Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />
Objectives<br />The Power of Social Media Today<br />Seeing our Audience as Tribes<br />How Our Audience is Using Social M...
Just One?<br />Two?<br />
It’s better!<br />
The internet was supposed to homogenize everyone.<br />Instead, it has created silos of interest.  Tribes.<br />Seth Godin...
Be Relevant<br />Connect a Tribe<br />Make a Change<br />I hope Bruce ties retirees to my model<br />Lead a Movement<br />
Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
"The opportunity of social media and government is not economic or technological. It’s emotional.”<br />Aneesh Chopra, Uni...
Meet the Millennials<br />
48%<br />check Facebook right when they wake up<br />42%<br />leave their phones on or near their beds<br />when they go t...
Generation C<br />Connected<br />Communicating<br />Content-centric<br />Computerized<br />Community-oriented<br />Always ...
The digital divide "is not as big as it used to be.“<br />Christina Clem, AARP<br />“Our demographic follows the trends. W...
Social networking use among internet users ages 50 and older nearly doubled—<br />from 22% in April 2009 to 42% in May 201...
70% feel amount of news available from different sources is overwhelming…<br />Get me outta here.<br />
74.6% say Facebook is a major way in which they receive news and information<br />Ahhhh, better.<br />
This just in…<br />News no longer breaks, it Tweets<br />
“The most relevant and up-to-date information came from blogs, Twitter and Facebook.<br />Laura Click of Nashville<br />
The Army’s public affairs staff at Fort Hood used Facebook to publish a note saying the media relations office is inundate...
Creators<br />The Social Technographics Ladder classifies people according to how they use social technologies.<br />Criti...
Creators<br />The Social Technographics Ladder<br />Critics<br />Inactives neither create nor consume social media of any ...
Creators<br />The Social Technographics Ladder<br />Critics<br />Spectators consume social media blogs, user-generated vid...
Creators<br />The Social Technographics Ladder<br />Critics<br />Joiners maintain social networking accounts<br />Collecto...
Creators<br />The Social Technographics Ladder<br />Critics<br />Collectors organize content for themselves using RSS feed...
Creators<br />The Social Technographics Ladder<br />Critics<br />Critics voice their opinions to individuals, business and...
Creators<br />The Social Technographics Ladder<br />Critics<br />Creators make the social content consumed by others.  The...
Nobody clicks on those ads.<br />Content is King<br />Get your boss on<br />Facebook and<br />Twitter and<br />YouTube and...
Follow Friday<br />What do I follow?<br />That means nothing to me!<br />Wha?<br />I don’t get it.<br />
Follow Friday<br />Yea, I’ll follow this!<br />This, I understand.<br />Cool!<br />Got it!<br />
Tweeting Around the Clock<br />Good morning, sunshine.<br />What’s for dinner?<br />Good night.<br />zzzzzz…<br />
Photo Friday<br />
Is it safe?<br />…to use social media?<br />
"...agencies may use third-party websites and applications to engage openly with the public."<br />
COMMENTS BY OTHERS ARE NOT ENDORSED<br />The Department of Defense does not necessarily endorse, support, sanction, encour...
COMMENTS BY OTHERS ARE NOT ENDORSED<br />pathetic<br />Ah, I love freedom of speech.<br />Talk is cheap their actions show...
Naval OPSEC Video<br />
Teen's Facebook party cancelled<br />when 200k threaten to show up<br />Where’s the bathroom?<br />Surprise!<br />
Confessional Tweets<br />Narcissistic Status Updates<br />Privacy is passé, if not dead.<br />We are the Wikileakers of ou...
“The Singapore government, as a whole, is not averse to using new media. <br />But we’re not completely sure how to use it...
The Muppets: Beaker’s Ballad (Dust in the Wind)<br />
FAIL<br />HOW TO<br />Who was Gilbert Gottfried?<br />Wow, he blew it.<br />Man, that was offensive!<br />NOT funny!<br />
"Gilbert's recent comments about the crisis in Japan were lacking in humor and certainly do not represent the thoughts and...
Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />
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Secretary of the Navy Retiree Council, Washington, DC, 2011, Social Media Brief

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This brief was delivered to the Secretary of the Navy Retiree Council on May 4, 2011, in Washington, D.C. The objective of the brief was to discuss social media as an outreach tool to Navy and Marine Corps retirees. The annual Secretary of the Navy (SECNAV) Retiree Council began meetings May 2 in Washington, D.C., to discuss matters of importance to Navy and Marine Corps retirees.

Comments, suggestions and discussion on this brief are welcome.

Thank you.

Bruce Moody

Public Affairs Specialist
Office of the Secretary of Defense
Military Family and Community Policy
Bruce.moody@osd.mil
Facebook.com/bruce.moody
Twitter.com/bruce_moody

Published in: Technology, Business
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Secretary of the Navy Retiree Council, Washington, DC, 2011, Social Media Brief

  1. 1. Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />
  2. 2. Objectives<br />The Power of Social Media Today<br />Seeing our Audience as Tribes<br />How Our Audience is Using Social Media<br />How We Can Reach Our Audience Through Social Media<br />Social Media Policies in the DoD<br />Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7. Just One?<br />Two?<br />
  8. 8. It’s better!<br />
  9. 9.
  10. 10. The internet was supposed to homogenize everyone.<br />Instead, it has created silos of interest. Tribes.<br />Seth Godin<br />
  11. 11. Be Relevant<br />Connect a Tribe<br />Make a Change<br />I hope Bruce ties retirees to my model<br />Lead a Movement<br />
  12. 12. Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
  13. 13. Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
  14. 14. Be Relevant<br />Connect a Tribe<br />Make a Change<br />Lead a Movement<br />
  15. 15. "The opportunity of social media and government is not economic or technological. It’s emotional.”<br />Aneesh Chopra, United States Chief Technology Officer<br />
  16. 16.
  17. 17. Meet the Millennials<br />
  18. 18. 48%<br />check Facebook right when they wake up<br />42%<br />leave their phones on or near their beds<br />when they go to sleep<br />"Nothing really seems to bother them about their dependence on the technology."<br />Scott Campbell, Assistant Professor of Communication Studies, University of Michigan<br />42%<br />if a friend texts them in the night<br />they want to wake up and answer it<br />
  19. 19. Generation C<br />Connected<br />Communicating<br />Content-centric<br />Computerized<br />Community-oriented<br />Always clicking<br />
  20. 20. The digital divide "is not as big as it used to be.“<br />Christina Clem, AARP<br />“Our demographic follows the trends. We’re just later to do so.”<br />Nataki Clarke, Vice President for Digital Marketing at AARP<br />
  21. 21. Social networking use among internet users ages 50 and older nearly doubled—<br />from 22% in April 2009 to 42% in May 2010.<br />"The real trick is getting them over the initial hump of using computers. Once they're involved, they are as active or more active than other users."<br />Aaron Smith, Senior Research Specialist, Pew Internet<br />
  22. 22. 70% feel amount of news available from different sources is overwhelming…<br />Get me outta here.<br />
  23. 23. 74.6% say Facebook is a major way in which they receive news and information<br />Ahhhh, better.<br />
  24. 24. This just in…<br />News no longer breaks, it Tweets<br />
  25. 25. “The most relevant and up-to-date information came from blogs, Twitter and Facebook.<br />Laura Click of Nashville<br />
  26. 26.
  27. 27. The Army’s public affairs staff at Fort Hood used Facebook to publish a note saying the media relations office is inundated with requests and is answering queries as quickly as possible.<br />
  28. 28. Creators<br />The Social Technographics Ladder classifies people according to how they use social technologies.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  29. 29. Creators<br />The Social Technographics Ladder<br />Critics<br />Inactives neither create nor consume social media of any kind.<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  30. 30. Creators<br />The Social Technographics Ladder<br />Critics<br />Spectators consume social media blogs, user-generated video, podcasts, forums or reviews.<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  31. 31. Creators<br />The Social Technographics Ladder<br />Critics<br />Joiners maintain social networking accounts<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  32. 32. Creators<br />The Social Technographics Ladder<br />Critics<br />Collectors organize content for themselves using RSS feeds, tags and voting sites like Digg.com.<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  33. 33. Creators<br />The Social Technographics Ladder<br />Critics<br />Critics voice their opinions to individuals, business and organizations using Facebook, Twitter and other social media.<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  34. 34. Creators<br />The Social Technographics Ladder<br />Critics<br />Creators make the social content consumed by others. They write blogs or upload video, music or text.<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  35. 35. Nobody clicks on those ads.<br />Content is King<br />Get your boss on<br />Facebook and<br />Twitter and<br />YouTube and<br />Blogs<br />Meaningless comments are good.<br />Be where they are.<br />(I’ll explain.)<br />You can not force anything to go viral.<br />Let your writing be readable.<br />Have a sense<br />of humor.<br />
  36. 36. Follow Friday<br />What do I follow?<br />That means nothing to me!<br />Wha?<br />I don’t get it.<br />
  37. 37. Follow Friday<br />Yea, I’ll follow this!<br />This, I understand.<br />Cool!<br />Got it!<br />
  38. 38. Tweeting Around the Clock<br />Good morning, sunshine.<br />What’s for dinner?<br />Good night.<br />zzzzzz…<br />
  39. 39. Photo Friday<br />
  40. 40. Is it safe?<br />…to use social media?<br />
  41. 41. "...agencies may use third-party websites and applications to engage openly with the public."<br />
  42. 42.
  43. 43. COMMENTS BY OTHERS ARE NOT ENDORSED<br />The Department of Defense does not necessarily endorse, support, sanction, encourage, verify or agree with the comments, opinions, or statements posted on the website.<br />
  44. 44. COMMENTS BY OTHERS ARE NOT ENDORSED<br />pathetic<br />Ah, I love freedom of speech.<br />Talk is cheap their actions show something ugly<br />Hypocrites....<br />you dont give a rats tail about our troops you just use them for your own sick gain<br />Excuse me while I throw up.<br />I wouldn't join forces with anything that has to do with this current administration.<br />WORDS ARE NOT ENOUGH !!!<br />military intelligence genius breeding program you can find weapons of mass ecology instruction augmented reality now.<br />I think it's a slap in the face. Be so loving, so caring, when just a few days ago....SORRY NO PAYCHECKS, DEAL WITH IT...<br />publicity gimmick<br />
  45. 45.
  46. 46. Naval OPSEC Video<br />
  47. 47. Teen's Facebook party cancelled<br />when 200k threaten to show up<br />Where’s the bathroom?<br />Surprise!<br />
  48. 48. Confessional Tweets<br />Narcissistic Status Updates<br />Privacy is passé, if not dead.<br />We are the Wikileakers of our own lives. <br />
  49. 49. “The Singapore government, as a whole, is not averse to using new media. <br />But we’re not completely sure how to use it yet.”<br />Goh Yam Song, Deputy Director<br />Emergency Preparedness, Singapore<br />
  50. 50. The Muppets: Beaker’s Ballad (Dust in the Wind)<br />
  51. 51. FAIL<br />HOW TO<br />Who was Gilbert Gottfried?<br />Wow, he blew it.<br />Man, that was offensive!<br />NOT funny!<br />
  52. 52. "Gilbert's recent comments about the crisis in Japan were lacking in humor and certainly do not represent the thoughts and feelings<br />of anyone at Aflac," the company, which does<br />75% of its business<br />in Japan, said in a<br />statement.<br />
  53. 53. Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />

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