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Creating Social Media Worth Following at NASA

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This presentation covers ways to create compelling social media.

This presentation covers ways to create compelling social media.

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  • 1. National Aeronautics and Space Administration Creating Social Media Worth Following at NASA John Yembrick and Jason Townsend, Office of Communications
  • 2. National Aeronautics and Space Administration Start by sharing content where your audience is… 2 http://www.nasa.gov/connect
  • 3. National Aeronautics and Space Administration Start sooner, experiment, build your audience In 2008, @MarsPhoenix was the 5th most popular Twitter account with ~75,000 followers http://www.nasa.gov/connect
  • 4. National Aeronautics and Space Administration Try new things to see if they work In 2009, @Astro_Mike sent the first tweet from space on the Hubble Telescope servicing mission 4 http://www.nasa.gov/connect
  • 5. National Aeronautics and Space Administration Integrate social into your website In 2009 and ongoing to present, NASA.gov has added new sharing buttons, tweet boxes, account listings, etc. to make it easy for followers to find and share your social media content. 5 http://www.nasa.gov/connect
  • 6. National Aeronautics and Space Administration Integrate social into Mobile Apps In 2009 and ongoing to present, the NASA app has featured social media content from YouTube, Twitter, Facebook, Flickr, and more – making it easier for followers to find your new content.
  • 7. National Aeronautics and Space Administration Use Milestones to Add Value Launched in 2010 with a check in from the International Space Stations, NASA on Foursquare is now followed by 450,000+ We provide check in tips at locations around the world to show the NASA connection to places in your own backyard. 7 http://www.nasa.gov/connect
  • 8. National Aeronautics and Space Administration Seek Out New Platforms to Find New AudiencesJoined Google+ in Nov.2011 as the 1st federalgovernment agencyCurrently we’re circled by325,000+ users 8 http://www.nasa.gov/connect
  • 9. National Aeronautics and Space Administration Use the Platforms to Share Your Story In 2012, NASA checked the Mars Curiosity rover into Gale Crater on Mars to kick off the 23- month mission of the exploration of Mars. The rover check ins share new locations it is exploring with Foursquare users, embedding them along for the ride. 9 http://www.nasa.gov/connect
  • 10. National Aeronautics and Space Administration So what happened?@NASA on Twitter • 2009 - ~1,000 followers • Today - ~3.4 million followers • 43 astronauts on Twitter • @Astro_Mike has 1.2 million followersNASA Page on Facebook • 2009 - ~150,000 likes • Today - ~1.6 million likesNASA Page on Google+ • 2009 – Didn’t exist! • Today – We’re in ~325,000 circles • Astro. Ron Garan is in 2+ mil. circlesNASA on Foursquare • 2009 – Didn’t exist! • Today - ~450,000 followers 10 http://www.nasa.gov/connect
  • 11. National Aeronautics and Space Administration How did this happen? • Provide GREAT content that will get people talking. • Social media is a conversation – spend as much time listening as you do speaking. • If you start a conversation, participate in it; don’t start it and walk away. • Ask for and enable feedback – provide calls to action; respond to mentions on Twitter; leave comments on blogs, Facebook, etc. 11 http://www.nasa.gov/connect
  • 12. National Aeronautics and Space Administration How do we generate content?Harness the power of the flagship Create a ecosystem of niche, single-agency accounts purpose accounts• Carefully curate this and reach the largest • Curated by embedded account managers number of social media followers specializing on a particular mission, topic, or• Provide a well-rounded view of everything program NASA has going on • Develop followings of users interested in a• Shine light onto things that are unlikely to particular slice of the NASA pie make news otherwise • Allow for experimentation and trying out new ideas We do big things from the top-down AND from the bottom-up. http://www.nasa.gov/connect
  • 13. National Aeronautics and Space Administration We Keep it Simple: Use Existing Ways to Engage • Webchats • Ustream chats • Tweetchats • Google+ hangouts • Comment forums • Web Streams • News Conferences • Ask a scientist events • Public Events/Outreach activities • Tours and open houses • Online contests and submissions • Expert interviews on other media and social media sites • #Hashtags • Etc… 13 http://www.nasa.gov/connect
  • 14. National Aeronautics and Space Administration We Take it Offline: NASA Socials • NASA has had great success with inviting our social media fans to in- person, behind-the- scenes opportunities at NASA centers and facilities • Events range from two #NASASocial hours to two days in length 14 http://www.nasa.gov/social
  • 15. National Aeronautics and Space Administration We Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting 15 http://www.nasa.gov/social
  • 16. National Aeronautics and Space Administration We Create Brand Ambassadors Participants come from local  Converts casual space communities and go home enthusiasts into sharing NASA content within collaborators who want to their circles of influence share what NASA is doing 16 http://www.nasa.gov/social
  • 17. National Aeronautics and Space Administration But Why? How does this help? • Spreads the word as widely as possible by going directly to members of the public to tell your own story • As news organizations cut staff and trim coverage, we get more news coverage… …in more places, especially smaller, local outlets • The diversity of participants helps connect us to non- traditional audiences to further share our message • We get impactful in-person AND virtual participation leading to significant levels of worldwide… ENGAGEMENT http://www.nasa.gov/social
  • 18. National Aeronautics and Space Administration But Why? It Moves Followers From… ADVOCATES, AMBASSADORS, CREATORS, Fans, Followers, Consumers COLLABORATORS http://www.nasa.gov/social
  • 19. National Aeronautics and Space Administration “You may not have a spaceship, but your company has a fan base. They wont think of themselves as fans until theyre in a room with like-minded people. They wont think of themselves as members of a community until YOU bring them together.” - David Rosen, @davidhrosen (group VP, Makovsky + Company) http://www.nasa.gov/connect
  • 20. Follow the social media team at @NASASocial for thelatest opportunities to connect and collaborate with NASA Your Title Here 20 http://www.nasa.gov/connect