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William Marks - How to Tell Your Story When You Have Nothing to Say

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William Marks - How to Tell Your Story When You Have Nothing to Say

  1. 1. Cmdr. William Marks Public Affairs Officer @DefenseIntel SEP 6, 2017 Digital Summit Washington, DC
  2. 2. 2 What we learned  Know who you are: your value, strengths, weaknesses  Begin with the end in mind: what’s your ideal public image?  Develop communication strategy, not a social media strategy – content first; delivery second  Talk like a human being  Have fun … but not too much Do these match?
  3. 3. 3 What is the Defense Intelligence Agency?  The intelligence agency for DoD (We spy on the bad guys)
  4. 4. 4 Does your image match reality? The DIA, a messy agency of nearly 20,000, mostly civilians, was famously the underachiever in the intelligence community. - David Ignatius, Feb 2017 Defense Intelligence Agency, a notoriously dysfunctional agency that employs some great talent but frustrates its clients - The Atlantic, Jan 2017
  5. 5. 5 Know your value, strengths and weaknesses  We’re spies!  Cool technology  In a crisis (thanks North Korea) people become very interested in what we have to say  We’re spies, so …  Most info is classified  Photo & video issues  Spy culture Strengths Weaknesses Value = Experts in foreign military intelligence “Since Putin came to power, Russia has repeatedly denied gas supplies to Ukraine and Central Europe, occupied and attempted to annex Crimea, destabilized eastern Ukraine, and deployed its military to Syria to prop up the Assad regime.”
  6. 6. 6 Play to your Strengths
  7. 7. 7 Play to your Strengths?
  8. 8. 8 Play to your strengths Vs. 2016 2017
  9. 9. 9 Understand the difference between content and delivery There are only three types of content:  Words  Images  Videos Delivery methods are only limited by imagination:  Facebook, Twitter, Snap  Other social media  Your own website  Apps  Graphics/posters  Press engagement  Advocates  Reposts by fellow agencies  Newsletters  Open houses/tours  Panels/talks  Congressional outreach
  10. 10. 10 Content vs. Delivery Content:  Words  Images  Videos facebook talks apps other social mediatwitter advocates email newsletters Tours congressional website press graphics
  11. 11. 11 “Adm. Jim Stavridis once said that all military officers should learn a second language. I think he’s right. I think that language should be English.” • Mary Walsh, CBS News Killing English
  12. 12. 12 Quiz: Can you think of simpler words for the following?  “at the present time”  “close proximity”  “suboptimal”  “strategic imperative”  “arrived at a decision”  “cease” “due to the fact that”
  13. 13. 13 Translation Exercise  DIA Strategy: “Modernized mission processes and methods that respond effectively to a dynamic operational environment” “Innovate”
  14. 14. 14 Translation Exercise  DIA Strategy: “Leadership intent that clearly and consistently directs mission-focused activities and investments against priority requirements” “Put first things first”
  15. 15. 16 Russia Military Power Report Campaign (28 June – 31 July 2017)  Press Interviews  Web page  Youtube video  Graphics  Historical teaser  Twitter/Facebook  Congressional engagement  Email to workforce
  16. 16. 17 #nationalselfieday
  17. 17. 18 What we learned  Know who you are: your value, strengths, weaknesses  Begin with the end in mind: what’s your ideal image?  Develop communication strategy, not a social media strategy – content first; delivery second  Talk like a human being  Have fun … but not too much Do these match?
  18. 18. Cmdr. William Marks, Public Affairs Officer @DefenseIntel william.marks3@dodiis.mil Questions?

Editor's Notes

  • This is what we do, this is our value
    Collect intelligence on the enemy
    DOD has lots of other stuff going on. Ships., jets, army guys … Do I care about that? NO. Anything other than collecting intel; on the enemy is taking me away from my mission.
  • Bottom right NY Times – written by FCC speaker (speaks tomorrow at lunch)
  • TSA knows why they’re valuable
  • - You’re first priority is to impress your #1 customer by highlighting your value

    - (Dogs got x10 more likes than Tom Brady)
  • Left has more likes than the right. Don’t chase easy likes.
    Right is true to our core mission.
    Right incorporates news, images, links
  • - You may know this, but many in military and govt don’t
    - Junior PAO training: Come up with 20 delivery methods (smoke signals counts)

  • Junior PAO training: Come up with 20 delivery methods
  • All facets of this training:
    Content is true to our values
    Same content – many delivery channels
    Comm plan, not a social media plan
    Speaks English

    Engagement rate:
    2-3x average engagement rate
    ~4000 engagements
    415 retweets; 1200 link clicks

    60k downloads
    500k page views
    Dozens of news articles

    Web stats: 300k views on DIA.mil
  • Junior PAO training: Come up with 20 delivery methods

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