Lt Jennifer Cragg, Department of Defense


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Department of Defense - Lt Jennifer Cragg's Presentation to PRSA Colorado, March 17, 2010

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Lt Jennifer Cragg, Department of Defense

  1. 1. Social Media The Why Emerging Media – Lt. Jennifer Cragg
  2. 2. Why Social Media <ul><li>Objective #1: Explanation of DMA </li></ul><ul><li>Objective #2: Why Social Media </li></ul><ul><li>Objective #3: Defense Media Activity’s Use of Social Media - Examples </li></ul>
  3. 3. Defense Media Activity <ul><li>Operates and maintains a worldwide radio and television network on land and ships at sea </li></ul><ul><li>Gathers and reports military news to the DoD family and the hometown audience </li></ul><ul><li>Provides World Wide Web infrastructure and services for DoD public Web information outlets </li></ul><ul><li>Is a multi-media (radio, TV, print, Web, New Media) production house </li></ul>Jan 2010
  4. 4. Scope of DMA <ul><li>DMA products support the quality of life, morale, situational awareness, and readiness of more than . . . </li></ul><ul><ul><li>1.4 million active duty military personnel </li></ul></ul><ul><ul><li>1.2 million members of the National Guard and Reserve </li></ul></ul><ul><ul><li>650,000 DoD civilian employees </li></ul></ul><ul><ul><li>2 million retirees and family members receiving DoD benefits </li></ul></ul><ul><li>More than 33 million copies of Stars and Stripes distributed annually </li></ul><ul><li>Visual information products are distributed daily to over 8,000 subscribers in 55 different countries, including 485 media companies </li></ul><ul><li>Public Web sites receive over 4.4 million viewers per day </li></ul><ul><li>Train 3,200 military and civilian students annually </li></ul><ul><li>Radio and TV broadcasts to 177 countries and 279 Navy ships at sea </li></ul>Jan 2010
  5. 5. <ul><li>Average visitor stays nearly 14 minutes </li></ul><ul><li>Free Archived Programming </li></ul><ul><li>24/7 Live Streaming </li></ul><ul><li>IFrame Technology </li></ul><ul><li>Download broadcast quality programming </li></ul>
  6. 6. Our internal audience <ul><li>2.6 million military service members serving around the world… </li></ul>are digital natives 65% Why it Matters
  7. 7. <ul><li>Web sites now #1 source of news </li></ul>The future of communication is social media … in order to solve problems we don’t know are problems yet. Globally, nearly 1.7 billion are online We are currently preparing students for jobs that don’t exist… … to use technologies that haven’t been invented… Traditional TV is #2
  8. 8. use social networking sites, chat rooms or message boards Play video games online, on consoles, on hand-helds 75% 97% text and/or access the Internet from their cell phones 75% Send pictures from their phones 41% have their own blog 28%
  9. 9. What Tool is Best to Use Blogging Online Video Social Networking Web Radio Text Messaging Podcasting Wikipedia RSS Feeds
  10. 11. Where do I start – Know your Plan <ul><li>The Goal: Greater public understanding of your roles and missions. </li></ul><ul><li>The Objective: Engage in the public debate via Internet technologies in sync with traditional public affairs practices </li></ul><ul><li>The Strategy: Develop the capability to communicate in a 24/7 New Media environment; find ways not only to communicate directly, but also allow the public a place to respond </li></ul><ul><li>The Tactics: Develop programs, vehicles, and channels to engage the public, distribute products, circulate information and connect people who are doing the work with those who want to know about the work. </li></ul>
  11. 12. To Build Relationships And Trust Social Media = Engages + Drives + Connects + Spreads Why Social Media
  12. 13. To LISTEN Why Social Media
  13. 14. Identify Value Added Communication <ul><li>Establishes Voice & Vision </li></ul><ul><li>Feedback </li></ul><ul><li>Viral Spread of Information </li></ul>
  14. 15. Social Media Reach - Haiti Jan 2010 <ul><li>Conducted 15 BRTs about Haiti </li></ul><ul><li>Jan. 12 – 27, 2010 </li></ul><ul><li>FB: 108,866 / Tweets: 243,333 </li></ul><ul><li>Podcasts: 20,000 feed requests </li></ul><ul><ul><li>19% increase from prev. week </li></ul></ul><ul><li>DoDLive Unique visitors </li></ul><ul><ul><li>287% increase from prev. week </li></ul></ul><ul><li>DoDLive Page Views </li></ul><ul><ul><li>386% increase from prev. week </li></ul></ul><ul><li>RSS requests </li></ul><ul><ul><li>298% increase from prev. week </li></ul></ul><ul><li>Video – Loaded 131 videos – DoDvClips & YouTube </li></ul><ul><ul><li>10,321 streaming video requests </li></ul></ul>- DoD Bloggers Roundtable discussions provide timely, accurate and direct information about Haiti military relief efforts – CHINFO Haiti Update Brief, Jan. 2010
  15. 16. Podcasts Audio webcasts Print Transcripts Blogs Video RSS Social networks Social bookmarking Let’s Talk Engagement
  16. 17. DoDvClips Jan 2010 <ul><li>Stats </li></ul><ul><li>Launched in 2007 </li></ul><ul><li>Duplicate site on YouTube </li></ul><ul><ul><li>1.8 million upload views </li></ul></ul><ul><li>Nearly 10,000 videos loaded </li></ul><ul><li>E-mail Subscribers: 5,000 </li></ul>
  17. 18. Blogging Platform Jan 2010 <ul><li>DoDLive Blog </li></ul><ul><li>Launched May 2009 </li></ul><ul><li>Visitors: 200,000+ </li></ul><ul><li>Unique Visitors: 166,000+ </li></ul><ul><li>Page Views: 2.7 million </li></ul><ul><li>RSS requests: 100,000+ </li></ul><ul><li>Incorporate Pentagon Channel videos </li></ul>
  18. 19. Pentagon Channel Podcasts <ul><li>Emerging Media manages six podcasts </li></ul><ul><li>2009 = 644,000 feed requests </li></ul><ul><ul><li>Increase of 490% from 2008 </li></ul></ul><ul><ul><li>2008 = 131,176 feed requests </li></ul></ul><ul><li>Launched AFPS Podcast in Aug. 2009 </li></ul><ul><ul><li>Produced in “NPR” style </li></ul></ul><ul><ul><li>50,000 feed requests to date </li></ul></ul><ul><ul><li>Tie in with TPC “News You Can Use” </li></ul></ul><ul><li>Remembering the Battle of Midway </li></ul><ul><ul><li>300,000 feed requests </li></ul></ul><ul><ul><li>Average weekly feed request 7,000+ </li></ul></ul>Jan 2010
  19. 20. Armed with Science <ul><li>Armed with Science </li></ul><ul><li>Launched Jan. 2009 </li></ul><ul><li>200,000+ feed requests </li></ul><ul><li>45+ articles / 40 transcripts </li></ul><ul><li>Twitter followers: 4500+ </li></ul><ul><li>E-mail subscribers: 1,500 </li></ul><ul><li>Received two national PR awards </li></ul><ul><li>Featured on CNN’s Follow Friday </li></ul><ul><li>Launched new blog in Jan 2010 </li></ul><ul><ul><li>Testing ground for new technologies and social media engagement </li></ul></ul>
  20. 21. Questions Jan 2010 LT Jennifer Cragg New Media Directorate Office of the Assistant Secretary of Defense for Public Affairs Defense Media Activity 601 North Fairfax Street, Suite 311 Alexandria, Virginia 22314-2007 (w) 703-325-2182 (m) 571-213-7246 (f) 703-428-0279 E-mail: [email_address]