Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social media lessons 
from space for Earth 
Remco Timmermans | @timmermansr | @WorldSpaceWeek 
@timmermansr | #SMWRdam
@timmermansr | #SMWRdam 
UN-declared @WorldSpaceWeek is the 
largest public Space event in the world
Space is not a destination. 
@timmermansr | #SMWRdam 
It is a destiny
In the beginning, 
@timmermansr | #SMWRdam 
there was a race…
@timmermansr | #SMWRdam 
Mercury – “The Right Stuff” 
Vostok – Yuri Gagarin 
photo credit: RIA Novosti 
In the 1950’s and ...
@timmermansr | #SMWRdam 
The Moon was the ultimate prize in the Space Race
@timmermansr | #SMWRdam 
Armstrong, Aldrin, Collins 
photo credit: NASA 
The Apollo 11 crew became instant global super he...
@timmermansr | #SMWRdam 
Cernan, Stafford, Young 
photo credit: NASA 
But the Apollo 12 crew remained virtually unknown
@timmermansr | #SMWRdam 
The number of #STEM students followed 
the decreasing @NASA budget
Space Shuttle:135 missions that nobody 
@timmermansr | #SMWRdam 
knew cared about…
The first shuttle launched exactly 20 years after Yuri Gagarin 
@timmermansr | #SMWRdam 
photo credit: NASA History Office...
@timmermansr | #SMWRdam 
photo credit: NASA 
Flight #25 – Challenger, 1986 
In the 1980’s and 90’s people mostly heard abo...
@timmermansr | #SMWRdam 
photo credit: NASA 
Flight #113 – Columbia, 2003 
First Space Shuttle Columbia became news again ...
@timmermansr | #SMWRdam 
photo credit: Javier Pedreira 
Flight #135 – Atlantis, 2011 
In 2011 many Americans seriously tho...
photo credit: SpaceX image credit: XCOR 
@timmermansr | #SMWRdam 
image credit: MarsOne 
Never have we seen more developme...
You can often see the International Space Station! http://spotthestation.nasa.gov/ 
@timmermansr | #SMWRdam
@timmermansr | #SMWRdam 
Social Media changed the publicity game for @NASA
#spacetweeps 
Five social media lessons from the 
most powerful science community 
@timmermansr | #SMWRdam 
in the world:
#1 – Social Media is a strategic choice 
@timmermansr | #SMWRdam
7.5 million 
followers 
@timmermansr | #SMWRdam 
3.6 million 
page followers 
300 million+ 
views 
32 channels 
900,000 su...
#2 – Use Social Media for what it was meant 
@timmermansr | #SMWRdam
#3 – Storytelling: Make it personal 
@timmermansr | #SMWRdam
Difficult to engage? Connect to something people know 
@timmermansr | #SMWRdam
Astronauts are slowly becoming public heroes again 
@timmermansr | #SMWRdam
A Social Media success story: @ESA_Rosetta 
@timmermansr | #SMWRdam
Storytelling: How the world embraced @ESA_Rosetta 
@timmermansr | #SMWRdam
Community engagement as taught by @KirstenWagenaar and @ElseKramer. It works! 
@timmermansr | #SMWRdam
Space is not about hardware. It is about human emotion! 
photo credit: ESA 
@timmermansr | #SMWRdam
#4 – Build a community of brand ambassadors 
Feeding the #spacetweeps 
@timmermansr | #SMWRdam
photo credit: bunnicula 
Is it still a secret? Combine online with offline! 
@timmermansr | #SMWRdam
THIS is community management. Literally. 
@timmermansr | #SMWRdam
@timmermansr | #SMWRdam 
2011 
#STS135 
#NASATweetup 
6,000 registrations 
for 150 spots 
@timmermansr #SMC055
@timmermansr | #SMWRdam 
photo credit: NASA/Aubrey Gemignani 
100+ #NASASocial events have attracted over 3,000 participan...
#NASASocial: Brand ambassadors for life, 100 at a time 
@timmermansr | #SMWRdam 
photo credit: NASA/Bill Ingals
NASA has evolved into a world leading ‘Social Brand’ 
@timmermansr | #SMWRdam
@timmermansr | #SMWRdam 
Wanna build a Community? Just add Astronauts!
#5 – Let the community do the hard work 
When the community 
@timmermansr | #SMWRdam 
takes over…
What if the Social Media department breaks down? 
@timmermansr | #SMWRdam @timmermansr #SMC055
@timmermansr | #SMWRdam 
#ThingsNASAMightTweet 
15 days 
15,229 posts 
42.3 million impressions
@timmermansr | #SMWRdam
Community Management: Support Community Initiatives! 
@timmermansr | #SMWRdam
Let your community do the hard work! @SpaceApps 
@timmermansr | #SMWRdam
Social media lessons 
from space for Earth 
@timmermansr | #SMWRdam
@timmermansr | #SMWRdam 
Summarized 
#1 – Social Media is a Strategic Choice 
#2 – Use Social Media for what it does best:...
@timmermansr | #SMWRdam 
Thank you 
#SMWRdam 
@TimmermansR 
@TravelsInOrbit 
@WorldSpaceWeek
Upcoming SlideShare
Loading in …5
×

Social Media Lessons from Space for Earth

729 views

Published on

Did you know that the largest corporate Twitter account is managed by the US Space Administration? The account has over 7 million followers, making it bigger than those of all Fortune 500 companies, except for a few social media companies. In addition NASA is running many other very popular Twitter accounts and it is a major influencer on almost all other social media channels. At the same time its social media budget is only a small fraction of that of many commercial corporations. There must be some lessons to be learned for other organizations here!

As a government institution NASA depends on political and public support for its activities. In the early days this was an easy sell. The whole world watched the US compete with Russia in the space race, which was finally won when Neil Armstrong put his foot on the surface of the Moon, with millions of people from all over the world watching in awe. But after this historic win attention faded and space exploration became a commodity in the public eye. For several decades the budgets for space exploration decreased and NASA struggled to keep public attention.

Until it started to experiment with social media. NASA became a global leader in public outreach through new digital channels and public interest for space is on the rise again. This success story has many great lessons for social media marketers. Please follow me into space to learn about social media on Earth!

Published in: Social Media
  • Be the first to comment

Social Media Lessons from Space for Earth

  1. 1. Social media lessons from space for Earth Remco Timmermans | @timmermansr | @WorldSpaceWeek @timmermansr | #SMWRdam
  2. 2. @timmermansr | #SMWRdam UN-declared @WorldSpaceWeek is the largest public Space event in the world
  3. 3. Space is not a destination. @timmermansr | #SMWRdam It is a destiny
  4. 4. In the beginning, @timmermansr | #SMWRdam there was a race…
  5. 5. @timmermansr | #SMWRdam Mercury – “The Right Stuff” Vostok – Yuri Gagarin photo credit: RIA Novosti In the 1950’s and 1960’s astronauts were public heroes
  6. 6. @timmermansr | #SMWRdam The Moon was the ultimate prize in the Space Race
  7. 7. @timmermansr | #SMWRdam Armstrong, Aldrin, Collins photo credit: NASA The Apollo 11 crew became instant global super heroes
  8. 8. @timmermansr | #SMWRdam Cernan, Stafford, Young photo credit: NASA But the Apollo 12 crew remained virtually unknown
  9. 9. @timmermansr | #SMWRdam The number of #STEM students followed the decreasing @NASA budget
  10. 10. Space Shuttle:135 missions that nobody @timmermansr | #SMWRdam knew cared about…
  11. 11. The first shuttle launched exactly 20 years after Yuri Gagarin @timmermansr | #SMWRdam photo credit: NASA History Office Flight #1: 12 April 1981
  12. 12. @timmermansr | #SMWRdam photo credit: NASA Flight #25 – Challenger, 1986 In the 1980’s and 90’s people mostly heard about space incidents
  13. 13. @timmermansr | #SMWRdam photo credit: NASA Flight #113 – Columbia, 2003 First Space Shuttle Columbia became news again only when it exploded
  14. 14. @timmermansr | #SMWRdam photo credit: Javier Pedreira Flight #135 – Atlantis, 2011 In 2011 many Americans seriously thought the space program was over
  15. 15. photo credit: SpaceX image credit: XCOR @timmermansr | #SMWRdam image credit: MarsOne Never have we seen more development in space as in 2014
  16. 16. You can often see the International Space Station! http://spotthestation.nasa.gov/ @timmermansr | #SMWRdam
  17. 17. @timmermansr | #SMWRdam Social Media changed the publicity game for @NASA
  18. 18. #spacetweeps Five social media lessons from the most powerful science community @timmermansr | #SMWRdam in the world:
  19. 19. #1 – Social Media is a strategic choice @timmermansr | #SMWRdam
  20. 20. 7.5 million followers @timmermansr | #SMWRdam 3.6 million page followers 300 million+ views 32 channels 900,000 subscribers 187 million views 800,000 followers 6,800 photos 18 TV channels, always live! 600,000 followers 19,000 followers
  21. 21. #2 – Use Social Media for what it was meant @timmermansr | #SMWRdam
  22. 22. #3 – Storytelling: Make it personal @timmermansr | #SMWRdam
  23. 23. Difficult to engage? Connect to something people know @timmermansr | #SMWRdam
  24. 24. Astronauts are slowly becoming public heroes again @timmermansr | #SMWRdam
  25. 25. A Social Media success story: @ESA_Rosetta @timmermansr | #SMWRdam
  26. 26. Storytelling: How the world embraced @ESA_Rosetta @timmermansr | #SMWRdam
  27. 27. Community engagement as taught by @KirstenWagenaar and @ElseKramer. It works! @timmermansr | #SMWRdam
  28. 28. Space is not about hardware. It is about human emotion! photo credit: ESA @timmermansr | #SMWRdam
  29. 29. #4 – Build a community of brand ambassadors Feeding the #spacetweeps @timmermansr | #SMWRdam
  30. 30. photo credit: bunnicula Is it still a secret? Combine online with offline! @timmermansr | #SMWRdam
  31. 31. THIS is community management. Literally. @timmermansr | #SMWRdam
  32. 32. @timmermansr | #SMWRdam 2011 #STS135 #NASATweetup 6,000 registrations for 150 spots @timmermansr #SMC055
  33. 33. @timmermansr | #SMWRdam photo credit: NASA/Aubrey Gemignani 100+ #NASASocial events have attracted over 3,000 participants All staff is involved!
  34. 34. #NASASocial: Brand ambassadors for life, 100 at a time @timmermansr | #SMWRdam photo credit: NASA/Bill Ingals
  35. 35. NASA has evolved into a world leading ‘Social Brand’ @timmermansr | #SMWRdam
  36. 36. @timmermansr | #SMWRdam Wanna build a Community? Just add Astronauts!
  37. 37. #5 – Let the community do the hard work When the community @timmermansr | #SMWRdam takes over…
  38. 38. What if the Social Media department breaks down? @timmermansr | #SMWRdam @timmermansr #SMC055
  39. 39. @timmermansr | #SMWRdam #ThingsNASAMightTweet 15 days 15,229 posts 42.3 million impressions
  40. 40. @timmermansr | #SMWRdam
  41. 41. Community Management: Support Community Initiatives! @timmermansr | #SMWRdam
  42. 42. Let your community do the hard work! @SpaceApps @timmermansr | #SMWRdam
  43. 43. Social media lessons from space for Earth @timmermansr | #SMWRdam
  44. 44. @timmermansr | #SMWRdam Summarized #1 – Social Media is a Strategic Choice #2 – Use Social Media for what it does best: Interact #3 – Storytelling: Make it Personal #4 – Community Management: Feed the Ambassadors #5 – Put your Community to work!
  45. 45. @timmermansr | #SMWRdam Thank you #SMWRdam @TimmermansR @TravelsInOrbit @WorldSpaceWeek

×