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FGCA Conf Presentation Dec 09

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Social media presentation at FGCA Conference. Presentation includes basic social media stats.

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FGCA Conf Presentation Dec 09

  1. 1. 1<br />Navigating the<br /> Social Media <br />Landscape<br />Capt. Chris Sukach, Chief <br />Emerging Technology<br />Air Force Public Affairs Agency<br />
  2. 2. 2<br />The Information Environment<br />Global & continuous<br /><ul><li>Real-time, future speculation possible</li></ul>Unlimited access<br /><ul><li>Continuous news, blogs, camera phones, …
  3. 3. Our engagement
  4. 4. Constrained, slow, coordinated
  5. 5. Adversaries’ engagement
  6. 6. Unconstrained; autonomous, proactive</li></ul>Constantnews cycle<br />185M blogs, 175,000 a day <br />WWW: 6,366 newspapers online<br />Media competition builds pressure<br />CNN effect<br />Local news = global news<br />Insatiable media appetite<br />
  7. 7. Changing Media Landscape<br />CBS Morning Show<br />25th Anniversary<br />“How the Media Landscape<br />Has Changed” <br />
  8. 8. Generation ‘We’<br />Internet is primary source of info for people born after 1987<br />75% text message<br />41% picture messaging<br />28% created their own blog<br />19% growth since 2004 <br />27% have personal Web pages<br />40% of Air Force is under 26<br />93% of teens use the Internet regularly, primarily for social interaction<br />
  9. 9. Internet Overtakes Newspapers:<br />The Shifting Communications Model<br />In 2008, Internet surpassed newspapers as main source of info <br />40% get news from Internet (16% increase from 2007)<br />35% get news from newspapers<br />70% get news from TV<br />
  10. 10. Newspapers Web Sites<br />Top 10 Newspaper Web Sites for 2008 (% increase from 2007)<br />NYTimes.com 33%<br />USATODAY.com 12% <br />Washingtonpost.com 19% <br />LA Times 54% <br />Wall Street Journal Online 60%<br />Boston Globe 22% <br />New York Post 30% <br />Chicago Tribune 34%<br />New York Daily News 68%<br />San Francisco Chronicle 10%<br />NY Times.com method to online classified ads<br />
  11. 11. Magazines<br /><ul><li>Sales of U.S. magazines fell 12% (Q1 & Q2 2009)
  12. 12. Celebrity/women's titles getting hit especially hard
  13. 13. 383 folded in 2009 (Q1-Q3), 525 in 2008, 591 in 2007</li></li></ul><li>The Audience Will Drive the Story<br />People create new behavior by adopting new tools<br />They are empowered and are organizing to drive the issues, stories and agendas <br />If the mainstream won’t pick it up, the people will<br />As a result, people are creating their own ad hoc organizations to accomplish what they want<br />
  14. 14. Top 20 Social Sites<br />Social media use rose 27% among adult users (2005 – 2008)<br />1. Facebook 11. Multiply<br />2. MySpace 12. Friendster<br />3. Twitter 13. Meetup<br />4. Linkedin 14. BlackPlanet<br />5. Classmates 15. Gaia Online<br />6. Ning 16. Piczo<br />7. Bebo 17. Orkut<br />8. Hi5 18. FotoLog<br />9. Tagged 19. Skyrock<br />10. MyYearbook 20. Badoo<br />
  15. 15. Social Sites: Some #s<br />22% of adult social network users have a profile on Facebook, 6% on LinkedIn<br />Facebook has 300 million active users <br />(If it was a country, would be 4th largest in the world)<br />70% of Facebook users are outside of the US<br />LinkedIn has 50 million active users<br />Half are from countries other than US<br />Median age: LinkedIn: 39; Facebook: 33<br />
  16. 16. Journalist Habits, Preferences<br /><ul><li>75% want info by email
  17. 17. Often less than 1 paragraph(140 characters)
  18. 18. 75% read 1 blog for research
  19. 19. 33% read 5 blogs for research
  20. 20. 33% visit social media sites weekly </li></li></ul><li>Socially, What’s Next?<br /><ul><li>Microblogging (Twitter), apps (iPhone) impacting Air Force/world communication
  21. 21. Pew: 11% of US microblog
  22. 22. Twitter user: median age 31
  23. 23. Video
  24. 24. YouTube
  25. 25. More content </li></ul>on YouTube today <br />than entire Internet in 2000<br /><ul><li>Hulu
  26. 26. Truveo, etc.</li></li></ul><li>Socially, What’s Next?<br />
  27. 27. Emerging Technology<br />Goal: Creating and fostering an open and transparent dialogue between multiple users with Web 2.0 applications which benefit military objectives and are in line with overall U.S. Air Force communication strategy<br />Anti-propaganda<br />Real-life stories of Airmen<br />Conversation<br />Must be transparent<br />Presence doesn’t have to be robust<br />
  28. 28. 15<br />It’s About WOM!<br /><ul><li>Society trusts people like you & me
  29. 29. Where do Airmen fit in?
  30. 30. Let Airmen make the narrative</li></ul>Trust Barometer 2009<br />
  31. 31. Engage the Conversation<br />Talk!<br />Peer-to-peer dialogue can be more influential than mainstream media<br />Be transparent & honest<br />Participate by enabling the conversation<br />Network, extend your personal conversation<br />Networked Rumor Control<br />Make Sharing Easy<br />Ask People for Feedback<br />16<br />
  32. 32. 17<br />More Info<br />Find us online<br /><ul><li>http://www.af.mil/news/newmedia/index.asp
  33. 33. http://www.flickr.com/photos/usairforce
  34. 34. http://www.af.mil/socialmedia.asp
  35. 35. http://www.youtube.com/afbluetube
  36. 36. http://www.facebook.com/usairforce
  37. 37. http://airforcelive.dodlive.mil
  38. 38. Twitter: @afpaa, @airforce, </li></ul> @usafband, @US_Air_Force, <br /> @airforcenews, @USAFThunderbird, <br /> @airforcelive, @usairforce<br />Take a little risk, have some fun!<br />@afpaa http://airforcelive.dodlive.mil<br />
  39. 39. 18<br />Engage<br />

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