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BlogWell DC Social Media Case Study: U.S. Navy, presented by David Werner

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In his BlogWell DC presentation, the U.S. Navy's Captain, Director-Defense Media Activity Anacostia, David Werner, shares how they approached several recent, high-profile episodes where public debate manifested itself on Navy social media properties.

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BlogWell DC Social Media Case Study: U.S. Navy, presented by David Werner

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  2. 2. Keeping Your Reputation AfloatwhenCrisis Comes in Waves<br />Captain Dave Werner<br />U.S. Navy Office of Information<br />May 4, 2011<br />
  3. 3. Crisis in Waves<br />Globally engaged Navy in sea of public opinion<br />Stages of crisis response in social media (Op Tomodachi)<br />Snapshot of other recent waves of interest<br />Lessons learned<br />3<br />
  4. 4. Globally Engaged Navy<br />Who’s your Navy?<br />Who are our stakeholders & audiences?<br />Why’s the social media experience unique to us?<br />Nature of deployed operations and maritime environment<br />Hierarchy-structure<br />Lineage of life @ sea<br />So why should you care?<br />4<br />
  5. 5. Social Media Crisis Response Stages<br />*EVENT OCCURS*<br />Stage 1: Confirm<br />Announcement of event<br />Stage 2: Standby<br />Immediate (future) threat warnings<br />Stage 3: Engage<br />Navy assets tasked & begin response<br />Stage 4: Sustain<br />Information updates & responsiveness to publics<br />General audiences<br />Navy family members<br />5<br />
  6. 6. 6<br />Stage 1: Confirm<br />Announcement of event<br />Social Media Timeline<br /><ul><li> Navy social media sites post notification soonest
  7. 7. Commands directly affected first to post
  8. 8. Early posts serve as “Emergency Broadcasts”</li></ul>0046 Earthquake strikes Japan<br />0130 Yokosuka Navy posts on Facebook<br />0153 @CNNBRK 1stpost on Twitter<br />0223 Sasebo Navy posts on Facebook<br />0233 Hawaii Navy posts on Facebook<br />0244 Pacific Fleet posts on Facebook<br />0308 @CNN 1stpost on Twitter<br />0430 1st “Big Navy” media query<br />0456 @NavyNews posts on Twitter<br />0517 @US7thFleet posts on Twitter<br />0540 U.S. Navy posts on Facebook<br />0630 Navy.mil story published<br />0638 CNO posts on Facebook<br />
  9. 9. 7<br />Stage 2: Standby<br />Immediate (possible) actions/warnings<br /><ul><li> Content posted to Navy social media properties focus on:</li></ul>1. Immediate warning to areas that may be affected by follow on tsunamis<br />2. Condolences to the people of Japan<br />From Radian6Results for U.S. IP addresses only<br />March 10-17, 2011<br />
  10. 10. 8<br />Stage 3:Engage <br />Navy assets tasked & begin response<br /><ul><li> Timely & transparent coverage of responding Navy units
  11. 11. New fans drawn to social media sites for the responding/affected units
  12. 12. Imagery fundamental in this stage</li></li></ul><li>9<br />Stage 4: Sustain (General Audiences)<br /><ul><li> Monitor and adjust as necessary</li></ul> – when feasible<br />
  13. 13. 10<br />Stage 4: Sustain (Navy Family)<br /><ul><li>“News U can use” posts
  14. 14. Monitor & address
  15. 15. In-person &virtual town halls
  16. 16. Leadership out-and-about
  17. 17. Responsive on all channels</li></ul>“… Facebook continues to be the medium of choice for Sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…” <br />--ADM Walsh, Commander U.S. Pacific Fleet<br />
  18. 18. 11<br />Value of Transparency<br />
  19. 19. 12<br /> Jan/Feb 2010 vs. March 2011<br />U.S. Pacific Fleet<br />USS Essex<br />USS Blue Ridge<br />USS Tortuga<br />Fleet Activities Yokosuka<br />Joint Region Marianas<br />Fleet Activities Sasebo<br />Amphibious Force 7thFleet<br />Social Media<br /><ul><li>Navy Facebook (66K fans)
  20. 20. @Navynews (7.7K followers +10%)
  21. 21. Enabled Twitter & FB accounts for:
  22. 22. USS Carl Vinson
  23. 23. USS Bataan
  24. 24. USNS Comfort
  25. 25. USS Normandy
  26. 26. USS Gunston Hall
  27. 27. USS Carter Hall
  28. 28. White House highlighting Navy</li></ul>(19 Jan 2010)<br />(17 March 2011)<br />Social Media<br /><ul><li>27 Contributing Navy social media properties
  29. 29. Immediate reach: </li></ul> FB: 341,749 Twitter: 31,824<br /><ul><li>U.S. Navy Facebook page: 32 posts resulting in </li></ul> > 3.6 million impressions<br /><ul><li>U.S. 7th Flt Facebook page: </li></ul> 11,939 followers, +1200%<br /><ul><li>2,090 commentsre: U.S. Navy posts.
  30. 30. @NavyNews (20,274K followers + 4%)</li></li></ul><li>13<br />Lessons Learned<br /><ul><li>You can’t control the sea of public opinion, but you can at least navigate it
  31. 31. The flat communications environment favors the bold
  32. 32. Decentralized approach improves agility and means for alignment
  33. 33. Content is KING
  34. 34. Authentic, credible, responsive voices legitimately humanize bureaucracies</li></li></ul><li>Navy Emerging Media Integration<br />CAPT Dave WernerAsst. Navy Chief of Information <br />Communication Integration & StrategyDepartment of the Navy, Office of InformationOffice:(703) 692-4828Email: david.werner@navy.mil<br />LT Lesley LykinsDirector Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: lesley.lykins@navy.mil<br />Official Navy Website<br />www.navy.mil<br />Navy Social Media Directory<br />www.navy.mil/socialmedia<br />Navy Social Media <br />Resources Page<br />www.chinfo.navy.mil<br />Navy Emerging Media <br />on Slideshare<br />www.slideshare.net/USNavySocialMedia<br />Where you can find THIS brief!<br />
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