Applying private successes in
social media to the military and
defence industry
Social Media in the Defence & Military
Lon...
Fredrik Johnsen

•

•
•

•
•

Currently advisor with the
Norwegian National
Security Authority
13 years experience as a
jo...
Applying private successes in social
media to the military and defence industry
Social Media in the Defence & Military
Lon...
Three key takeaways
Ignore the technology

Think less about Facebook…
Love the People!

Consider what role you
play in people’s lives…
Foto: Flickr.com/jamescridland med CC BY 2.0
Make a change

10

Dare to make a change (if
it’s for the better)
Foto: Flickr.com/Tony Fisher Photography med CC BY 2.0
And speaking of change…

«Internett is a flop – a
fashion item that will
be extinct in a few
years…»
From Dell Hell…
To Drinks with Dell
Social media is not about
technology, but about

communication
Social media is like teen sex. Everyone
wants to do it. No one actually knows
how. When finally done, there is surprise
it...
Challenge:
How do you cut
through the noise?
To succeed in social media

Have something
to say
2) Have a target
audience to say it
to
3) Distribute the right
message t...
Why?

Foto: Flickr.com/respres med CC BY 2.0
Foto: Flickr.com/alancleaver_2000 med CC BY 2.0

Purpose






What do we want to
achieve?
New audiences? New
members?...
o: Flickr.com/humboldthead med CC BY 2.0

People





Who are we dealing with?
How do they use the
Internet?
What soci...
A use for everything…
The following functions need to be filled

Content

Distribution

Dialogue
they
What do you want to talk about?
27

21.11.2013
Make a plan

(Try to) make an editorial
calendar in order to plan
content ahead.
What topics will we cover?
What is our st...
Use good visuals
Check your spelling

Find your tone of voice
– Does humor work?
– Don’t swear

Does the language reflect
the organization?...
How do we know we have
succeeded?
How Idiots Track Success
Few organizations measure anything at all
Connect social media goals to business goals

Business goal: Increase
financial results

Business KPI: Reduce
number of ph...
Measure on several levels

Quarterly
Monthly

Weekly
21.11.2013

35

• Are we reaching our business
goals? Are we in line ...
«In a few years, men
will be able to
communicate more
effectively through a
machine than face to
face.»
— J.C.R. Lickliede...
Thank you!
Fredrik Johnsen
@frjohnsen
www.linkedin.com/in/frjohnsen
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
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Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013

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Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013

  1. 1. Applying private successes in social media to the military and defence industry Social Media in the Defence & Military London 20. November 2013
  2. 2. Fredrik Johnsen • • • • • Currently advisor with the Norwegian National Security Authority 13 years experience as a journalist and advisor Tech-enthusiast and (former) social media evangelist Early adopter Iowa State University graduate
  3. 3. Applying private successes in social media to the military and defence industry Social Media in the Defence & Military London 20. November 2013
  4. 4. Three key takeaways
  5. 5. Ignore the technology Think less about Facebook…
  6. 6. Love the People! Consider what role you play in people’s lives… Foto: Flickr.com/jamescridland med CC BY 2.0
  7. 7. Make a change 10 Dare to make a change (if it’s for the better) Foto: Flickr.com/Tony Fisher Photography med CC BY 2.0
  8. 8. And speaking of change… «Internett is a flop – a fashion item that will be extinct in a few years…»
  9. 9. From Dell Hell…
  10. 10. To Drinks with Dell
  11. 11. Social media is not about technology, but about communication
  12. 12. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better. Avinash Kaushik Analyst, Google bunbuns by tinkernoonoo FLICKR CC
  13. 13. Challenge: How do you cut through the noise?
  14. 14. To succeed in social media Have something to say 2) Have a target audience to say it to 3) Distribute the right message to the right audience at the right time in the right channel 1)
  15. 15. Why? Foto: Flickr.com/respres med CC BY 2.0
  16. 16. Foto: Flickr.com/alancleaver_2000 med CC BY 2.0 Purpose     What do we want to achieve? New audiences? New members? New revenues? Listen to them, talk with them? Make them talk amongst themselves (about you)!
  17. 17. o: Flickr.com/humboldthead med CC BY 2.0 People     Who are we dealing with? How do they use the Internet? What social media do they prefer? How do they prefer being spoken to?
  18. 18. A use for everything… The following functions need to be filled Content Distribution Dialogue
  19. 19. they What do you want to talk about?
  20. 20. 27 21.11.2013
  21. 21. Make a plan (Try to) make an editorial calendar in order to plan content ahead. What topics will we cover? What is our stance? What kind of multimedia content will support our message? Who is responsible? 21.11.2013
  22. 22. Use good visuals
  23. 23. Check your spelling Find your tone of voice – Does humor work? – Don’t swear Does the language reflect the organization? Kilde: Oterhals, VG Nett
  24. 24. How do we know we have succeeded?
  25. 25. How Idiots Track Success
  26. 26. Few organizations measure anything at all
  27. 27. Connect social media goals to business goals Business goal: Increase financial results Business KPI: Reduce number of phone calls to customer service Social media KPI: Share of customer inquiries handled in social media
  28. 28. Measure on several levels Quarterly Monthly Weekly 21.11.2013 35 • Are we reaching our business goals? Are we in line with our corporate strategy? • Evaluation of resources and channels; adjust the course • Evaluation towards social media KPIs and department goals • Identify trends and consider actions and policy updates • Optimize content
  29. 29. «In a few years, men will be able to communicate more effectively through a machine than face to face.» — J.C.R. Licklieder, 1960 Foto: Flickr.com/markhillary med CC-BY-2.0
  30. 30. Thank you! Fredrik Johnsen @frjohnsen www.linkedin.com/in/frjohnsen

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