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ICEX 2011

ICEX 2011






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    ICEX 2011 ICEX 2011 Presentation Transcript

      ICEX 2011
    • Overview of ICEX social experiment
      ICEX exercise coordinators have been sending virtual postcards documenting the exercise for the past few years
      This year, they turned those postcards into blog posts on the NavyLive blog
      ICEX leveraged the Navy social media network and CHINFO reach back to coordinate and share messaging online
      As a result, awareness about and interest in ICEX, Arctic Submarine Laboratory and the Navy’s capabilities in the Arctic
      Additionally, we were able to increase family readiness by keeping crew family members informed, engaging children and answering their questions
    • 29 posts over ~3 weeks on NavyLive blog detailed the exercise from start to finish
      29 posts in total
      31,424 visits to posts about ICEX on the NavyLive blog!
      39 total comments
      1 media inquiry directly from the blog by Canadian reporter Ben Green of the Lookout newspaper at CFB Esquimalt
      Most popular posts with over 1,000 views each
      ICEX is Coming!
      ICEX 2011 Step 1: Build the Ice Camp
      The Submarines Are Here!
      Most popular blog posts were in the beginning of the series
    • CHINFO posted to the Arctic Submarine Lab page on behalf of ICEX team
      Also posted to U.S. Navy and Navy Climate Change Facebook pages (sometimes through direct posts and other times through tagging those pages)
      Number of active fans skyrocketed once the blog posts began
      The page received worldwide participation
      563 new fans from 1 Mar-1Apr, 2011
    • The most popular posts on Facebook were ones that involved details about the ships as many crew family members were following along via Facebook
      The NavyLive blog was the top referring site to the Arctic Submarine Laboratory Facebook page
    • CHINFO sent tweets out to @USNavy, while @ArcticSubLab auto tweeted all Facebook posts
      14 tweets from @USNavy
      1078 clicks on links from @USNavy
      Most popular tweets
      Showers- 264 clicks
      Subs are coming 260 clicks
      @NavyNews at least 4 tweets & some retweets of @USNavy and @RepHankJohnson who visited ICEX
      Min of 100 clicks on @NavyNews links
      @ArcticSubLab auto tweet based on Facebook posts
      Need stats from Jeff
    • Cross promoted with DoD’s Armed with Science sites
      Armed with Science blog and social media site administrators combined 2-3 ICEX blog posts together to create their own blog posts
      Posts were also promoted to their communities on Facebook (2,732 fans) and Twitter (8,274 followers)
    • Captured and shared videos of SECNAV’s visit
      4 short videos of SECNAV talking on his visit to the Arctic received 714 views on YouTube
      Post on Navy Facebook page received 245 likes and 12 comments
    • Lessons Learned
      Moving post cards to social environment increases the “sharability” of content making it easier to cross promote
      Putting content on open platform such as Facebook and Twitter increases chances that you will reach audiences that may not have been the direct target, e.g. the crew members’ families who were highly engaged on Facebook
      Interest in blog was high in the beginning, but began to fall around the 15th post—consider doing consolidated posts on blog and multiple posts per day on Facebook & Twitter
      Friend and family members are the most passionate and they want to see photos of the crew—consider having someone on the sub also documenting experiences
      Collaboration & close coordination with CHINFO creates opportunity for exponential reach