Navy social media roadmap one year later (May 2010: links and data may be outdated)

The Social Media Roadmap Capt Dave Werner CHINFO Communications Integration & Strategy 27 May 2010 One Year Later

Agenda
Enterprise Approach
Vision
Who & how
Methodology
Areas of Focus
Products/Resources
Department of Navy Properties
What’ve We Learned?
Operation Unified Response in Haiti
Pacific Tsunami Warning
Millington Flooding

Navy Social Media Vision
Provide the leadership and assistance necessary to foster and most effectively align social media use throughout the U.S. Navy

Emerging Media Integration Team
Established within the communication strategy and integration directorate as a proponent for social media and to develop a program for long-term sustainment
The team: (1) CDR, (1) LT, and contract support
Our mission includes:
Advocacy
Policy
Training
Best Practices
Management
Metrics & Analysis
Identify emerging trends
Keep focused over the horizon

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

Products & Resources

Navy Social Media Presences

Navy Social Media Presences Navy social media growth in past few months – across the board – has been healthy & getting stronger every day.

What’ve We Learned?
Navy story is more agilely and richly told
Managed carefully, participation can avert risks
OPSEC a must
Environment rewards creative, timely content
Presence & influence not limited by command’s size
Unparalleled channel for command information
Emergency management naturally defaulting to social media
Far & away: Benefits have outweighed costs & risks

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

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

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)

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

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

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

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

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

Pacific Tsunami & Facebook

Navy Response during Tsunami warning
Timely, consistent information provided on U.S. Navy and Navy Region Hawaii Facebook pages
Regular updates provide near real time updates on the situation in Hawaii
30 updates about Hawaii within 25 hour time frame
FB Comments: 875
FB Likes: 2439

Engaging stakeholders through Twitter

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

NSA MidSouth during flooding emergency management Real time questions, updates & community collaboration before & after flooding

Social Media Successes
Network of approved, aligned command sites
DTM release & policy influence
U.S. Navy Facebook launch & utility
NavyLive Blog launch & utility
Campaign & crisis communication approach
Case studies & leadership (Slide Share)
Navy deck log alignment on Twitter
@NavyNews Shorty Award finalist
Establishment of Social Media monitoring and analytics as integral part of communication

2010 Milestones of Consequence
Social media content integration planning (on going)
Launch @USNavy Twitter account
Radian6 launch & refinement (on going)
Social media training (on going)
NavAdmins/ALNAVs on ‘Official’ & ‘Unofficial’ use of Social Media
Publishing of joint CHINFO/DoN CIO SECNAVINST 5720.47C - “Department of the Navy Policy for Content of Publicly Accessible World Wide Web Presences”

U.S. Navy Sites
Official Navy Website
www.navy.mil
Navy Social Media Directory
www.navy.mil/socialmedia
Navy on Facebook
www.facebook.com/USNavy
Navy on Twitter
www.twitter.com/NavyNews
Navy Visual News Service on Flickr
www.flickr.com/photos/USNavyNVNS
Navy on YouTube
http://www.youtube.com/user/usnavyweb
Navy Visual News Service on YouTube
www.youtube.com/USNavyVisualNews
Navy Emerging Media on Slideshare
www.slideshare.net/USNavySocialMedia

CDR Scott McIlnay, APR
Director, Emerging Media Integration Department of the Navy,
Office of Information
[email_address]
(O)703-692-4718
LT Lesley Lykins
Deputy, Emerging Media Integration
Department of the Navy,
Office of Information
[email_address]
(O)703-695-6915
Questions? CAPT Dave Werner ACI for Communication Integration & Strategy Department of the Navy, Office of Information [email_address] (O)703-692-4728

Navy social media roadmap one year later (May 2010: links and data may be outdated)

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