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  • KEY FINDINGS:Facebook, hands down: 81 percent of millennial use Facebook every day—nearly twice as many as watch TV or read newspaper content. Blogs scale the gates of the fourth estate: 45 percent read blogs every day, as many as those reading newspaper content. News brands thrive—it’s paper that’s dying: Nearly half read a newspaper every day, but 79 percent access that content digitally on a daily basis. Digital killed the TV set: 42 percent watch TV shows online; 27 percent watch movies online. The upwardly mobile go mobile: 25 percent use mobile to access social media, and one in eight watched a video on mobile in the past 24 hours. Digital branding is paramount: 63 percent use social media to engage with brands, and more than 50 percent say that Facebook, blogs, and brand videos affect their opinions about products. Websites are flagships, too: Websites are as influential as physical stores in shaping Gen Y sentiment, second only to friends’ opinions. http://l2thinktank.com/digital-iq/gen-y-affluents-media-survey/
  • Significantly more efficient communication for very little investment (compared with traditional media) More avenues of communicationHappier and more informed Sailors empowered to tell their part of the Navy story Happier and more informed families with a greater sense of identification with the serviceAdvocates with a greater sense of identification with the Navy empowered to share their enthusiasm for the serviceExample: Operation Unified Response – USS Bataan
  • the Sailor.Stay in touch with family & friends, regardless of location, in near real time quickly and easily and share experiences.Connect with their command, peers, and service in a way integrated into their life.Collaborate and seek out professional development with peers and mentors
  • the Commander.Immediate communication: The commander can get information immediately to target publicsTwo-way communication: The commander can receive near-real time feedback on information that’s distributedUnmediated dialogue: 100% of the message reaches target publics
  • the Navy Family.Stay in touch with their Sailor, regardless of location, in near real time.Connect with their Sailor’s command and understand their role in its mission.Connect with other spouses/family members and share sense of communityReach out to family service resources in a trusted platform
  • the Advocate.Connect with the Sailors, Navy communities, and commandsEasily receive timely information on their interests (ships, aviation, etc.)Connect with other advocates and share and feel part of that communityConnect with the Navy and feel part of the greater Navy community
  • Security – of the network, of operations security, of our personnelPolicy – is slowly being developed, there are a lot of stakeholdersTraining – of our personnel & their families (safe use) and of our PAOs (effective use)Resourcing – social media isn’t free, at a minimum it takes manpower and optimally additional resourcesAccess – we can increasingly access more and more social media platforms from our networksLeadership – Some leadership understand the value of social media and embrace it, some reject it and avoid it at all cost, most are largely ignorant of it and don’t understand it.Alignment -- more communications means a greater challenge to alignment of Navy communicationsContent = Organizations have what no one else has – access to ‘valued’ content. That can be good and bad…
  • Agile & richly told – participationRisks: Haiti example, GHWB geo-posit postCreative: Lincoln The Boat ShowCommand info – Bataan and return dateEmergency management – not limited to public affairs – rapidly transcending how we man and respond… PA must be leaders

Social media presentation Presentation Transcript

  • 1. 1
    Social Media
    Lt. Lesley Lykins
    Director, Emerging Media Integration
    Dept. of the Navy, Office of Information
    10 May 2011
    1
  • 2. 2
    Communication Environment
    In General:
    550+ Million on Facebook
    145+ Million on Twitter
    FB #2 in internet traffic
    CNN vs. Facebook
    51% of American
    population on Facebook
    In the Navy:
    375 commands
    348 Facebook
    140 Twitter
    37 YouTube
    39 Flickr
    21 blogs
  • 3. 3
    Fastest Growing Demographic
    Social Media Use Growth Rate by Generation:
    13% for 18-29 year-olds
    86% for 50-64 year-olds
    100% for 65+
    Email is still king for older adults. 
    92% of internet users 50-64  
    89% of internet users 65+
    send or read email daily
    *Pew Research Center Aug. 2010
  • 4. 4
    Millennial Use of Social Media
    81% of Millennials use Facebook every day
    45% Read Blogs every day, as many as those reading newspaper content
    Nearly half read a newspaper every day, but 79% access that content digitally
    25% use mobile to access social media
    63% use social media to engage with
    brands and 50% say that Facebook,
    blogs, and brand videos affect their
    opinions about products
    * L2 Gen Y Affluents: Media Survey
  • 5. Our forces are increasingly using social media
    5
    From the 2008 Navy Telework & Technology Survey
  • 6. With traditional media you communicate to millions to potentially reach thousands
    Red=Target Audience
    Value of Social Media
    6
  • 7. Value of Social Media
    With social media, you communicate to thousands, to potentially reach millions
    This is because social media is a networked communication model
    7
  • 8. Value of Social Media
    When social media and traditional media are combined overall communication is more effective
    8
  • 9. 9
    Value of Social Media
    Traditional Communicators
    Navy Leadership/PAOs
    Commanders
    Sailors
    Navy Families
    Navy Brand Advocates
    Untapped Communicators
  • 10. Social media provides value directly to the Navy
    Families stay in touch through Facebook and Twitter
    Bloggers were given direct access to USS Bataan Captain through Blogger Roundtable
  • 11. 11
    Value to the Sailor
  • 12. 12
    Value to the Commander
  • 13. 13
    Value to the Families
  • 14. 14
    Value to the Advocate
  • 15. 15
    Operation Tomodachiand Navy Social Media
    SOCIAL MEDIA SNAPSHOT
    15
  • 16. Crisis and Response: Communication Stages
    EVENT OCCURS
    Stage 1: Confirm
    Announcement of event
    Stage 2: Standby
    Immediate (future) threat warnings
    Stage 3: Engage
    Navy assets tasked & begin response
    Stage 4: Sustain
    Information updates & responsiveness to publics
    Overseas audiences
    Navy family members
    16
  • 17. 17
    Stage 1: Confirm
    Announcement of event
    Social Media Timeline
    • Navy social media sites post notification soonest
    • 18. Commands directly affected first to post
    • 19. Early posts serve as “Emergency Broadcasts”
    0046 Earthquake strikes Japan
    0130 CFAY Posts on Facebook
    0153 @CNNBRK First Post on Twitter
    0223 CFAS Posts on Facebook
    0233 Region Hawaii Posts on Facebook
    0244 Pacific Fleet Posts on Facebook
    0308 @CNN First Post on Twitter
    0430 First CHINFO media query
    0456 @NavyNews Posts on Twitter
    0517 @US7thFleet Fleet Posts on Twitter
    0540 U.S. Navy Posts on Facebook
    0630 Navy.mil story published
    0638 CNO Posts on Facebook
  • 20. 18
    Stage 2: Standby
    Immediate (possible) actions/warnings
    • Content posted to Navy social media properties focus on:
    1. Immediate warning to areas that may be affected by follow on tsunamis
    2. Condolences to the people of Japan
    From Radian6Results for U.S. IP addresses only
    March 10-17, 2011
  • 21. 19
    Stage 3: Engage
    Navy assets tasked & begin response
    • Credible, timely & transparent coverage of responding Navy units
    • 22. Imagery fundamental in this stage
    • 23. New fans drawn to social media sites for the responding/affected units
  • 20
    Stage 4: Sustain (Overseas Publics)
  • 24. 21
    Stage 4: Sustain (Overseas Publics)
    • CNFJ and US 7th Fleet unique Twitter accounts in Japanese and English
    • 25. The Japanese accounts tweet messages appropriate for that audience
    • 26. Within 12 hours @US7thFlt grew from 800 to 6,000 and then the following 12 hours from 6,000 to 12,000 those accounts are now both over 30,000 followers
  • 22
    Stage 4: Sustain (Navy Family)
    • Posts to appropriate social media properties
    • 27. Updates up the chain
    • 28. In-person and virtual town halls
    • 29. Leadership visible
    • 30. Blog posts
    “… Facebook continues to be the medium of choice for sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…”
    --ADM Walsh, Commander Pacific Fleet
  • 31. 23
    Social media: Challenges, obligations, opportunities
    Security
    Policy
    Training
    Resourcing
    Access
    Leadership
    Alignment
    Content = KING
  • 32. 24
    What’ve We Learned?
    • Navy story is more agilely and richly told
    • 33. Managed carefully, participation can help mitigate risks
    • 34. OPSEC a must
    • 35. Environment rewards creative, timely content
    • 36. Presence & influence not limited by command’s size
    • 37. Unparalleled channel for command information
    • 38. Emergency management naturally defaulting to social media
    Benefits have outweighed costs & risks
  • 39. WHERE DO WE GO FROM HERE?
    MORE INTEGRATED MESSAGING
    - Going above and beyond the Navy.mil story
  • 40. WHERE DO WE GO FROM HERE?
    2. MORE ALIGNMENT WITH OTHER NAVY PROPERTIES
  • 41. U.S. Navy Digital Properties
    http://www.youtube.com/USNavy*
    http://www.youtube.com/USNavyVisualNews
    http://www.flickr.com/photos/usnavynvns/
    http://www.flickr.com/unitedstatesnavy*
    http://www.flickr.com/usnavy*
    http://twitter.com/navynews
    http://twitter.com/usnavy*
    http://www.facebook.com/USNavy
    http://www.navy.mil/blog
    27
    http://www.navy.mil
  • 42. WHERE DO WE GO FROM HERE?
    3. MORE CREATIVE CONTENT
    - Bringing greater value to your fans
  • 43. Would you share this post with your friends?
  • 44. Would you share this photo with your friends?
    Would you re-tweet this post?
  • 45. WHERE DO WE GO FROM HERE?
    4. MORE TRAINING FOR OUR PERSONNEL
  • 46. CHINFO OI-54 - NAVY SOCIAL MEDIA SUPPORT
    Bi-Weekly Social Media Conference Calls - Currently 15 available for playback.
    The Navy Social Media Weekly email is distributed to 808 people every Friday.
    There are 82 training presentations and 22 social media documents on the Navy SlideShare account.
    There are currently 427 commands listed on the social media directory.
    “To provide you better and faster assistance with social media questions/issues, we have created specific times to focus solely on questions/concerns such as the one you sent.Please call in either Monday 1500 - 1600EST or Thursday 0800 - 0900EST”
  • 47. Navy Emerging Media Integration
    Official Navy Website
    www.navy.mil
    Navy Social Media Directory
    www.navy.mil/socialmedia
    Navy Social Media
    Resources Page
    www.chinfo.navy.mil
    Navy Social Media On Facebook
    www.facebook.com/navysocialmedia
    Navy Emerging Media
    on Slideshare
    www.slideshare.net/USNavySocialMedia
    THIS PRESENTATIONAVAILABLE HERE
    LT Lesley LykinsDirector, Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: lesley.lykins@navy.mil
    Ms. Jessica Faller
    Deputy, Emerging Media Integration (OI-54A)
    Department of the Navy, Office of Information
    Office: (703) 692-4718
    Email: jessica.faller@navy.mil
    Ms. Tracy Johnson
    Contract Support, Emerging Media Integration (OI-54CTR)
    Department of the Navy, Office of Information
    Office:(703) 377-9272
    Email: johnson_tracy@bah.com