U.S. Navy Emerging Media (July 2013)

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

http://fedeltapos.com/news/socialcommerceinfographic

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

Facebook

Twitter

YouTube

Flickr

Google+

Pinterest

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

Twitter

Twitter isn’t Facebook

Facebook

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


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)

x

Best Practices


✔

Best Practices


Best Practices


Capitalize on opportunities

Best Practices


How can we help?

Let’s chat - 703-614-9154 Have a great piece of content you want us to

know about? - [email protected] Navy Media Tumblr blog – best practices Navy Communicators – closed Facebook group

mailto:[email protected]

http://usnavymedia.tumblr.com/



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

U.S. Navy Emerging Media (July 2013)

Education

Transcript of U.S. Navy Emerging Media (July 2013)