Setting the Context for Transitioning From "Social Media" to "Mission Media"

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This was the keynote presentation for Adobe's 10/13/2011 event, "Transitioning from 'Social Media' to 'Mission Media': Using Social Media for DoD Missions."

The slides, themselves, are sparse by design. However, ALL of the narrative is accessible in the NOTES field for each slide. This should enable you to literally give this presentation yourself.

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Setting the Context for Transitioning From "Social Media" to "Mission Media"

  1. 1. Transitioning from “Social Media” to “Mission Media”: Using Social Media to Achieve DoD Missions<br />Setting the Context for Social Media<br />October 13, 2011<br />Presented by<br />Maxine Teller<br />Director, Strategy & Business Development<br />
  2. 2. 2<br />
  3. 3. Social media is not about the tools & technologies <br />3<br />
  4. 4. Social media is changing the way we communicate<br />4<br />
  5. 5. Our communications were modeled after broadcast hierarchy<br />5<br />
  6. 6. Power is shifting…to the people<br />6<br />
  7. 7. Digital Natives are wired differently<br />7<br />
  8. 8. People no longer trust institutions, they trust people<br />8<br />
  9. 9. People trust people they know<br />9<br />
  10. 10. 10<br />
  11. 11. “You’ve got to be in it to win it”<br />11<br />
  12. 12. Social media is a Catch-22<br />use<br />social media<br />understand<br />12<br />
  13. 13. Collaboration is a Catch-22<br />use<br />do<br />social media<br />collaboration<br />understand<br />understand<br />13<br />
  14. 14. Social media + collaboration = a Catch-44<br />use<br />do<br />social media<br />collaboration<br />understand<br />understand<br />14<br />
  15. 15. Collaboration requires a leap of faith…<br />15<br />
  16. 16. use<br />do<br />social media<br />collaboration<br />understand<br />understand<br />16<br />
  17. 17. … or a government directive…<br />17<br />
  18. 18. use<br />do<br />social media<br />collaboration<br />understand<br />understand<br />18<br />
  19. 19. … or a strategic imperative<br />Recruitment<br />Retention<br />Budget cuts: do more with less<br />19<br />
  20. 20. Government agencies face unique challenges with using social media<br />20<br />
  21. 21. Social Media Adoption Curve<br />collaboration<br />relationships<br />participation<br />broadcast<br />observation<br />education<br />social media experience<br />21<br />
  22. 22. Social Media Adoption Curve<br />collaboration<br />relationships<br />participation<br />broadcast<br />observation<br />1-way -> 2-way<br />education<br />social media experience<br />22<br />
  23. 23. Social Media Adoption Curve<br />collaboration<br />relationships<br />participation<br />take value -> add value<br />broadcast<br />observation<br />1-way -> 2-way<br />education<br />social media experience<br />23<br />
  24. 24. Successful social media participation is driven by collaborative principles<br />24<br />
  25. 25. 1. Focus on your mission<br />25<br />
  26. 26. 2. Meet people where they are<br />destination sites distributed web<br />26<br />
  27. 27. 3. Participate in the conversation <br /> Talk at an audience Build relationships <br />27<br />
  28. 28. 4. Be real<br />28<br />
  29. 29. 5. Share that which is most valuable<br />Information = Power Information SHARING * Power<br />29<br />
  30. 30. 6. Catalyze collaboration <br />Community Connector<br />30<br />
  31. 31. Six principles of successful social media participation <br />Focus on your mission<br />Show up<br />Build relationships<br />Be real, be authentic<br />Share that which is most valuable<br />Catalyze collaboration <br />31<br />
  32. 32. Maxine Teller<br />Director, Strategy & Business Development <br />202-258-4605<br />maxine@blue-beaon.com<br />Twitter: @mixtmedia<br />32<br />

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