Social Media in the Defence & Military

London

20. November 2013

Applying private successes in

social media to the military and

defence industry

• Currently advisor with the

Norwegian National

Security Authority

• 13 years experience as a

journalist and advisor

• Tech-enthusiast and

(former) social media

evangelist

• Early adopter

• Iowa State University

graduate

Fredrik Johnsen

Social Media in the Defence & Military

London

20. November 2013

Applying private successes in social

media to the military and defence industry

Three key takeaways

Think less about Facebook…

Ignore the technology

Love the People!

Consider what role you

play in people’s lives… Foto: Flickr.com/jamescridland med CC BY 2.0

Make a change

Dare to make a change (if

it’s for the better)

10

Foto: Flickr.com/Tony Fisher Photography med CC BY 2.0

And speaking of change…

«Internett is a flop – a

fashion item that will

be extinct in a few

years…»

From Dell Hell…

To Drinks with Dell

Social media is not about

technology, but about

communication

Social media is like teen sex. Everyone

wants to do it. No one actually knows

how. When finally done, there is surprise

it’s not better.

Avinash Kaushik

Analyst, Google

bunbuns by tinkernoonoo FLICKR CC

Challenge: How do you cut

through the noise?

To succeed in social media

1) Have something

to say

2) Have a target

audience to say it

to

3) Distribute the right

message to the

right audience at

the right time in

the right channel

Why?

Foto: Flickr.com/respres med CC BY 2.0

Purpose

What do we want to

achieve?

New audiences? New

members? New revenues?

Listen to them, talk with

them?

Make them talk amongst

themselves (about you)!

Foto: Flickr.com/alancleaver_2000 med CC BY 2.0

People

Who are we dealing with?

How do they use the

Internet?

What social media do they

prefer?

How do they prefer being

spoken to?

Foto: Flickr.com/humboldthead med CC BY 2.0

A use for everything…

Content Distribution Dialogue

The following functions need to be filled

What do you want to talk about? they

21.11.2013

27

(Try to) make an editorial

calendar in order to plan

content ahead.

What topics will we cover?

What is our stance?

What kind of multimedia

content will support our

message?

Who is responsible?

Make a plan

21.11.2013

Use good visuals

Find your tone of voice

– Does humor work?

– Don’t swear

Does the language reflect

the organization?

Check your spelling

Kilde: Oterhals, VG Nett

How do we know we have

succeeded?

How Idiots Track Success

Few organizations measure anything at all

Business goal: Increase financial results

Business KPI: Reduce number of phone calls to

customer service

Social media KPI: Share of customer inquiries

handled in social media

Connect social media goals to business goals

Quarterly

Monthly

Weekly

• Are we reaching our business goals? Are we in line with our corporate strategy?

• Evaluation of resources and channels; adjust the course

• Evaluation towards social media KPIs and department goals

• Identify trends and consider actions and policy updates

• Optimize content

Measure on several levels

21.11.2013

35

Foto: Flickr.com/markhillary med CC-BY-2.0

«In a few years, men

will be able to

communicate more

effectively through a

machine than face to

face.» — J.C.R. Licklieder, 1960

Thank you!

Fredrik Johnsen

@frjohnsen

www.linkedin.com/in/frjohnsen