American Legion Navy Social Media Brief Final
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Transcript of American Legion Navy Social Media Brief Final
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Navy Social Media
American Legion Conference
01 March 2010
Integration & Strategy
Department of the NavyOffice of Information
LT Lesley Lykins
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Agenda
Navy Social Media• Mission• Methodology• Value Proposition• Products/Resources• Presences• Challenges
Operation Unified Response –
Humanitarian Assistance/Disaster Relief to Haiti
Emerging Media Integration Team
Established within the communication strategy and integration directorate as a proponent for social media and to develop a program for long-term sustainment
The team: (1) CDR, (1) LT, and contract support (BAH) Our mission includes:
• Advocacy• Policy• Training• Best Practices• Management• Metrics & Analysis• Identify emerging trends • Keep focused over the horizon
Value of Social Media
Value to the Navy -- social media makes the Navy a better service and as a result a service better able to achieve its missions and objectives.
But it also provides value to …
The Commander
The Sailor
The Navy Family
The Advocate
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Social media: Part of a harmonized communication plan
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Newsletters
Publishing – Print & Web
Navy.mil Media
COMM PLAN
Social Media
LISTEN
PLAN
ENGAGE
EMPOWER
MEASURE
MobilePersonal Engagements
Products & Resources
Social Media Presences
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Challenges
Security Policy Training Resourcing Leadership
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Challenges
Security Policy Training Resourcing Leadership
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Challenges
Security Policy Training Resourcing Leadership
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Challenges
Security Policy Training Resourcing Leadership
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Challenges
Security Policy Training Resourcing Leadership
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Challenges
If we can do this …
…then we can certainly handle this.
Operation Unified Response
First steps
Twitter list mentioned by DoD, Washington Post, and White House
Navy social media in sync
62,581 fans within one week of Facebook page launch
5,000+ “likes” on Facebook posts and images
1,000+ comments on Facebook posts and images
More than 15,000 clicks on links on Twitter posts by @NavyNews
USS Carl Vinson brings U.S. relief efforts to the world
Mentions of the Vinson went from virtually nothing to hundreds of posts in social media on January 13th
7,000+ fans on Facebook
1,429 followers on Twitter
The world tracked USNS Comfort from Baltimore to Haiti
Mainstream media and blogs covering USNS Comfort before we were active with social media
2,132 followers on Twitter (over 100 followers before account was public)
USS Bataan used social media to stay connected to families and bloggers
Families stay in touch through Facebook and Twitter
Bloggers were given direct access to USS Bataan Captain through Blogger Roundtable
Navy seamlessly integrates communications with DoD and services
Powerful images of the U.S. military services providing aid to Haiti circulate over mainstream and social media
DoD is taking a particular care to have the most recent information, images and videos posted to all official pages (websites, blogs, Facebook, Twitter, etc.)
Navy’s social media supporting Haiti relief recognized across government
White house blog post of ABH(AW) Lisa Gurnick, USS Carl Vinson (CVN70)
Official DoD Twitter account mentions White House blog post
White House Twitter posts mentioning and linking to official Navy social media accounts
DoD Facebook Page announces @USNSComfort Twitter updates with link,
@NavyNews listed on CNN’s Haiti list
Facebook’s Government page featured Navy as trusted resource for current information and photos on Haiti relief (3 unique posts)
Mentions of “Haiti” and “Navy” from Jan 12-Jan 25, 2010
Mentions of “Haiti” and “Navy” Jan 22-Jan 26
• US Navy prepares for Haiti• 3 ships leave for Haiti• Hospital ship eager to assist• USS Carl Vinson arrives• USNS Comfort leaves Baltimore
• USNS Comfort arrives• Troops arrive• Food, water reaching people• US to send more troops
• Navy providing medical aid
Conversation about Navy in Haiti
Top keywords within mentions of “Haiti” and “Navy” for 0500, January 20, 2010
Top keywords within mentions of “Haiti” and “Navy” since Jan 12, 2010
Keywords related to Navy and Haiti
Conversation matures throughout the week
Jan 13: Navy’s involvement is mostly discussed over Twitter
Jan 20: Conversation greatly expands with blogs, photos and mainstream news taking more prominent position
Sparked by Sanjay Gupta’s (+1million followers on Twitter) response after performing brain surgery on Carl Vinson that “there aren’t enough brain surgeons in Haiti,” Shaun King, a pastor, coordinated a team of doctors trip to Haiti only to find there is no place to perform surgery other than the USNS Comfort. Through Twitter, a frustrated Shaun King attempts to reach out to USNS Comfort to get the doctors on board.
6,500+ followers of @ShaunKing spread his plea across web
@NavyNews addresses Shaun King’s frustration and directs him to @USNSComfort on Twitter
@USNSComfort reaches out to @ShaunKing and arranges phone call with BUMED to work out arrangements for doctors
@ShaunKing praises work of USNS Comfort crew and restores credibility of Navy among his followers
Sanjay Gupta’s 0730 show the next day does not cover the issue of doctor’s reaching out to the Navy
Pastor used Twitter as means to coordinate activities in Haiti
Communicating the Navy StoryExternal Media Reporting More than 9,400 news stories
printed and aired nationally and internationally (as of 1000 26 Jan 10)
Social Media Navy Facebook (66K fans) @Navynews (7.7K followers +10%) Enabled Twitter & FB accounts for:
• USS Carl Vinson• USS Bataan• USNS Comfort• USS Normandy• USS Gunston Hall• USS Carter Hall
White House highlighting Navy
Navy Visual News Imagery distributed to national and
international media • 628 photos • 9 hours of video• 600% increase in traffic on Navy
FLICKR page at peak on 1/19
Total since Jan 13, 2010 3.9 mil page views 125 Print Stories on Navy.mil 19 Daily News Updates 9 All Hands Radio PiecesJan 19, 2010 (noon) through Jan 26, 2010 (noon) 2.4 mil page views; 1:15 avg stay times 85 Print Stories on Navy.mil 13 Daily News Updates 6 All Hands Radio Pieces 6 Multi-media Pieces; 27 airings over DTSForsee : Avg 84; High 89 on 20 Jan
Navy.mil
Thank you BlogWell!
CDR Scott McIlnay, APRDirector, Emerging Media Integration
Department of the Navy, Office of Information
[email protected](O)703-692-4718
LT Lesley LykinsDeputy, Emerging Media Integration
Department of the Navy,Office of Information
[email protected](O)703-695-6915
Questions?
U.S. Navy Sites
Official Navy Website• www.navy.mil
Navy Social Media Directory• www.navy.mil/socialmedia
Navy on Facebook• www.facebook.com/USNavy
Navy on Twitter• www.twitter.com/NavyNews
Navy Visual News Service on Flickr• www.flickr.com/photos/USNavyNVNS
Navy on YouTube• http://www.youtube.com/user/usnavyweb
Navy Visual News Service on YouTube• www.youtube.com/USNavyVisualNews
Navy Emerging Media on Slideshare• www.slideshare.net/USNavySocialMedia