Presentation to State Department
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Transcript of Presentation to State Department
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NAVIGATING THE NEW COMMUNICATION LANDSCAPE:
U.S. NAVY and SOCIAL MEDIA
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Emerging Media Integration stood up in Summer 2009 to determine Navy Implementation of Social Media,
Participate in Policy Discussions, and Guide Public Affairs Community in new landscape
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The Navy response to Haiti gave a large boost to Navy Social Media.
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Open Source Intelligence also proved extremely valuable during Haiti Response.
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Chief of Naval Operations’ key moment with respect to social media
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Social Media has provided very clear value to the Navy and our advocates.
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Eliminates geographic limitations and strengthens the bond between family, fans
and the command.
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Sailors receive recognition, stay in touch with family, and connect with command and peers in a way that is integrated into
their lives.
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Direct, timely dialogue.
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Drive Messaging.
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To achieve value, consider...
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Content must reach people on a human level or offer something cool to fans that they can pass along to friends.
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Today’s communication landscape demands dialogue.
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Risks and considerations for participation in social media.
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Operation Tomodachi and Navy Social Media
EXAMPLE…
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Crisis and Response: Communication Stages
EVENT OCCURS• Stage 1: Confirm
– Announcement of event
• Stage 2: Standby– Immediate (future) threat warnings
• Stage 3: Engage– Navy assets tasked & begin response
• Stage 4: Sustain– Information updates & responsiveness to
publics• Overseas audiences• Navy family members
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0430 First CHINFO media query0456 @NavyNews Posts on Twitter
0540 U.S. Navy Posts on Facebook
0153 @CNNBRK First Post on Twitter
0517 @US7thFleet Fleet Posts on Twitter
0244 Pacific Fleet Posts on Facebook
0130 CFAY Posts on Facebook
0223 CFAS Posts on Facebook
0233 Region Hawaii Posts on Facebook
0308 @CNN First Post on Twitter
0630 Navy.mil story published
0046 Earthquake strikes Japan
0638 CNO Posts on Facebook
Social Media Timeline
Stage 1: Confirm Announcement of event
• Navy social media sites post notification soonest• Commands directly affected first to post• Early posts serve as “Emergency Broadcasts”
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Stage 2: Standby Immediate (possible) actions/warnings
From Radian6Results for U.S. IP addresses onlyMarch 10-17, 2011
• Content posted to Navy social media properties focus on:
1. Immediate warning to areas that may be affected by follow on tsunamis2. Condolences to the people of Japan
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Stage 3: Engage Navy assets tasked & begin response
• Credible, timely & transparent coverage of responding Navy units• Imagery fundamental in this stage• New fans drawn to social media sites for the responding/affected units
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Stage 4: Sustain (Overseas Publics)
• CNFJ and US 7th Fleet unique Twitter accounts in Japanese and English•The Japanese accounts tweet messages appropriate for that audience•Within 12 hours @US7thFlt grew from 800 to 6,000 and then the following 12 hours from 6,000 to 12,000 those accounts are now both over 30,000 followers
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“… Facebook continues to be the medium of choice for sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…”
--ADM Walsh, Commander Pacific Fleet
Stage 4: Sustain (Navy Family)• Posts to appropriate social media properties• Updates up the chain• In-person and virtual town halls• Leadership visible• Blog posts
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February 2010 vs. March 2011
USS EssexUSS Blue RidgeUSS TortugaCommander Fleet Activities YokosukaJoint Region MarianasCommander Fleet Activities SaseaboAmphibious Force Seventh Fleet
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
Social Media 27 Contributing Navy social media properties Immediate reach: FB: 360,379; Twitter: 36,969 U.S. Navy Facebook page:
>6.5 million impressions 51 posts
U.S. 7th Flt Facebook page: 13,444 fans + 17% since 3/17/2011
@NavyNews: 21,261 followers + 8% since 3/17/2011
As of 0900 25 Mar 2011
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Official Navy Websitewww.navy.mil
Navy Social Media Directorywww.navy.mil/socialmedia
Navy Social Media Resources Pagewww.chinfo.navy.mil
Navy Emerging Media on Slideshare
www.slideshare.net/USNavySocialMedia
Where you can find THIS brief!
LCDR Chris ServelloDirector Communication Strategy (OI-52)Office: (703) 697-3290Email: [email protected]
LT Lesley LykinsDirector Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: [email protected]
Jessica FallerDeputy, Emerging Media Integration (OI-54a)Office: (703) 692-4718Email: [email protected]