Harnessing the power of a 1 million + organization


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My presentation at the Advanced Learning Institute's Social Media for Government Conference. It discusses strategy, education, and provides some best practices from the creation of the U.S. Army's social media program.

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Harnessing the power of a 1 million + organization

  1. 1. <ul><li>Harnessing the power of a one million plus organization </li></ul>07/16/10
  2. 2. 07/16/10
  3. 3. 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>07/16/10 Content sharing: -You Tube -Flickr -Vimeo -Photobucket Collaborating/ knowledge sharing: -Wikis -Message boards -Forums -Podcasts Blogging: -Blogger -Wordpress -Tumblr -Twitter (micro-blogging)
  4. 4. A “free, online encyclopedia” The power of Wikipedia: search engine optimization According to an investigation by Nature magazine, you’ll find the same number of errors in the Encyclopedia Britannica Start with step #1, not step #45 Strategy Have one before you start. Wikipedia Don’t steal someone else’s. Don’t ignore the obvious.
  5. 5. Culture change Sell the boss. Be pragmatic, not idealistic. Culture change starts with education – your boss, your community and yourself.
  6. 6. <ul><li>Education </li></ul><ul><li>We need to educate our Soldiers about the appropriate use of social networking sites </li></ul>07/16/10 Regulation The two policies that apply to social networking today are Operations Security , and the Uniform Code of Military Justice vs.
  7. 7. Educating the E-ring or the board room <ul><li>The boss’ boss. </li></ul><ul><li>You’re already being talked about – the choice is whether you have a say in the conversation. </li></ul><ul><li>Forgiveness is better than permission. </li></ul><ul><li>Show value. </li></ul>
  8. 8. It IS a competition Make sure your leadership understands that.
  9. 9. 07/16/10 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
  10. 10. Army Cribs
  11. 11. 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>07/16/10
  12. 12. Engaging your audience = building/finding your community Think community, not audience. Start small, then grow. Communicate, don’t target .
  13. 13. Harness your existing community
  14. 14. Blogging HTTP://ARMYLIVE.DODLIVE.MIL A blog is a conversational web site, typically offering news or opinion on a certain topic. Blogs should be written conversationally, and should be short – think op-ed length and e-mail tone. Determine how you’re already being talked about in the blogosphere before you engage yourself.
  15. 15. Blog Response
  16. 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.
  17. 17. <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. 18. <ul><li>More than 400 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. 19. <ul><li>Lindy Kyzer </li></ul><ul><li>[email_address] </li></ul><ul><li>@LindyKyzer </li></ul><ul><li>www.lindykyzer.com </li></ul>