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NASA Socials & the Mars Curiosity Landing
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NASA Socials & the Mars Curiosity Landing

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This presentation presents a case study with results about what NASA did for the Mars Curiosity rover landing on the Red Planet in August 2012.

This presentation presents a case study with results about what NASA did for the Mars Curiosity rover landing on the Red Planet in August 2012.

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  • 1. National Aeronautics and Space Administration NASA Socials & the Mars Curiosity Landing John Yembrick and Jason Townsend, Office of Communications
  • 2. National Aeronautics and Space Administration We Take it Offline at 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 2 http://www.nasa.gov/social
  • 3. National Aeronautics and Space Administration We Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting 3 http://www.nasa.gov/social
  • 4. National Aeronautics and Space Administration Successful Events Rock Logistics Short, interactive sessions  Your Online Audience  Connected (WiFi)  Powered 4 http://www.nasa.gov/social
  • 5. National Aeronautics and Space Administration We Work All Angles: Curiosity Rover 5 http://www.nasa.gov/connect
  • 6. National Aeronautics and Space Administration First-ever multi-center #NASASocial• 7 NASA Socials around the country on Friday, August 3 – Ames Research Center – Glenn Research Center – Goddard Space Flight Center – Jet Propulsion Laboratory – Johnson Space Center – Kennedy Space Center – Langley Research Center• For two hours, every center was connected together for the first-ever Multi-Center NASA Social• Participants had the opportunity to ask questions of the science and engineering teams at JPL no matter the center they were visiting.• Over 150 participants at the seven locations also toured their host NASA center 6 http://www.nasa.gov/connect
  • 7. National Aeronautics and Space Administration So What Happened? #NASASocial Aug. 3 First-ever multi-center NASA Social Tweets using #NASASocial or “NASA Social”: 9,750 (estimated total) Reach: 58 million potential impressions Source: Sysomos by MarketWire 7 http://www.nasa.gov/connect
  • 8. National Aeronautics and Space Administration We Took the Offline, Back Online: Streaming Events 8 http://www.nasa.gov/connect
  • 9. National Aeronautics and Space Administration So What Happened? NASA Social Broadcast Aug 3, 2012 – 2 Hour Event Unique Viewers: 10,440 Viewer Hours:1,912 9 http://www.nasa.gov/connect
  • 10. National Aeronautics and Space Administration We Help Answer Questions and Enable Conversation • We established several different hashtags to help social media users track the conversation throughout the landing: • For the NASA Social, we used #NASASocial • For mission updates, we referenced @MarsCuriosity for longer references, and #MSL for shorter references • For news events, we took questions tagged with #askNASA • NASA and JPL Social Media staff helped the Public Affairs Officers by taking questions from social media users on Twitter, Facebook, and Google+ during regularly-scheduled press conferences and other televised news events using the hashtag #askNASA, allowing the public to directly ask questions. 10 http://www.nasa.gov/connect
  • 11. National Aeronautics and Space Administration Landing Night Social Media• JPL Social Media staff hosted a moderated chat answering basic questions about the mission from members of the public with NASA TV coverage on UStream• NASA and JPL Social Media staff closely coordinated posting on the flagship and mission accounts the latest news updates, promotions of education/outreach online activities, and responded to incoming queries from members of the public on Twitter, Facebook, and Google+ • Twitter: @NASA, @NASAJPL, @MarsCuriosity • Facebook: NASA, NASA JPL, Mars Curiosity • Google+: NASA 11 http://www.nasa.gov/connect
  • 12. National Aeronautics and Space Administration So What Happened? Curiosity Landing Aug. 3 to 9, 2012 Week around landing Tweets related to Curiosity: 374,135 (estimated total) Reach: 1.2 billion potential Twitter impressions Source: Sysomos by MarketWire 12 http://www.nasa.gov/connect
  • 13. National Aeronautics and Space Administration So What Happened? @MarsCuriosity @MarsCuriosity Aug. 3 – Aug. 9 Mentions: 195,000+ Followers gained: 813,300 13 http://www.nasa.gov/connect
  • 14. National Aeronautics and Space Administration But how where we able to do all this? • Pre-coordination and proactively planning places for engagement – Getting out in front of the news is important – People will talk. If you give them a hashtag or a place to chat, they will generally use it. • Make it relevant – We used the NASA Flagship accounts for the more formal organization news in a formal tone and the program accounts for the rover-persona, very conversational 14 http://www.nasa.gov/connect
  • 15. National Aeronautics and Space Administration Two different approaches… Both approaches work but speak to different audiences, thereby amplifying your exposure. 15 http://www.nasa.gov/connect
  • 16. Follow the social media team at @NASASocial for thelatest opportunities to connect and collaborate with NASA Your Title Here 16 http://www.nasa.gov/connect

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