 photos
      • 9 hours of video
      • 600% increase in traffic on Navy FLICKR page at peak on 1/19
    • Total since Jan 13, 2010
    • 3.9 mil page views
    • 125 Print Stories on Navy.mil
    • 19 Daily News Updates
    • 9 All Hands Radio Pieces
    • Jan 19, 2010 (noon) through Jan 26, 2010 (noon)
    • 2.4 mil page views; 1:15 avg stay times
    • 85 Print Stories on Navy.mil
    • 13 Daily News Updates
    • 6 All Hands Radio Pieces
    • 6 Multi-media Pieces; 27 airings over
    • DTS
    • Forsee : Avg 84; High 89 on 20 Jan
    Navy.mil EARNED VISUAL OWNED SOCIAL
  • 26. USS CARL VINSON brings relief efforts to the world
    • Mentions of CARL VINSON went from virtually nothing to hundreds of posts in social media Jan 13th
    • 7,000+ fans on Facebook
    • 1,429 followers on Twitter
  • 27. World tracks USNS Comfort from Baltimore to Haiti
    • Mainstream media and blogs covering USNS Comfort before we were active with social media
    • 2,132 followers on Twitter
    • (~ 100 followers before account went public)
  • 28. USS Bataan uses social media to connected w/ families & bloggers
    • Families stay in touch through Facebook and Twitter
    Bloggers were given direct access to USS Bataan Captain through Blogger Roundtable
  • 29. OUR: Navy message in sync
    • 62,581 fans within one week of Facebook page launch
    • 5,000+ “likes” on Facebook posts and images
    • 1,000+ comments on Facebook posts and images
    • More than 15,000 clicks on links on Twitter posts by @NavyNews
  • 30. Navy’s social media on Haiti relief recognized across USG/Media
    • White house blog post of ABH(AW) Lisa Gurnick, USS Carl Vinson (CVN70)
    • DoD Twitter mentions White House blog post
    • White House Tweets Navy social media accounts
    • DoD Facebook Page announces @USNSComfort Twitter updates with link
    • CNN’s Haiti list @NavyNews
    • Facebook’s Government page featured Navy as trusted resource for current information & photos on Haiti relief (3 unique posts)
    • Washington Post, CNN, other legacy media
    • highlight Navy social
    • media presences
  • 31. Mentions of “Haiti” and “Navy” from Jan 12-Jan 25, 2010 Mentions of “Haiti” and “Navy” Jan 22-Jan 26
    • US Navy prepares for Haiti
    • 3 ships leave for Haiti
    • Hospital ship eager to assist
    • USS Carl Vinson arrives
    • USNS Comfort leaves Baltimore
    • USNS Comfort arrives
    • Troops arrive
    • Food, water reaching people
    • US to send more troops
    • Navy providing medical aid
    Conversation about Navy in Haiti
  • 32.
    • Sparked by Sanjay Gupta’s response after performing brain surgery on Carl Vinson that “there aren’t enough brain surgeons in Haiti,” Pastor Shaun King coordinated doctors to Haiti only to find no place to perform surgery other than USNS Comfort. Through Twitter, a frustrated Shaun King attempts to reach out to Comfort to get doctors on board.
    6,500+ followers of @ShaunKing spread his plea across web @NavyNews addresses Shaun King’s frustration and directs him to @USNSComfort on Twitter @USNSComfort reaches out to @ShaunKing and arranges phone call with BUMED to work out arrangements for doctors @ShaunKing praises work of USNS Comfort crew and restores credibility of Navy among his followers Sanjay Gupta’s 0730 show the next day does not cover the issue of doctor’s reaching out to the Navy Twitter as forcing function in Haiti
  • 33. Pacific Tsunami & Facebook
  • 34. Engaging stakeholders through Twitter
  • 35. Navy viewed as emergency info authority on Facebook
    • Facebook and Government and Global Disaster Relief on Facebook cited the Navy and Navy Region Hawaii pages as providing official information and updates about the Tsunami
    • Extended reach of Navy’s message to an additional 260,000 people (>500k by days end)
    • The Navy highlighted the third party recognition and leveraged the mention as an opportunity to reiterate messaging
  • 36. NSA MidSouth during flooding emergency management Real time questions, updates & community collaboration before & after flooding