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FGCA Conf Presentation Dec 09
- 1. 1 Navigating the Social Media Landscape Capt. Chris Sukach, Chief Emerging Technology Air Force Public Affairs Agency
- 6. Unconstrained; autonomous, proactiveConstantnews cycle 185M blogs, 175,000 a day WWW: 6,366 newspapers online Media competition builds pressure CNN effect Local news = global news Insatiable media appetite
- 7. Changing Media Landscape CBS Morning Show 25th Anniversary “How the Media Landscape Has Changed”
- 8. Generation ‘We’ Internet is primary source of info for people born after 1987 75% text message 41% picture messaging 28% created their own blog 19% growth since 2004 27% have personal Web pages 40% of Air Force is under 26 93% of teens use the Internet regularly, primarily for social interaction
- 9. Internet Overtakes Newspapers: The Shifting Communications Model In 2008, Internet surpassed newspapers as main source of info 40% get news from Internet (16% increase from 2007) 35% get news from newspapers 70% get news from TV
- 10. Newspapers Web Sites Top 10 Newspaper Web Sites for 2008 (% increase from 2007) NYTimes.com 33% USATODAY.com 12% Washingtonpost.com 19% LA Times 54% Wall Street Journal Online 60% Boston Globe 22% New York Post 30% Chicago Tribune 34% New York Daily News 68% San Francisco Chronicle 10% NY Times.com method to online classified ads
- 12. Celebrity/women's titles getting hit especially hard
- 14. Top 20 Social Sites Social media use rose 27% among adult users (2005 – 2008) 1. Facebook 11. Multiply 2. MySpace 12. Friendster 3. Twitter 13. Meetup 4. Linkedin 14. BlackPlanet 5. Classmates 15. Gaia Online 6. Ning 16. Piczo 7. Bebo 17. Orkut 8. Hi5 18. FotoLog 9. Tagged 19. Skyrock 10. MyYearbook 20. Badoo
- 15. Social Sites: Some #s 22% of adult social network users have a profile on Facebook, 6% on LinkedIn Facebook has 300 million active users (If it was a country, would be 4th largest in the world) 70% of Facebook users are outside of the US LinkedIn has 50 million active users Half are from countries other than US Median age: LinkedIn: 39; Facebook: 33
- 17. Often less than 1 paragraph(140 characters)
- 18. 75% read 1 blog for research
- 19. 33% read 5 blogs for research
- 21. Pew: 11% of US microblog
- 22. Twitter user: median age 31
- 23. Video
- 24. YouTube
- 27. Emerging Technology Goal: Creating and fostering an open and transparent dialogue between multiple users with Web 2.0 applications which benefit military objectives and are in line with overall U.S. Air Force communication strategy Anti-propaganda Real-life stories of Airmen Conversation Must be transparent Presence doesn’t have to be robust
- 29. Where do Airmen fit in?
- 30. Let Airmen make the narrativeTrust Barometer 2009
- 31. Engage the Conversation Talk! Peer-to-peer dialogue can be more influential than mainstream media Be transparent & honest Participate by enabling the conversation Network, extend your personal conversation Networked Rumor Control Make Sharing Easy Ask People for Feedback 16
- 38. Twitter: @afpaa, @airforce, @usafband, @US_Air_Force, @airforcenews, @USAFThunderbird, @airforcelive, @usairforce Take a little risk, have some fun! @afpaa http://airforcelive.dodlive.mil
- 39. 18 Engage
Editor's Notes
- --As more people head to the Internet for information, the business model of communications is changing. --2008 and 2009 saw the closing of newspapers, such as the 145-year old Seattle Post Intelligencer and the Rocky Mountain News. Seattle PI still exists, but as an online-only news source. --A 2009 study by the Pew Research Center found that fewer than half of Americans (33%) say they would personally miss reading the local newspaper a lot if it were no longer available.--Newspapers, TV, and radio are all changing how they do business so that they can remain relevant and viable in the increasing online world. If the media doesn’t shift with the times, people will simply move to a source that is keeping up.