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U.S. Navy Emerging Media  (July 2013)
 

U.S. Navy Emerging Media (July 2013)

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An overview of the U.S. Navy Emerging Media program presented by Jason Kelly and Sandy Gall at the CHINFO Virtual Symposium on July 16, 2013. It discusses social media today, the evolution of U.S. ...

An overview of the U.S. Navy Emerging Media program presented by Jason Kelly and Sandy Gall at the CHINFO Virtual Symposium on July 16, 2013. It discusses social media today, the evolution of U.S. Navy social media, CHINFO’s use of social and emerging media, best practices for Navy commands, and how Navy Media Content Services can help public affairs officers and mass communication specialists.

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  • People using social media is growing – that shouldn't’t be news. How they are consuming social is. People are getting news from their mobile devices has surpassed print and radio and is very close to catching TV. Something you will still get asked from your leadership, why social, can you show me the ROI? Why: simple explanation – It is where the people are. Enables you to put out information quickly, from an authoritative source, and enables you to link back to additional content and fans that will also share it,. Infographic from http://fedeltapos.com/news/socialcommerceinfographic
  • FalseFalseTrueFalseJanuary 2010: Earthquake in Haiti. Navy activates Facebook page and starts social media accounts for commands involved.March 2010: Tennessee flood response and recover efforts aided through local and big Navy social mediaMarch 2011: Smooth communications support Operation Tomodachi across multiple social media platformsAug 2011: Hurricane Irene was navigated through alerts, leadership updates and emergency info across social media
  • Explain health of force and history and heritage
  • Before, our audience was the “American public” but we soon realized a) that’s hard to track, almost impossible. It’s hard to make an impact given the structure of news/media today, and that we wanted to create brand ambassadors so having a more specific audience was a better benefit for us to target to.
  • Correct misinformation – rapid ready reactionary force
  • LAWSEmbedded player (unknown sources) Views/Minutes Watched/Average Duration2,073,585 (41.6%)4,321,280 (45.7%)2:05 Landing14.8% embed playersViews/Minutes Watched/Average DurationMinutes watched: 160,994 foxnews.com39,715 (10.4%)22,116 (13.7%)0:33gizmodo.com28,688 (7.5%)13,000 (8.1%)0:27newsru.com14,340 (3.8%)6,084 (3.8%)0:25echo.msk.ru14,221 (3.7%)6,006 (3.7%)0:25Yahoo10,952 (2.9%)5,240 (3.3%)0:28nbcnews.com10,571 (2.8%)5,739 (3.6%)0:32huffingtonpost.com9,290 (2.4%)3,313 (2.1%)0:21facebook.com9,227 (2.4%)4,255 (2.6%)0:27 

U.S. Navy Emerging Media  (July 2013) U.S. Navy Emerging Media (July 2013) Presentation Transcript

  • U.S. Navy Emerging Media CHINFO Virtual Symposium July 16, 2013 Jason Kelly and Sandy Gall
  • Agenda  Social media today  Evolution of U.S. Navy social media  CHINFO’s use of social and emerging media  Best practices for your command  How Navy Media Content Services can help you
  • Social media today Infographic from Fedeltapos.com
  • Evolution of U.S. Navy social media Phase 1: • Determine goals and objectives • Create a presence • Incorporate into your communication plan Phase 2: • Adoption • Education and training Phase 3: • Growth • Analytics – content and audience Phase 4: • Authoritative and timely source • Fan engagement • Emerging media and mobile  True or False: • If I build it (my command’s social media presence) they will come. • As public affairs professionals, we should create a social media plan. • U.S. Navy wants to share our command-specific content on their platform! • I can post identical content throughout all of my social media platforms!
  • U.S. Navy’s strategy is a combined effort CHINFO Navy Media Content Services (OI-2) Operations (OI-20) Video (OI-21) Navy.mil Still Photo/Editorial (OI- 22/23) Emerging Media (OI- 24) DMA Liaison (OI-25) Systems/Engineering (OI-26) Navy News Desk (OI-3) News desk teams Strategy (OI-9)  Working in a vacuum does not yield the best communication results  Create the network effect – “being social” needs to also occur within our organization  U.S. Navy works daily with the news desk, creates our communication goals based on CI’s priorities and meets weekly with regional and fleet PAOs to determine a content plan
  • U.S. Navy’s Communication Goal  Be the most authoritative and timely source for Navy information so that CHINFO can effectively tell the Navy story especially for: • Operations in NAVCENT and PACFLT • Health of the force • History and heritage
  • Measurable Objectives  Break Navy news stories  Increase awareness of operations in NAVCENT and PACFLT, Navy initiatives, history and heritage, and health of the force among the American public as it relates to their individual defense  Better integrate social media into other key CHINFO/Navy DMA functions  Improve synchronization and saturation of key Navy messaging through the PAO community
  • Key Stakeholders  Defense-focused media (Navy Times, Stars and Stripes, defense bloggers, etc.)  Mainstream and local media as well as American public in key Navy cities • Washington, D.C. • San Diego, Calif. • Norfolk, Va. • Jacksonville, Fla.  Navy public affairs officers  Sailors  Families  Veterans
  • Navy Social Media Today Platform Average weekly reach Facebook 1,886,168 YouTube 480,900 Twitter 133,231 Flickr 63,000 Pinterest 37,429 Navy Live 35,678 Google+ 19,471 Total Average Weekly Reach 2,655,877
  • Navy Social Media Today Navy Live Facebook Twitter YouTube Flickr Google+ Pinterest  As often as possible, we align our content throughout multiple platforms  One story, event, photo, etc. can be shared in variety of ways  You don’t have to recreate the wheel – chances are you have content already available!
  • Navy Live
  • Navy Live
  • Navy Live
  • Navy Live
  • Navy Live
  • Navy Live
  • Twitter
  • Twitter
  • Twitter
  • Twitter
  • Twitter isn’t Facebook
  • Facebook
  • Facebook
  • Google+
  • Google+
  • Google+
  • Google+
  • Google+
  • Flickr
  • YouTube
  • YouTube  Views: 16,518,143  Minutes Watched: 17,445,510 1. Laser Weapon System Views: 4,990,161 Minutes Watched: 9,454,040 2. X-47B Completes First Carrier Arrested Landing Views: 2,562,248 Minutes Watched: 920,135 3. X-47B Completes First Carrier Arrested Launch Views: 1,185,221 Minutes Watched: 1,540,909
  • Pinterest
  • Pinterest
  • Pinterest
  • Best Practices  Be prepared to ask and answer the hard questions  Know and and listen to your community  Post consistently
  • Best Practices  Write conversationally, but professionally • Remember your audience  About three lines of text  Call to action • Like • Share • Comment • Click  Tagging  Post with a photo
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest 130705-N-KE148-057 ARABIAN GULF (July 5, 2013) Aviation Boatswain's Mate (Equipment) Airman Ryan Drake, from Stillwater, Okla., and Aviation Boatswain's Mate (Equipment) Airman Stephen Birkner install a rotary sheave cover for catapult 2 aboard the aircraft carrier USS Nimitz (CVN 68). The Nimitz Carrier Strike Group is deployed to the U.S. 5th Fleet area of responsibility conducting maritime security operations, theater security cooperation efforts and support missions for Operation Enduring Freedom. (U.S. Navy photo by Mass Communication Specialist 3rd Class Chris Bartlett/Released) x
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest ✔
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest Capitalize on opportunities
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices  Social  Conversational  Relatable  Responsive  Timely  Consistent  Authentic  Honest
  • Best Practices
  • How can we help?  Let’s chat - 703-614-9154  Have a great piece of content you want us to know about? - USNSocialMedia@Gmail.com  Navy Media Tumblr blog – best practices  Navy Communicators – closed Facebook group
  • How can you help?  Let us know if you have questions. What do you need to know?  We want to know about what you’re doing!  Communication alignment