This is the environment in which we operate: Sound public affairs practices still apply (it’s only “new media” if you’re an “old person”) We have all of the PA Policy we need to communicate in the social medium Encourage leaders to avoid the illusion of control and accept increased risk Empower your people to share our Navy story using social media
Wikipedia defines social media as &quot;information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.&quot; As the term implies, social media describes the different means by which people who had formerly been limited to a role as information consumers or a passive audience, now take an active, participant role as producers, aggregators, and distributors of content. Social media also provides a shared space for immediate and continuous feedback on that content – feedback which in turn becomes part of the content creation itself. Easier to get a positive return on investment because the “investment” is relatively small.
Social Media www.facebook.com/navyrecruiting www.facebook.com/usnavylife www.facebook.com/navycivilengineer www.facebook.com/navychaplain www.facebook.com/navyjag www.facebook.com/navynuclear www.facebook.com/womenredefinednavy www.facebook.com/navyhealthcare www.myspace.com/usnavy www.youtube.com/user/UnitedStatesNavy www.navyformoms.com www.flickr.com/photos/unitedstatesnavy Websites and Microsites: www.navy.com www.navyreserve.com www.navy.com/nuclear www.navy.com/healthcare www.navy.com/women www.navyathletes.com www.navyreserve.com/officer www.navy.com/gffg
Requires a new mindset and some initial investment of time, but it can make us more effective communicators over the long term. Similar to the changes we had to make when e-mail and web pages were first introduced.
Social media training_may_2012
Social Media Revolution Video Pre-load and test videohttp://www.youtube.com/watch?v=0eUeL3n7fDs&feature=player_detailpage
Social Media• It’s communication, just like we do everyday with e-mail, telephone, face-to-face, etc.• It’s more than just channels like FaceBook, Twitter, and Linked-In – Channels are kind of like languages – Languages can be mastered easily, but content and conversation are what really matterCredit: Tim Ho, Digital Strategist, Ogilvy PR, Hong Kong, http://facebook.com/timho http://twitter.com/timho
Today’s Environment• Social media use among key demographics continues to grow• Our Sailors’ preferred means of communication• Control of social media conversation is impossible. “Avoidingparticipation only protects the illusion of control”• Effective use of social media requires even more risk• With social media, all Navy stakeholders – Sailors, Navy civilians,families, retirees, and others – are communicators• Policy enables use of social media
Social vs. traditional media daily use• 55 percent watch TV• 47 percent visit Facebook• 37 percent listen to the radio• 22 percent read newspapersSource: Nielsen
Social Media Use in the Navy Cumulative % % SNS Usage % Created on-line profile35 35 Several times 93 Yes daily 7 No22 57 Once a day13 70 3-5 times a week11 82 1-2 times a week 5 86 Every few weeks 6 92 Less often 8 100 Never82% of recruits use social networking sites at least 1-2 times a week Only 8% have never used a social networking site5
Policy & Practice• Military’s policies encourage participation in social media and require commands to allow access. The “default setting” is open for social media and burden of proof is on the command to get permission to close off access to social media.• Social media is a great platform for starting a conversation, but we still need face-to-face for anything beyond general recruiting questions.• About 100,000 fans & 15 Facebook pages designed to foster open dialogue and focused different recruiting priorities and interests (Special Forces, Healthcare, Diver, Chaplain).
What’s Available • Social media is part of broader communication plan • Need to be familiar with multiple tools to find the right one • Ask yourself these questions in planning: - What are your goals? - Where are your stakeholders? - Can you cross-purpose? - How will you measure success (qualitative and/or quantitative)?
Where We Are in Navy Recruiting• Navy Recruiting Social Media Directory: http://www.cnrc.navy.mil/social_media.htm• Navy’s directory: www.navy.mil/media/smd.asp• Navy Chief of Information social media: www.chinfo.navy.mil/socialmedia.html
NavyforMoms.com• Launched in March 2008• More than 40,000 members today• Averages 1,200+ new members per month• More than 10,000 ongoing discussions – This is the perfect venue to engage on a local level with parents and influencers. – Participation in local events
Social Media: A Critical Component to Every Command’s Community Outreach StrategyTips for Getting Started: Know your audience Engage where your audience is Be a resource to your audience Encourage conversation andsharing (comments, stories, photos,videos, etc.) Listen and respond Connect online to enhance offlinerelationships
Three Keys to SuccessRisk - Leaders and communicators will need toaccept more risk in our communication efforts as weengage in social and emerging media.Control - Increasing the voices and the credibility ofour message comes with a decreasing control of thecontent. Dialogue augments and, in some cases,replaces press releases. All voices have theopportunity to heard.Agility - We will have to be even more agile than wealready are, but avoid the temptation to go afterevery bright shiny object
A Day in the Life of Social Media Pre-load and test video:http://www.youtube.com/watch?feature=player_embedded&v=iReY3W9ZkLU
Recruiting Challenges• We’re still hiring! – More than 40,000 Sailors needed every year. – Only the best and brightest qualify to fill the most- challenging careers (medical, dental, engineering, chaplain, Navy SEAL)• Quality of young people who join the Navy has never been better – 98.7% High School Diplomas in FY11 – 86.9% Highest Test Score Categories on ASVAB• Only 1/3 of total eligible population is qualified to the join the military.
Social Media…• allows recruiters to establish more genuine relationships and be soughtafter as a community resource• enables recruiters to tell their story and share information withoutmaking a “sales pitch”• extends recruiters’ networks to easily reach existing contacts’ friends,acquaintances and colleagues• establishes a comfortable space for information gathering and Q&Aamong those interested in joining the Navy• raises recruiter awareness of local activities and interests of peoplewithin a particular community