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Navy social media roadmap one year later (May 2010: links and data may be outdated)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Navy social media roadmap one year later (May 2010: links and data may be outdated)


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Navy social media strategy one year later presented by CAPT Dave Werner at the 2010 Public Affairs Visual Information Training Symposium.

Navy social media strategy one year later presented by CAPT Dave Werner at the 2010 Public Affairs Visual Information Training Symposium.

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  • This time last year you were an exception – not the rule – if you have a command presence in social media. This year you’re the exception if you DON’T HAVE a presence in social media. What has changed? Commanders & PAOs are in some cases recognizing the inevitable and others are being dragged kicking and screaming into the inescapable. Guidance is starting to filter out – not much, but enough to remove risk from getting there. We’ve put more support in place to make it more effective, and in some cases more efficient for commands to invest. So, it’s been a busy year – let’s dive into what we’ve seen and where we’re going…
  • Today I will cover Last year you were the exception if you had a Navy social media presence. This year you are the exception if you DON’T HAVE a social media presence. A lot has changed. Last year your concerns were: Formal guidance – message traffic dictating access need against N-6s Support & training and alignment – who helps me & how do I do it? I’m a shop of one – I don’t have the time to deal with this too My commanding officer needs to know the ROI Today I’m going to race through how together we’ve moved way past those concerns, and what’s on the slate for the months ahead.
  • Captures those 4 concerns and gets us to a point we can fit our man-hours into one sock.
  • Start with “Call to Action” Narrative: -In MAY 09 RDML Thorp, the previous Chief of Information, put out a call to action at the Navy Public Affairs Conference for the community to get on board with Social Media -As part of that call to action, he established the Emerging Media Integration Team to be a proponent for social media. -The Primary team is small, Assigned to work the opportunity is CDR Scott McIlnay, my deputy LT Lesley Lykins & her replacement the last few months while out on baby leave LCDR (sel) Kaye Sweetser, and Ms. Tracy Johnson from Booze-Allen-Hamilton Our mission includes: -Advocacy – working with other public affairs officers and commands to get them effectively using social media -Policy – to work with DoD, DoN, and other effected organizations such as our Network managers to develop appropriate policies to guide the safe and effective use of social media -Training – to work with appropriate stakeholders to develop training for the safe and effective use of social media by commands and Sailors -Best Practices – to investigate and document best practice examples of Social Media use in the Navy and pass that information on -Management – to manage Navy-enterprise level social media presences -Metrics & Analysis – to measure and analyze on a regular basis the Navy’s use of social media and to provide event-specific analysis of Navy issues in social media -Identify emerging trends – to stay plugged in with trends and developments in social media and determine when and if it is appropriate to engage -Keep focused over the horizon – to keep a forward leaning position in the use and adoption of social media Communication Integration
  • Integrate and optimize CHINFO member's use of Social Media as engagement tactic Launch @USNavy as the Navy Enterprise Twitter Account (OI3,OI4,OI5,OI7) Add CHINFO Duty Officer Binder SOP on Facebook & Twitter account Train staff members in use and application of Twitter and Facebook Launch NavyLive Blog Conduct training for Radian6 seat holders Radian 6 Launch Draft episodic analysis inclusive of OI3 & OI5 analysis (VOCUS) Refine means to populate & align presence in YouTube for DMA & NVN sites Integrate NavyLive Blog as proactive tactic on News Desk Achieve greater understanding of the use of social media among PAOs Policy/Guidance on the safe and effective use on Social Media Social media Rhumb Lines prior to PA Conference Establish Social Media training for Navy PAOs at DINFOS Establish Social Media training for MCs at DINFOS Training on the use of metrics and analytics Develop social media training module for use at NPASEs for MCs/PAOs Establish Social Media training for MCs in the Fleet (NPASE) Establish Social Media training for Navy PAOs in the Fleet (NPASE) Radian 6 seats available for commands under CHINFO contract OI54 Offer periodic video and online training Offer "Train the Trainer" Social Media breakout sessions at PA Conference Seize opportunities to lead Navy when social media can serve as means to align & reinforce understanding CHINFO Merit Award for Social Media Distribute analysis, reports, best practices and lessons learned on social media Add search functionality to Social Media Directory Foster and align use of social media by commands and commanders Policy/Guidance on the safe and effective use on Social Media Social media Rhumb Lines with the release of the DTM Directive on social media for FRG/Crisis Comm purposes Greater use of meaningful content to the advocates and the Navy NPASEs work with TYCOMs to offer social media training seminar to Collateral Duty PAOs NPASE Det. PAOs train collateral duty PAOs Social Media Training in Ombudsmen Training Program through Fleet and Family Support TYCOMs offer social media training/briefing to COs OI54 develop Command Social Media Handbook Establish '' as Sailor/Family resource for social media Link to on the Social Media Directory Achieve recognition for Navy Public Affairs a military/government leader in Social Media Launch NavyLive Blog Launch CHINFO Blog American Legion Conference MilBlogging Conference 8-9 April Gov 2.0 Expo BlogWorld Conference Shorty Awards Silver Anvil Bronze Anvil SNCR Awards Huffington post and founder of Craig’s list accolades.
  • So in order to provide support across the enterprise for the adoption of social media we developed a number of products and resources: 1) Social Media Roadmap – The Roadmap was created for the RDML Thorp’s Call to Action at last year’s Navy Public Affairs Conference. It was written by a team of social media savvy public affairs officers that collaborated on it via Wiki. The final product is an executive summary on the importance of social media with a lengthy appendix on the use of specific social media platforms. 2 & 3) One of the first things we did was establish weekly and Monthly Metrics Reports 4) Social Media Directory (for registration & validation) 5) Social Media Adoption Survey (How Social Media Impacts our Community) 6) Social Media Resources Page 7) Social Media Snapshot/Case Studies 8) Social Media Slide Share 9) Weekly Social Media Email (not pictured)
  • is the official website for the Navy and the touchstone for most of our social media presences - :Launched 1/13 as part of comm effort for Haiti Chief Petty Officer Rick West Several specialize recruiting pages for Doctors, Nurses, and Nuclear communities NavyforMoms – a Ning based social networking site maintained by Campbell-Ewald on behalf of Recruiting Command Twitter @NavyNews – stories from @USNavy – planned to transition @NavyNews to an enterprise account YouTube DMA-Anacostia – Internal Finished Products Navy Visual News Service Flickr Navy Visual News Service NavyLive – hosted on the DoDLive blog hosting service this is the planned but not launched Navy Blog
  • Representative of how it’s going… Note: Growth Increasing engagement Demographics – WHO is following – and who is engaging?
  • Agile & richly told – participation Risks: Haiti example, GHWB geo-posit post Creative: Lincoln The Boat Show Command info – Bataan and return date Emergency management – not limited to public affairs – rapidly transcending how we man and respond… PA must be leaders
  • In the end, the addition of social media to the communication mix, significantly contributed to the Navy’s ability to communicate our contribution to relief operations in Haiti. Social Media New Facebook, Twitter, and blogs: DoD Haiti blog – 1/26 JTF Haiti (FB) – 1/23 (903) 4 th Fleet (TW) – 1/16 (5) 4 th Fleet (FB) – 1/21 (93) USFF Haiti Relief (FB) - 1/18 (705) USS Gunston Hall (FB/TW) – 1/26 USS Carter Hall (FB/TW) – 1/26 USS Normandy (FB) – 1/26 Navy Facebook (66K fans) Navy Twitter (7.7K) followers)
  • Interest in USS Carl Vinson skyrocketed overnight Coordinated with deploying units to synchronize and energize communication on existing social media For units without social media –guided them through setup or did it for them and bridged the connectivity gap when needed – posting and tweeting for them as required.
  • Tweeted that they were receiving patients… Social & MSM tracked Comfort’s deployment and our social media helped lead the coverage
  • Through “Blogger’s Roundtables” we were able to highlight the contributions of units involved Many ships deployed with little notice and social media served as a means of staying in touch with families and keeping them informed. Sometimes that’s a good thing and sometimes you hear it the hard way…
  • -We launched an unpublished Navy Facebook page and used it both to redistribute official content from but also as a platform for content specific to Facebook (Ex. Highlighing Specific Sailors Contributions) -We coordinated content with other Navy Social Media sites (Youtube, Flickr) and with content from
  • And by communicating early and often the Navy’s social media efforts were recognized by DoD and the White House and some of our content was republished. Navy Aviation Boatswain's Mate Handling (AW) Lisa Gurnick
  • By monitoring social media we were able to track the overall growth and decline of conversation about the Navy and Haiti (from 1/12 through 1/26)
  • Monitoring also paid off in avoiding a potential negative News Story. AVERT RISKS OF NOT BEING THERE… -A @ShaunKing a pastor that sponsored several neurosurgeons to Haiti publically pinged the Navy at @NavyNews to help coordinate getting these doctors to USNS Comfort while also including Sanjay Gupta (CNN)’s Twitter account – reaching more than a million people. -Quick engagement by @NavyNews and the Navy Bureau of Medicine Public Affairs Officer pointed the Doctors to the appropriate means of working with the military and avoided a potential bad-news story.
  • CNN RTing NavyNews KGO broadcast Family members on Ford Island CNN – Twitter account – Skype from laptop on roof top…
  • Transcript

    • 1. The Social Media Roadmap Capt Dave Werner CHINFO Communications Integration & Strategy 27 May 2010 One Year Later
    • 2. 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
    • 3. Navy Social Media Vision
      • Provide the leadership and assistance necessary to foster and most effectively align social media use throughout the U.S. Navy
    • 4. 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
    • 5. 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
    • 6. Products & Resources
    • 7. Navy Social Media Presences
    • 8. Navy Social Media Presences Navy social media growth in past few months – across the board – has been healthy & getting stronger every day.
    • 9. 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
    • 10. 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
      • 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
      • 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
    • 11. 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
    • 12. 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)
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. 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
    • 17.
      • 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
    • 18. Pacific Tsunami & Facebook
    • 19. 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
    • 20. Engaging stakeholders through Twitter
    • 21. 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
    • 22. NSA MidSouth during flooding emergency management Real time questions, updates & community collaboration before & after flooding
    • 23. 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
    • 24. 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”
    • 25. U.S. Navy Sites
      • Official Navy Website
      • Navy Social Media Directory
      • Navy on Facebook
      • Navy on Twitter
      • Navy Visual News Service on Flickr
      • Navy on YouTube
      • Navy Visual News Service on YouTube
      • Navy Emerging Media on Slideshare
    • 26.
      • 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