Digital Media from Washington, D.C.


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My presentation for the Australian Marketing Institute's Government Marketing and Communications Conference. Highlights include the importance (or unimportance) of open government across Washington; building social media strategy; and engaging on some of the most popular social media platforms.

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Digital Media from Washington, D.C.

  1. 1. <ul><li>Digital media and the military: </li></ul><ul><li>Harnessing the power of social networks </li></ul>09/14/10
  2. 3. 09/14/10 What IS social media?
  3. 4. The glossary <ul><li>Social Networking: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Friendster </li></ul></ul>09/14/10 Content sharing: -You Tube -Flickr -Vimeo -Photobucket Collaborating/ knowledge sharing: -Wikis -Message boards -Forums -Podcasts Blogging: -Blogger -Wordpress -Tumblr -Twitter (micro-blogging)
  4. 5. <ul><li>My administration is committed to creating an unprecedented level of openness in Government . We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in government. </li></ul>- President Obama, 1/21/09
  5. 6. Social media strategy: <ul><li>Adapt our culture to accept social media as an enduring and effective source of information and place to communicate (access at work, real time, broad involvement at all levels). </li></ul><ul><li>Integrate social media into our training and education programs: </li></ul><ul><ul><li>Unit level training and education for Soldiers </li></ul></ul><ul><li>Establish the institutional organizations and resourcing to sustain our effort and compete at meaningful speeds and scales. </li></ul>Presence Relevance Penetration Openness Amplification Participation
  6. 7. Education We need to educate our Soldiers about the appropriate use of social networking sites Regulation The two policies that apply to social networking today are Operations Security , and the Uniform Code of Military Justice vs.
  7. 8. It IS a competition Make sure your leadership understands that.
  8. 9. Give leadership a role in social media <ul><li>Command climate </li></ul><ul><li>Engagement speed </li></ul><ul><li>Strategy </li></ul><ul><li>Regulation </li></ul>09/14/10
  9. 10. Congress and social media 09/14/10
  10. 11. Fort Hood 09/14/10 Social Media became a key place to correct the record and provide information. Fort Hood was the most blogged and tweeted about topic of the week Updates were posted to the Army’s Twitter and Facebook accounts, resulting in over 20,000 responses and interactions. A Wikipedia entry entitled “Fort Hood shooting” was up within 2 hours
  11. 12. 09/14/10 Social Media across DoD As of 26 March 2010 Services Social Media Comparison Army Marines Air Force Coast Guard Navy DoD Facebook 330,320 fans 302,020 fans 46,481 fans 11,496 fans 104,309 fans 24,912 fans You Tube 265,353 channel views 25,378 channel Views 90,580 channel views 268,159 channel views 14,465 channel views 26,907 channel views Flickr 5,274 images 1,329 (Marine Corps News) images 1,425 images 745 images 3,307 images 1,932 images Twitter 30,435 followers 9,408 followers 8,716 followers 7,472 followers 9,902 followers 5,538 followers
  12. 13. Blogging HTTP://ARMYLIVE.DODLIVE.MIL A blog is a conversational web site, typically offering news or opinion on a certain topic. Determine how you’re already being talked about in the blogosphere before you engage yourself.
  13. 14. Harness your existing community
  14. 15. Blog Response
  15. 16. Twitter WWW.TWITTER.COM Twitter is a micro-blogging tool that updates in 140 characters or less. Twitter works better for people than organizations – it’s a great way to get the boss online.
  16. 17. Flickr - photo sharing WWW.FLICKR.COM <ul><li>Flickr is an online photo management sharing application </li></ul><ul><li>A community of about 5,762 photos uploaded per minute </li></ul><ul><li>View, comment, favorite, share and upload your photos </li></ul><ul><li>Allows individuals to use and share official U.S. Army images </li></ul>
  17. 18. <ul><li>YouTube is the #1 most popular video-sharing Web site </li></ul><ul><li>Watch, comment and share video clips </li></ul><ul><li>You Tube is the 2 nd largest search engine, next to Google. </li></ul>YouTube - video sharing WWW.YOUTUBE.COM Chief of Staff of the Army, Gen. George Casey spends a few minutes in an informal video chat with Soldiers. Gen. Casey has done nearly two dozen episodes, labeled, “Chief Cams.”
  18. 19. <ul><li>More than 5 00 million active users </li></ul><ul><li>Average user spends more than 55 minutes per day on Facebook </li></ul><ul><li>Largest demographic: 18-24 Fastest growing demographic: 35-54 </li></ul>Facebook- connect & share WWW.FACEBOOK.COM/USARMY
  19. 20. <ul><li>Lindy Kyzer </li></ul><ul><li>[email_address] </li></ul><ul><li>@LindyKyzer </li></ul><ul><li> </li></ul>
  20. 21. Back up slides
  21. 22. You leverage/lead your community but they will be the voice that drives your success
  22. 23. Set the stage <ul><li>A robust comments policy or rules of engagement on a public platform protect your organization </li></ul>