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Steven Mehringer
Head, Communications Services
NATO Public Diplomacy Division
Online and On-The-Air: NATO’s Digital Outrea...
More People Are Seeing More NATO
Content Than Ever Before…possible
Online and On-The-Air:
NATO’s Digital Outreach
•Brand awareness
•Increase online engagement
•Reach younger audience
•Acquire fans/followers
Online and On-The-Air:
NATO’s...
Head of Section
NATO Online
Manage NATO’s
online presence
with web site
•Research
•Development
•Maintenance
NATO Multimedi...
Quality Storytelling Builds Natural
Connections With Audiences
Communications Tangibility
• Emotional
• Informational
• Vi...
Online and On-The-Air:
NATO’s Digital Outreach
Online and On-The-Air:
NATO’s Digital Outreach
Online and On-The-Air:
NATO’s Digital Outreach
Method of Delivery
2014
60% Increase in
traffic
20% mobile
NATO SUMMIT Launched new NATO website
• ‘Lighter’ look
• New functionality
• Works...
Online and On-The-Air:
NATO’s Digital Outreach
325,000 to 982,100 84,000 to 308,000 4M to 9,000,000+
2014-2015 Social Media Growth
IN DEVELOPMENT:
Online and On-The-Air:...
Online and On-The-Air:
NATO’s Digital Outreach
Compared to other
NATO relevant
accounts, NATO’s
Facebook page
consistently ranks
near the top in
follower growth.
Online ...
Online and On-The-Air:
NATO’s Digital Outreach
It is critical to be in first
place managing your message,
image and percep...
If you are not there...
someone will do it for you
Online and On-The-Air:
NATO’s Digital Outreach
It is critical to be in ...
Online and On-The-Air:
NATO’s Digital Outreach
Countering Russian Misinformation
Online and On-The-Air:
NATO’s Digital Outreach
‘Content Translation’
Online and On-The-Air:
NATO’s Digital Outreach
Steven Mehringer: Online and on the air - NATOs digitale satsing
Steven Mehringer: Online and on the air - NATOs digitale satsing
Steven Mehringer: Online and on the air - NATOs digitale satsing
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Steven Mehringer: Online and on the air - NATOs digitale satsing

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Verden står overfor et paradigmeskifte innen kommunikasjon, og internasjonale organisasjoner må være raske, fleksible og lydhøre for å holde følge. Steven Mehringer er ansvarlig for det digitale innholdet i NATOs kanaler og var på Høstseminaret for å gi oss innblikk i hvordan NATO bygget en kommunikasjonsinfrastruktur som tok forsvarsalliansen fra å være langt bak i den digitale transformasjonen, til å bli sett på som en leder i digital formidling blant internasjonale organisasjoner.

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Steven Mehringer: Online and on the air - NATOs digitale satsing

  1. 1. Steven Mehringer Head, Communications Services NATO Public Diplomacy Division Online and On-The-Air: NATO’s Digital Outreach
  2. 2. More People Are Seeing More NATO Content Than Ever Before…possible
  3. 3. Online and On-The-Air: NATO’s Digital Outreach
  4. 4. •Brand awareness •Increase online engagement •Reach younger audience •Acquire fans/followers Online and On-The-Air: NATO’s Digital Outreach •Understanding of NATO •Media engagement •Reach key-opinion formers •Create Credibility
  5. 5. Head of Section NATO Online Manage NATO’s online presence with web site •Research •Development •Maintenance NATO Multimedia Library Internal and external research •14,000 books •150+ journals •Historical imagery Editors •Content creation •Editorial process •Develop narrative to priorities NATO Radio & TV •VIP press events •Global TV & Radio •Video production NATO Social Media NATO’s core social media platform •Coordinate •Develop •Enhance Communication Technology Centre Editorial Services Marketing & Project Coordinators NATOChannel Telling the story of NATO’s international events, activities and operations •Appropriate •Timely •Accurate NATO Communications Services
  6. 6. Quality Storytelling Builds Natural Connections With Audiences Communications Tangibility • Emotional • Informational • Visual
  7. 7. Online and On-The-Air: NATO’s Digital Outreach
  8. 8. Online and On-The-Air: NATO’s Digital Outreach
  9. 9. Online and On-The-Air: NATO’s Digital Outreach
  10. 10. Method of Delivery
  11. 11. 2014 60% Increase in traffic 20% mobile NATO SUMMIT Launched new NATO website • ‘Lighter’ look • New functionality • Works on ALL mobile devices Online and On-The-Air: NATO’s Digital Outreach
  12. 12. Online and On-The-Air: NATO’s Digital Outreach
  13. 13. 325,000 to 982,100 84,000 to 308,000 4M to 9,000,000+ 2014-2015 Social Media Growth IN DEVELOPMENT: Online and On-The-Air: NATO’s Digital Outreach
  14. 14. Online and On-The-Air: NATO’s Digital Outreach
  15. 15. Compared to other NATO relevant accounts, NATO’s Facebook page consistently ranks near the top in follower growth. Online and On-The-Air: NATO’s Digital Outreach
  16. 16. Online and On-The-Air: NATO’s Digital Outreach It is critical to be in first place managing your message, image and perception
  17. 17. If you are not there... someone will do it for you Online and On-The-Air: NATO’s Digital Outreach It is critical to be in first place managing your message, image and perception
  18. 18. Online and On-The-Air: NATO’s Digital Outreach Countering Russian Misinformation
  19. 19. Online and On-The-Air: NATO’s Digital Outreach ‘Content Translation’
  20. 20. Online and On-The-Air: NATO’s Digital Outreach

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