The document discusses the importance and value of social media for military organizations. It notes that social media allows for inbound marketing where audiences can interact and access information directly. It also emphasizes that transparency and engagement are key, and that social media is a cheap and effective way to connect with target audiences and counter insurgent influence activities. The document outlines lessons from how militaries have used social media in places like Kosovo, Afghanistan, Libya, and Somalia, noting both successes and challenges faced.

1. Social Media
08 January 2014
for
NATO School IO Course

2. The views expressed by David during the following presentation
DOES NOT IN ANY WAY
reflect the views of the:
United Kingdom,
United Nations,
any National Governments,
NATO (SFOR, KFOR, ISAF) etc
(the list is not exhaustive).

3. Who am I?
Digital Storyteller
Blogger
Social Media Trainer
Digital Native

5. So what's on the Menu for Today?
Why Social Media is important to you.
An awareness introduction.
Why there is really no need to fear Social Media.
Some Tools available.
How little was achieved maybe in Libya
And a look at how a small HD video camera
is impacting Influence Activity in Syria
Discuss a little about the
“Control is EVERYTHING”
mantra you all seem to love reciting

6. Military's ARE Brands.
Brands and Products need to Influence in our modern world.
Think about bad brand awareness.
Think about air-strikes going badly wrong.

7. It's a new way of doing business for
the Military.
What Social Media brings to the table is “Inbound Marketing”
where you build an audience of interest, the interact with
you, and they come to you for product information and buy.
But YOU need to interact and create dialogue.
“There's risk as far as the C2 are concerned”

8. Social Media and NATO.
“Digital Storytelling”
or maybe
Digitally Influencing?
NATO has a story to be told.

9. Some Hard Facts to start with:
Transparency is the way ahead
You can not not influence
Insurgents use Info Ops backed with HARD power
NATO uses HARD power supported by Info Ops
Insurgents win EVERY time as they are culturally aware
and they speak the way the TA understands

11. Why You
(the military)
Should use Social Media

12. It's able to defeat peer pressure.
It's taken over being the ultimate one to one
medium from radio.
Content is available on demand.
For the first time you can start the conversation like
never before and get feedback quickly
(ENGAGEMENT)

14. THINK:
First World Cultures with Third World Infrastructure
Third World Cultures with First World Infrastructure.

16. Why Social Media?

17. V. I .T .A .L

18. Video, Images, Text, Audio, Links

20. Play

21. Return on Influence

22. The value of the internet and mobile networks
lies in their ability to connect people from
diverse backgrounds, status and locations and
cultures by giving them a common platform to
share in conversations and ideas.

23. People x Opportunity = ROI

25. Social Media's Value Added
Dimension
Measures of Performance
vs
Measures of Effect
(anecdotally)

26. REALITY can be painful to Planners and J2

27. It's also CHEAP

28. Messaging
using social media

29. Transparency =
Believability =
Credibility

30. Kosovo
Afghanistan

31. Without trained,
professional
Social Media Operators
Things WILL go wrong

32. KFOR – Kosovo
Facebook

35. Lessons learned?

40. ISAF Afghanistan
twitter
vs
insurgents

43. Effects based operations?
The UNINTENDED
consequences

46. http://storify.com/DFBmbe/social-media-in-afghanistan

47. THINK:
First World Cultures with Third World Infrastructure
Third World Cultures with First World Infrastructure.

48. Some Libya thoughts

49. Play

50. Social Media in
Somalia

53. The complexity of influence
in Syria
through a tiny HD video camera.

55. For the first time
YOUR
audience can check
YOUR
"facts"

56. The Israeli Defence Force's “Twitter Commandos”

57. The fear of losing control

59. and some of you are, sadly …...

60. Defeating Social Media efects?
Closing down the web?
By passing (alive in)
Surrogate SMS – Twitter
IP cloaking

61. OPSEC ?

62. INFOSEC ?
Years ago we had these.
First real data capture about us.
Did we go crazy then?
No!
Why then today with SM?

63. Social Media Operators
They simply can't be “double hatted”
They need to be “creative”
They need to be “responsible”
They need to craft to the “master narrative”

64. Social Media Operators
C2 needs to delegate info release to the lowest
possible level.
This requires a quantum change in attitudes
from J2

65. VITAL Components

67. London Police Twitter use

68. London Police Flickr use

69. London Police Flickr use

70. Audio on Demand - Podcasting

74. What does the commercial
industry think about all this
then?

76. http://www.act.nato.int/innovationhub
https://www.facebook.com/Innovation.Hub.act
http://www.linkedin.com/company/innovation-hub

77. Any questions?

78. twitter.com/milsocial
skype: dfbmbe
google plus: gplus.is/militarysocialmedia
email: militarysocialmedia@gmail.com
SMS: 00387 65 393341
www.militarysocialmedia.eu