Your SlideShare is downloading. ×
1<br />Navigating the<br /> Social Media <br />Landscape<br />Capt. Chris Sukach, Chief <br />Emerging Technology<br />Air...
2<br />The Information Environment<br />Global & continuous<br /><ul><li>Real-time, future speculation possible</li></ul>U...
Our engagement
Adversaries’ engagement
Unconstrained; autonomous, proactive</li></ul>Constantnews cycle<br />185M blogs, 175,000 a day <br />WWW: 6,366 newspaper...
Changing Media Landscape<br />CBS Morning Show<br />25th Anniversary<br />“How the Media Landscape<br />Has Changed” <br />
Generation ‘We’<br />Internet is primary source of info for people born after 1987<br />75% text message<br />41% picture ...
Internet Overtakes Newspapers:<br />The Shifting Communications Model<br />In 2008, Internet surpassed newspapers as main ...
Newspapers Web Sites<br />Top 10 Newspaper Web Sites for 2008 				(% increase from 2007)<br />NYTimes.com             		33...
Magazines<br /><ul><li>Sales of U.S. magazines fell 12% (Q1 & Q2 2009)
 Celebrity/women's titles getting hit especially hard
  383 folded in 2009 (Q1-Q3), 525 in 2008, 591 in 2007</li></li></ul><li>The Audience Will Drive the Story<br />People cre...
Top 20 Social Sites<br />Social media use rose 27% among adult users (2005 – 2008)<br />1.  Facebook	11. Multiply<br />2.	...
Journalist Habits, Preferences<br /><ul><li>75% want info by email
Often less than 1 paragraph(140 characters)
75% read 1 blog for research
33% read 5 blogs for research
33% visit social media sites weekly </li></li></ul><li>Socially, What’s Next?<br /><ul><li>Microblogging (Twitter), apps (...
Upcoming SlideShare
Loading in...5
×

FGCA Conf Presentation Dec 09

434

Published on

Social media presentation at FGCA Conference. Presentation includes basic social media stats.

Published in: Technology, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
434
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • --As more people head to the Internet for information, the business model of communications is changing. --2008 and 2009 saw the closing of newspapers, such as the 145-year old Seattle Post Intelligencer and the Rocky Mountain News. Seattle PI still exists, but as an online-only news source. --A 2009 study by the Pew Research Center found that fewer than half of Americans (33%) say they would personally miss reading the local newspaper a lot if it were no longer available.--Newspapers, TV, and radio are all changing how they do business so that they can remain relevant and viable in the increasing online world. If the media doesn’t shift with the times, people will simply move to a source that is keeping up.
  • Transcript of "FGCA Conf Presentation Dec 09"

    1. 1. 1<br />Navigating the<br /> Social Media <br />Landscape<br />Capt. Chris Sukach, Chief <br />Emerging Technology<br />Air Force Public Affairs Agency<br />
    2. 2. 2<br />The Information Environment<br />Global & continuous<br /><ul><li>Real-time, future speculation possible</li></ul>Unlimited access<br /><ul><li>Continuous news, blogs, camera phones, …
    3. 3. Our engagement
    4. 4. Constrained, slow, coordinated
    5. 5. Adversaries’ engagement
    6. 6. Unconstrained; autonomous, proactive</li></ul>Constantnews cycle<br />185M blogs, 175,000 a day <br />WWW: 6,366 newspapers online<br />Media competition builds pressure<br />CNN effect<br />Local news = global news<br />Insatiable media appetite<br />
    7. 7. Changing Media Landscape<br />CBS Morning Show<br />25th Anniversary<br />“How the Media Landscape<br />Has Changed” <br />
    8. 8. Generation ‘We’<br />Internet is primary source of info for people born after 1987<br />75% text message<br />41% picture messaging<br />28% created their own blog<br />19% growth since 2004 <br />27% have personal Web pages<br />40% of Air Force is under 26<br />93% of teens use the Internet regularly, primarily for social interaction<br />
    9. 9. Internet Overtakes Newspapers:<br />The Shifting Communications Model<br />In 2008, Internet surpassed newspapers as main source of info <br />40% get news from Internet (16% increase from 2007)<br />35% get news from newspapers<br />70% get news from TV<br />
    10. 10. Newspapers Web Sites<br />Top 10 Newspaper Web Sites for 2008 (% increase from 2007)<br />NYTimes.com 33%<br />USATODAY.com 12% <br />Washingtonpost.com 19% <br />LA Times 54% <br />Wall Street Journal Online 60%<br />Boston Globe 22% <br />New York Post 30% <br />Chicago Tribune 34%<br />New York Daily News 68%<br />San Francisco Chronicle 10%<br />NY Times.com method to online classified ads<br />
    11. 11. Magazines<br /><ul><li>Sales of U.S. magazines fell 12% (Q1 & Q2 2009)
    12. 12. Celebrity/women's titles getting hit especially hard
    13. 13. 383 folded in 2009 (Q1-Q3), 525 in 2008, 591 in 2007</li></li></ul><li>The Audience Will Drive the Story<br />People create new behavior by adopting new tools<br />They are empowered and are organizing to drive the issues, stories and agendas <br />If the mainstream won’t pick it up, the people will<br />As a result, people are creating their own ad hoc organizations to accomplish what they want<br />
    14. 14. Top 20 Social Sites<br />Social media use rose 27% among adult users (2005 – 2008)<br />1. Facebook 11. Multiply<br />2. MySpace 12. Friendster<br />3. Twitter 13. Meetup<br />4. Linkedin 14. BlackPlanet<br />5. Classmates 15. Gaia Online<br />6. Ning 16. Piczo<br />7. Bebo 17. Orkut<br />8. Hi5 18. FotoLog<br />9. Tagged 19. Skyrock<br />10. MyYearbook 20. Badoo<br />
    15. 15. Social Sites: Some #s<br />22% of adult social network users have a profile on Facebook, 6% on LinkedIn<br />Facebook has 300 million active users <br />(If it was a country, would be 4th largest in the world)<br />70% of Facebook users are outside of the US<br />LinkedIn has 50 million active users<br />Half are from countries other than US<br />Median age: LinkedIn: 39; Facebook: 33<br />
    16. 16. Journalist Habits, Preferences<br /><ul><li>75% want info by email
    17. 17. Often less than 1 paragraph(140 characters)
    18. 18. 75% read 1 blog for research
    19. 19. 33% read 5 blogs for research
    20. 20. 33% visit social media sites weekly </li></li></ul><li>Socially, What’s Next?<br /><ul><li>Microblogging (Twitter), apps (iPhone) impacting Air Force/world communication
    21. 21. Pew: 11% of US microblog
    22. 22. Twitter user: median age 31
    23. 23. Video
    24. 24. YouTube
    25. 25. More content </li></ul>on YouTube today <br />than entire Internet in 2000<br /><ul><li>Hulu
    26. 26. Truveo, etc.</li></li></ul><li>Socially, What’s Next?<br />
    27. 27. Emerging Technology<br />Goal: Creating and fostering an open and transparent dialogue between multiple users with Web 2.0 applications which benefit military objectives and are in line with overall U.S. Air Force communication strategy<br />Anti-propaganda<br />Real-life stories of Airmen<br />Conversation<br />Must be transparent<br />Presence doesn’t have to be robust<br />
    28. 28. 15<br />It’s About WOM!<br /><ul><li>Society trusts people like you & me
    29. 29. Where do Airmen fit in?
    30. 30. Let Airmen make the narrative</li></ul>Trust Barometer 2009<br />
    31. 31. Engage the Conversation<br />Talk!<br />Peer-to-peer dialogue can be more influential than mainstream media<br />Be transparent & honest<br />Participate by enabling the conversation<br />Network, extend your personal conversation<br />Networked Rumor Control<br />Make Sharing Easy<br />Ask People for Feedback<br />16<br />
    32. 32. 17<br />More Info<br />Find us online<br /><ul><li>http://www.af.mil/news/newmedia/index.asp
    33. 33. http://www.flickr.com/photos/usairforce
    34. 34. http://www.af.mil/socialmedia.asp
    35. 35. http://www.youtube.com/afbluetube
    36. 36. http://www.facebook.com/usairforce
    37. 37. http://airforcelive.dodlive.mil
    38. 38. Twitter: @afpaa, @airforce, </li></ul> @usafband, @US_Air_Force, <br /> @airforcenews, @USAFThunderbird, <br /> @airforcelive, @usairforce<br />Take a little risk, have some fun!<br />@afpaa http://airforcelive.dodlive.mil<br />
    39. 39. 18<br />Engage<br />

    ×