Post on 28-Jan-2015
description
SOCIAL MEDIA SNAPSHOTSOCIAL MEDIA SNAPSHOT
The Navy Used Social Media to Raise Awareness, Educate, and Commemorate Pearl
Harbor’s 70th Anniversary December 2011
SOCIAL MEDIA SNAPSHOT
Navy amplified the 70th Anniversary of Pearl Harbor by creating sharable content across all available platforms
Channel Content Impact
Posted 14 Facebook posts within 6 days leading up to and during commemoration events (included photos, videos, and links to Livestream).
10, 049 likes609 comments2,779 shares
Published 48 tweets within 3 days leading up to and during commemoration events promoting event hashtags: #pearlharbor & #pearl70.
699 clicks1,553 retweets
Created 19 first-person video vignettes, including interviews with Pearl Harbor survivors. Published to USNavy YouTube and promoted widely.
7,139 views21 comments
Captured 31 images. Posted photos to Navy Flickr with PearlHarbor tag and used photos for blog posts and tweets.
1930 views5 favorites
Used Livestream to broadcast events in coordination with PentagonChannel.mil so remote participants could watch and follow along.
1,244 re-posts of Livestream link
Created Foursquare check-in locations for Pearl Harbor memorials with information on how to track the conversation on Facebook and Twitter.
188 check-ins
Navy.mil story: Retired Sailor to Honor Survivors on 70th Anniversary of Pearl Harbor…all these channels PLUS
SOCIAL MEDIA SNAPSHOT
Event communications plan (AKA campaign plan) guided content creation leading up to, during and after event
What Does it Include?• Communications objective(s) for event• Measures of success (how will we know if
we were successful?)• Major themes and key messages• Keywords and hashtags (to be
included/attached to all content)• Schedule of events• List of content needed to be captured at
each event• Names of personnel required to capture
specific content
SOCIAL MEDIA SNAPSHOT
A key tactic: arriving EARLY to the party! Rather than waiting until the day of the event, Navy was a
conversation leader a week in advance
The anniversary was on Dec 7, 2011. Began posting videos as of Dec 2
Pearl Harbor Facebook post on Dec 4 = 786 likes, 241 shares, 55 comments
Navy.mil posted first story on Dec 1
Tweets began Dec 4:
SOCIAL MEDIA SNAPSHOT
NavyLive blog served as a storytelling vehicle to share the memories of fans and vets (rather than just reporting the news of the commemoration)
6 NavyLive blog posts• 13,000 views (daily all-time high
for NavyLive)
• 850+ views per post
• 1,416 views for top post
• 804 shares of one blog post on Facebook alone!
• 253 mentions of the “Lest We Forget” blog post
• 35 comments• Positive tone in comments
SOCIAL MEDIA SNAPSHOT
Navy used a combination of hashtags, livetweeting, and LiveStream video coverage to provide exclusive front-row
access to Pearl Harbor events on the ground
Hashtags show high engagement:
15,835 mentions of #pearlharbor3,500+ mentions of #pearl70
Hashtags enabled users to engage in an ongoing dialogue that spanned multiple days while also making it easier to track and archive the conversation
Navy created #pearl70 and #pearlharbor hashtags in advance of the event
Pulled live streaming video from PentagonChannel.mil into the Navy’s Livestream
channelPromoted LiveStream coverage
on Twitter and Facebook
Over 1,000 people shared links to the Livestream Pearl Harbor video coverage
SOCIAL MEDIA SNAPSHOT
Navy’s early efforts set a precedent, prompting others to join the conversation
Re-tweeted: By:
...and 137 others
…and 647 others
SOCIAL MEDIA SNAPSHOT
Navy’s social media efforts recognized as an industry best practice
SOCIAL MEDIA SNAPSHOT
What lessons can we learn from such a positive response? Show up early AND provide unique content• Start the conversation, don’t just join in after it has begun – Proactively anticipate
opportunities for engagement and create a plan.
• Share “stories” rather than “news” – especially for big events, there will be many sources sharing the news. Try sharing stories, especially through multimedia and interviews.
• Meet your online audiences where they are – find out what channels your target audiences prefer and post content there. To magnify reach, use a combination of multiple platforms.
• Offer unique content – Navy was one of the few sources on the ground live tweeting and using live video.
• Take advantage of access to historical photos, video, or testimonials – your network probably has an untapped wealth of historical assets. Ask them to share and re-use them to create premier content that no one else has (bonus: it gets them engaged!)
And remember: the engagement should not end when the event ends. Capitalize on the hard work and momentum by offering content to keep new fans or followers engaged.
Once the anniversary had passed, the Navy turned to coverage of the Army/Navy game.