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#PRSA_USMC
Colonel Bryan Salas
     @sharethecourage

             Director
Public Affairs, U.S. Marine Corps
Social Media Challenges
• Accuracy                          • Legal
• Appropriateness                   • Personal informa...
The Marines & Social Media
•   Overview of the Marine Corps
•   Planning/Framework
•   Lessons Learned
•   Daily Practices...
Major Carrie Batson
   Strategic Communication
Public Affairs, U.S. Marine Corps
Global Internet Use
Total worldwide: 1.6 billion users
Internet User Growth 2000 – 2009
                                  ...
Marine Corps Demographics
160,000   Millennials
 40,200   Xr’s
  1,800   Boomers          Boomers
                        ...
Mission
           Integrate social media
    into broader communication efforts
                   IOT
build understandin...
Objectives
• Increase publics' knowledge of the Marine Corps

• Increase transparency

• Protect reputation in social medi...
Lieutenant Colonel Greg Reeder

   • Director, Defense Media Activity Marines
   • Editor-In-Chief, Marines Magazine
   • ...
Lesson Plan
Iwo Jima Flag Raising
• Rosenthal snaps it;
  AP sends it < 17.5 hrs
• Pres. Roosevelt:
  7th war bond drive; Orders Servi...
UPPER MANAGEMENT
Old Dogs WILL Learn New Tricks. DO YOU UNDERSTAND!
A social Corps – paradigm shift
• Gap between old leaders and young Marines
   – Uncontrolled information; organization de...
Accomplishing the mission
• Old Model = Tell our story
• New Reality = Share stories people want; two-way communication

 ...
Policy – working with the slippery slope
• In the absence of guidance:
                     do the right thing
   – Admini...
BEING CUTE
Well, It Sounded Like a Good Idea at the Time
Take the initiative
                    • Try to navigate open seas
                      of SM
                    • Mult...
Same but Different…
• Must look at everyday as Election Day – N/A
• Awareness vs. revenue model
• Build understanding and ...
You Want Answers?
CONTENT
It Can Be Adjusted Only So Much
Compelling?
•   EWS students tour LOGCOM, MCA
•   3/7 wraps up training at MCMWTC with FINEX
•   Caution urged during star...
SUPPORT
Admit It – You Can’t Always Be The Expert At Everything
How we’re staffed
• The Few, The Proud, did I mention the few?

• 3 Marines:
   –   1 on loan
   –   1 new
   –   1 at sch...
Plan of Attack
• Brand recognition

• Maintain organizational values

• Dispel misinformation – but still tell the whole s...
DATA ANALYSIS
  Data: It’s Like A Bikini
Data trends / traffic
• Causation and Correlation more important
   – Spike on Haiti earthquake - lull when Marines left I...
Lessons Learned
1.   Act in the absence of guidance – make informed decisions and
     senior leaders will understand.

2....
And still… a work in progress
•   Plan
•   Training
•   Standards
•   Leverage personnel
•   Overall organizational policy...
Gunnery Sergeant C. Nuntavong
                 @authoriTHAI

     Media Chief, Headquarters Marine Corps
                 ...
How we use social media
Our goal



   The
 MARINE
 CORPS
  Story
Our audience
• Internal           • External
  – Servicemembers     – Family
     •Active           – Friends
     •Reserv...
Content & Status Updates
Marines.mil
youtube.com/Marines
flickr.com/Marine_Corps
facebook.com/Marines
twitter.com/USMC
Major Christian Devine
           @CDevine1

         Public Affairs Officer
U.S. Marine Corps Recruiting Command
Recruiting & Social Media
• The objective of MCRC’s social media program is to grow active
  Marine Corps communities on a...
Recruiting & Social Media

             Listen                Engage               Measure



• Listen: Monitor conversati...
Monitoring & Moderation
• The monitoring program is used to help
  shape all communications programs,
  including social p...
Monitoring & Moderation
•   Social networking sites are moderated daily
    (including weekends)
     –   Ensures that com...
Engagement                     Content Production
•   GOALS
    –   Keep communities engaged with a cadence of
        com...
facebook.com/MarineCorps
• Marine Corps Facebook page
  launched in 2008
• 340,000+ fans
• Each content post garners
  bet...
youtube.com/OurMarines
• Marine Corps YouTube
  page launched in 2008
• 2,500,000+ video views;
  4,900+ subscribers
  – D...
myspace.com/MarineCorps
• Launched in 2006
• 70,000 friends
   – Predominantly male
     prospects aged 18-24,
     follow...
twitter.com/USMarineCorps
• Launched in
  2009
• 2,300+
  followers
Local Efforts in Social
Where to find us
                Marines.mil/socialmedia
           directory, official policies & user guidelines

      ...
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  1. 1. #PRSA_USMC
  2. 2. Colonel Bryan Salas @sharethecourage Director Public Affairs, U.S. Marine Corps
  3. 3. Social Media Challenges • Accuracy • Legal • Appropriateness • Personal information/ Privacy • Ethics regulations Act • Personal conduct • Terms of Service • Operational/Industrial security • Defamatory, libelous, • Counter intelligence obscene, abusive, threatening, racially hateful, or otherwise • Network security- malware, offensive material. viruses, password strength • Copyright infringement • Cyber criminals - Social engineered attacks • Inappropriate release of official information. • Political endorsement • Review daily
  4. 4. The Marines & Social Media • Overview of the Marine Corps • Planning/Framework • Lessons Learned • Daily Practices • Recruiting & Social Media
  5. 5. Major Carrie Batson Strategic Communication Public Affairs, U.S. Marine Corps
  6. 6. Global Internet Use Total worldwide: 1.6 billion users Internet User Growth 2000 – 2009 Middle East Europe +1360% +283% 48M North America 402M Asia +132% Latin America Africa +513% 252M +873% 701M +1321% 176M 64M Oceania/Australia +173% 174M Source: Internet stats; UM Wave 4 Study, July 2008 21
  7. 7. Marine Corps Demographics 160,000 Millennials 40,200 Xr’s 1,800 Boomers Boomers <1% Gen X 19% Gen Y Gen Y Gen X 80% Boomers
  8. 8. Mission Integrate social media into broader communication efforts IOT build understanding, credibility, trust and relationships with publics critical to the Marine Corps’ success.
  9. 9. Objectives • Increase publics' knowledge of the Marine Corps • Increase transparency • Protect reputation in social media space • Improve issue identification and response capability • Improve decision-making through feedback • Recruit qualified individuals into the Marine Corps
  10. 10. Lieutenant Colonel Greg Reeder • Director, Defense Media Activity Marines • Editor-In-Chief, Marines Magazine • Head, U.S. Marine Corps Public Web
  11. 11. Lesson Plan
  12. 12. Iwo Jima Flag Raising • Rosenthal snaps it; AP sends it < 17.5 hrs • Pres. Roosevelt: 7th war bond drive; Orders Servicemen identified, brought home. 1 picture • Images goes “VIRAL”: everyone in America would see this picture 5 Marines - over and over. 1 sailor – 7th Bond Tour raised $26 Billion (1945 Dollars) for U.S. Treasury 17.5 hours – Perspective: total US Budget in 1946 was $56 Billion. $26 billion 1 million Retail Store Windows | 16,000 Movie Theaters | 15,000 Banks 200,000 Factories | 30,000 Train Stations | 5,000 Billboards
  13. 13. UPPER MANAGEMENT Old Dogs WILL Learn New Tricks. DO YOU UNDERSTAND!
  14. 14. A social Corps – paradigm shift • Gap between old leaders and young Marines – Uncontrolled information; organization demands control – Significant risk in not engaging – Communicate in their native environment • Internal and external communications based on formula used since WWII: “tell” our story with maximum disclosure and minimum delay. • Shift from press release mindset – Empower Marines to share their stories – Distributed release authority – Emphasize guidance and training
  15. 15. Accomplishing the mission • Old Model = Tell our story • New Reality = Share stories people want; two-way communication • Loss of market share vs. loss of lives; FRO VTT IA MCCS military advantage; OPSEC OPSEC OCS MCT FRAT O&M SAPP Help Marines / Communicate Worldwide: communicate, reintegrate, operate – Community Services One Source – Warrior Care – Family Readiness Officers – Mommy Bloggers
  16. 16. Policy – working with the slippery slope • In the absence of guidance: do the right thing – Administrative Message • aka “executive memo” – Rules of Engagement – Policies and Process – Basic Principles – Terms of Service
  17. 17. BEING CUTE Well, It Sounded Like a Good Idea at the Time
  18. 18. Take the initiative • Try to navigate open seas of SM • Multiple twitter handles; Facebook duality; unbranded channels • Overcome: – No access – limited understanding and buy-in – policy void @MCNews – chaotic environment @MarineCorpsNews @MarinesTV • Refocus on objectives @USMC
  19. 19. Same but Different… • Must look at everyday as Election Day – N/A • Awareness vs. revenue model • Build understanding and support – “America doesn’t need a Marine Corps, America wants a Marine Corps” LtGen Victor Krulak
  20. 20. You Want Answers?
  21. 21. CONTENT It Can Be Adjusted Only So Much
  22. 22. Compelling? • EWS students tour LOGCOM, MCA • 3/7 wraps up training at MCMWTC with FINEX • Caution urged during start of hunting season • New ACE, GCE in place, ready for Fall Patrol • Flyby:HM2HONNOLL o Marines deliver joy to Afghan Orphanage o Fellow Veterans show wounded warriors new way to heal o Marines Face challenge in unstable Afghanistan o When daddy’s gone: effects of deployment on children
  23. 23. SUPPORT Admit It – You Can’t Always Be The Expert At Everything
  24. 24. How we’re staffed • The Few, The Proud, did I mention the few? • 3 Marines: – 1 on loan – 1 new – 1 at school – Dual / triple purpose • Print, Broadcast, Online, Media Relations – All dedicated to the mission
  25. 25. Plan of Attack • Brand recognition • Maintain organizational values • Dispel misinformation – but still tell the whole story • Provide guidance for Marines – don’t give up terrain to adversaries • Ensure complimentary communications, uniformity, organization and standards
  26. 26. DATA ANALYSIS Data: It’s Like A Bikini
  27. 27. Data trends / traffic • Causation and Correlation more important – Spike on Haiti earthquake - lull when Marines left Iraq – Lull on human interest - Spike on action stories • Aggregate traffic increased: not a zero sum game – More market share than existed before – Total presence expanded vice increase in activity • How do we tweak the dials to get a response? – Action verbs / Context driven Coca Cola: When you open a Coke, 12352 bubbles are born. Happy birthday, bubbles. Marine Corps: Explosion, Fighting… action
  28. 28. Lessons Learned 1. Act in the absence of guidance – make informed decisions and senior leaders will understand. 2. Follow good examples but remain true to your brand – don’t try to full-scale copy success; improvement comes from trying. 3. Content is key, telling it in a compelling way to generate interest is vital. 4. Support: Don’t hesitate to ask for it. None of us are the experts at everything. 5. Data is more than the presentation of numbers – tracking trends, causation and correlation are more important.
  29. 29. And still… a work in progress • Plan • Training • Standards • Leverage personnel • Overall organizational policy /mandates • Analysis • PII • Leaders Engagement, Buy In
  30. 30. Gunnery Sergeant C. Nuntavong @authoriTHAI Media Chief, Headquarters Marine Corps & Lead Editor, U.S. Marine Corps Social Media Team
  31. 31. How we use social media
  32. 32. Our goal The MARINE CORPS Story
  33. 33. Our audience • Internal • External – Servicemembers – Family •Active – Friends •Reserve – The Media •Retired – Global Audience People who are looking for news and information about the Marine Corps
  34. 34. Content & Status Updates
  35. 35. Marines.mil
  36. 36. youtube.com/Marines
  37. 37. flickr.com/Marine_Corps
  38. 38. facebook.com/Marines
  39. 39. twitter.com/USMC
  40. 40. Major Christian Devine @CDevine1 Public Affairs Officer U.S. Marine Corps Recruiting Command
  41. 41. Recruiting & Social Media • The objective of MCRC’s social media program is to grow active Marine Corps communities on a National level that engages prospects and key influencers where they naturally congregate with our branding message (the Longer Marine Corps Story)
  42. 42. Recruiting & Social Media Listen Engage Measure • Listen: Monitor conversations daily across the web and within our own communities • Engage: Create content experiences that leverage synergies between community needs and business objectives • Measure: Track performance and optimize for future posts
  43. 43. Monitoring & Moderation • The monitoring program is used to help shape all communications programs, including social properties • Daily digest of key issues – One-page report for consumption by senior leadership of MCRC – Targeted to issues impacting recruiting – Provides daily pulse for risk management and response
  44. 44. Monitoring & Moderation • Social networking sites are moderated daily (including weekends) – Ensures that community members are following established community guidelines – Provides a safe and interactive place for community members to congregate and share their experiences – Ensures that the Marine Corps brand and recruiting story are properly positioned • While communities tend to be self-policing, consistent moderation is needed to guide and sometimes corral the discussions taking place • Identify synergies between community needs and business objectives – Using that knowledge to increase engagement
  45. 45. Engagement Content Production • GOALS – Keep communities engaged with a cadence of communications and content – Grow communities by posting content that users are likely to share forward • STRATEGY – Answer frequently answered questions and other user-discussed topics – Relevancy to Marine Corps recruiting – Timing and frequency considerations – Channel- and audience-specific content Paid Media Application Development
  46. 46. facebook.com/MarineCorps • Marine Corps Facebook page launched in 2008 • 340,000+ fans • Each content post garners between 300,000 and 800,000 impressions and 1,500 comments/likes • Top 10 for driving traffic to MCRC websites • Top 15 for generating lead form submissions (predominantly officer)
  47. 47. youtube.com/OurMarines • Marine Corps YouTube page launched in 2008 • 2,500,000+ video views; 4,900+ subscribers – Discovery and spread of a video after launch is largely driven by cross-posts to MCRC social media properties, specifically Facebook
  48. 48. myspace.com/MarineCorps • Launched in 2006 • 70,000 friends – Predominantly male prospects aged 18-24, followed by current/former Marines and influencers – Large diversity audience • Drives a considerable amount of traffic and lead form submissions
  49. 49. twitter.com/USMarineCorps • Launched in 2009 • 2,300+ followers
  50. 50. Local Efforts in Social
  51. 51. Where to find us Marines.mil/socialmedia directory, official policies & user guidelines Marine Corps Recruiting • facebook.com/Marines • facebook.com/MarineCorps • youtube.com/Marines • youtube.com/OurMarines • twitter.com/USMC • twitter.com/USMarineCorps • flickr.com/Marine_Corps • myspace.com/MarineCorps

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