Social media training_may_2012
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The document discusses how social media use is growing among key demographics and is now the preferred means of communication for many. It notes that while the Navy encourages social media participation, controlling social media conversations is impossible. Effective social media use requires accepting more risk. The Navy has embraced social media through pages, profiles, and sites like NavyforMoms to better engage stakeholders and start conversations.
Social media training_may_2012
- 1. Social Media Revolution Video Pre-load and test video http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=player_detailpage
- 2. Social Media Its communication, just like we do everyday with e-mail, telephone, face-to-face, etc. Its more than just channels like FaceBook, Twitter, and Linked-In Channels are kind of like languages Languages can be mastered easily, but content and conversation are what really matter Credit: Tim Ho, Digital Strategist, Ogilvy PR, Hong Kong, http://facebook.com/timho http://twitter.com/timho
- 3. Todays Environment Social media use among key demographics continues to grow Our Sailors preferred means of communication Control of social media conversation is impossible. Avoiding participation only protects the illusion of control Effective use of social media requires even more risk With social media, all Navy stakeholders Sailors, Navy civilians, families, retirees, and others are communicators Policy enables use of social media
- 4. Social vs. traditional media daily use 55 percent watch TV 47 percent visit Facebook 37 percent listen to the radio 22 percent read newspapers Source: Nielsen
- 5. Social Media Use in the Navy Cumulative % % SNS Usage % Created on-line profile 35 35 Several times 93 Yes daily 7 No 22 57 Once a day 13 70 3-5 times a week 11 82 1-2 times a week 5 86 Every few weeks 6 92 Less often 8 100 Never 82% of recruits use social networking sites at least 1-2 times a week Only 8% have never used a social networking site 5
- 6. Policy & Practice Militarys policies encourage participation in social media and require commands to allow access. The default setting is open for social media and burden of proof is on the command to get permission to close off access to social media. Social media is a great platform for starting a conversation, but we still need face-to-face for anything beyond general recruiting questions. About 100,000 fans & 15 Facebook pages designed to foster open dialogue and focused different recruiting priorities and interests (Special Forces, Healthcare, Diver, Chaplain).
- 7. Whats Available Social media is part of broader communication plan Need to be familiar with multiple tools to find the right one Ask yourself these questions in planning: - What are your goals? - Where are your stakeholders? - Can you cross-purpose? - How will you measure success (qualitative and/or quantitative)?
- 8. Where We Are in Navy Recruiting Navy Recruiting Social Media Directory: http://www.cnrc.navy.mil/social_media.htm Navys directory: www.navy.mil/media/smd.asp Navy Chief of Information social media: www.chinfo.navy.mil/socialmedia.html
- 9. NavyforMoms.com Launched in March 2008 More than 40,000 members today Averages 1,200+ new members per month More than 10,000 ongoing discussions This is the perfect venue to engage on a local level with parents and influencers. Participation in local events
- 10. Social Media: A Critical Component to Every Commands Community Outreach Strategy Tips for Getting Started: Know your audience Engage where your audience is Be a resource to your audience Encourage conversation and sharing (comments, stories, photos, videos, etc.) Listen and respond Connect online to enhance offline relationships
- 11. Three Keys to Success Risk - Leaders and communicators will need to accept more risk in our communication efforts as we engage in social and emerging media. Control - Increasing the voices and the credibility of our message comes with a decreasing control of the content. Dialogue augments and, in some cases, replaces press releases. All voices have the opportunity to heard. Agility - We will have to be even more agile than we already are, but avoid the temptation to go after every bright shiny object
- 12. A Day in the Life of Social Media Pre-load and test video: http://www.youtube.com/watch?feature=player_embedded&v=iReY3W9ZkLU
- 13. Backup
- 14. Recruiting Challenges Were still hiring! More than 40,000 Sailors needed every year. Only the best and brightest qualify to fill the most- challenging careers (medical, dental, engineering, chaplain, Navy SEAL) Quality of young people who join the Navy has never been better 98.7% High School Diplomas in FY11 86.9% Highest Test Score Categories on ASVAB Only 1/3 of total eligible population is qualified to the join the military.
- 15. Social Media allows recruiters to establish more genuine relationships and be sought after as a community resource enables recruiters to tell their story and share information without making a sales pitch extends recruiters networks to easily reach existing contacts friends, acquaintances and colleagues establishes a comfortable space for information gathering and Q&A among those interested in joining the Navy raises recruiter awareness of local activities and interests of people within a particular community
Editor's Notes
- #2: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=player_detailpage http://www.youtube.com/watch?feature=player_embedded&v=x0EnhXn5boM http://vimeo.com/11551721
- #3: What social media is and is not
- #4: This is the environment in which we operate: Sound public affairs practices still apply (its only new media if youre an old person) We have all of the PA Policy we need to communicate in the social medium Encourage leaders to avoid the illusion of control and accept increased risk Empower your people to share our Navy story using social media
- #8: Wikipedia defines social media as"information content created by people usinghighly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content." As the term implies, social media describes the different means by which people who had formerly been limited to a role as information consumers or a passive audience, now take an active, participant role as producers, aggregators, and distributors of content. Social media also provides a shared space for immediate and continuous feedback on that content feedback which in turn becomes part of the content creation itself. Easier to get a positive return on investment because the investment is relatively small.
- #9: Social Media www.facebook.com/navyrecruiting www.facebook.com/usnavylife www.facebook.com/navycivilengineer www.facebook.com/navychaplain www.facebook.com/navyjag www.facebook.com/navynuclear www.facebook.com/womenredefinednavy www.facebook.com/navyhealthcare www.myspace.com/usnavy www.youtube.com/user/UnitedStatesNavy www.navyformoms.com www.flickr.com/photos/unitedstatesnavy Websites and Microsites: www.navy.com www.navyreserve.com www.navy.com/nuclear www.navy.com/healthcare www.navy.com/women www.navyathletes.com www.navyreserve.com/officer www.navy.com/gffg
- #16: Requires a new mindset and some initial investment of time, but it can make us more effective communicators over the long term. Similar to the changes we had to make when e-mail and web pages were first introduced.