Post on 28-Jan-2015
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U.S. Navy Emerging Media
CHINFO Virtual Symposium
July 16, 2013
Jason Kelly and Sandy Gall
Agenda
Social media today Evolution of U.S. Navy social media CHINFO’s use of social and emerging media Best practices for your command How Navy Media Content Services can help you
Social media today
Infographic from Fedeltapos.com
Evolution of U.S. Navy social media
Phase 1:• Determine goals and
objectives• Create a presence • Incorporate into your
communication plan
Phase 2:• Adoption• Education and
training
Phase 3:• Growth• Analytics – content
and audience
Phase 4:• Authoritative and
timely source• Fan engagement• Emerging media
and mobile
True or False:• If I build it (my command’s social media presence) they
will come.• As public affairs professionals, we should create a
social media plan. • U.S. Navy wants to share our command-specific content
on their platform!• I can post identical content throughout all of my social
media platforms!
U.S. Navy’s strategy is a combined effort
CHINFO
Navy Media Content
Services (OI-2)
Operations (OI-20)
Video (OI-21)
Navy.mil Still Photo/Editorial
(OI-22/23)
Emerging Media (OI-24)
DMA Liaison (OI-25)
Systems/Engineering
(OI-26)
Navy News Desk (OI-3)
News desk teams
Strategy (OI-9)
Working in a vacuum does not yield the best communication results
Create the network effect – “being social” needs to also occur within our organization
U.S. Navy works daily with the news desk, creates our communication goals based on CI’s priorities and meets weekly with regional and fleet PAOs to determine a content plan
U.S. Navy’s Communication Goal
Be the most authoritative and timely source for Navy information so that CHINFO can effectively tell the Navy story especially for:• Operations in NAVCENT and PACFLT• Health of the force• History and heritage
Measurable Objectives
Break Navy news stories Increase awareness of operations in NAVCENT
and PACFLT, Navy initiatives, history and heritage, and health of the force among the American public as it relates to their individual defense
Better integrate social media into other key CHINFO/Navy DMA functions
Improve synchronization and saturation of key Navy messaging through the PAO community
Key Stakeholders
Defense-focused media (Navy Times, Stars and Stripes, defense bloggers, etc.)
Mainstream and local media as well as American public in key Navy cities• Washington, D.C.• San Diego, Calif.• Norfolk, Va.• Jacksonville, Fla.
Navy public affairs officers Sailors Families Veterans
Navy Social Media Today
Platform Average weekly reach
Facebook 1,886,168
YouTube 480,900
Twitter 133,231
Flickr 63,000
Pinterest 37,429
Navy Live 35,678
Google+ 19,471
Total Average Weekly Reach 2,655,877
Navy Social Media Today
Navy Live
YouTube
Flickr
Google+
As often as possible, we align our content throughout multiple platforms
One story, event, photo, etc. can be shared in variety of ways
You don’t have to recreate the wheel – chances are you have content already available!
Navy Live
Navy Live
Navy Live
Navy Live
Navy Live
Navy Live
Twitter isn’t Facebook
Google+
Google+
Google+
Google+
Google+
Flickr
YouTube
YouTube
Views: 16,518,143
Minutes Watched:17,445,510
1. Laser Weapon SystemViews: 4,990,161 Minutes Watched: 9,454,040
2. X-47B Completes First Carrier Arrested LandingViews: 2,562,248 Minutes Watched: 920,135
3. X-47B Completes First Carrier Arrested LaunchViews: 1,185,221 Minutes Watched: 1,540,909
Best Practices
Be prepared to ask and answer the hard questions
Know and and listen to your community
Post consistently
Best Practices
Write conversationally, but professionally• Remember your
audience
About three lines of text
Call to action• Like• Share• Comment• Click
Tagging Post with a photo
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
130705-N-KE148-057ARABIAN GULF (July 5, 2013) Aviation Boatswain's Mate (Equipment) Airman Ryan Drake, from Stillwater, Okla., and Aviation Boatswain's Mate (Equipment) Airman Stephen Birkner install a rotary sheave cover for catapult 2 aboard the aircraft carrier USS Nimitz (CVN 68). The Nimitz Carrier Strike Group is deployed to the U.S. 5th Fleet area of responsibility conducting maritime security operations, theater security cooperation efforts and support missions for Operation Enduring Freedom. (U.S. Navy photo by Mass Communication Specialist 3rd Class Chris Bartlett/Released)
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Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
✔
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Capitalize on opportunities
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
Social Conversational Relatable Responsive Timely Consistent Authentic Honest
Best Practices
How can we help?
Let’s chat - 703-614-9154 Have a great piece of content you want us to
know about? - USNSocialMedia@Gmail.com Navy Media Tumblr blog – best practices Navy Communicators – closed Facebook group
How can you help?
Let us know if you have questions. What do you need to know?
We want to know about what you’re doing! Communication alignment