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Beyond Social Media 101: Taking your digital communications to the next level

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Beyond Social Media 101: Taking your digital communications to the next level

  1. 1. Beyond Social Media 101 Taking your digital communications to the next level DoD All Services Social Media Conference July 25, 2013 Jason Kelly - @JasonKellyPAO Director, U.S. Navy Emerging Media
  2. 2. Tired of the same old stuff?
  3. 3. The Navy covers all the gritty details in “regular” posts
  4. 4. But we also mix it up…
  5. 5. Live Chat with Master Chief Petty Officer of the Navy
  6. 6. Live Chat with Master Chief Petty Officer of the Navy
  7. 7. Livestream of USS Dwight D. Eisenhower homecoming
  8. 8. Live Recruit Graduation
  9. 9. Satellite Van
  10. 10. Battle of Midway Hangout
  11. 11. Battle of Midway Hangout
  12. 12. Current event involvement
  13. 13. Pinterest
  14. 14. How can you do this awesome stuff, too? 1. Have a strategy 2. Coordinate internally 3. Integrate content with the “Fleet” 4. Get leadership involved 5. Just TRY it!
  15. 15. 1. Have a strategy  GOAL: Be the most authoritative and timely source for Navy information so that CHINFO can effectively tell the Navy story especially  MEASURABLE OBJECTIVES: • Break Navy news stories • Increase awareness of operations in U.S. Naval Forces Central Command and U.S. Pacific Fleet, Navy initiatives, history and heritage, and health of the force among the American public as it relates to their individual defense • Better integrate social media into other key CHINFO/Navy Defense Media Activity functions • Improve synchronization and saturation of key Navy messaging through the PAO community
  16. 16. 2. Coordinate internally CHINFO Navy Media Content Services (OI-2) Operations (OI-20) Video (OI-21) Still Photo/Editorial (OI- 22/23) Emerging Media (OI- 24) DMA Liaison (OI-25) Systems/Engineering (OI-26) Navy News Desk (OI-3) News desk teams Strategy (OI-9)  Working in a vacuum does not yield the best communication results  Create the network effect – “being social” needs to also occur within our organization  U.S. Navy works daily with the news desk, creates our communication goals based on CI’s priorities and meets weekly with regional and fleet PAOs to determine a content plan This chart represents the sections we most closely coordinate within CHINFO.
  17. 17. 3. Integrate content with the “Fleet” 130719-N-TP877-667 CORAL SEA (July 19, 2013) The aircraft carrier USS George Washington (CVN 73) conducts a replenishment-at-sea with the Military Sealift Command fleet replenishment oiler USNS Yukon (T-AO 202) during Talisman Saber 2013. The exercise is a biennial training event aimed at improving Australian Defense Force and U.S. combat readiness and interoperability as a combined joint task force. (U.S. Navy photo by Mass Communication Specialist 2nd Class Benjamin K. Kittleson/Released)
  18. 18. 4. Get leadership involved
  19. 19. 5. Just TRY it!
  20. 20. Just for fun: videos X-47B Completes First Carrier-based Arrested Landing: Sailors Discuss X-47B's Historic Landing: Navy Father Surprises Family: Edited time lapse of USS Carl Vinson's flight deck: Navy Secretary Visits Arctic Lab, ICEX #3: aJxqxaLfU

Editor's Notes

  • We all know the basics.As digital media professionals we are on the edge of becoming institutionalized, which while has been our goal, comes with some negative consequences...
  • As our team, our profession, our favorite communication platforms become more institutionalized so too can our content. It’s important to remember to fight the auto-pilot social posts. Remain on the frontier, look for new opportunities, new ways, to communicate.
  • We coordinate our efforts across the fleet and among the News Desk to ensure our communication priorities get the most saturation. Often times that means we share stories
  • Sometimes it means we think outside the box
  • Recently MCPON wanted an opportunity to engage Navy Families about his key initiatives and goals.
  • Our team provided a unqiue opportunity. Through a live facebook chat MCPON Stevens was able toengage a public audienceprovide real time responeshad the support of multiple PAOs
  • In doing these type of events we have found their is an appetite for live, real-time events. We’ve been able to fill a huge void for our fans by incorporating more live broadcasts and chats
  • One communication objective is “our people” and we noticed the people most interested in stories about sailors are their families who, all too often are unable to participate in their loved ones momentous events due to distance...
  • Think about the technology and infrastructure necessary to fulfill your communication objectives. We are lucky to have a forward thinking technology support that understands our recent communication barriers due to sequestration. One thing we are currently doing is thinking of other ways to inform and engage our audience during this fiscally conservative time.
  • Outreach can happen on the web!
  • We have lessons learned we would be happy to share. Overall a huge success with over 1,500 views, 230 live!
  • Be ready when an opportunity presents itself. Don’t be too tied down in your day-to-day that you don’t remain flexible to jump in and join a conversation!
  • Don’t get into the social slump - realize this is an evolving communication channel and know that each platform is different, reaches a unique audience. Pick the right content!
  • Talk about how our content comes from all over the place. Sometimes we search it out, but we are focused on further engagement from the Fleet so that we are more of curators than content creators.
  • Let’s face it, unless you love politics, the action is happening with our deployed forces.
  • See the benefit of our past successes, make leadership aware of your value, your reach, your engagement opportunities and have them join you on the social side!
  • See the benefit of our past successes, make leadership aware of your value, your reach, your engagement opportunities and have them join you on the social side! Don’t be afraid to try new things!! Some things work, some things don’t. stick to your communication objectives and you’ll be on a path for success!