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Snapshot blogger relations (Apr 2010: links and data may be outdated)
 

Snapshot blogger relations (Apr 2010: links and data may be outdated)

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    Snapshot blogger relations (Apr 2010: links and data may be outdated) Snapshot blogger relations (Apr 2010: links and data may be outdated) Presentation Transcript

    • SOCIAL MEDIA SNAPSHOT
      BLOGGER RELATIONS
      April 16, 2010
    • Blogger Embark 2009
      Blogger Embark 2009
      Are these DVs?Is this a journalist?
    • Engaging with media, bloggers and the local community can be greatly enhanced with the use of social media
      It is increasingly difficult to distinguish between media, citizen journalists and bloggers
      As public affairs officers we need to recognize each of those groups’ important role in the public affairs ecosystem
      Social media can help you:
      Inform, engage and energize these groups
      Organize people in those groups to make in-person connections at DVs, media embarks, blogger embarks, family cruises, homecomings, Navy weeks and other community events
      Maintain relationships after in-person events
    • Two Types of Bloggers in this World
      Milbloggers
      Treat milbloggers as media
      Knowledge level and types of posts more akin to a Navy Times reporter
      Bloggers not Familiar with the military
      Treat as DVs
      Many have little connection to the military
      Connectivity for bloggers is critical. Unlike media with filing deadlines, bloggers live in the medium and they, and we, benefit from maximum connectivity.
    • Since You Know How to Embark Military Reporters …Let’s Focus on the Bloggers not Familiar with the Navy.
    • It is like a DV embark …
      Only the experience is
      live-streamed
      to the entire world.
      No, we’re not kidding.
    • Set Up Blogger Embarks Just Like DVs
      Bloggers
      DVs
      Identify & invite bloggers
      Prepare them for ship life
      Make embark fun & informative
      Follow-up and thank for participation via your social media presences!
      Identify & invite DVs
      Prepare them for ship life
      Make embark fun & informative
      Follow-up and thank for participation via your social media presences!
    • Tips for Blogger Embarks
      Look for bloggers and those active on social media within your community and beyond.
      Does the blogger reach a unique audience you have yet to tap?
      Determine a hook and make the pitch.
      What will the blogger get out of the embark?
      Provide information about the ship (including links) in advance, designate
      hashtag (e.g. #NimitzEmbark) for group, set up a Twitter list to promote ,
      communicate potential Internet access issues while underway
      Encourage photo, video, audio capture at appropriate times; notify
      attendees if there are times where recording is not allowed
      Follow up with post-embark e-mail, encourage them to share their
      media products and blog posts with you so you can share them with
      your fans/followers. Continue the conversation on Facebook, Twitter,
      blogs and other platforms
      Ask for feedback about improving experience and best part
    • Best Practices for Blogger Embarks
      Invite bloggers that know each other or would like to meet to
      foster conversation
      Encourage bloggers to invite others
      Offer opportunities for great visuals
      Read their blogs ahead of time, know what they care about
      Set expectations, much like you do for media and DVs: wear
      comfortable shoes, bring sunscreen etc.
      Have info for them on Navy presence in social media
      Make sure your Web sites, Facebook pages etc. are up-to-date
      Everything recorded can and will be shared online instantly
      The unfiltered perspective bloggers offer lends to a more authentic and credible presentation of your command
      MAKE IT FUN!
    • Case Study 1
      Navy Region Hawaii PAO suggested a group of bloggers
      hold a “tweet up” during a Family Cruise aboard USS Chung-Hoon
      Results
      7 bloggers attended (combined Twitter following over 4,000)
      49 tweets about event with hashtag #808MilTweeps
      4 blog posts with a total of 75 comments
      Content was excited and informed
      Amazing photos captured, 150+ views between 2 albums
      Built relationship with local community by seeing a need that they
      could fill while being relevant to the ship’s mission
      Raised awareness about the USS Chung-Hoon, Navy Region Hawaii and the Navy’s mission overall
    • Case study 2: Blogger embark in May 2009 on USS Nimitz hosted high-profile bloggers garnering extensive coverage
      USS Nimitz hosted high-profile bloggers in May 2009
      Reached ~300K Twitter users through the bloggers Twitter accounts alone (total number of combined followers of bloggers in attendance)
      Robert Scoble's 142 photos and 5 HD videos on Flickr have received more than 4,000 views:http://www.flickr.com/photos/scobleizer/sets/72157619022982454/
      Guy Kawasaki's lengthy post on the embark. Guy has one of the most widely read blogs on the Internet, with tens of thousands of daily readers:http://blog.guykawasaki.com/2009/06/24-hours-at-sea-on-the-uss-nimitz.html
      Jennifer Van Grove, a young writer for the most prominent social media blog on the Internet (Mashable.com), posted an emotional video recap immediately after the trip:http://jennlive.jennifervangrove.com/post/115538496/bloggers-embark
      The social media editor of LA Times has discussed the embark on Twitter, posted photos on Flickr and linked to the other bloggers' content via Friendfeed: http://friendfeed.com/adnystrom
      Neptunus Lex, a former naval aviator and blogger, wrote 4 lengthy and knowledgeable posts on the embark so far, and the other bloggers have linked to his posts:http://www.neptunuslex.com/2009/06/01/the-embark/
    • Need help organizing a blogger embark? Having difficulty determining who you should invite? Call us!
      LT Lesley Lykins
      Deputy, Emerging Media Integration
      CHINFO
      lesley.lykins@navy.mil
      (O)703-695-6915
      CDR Scott McIlnay, APR
      Director, Emerging Media Integration CHINFO
      scott.mcilnay@navy.mil
      (O)703-692-4718