information operations course - nato school - january 2014

Social Media

08 January 2014

for

NATO School IO Course

The views expressed by David during the following presentation

DOES NOT IN ANY WAYreflect the views of the:

United Kingdom,United Nations,

any National Governments,NATO (SFOR, KFOR, ISAF) etc

(the list is not exhaustive).

Who am I?

Digital Storyteller

Blogger

Social Media Trainer

Digital Native

So what's on the Menu for Today?

Why Social Media is important to you.

An awareness introduction.

Why there is really no need to fear Social Media.

Some Tools available.

How little was achieved maybe in LibyaAnd a look at how a small HD video camera

is impacting Influence Activity in Syria

Discuss a little about the “Control is EVERYTHING”

mantra you all seem to love reciting

Military's ARE Brands.

Brands and Products need to Influence in our modern world.

Think about bad brand awareness.

Think about air-strikes going badly wrong.

It's a new way of doing business for the Military.

What Social Media brings to the table is “Inbound Marketing” where you build an audience of interest,

the interact with you, and they come to you for product information and buy.

But YOU need to interact and create dialogue.

“There's risk as far as the C2 are concerned”

Social Media and NATO.

“Digital Storytelling”

or maybe

Digitally Influencing?

NATO has a story to be told.

Some Hard Facts to start with:

Transparency is the way ahead

You can not not influence

Insurgents use Info Ops backed with HARD power

NATO uses HARD power supported by Info Ops

Insurgents win EVERY time as they are culturally aware and they speak the way the TA understands

Why You

(the military)

Should use Social Media

It's able to defeat peer pressure.

It's taken over being the ultimate one to one medium from radio.

Content is available on demand.

For the first time you can start the conversation like never before and get feedback quickly

(ENGAGEMENT)

THINK:

First World Cultures with Third World Infrastructure

Third World Cultures with First World Infrastructure.

Why Social Media?

V. I .T .A .L

Video, Images, Text, Audio, Links

Play

Return on Influence

The value of the internet and mobile networks lies in their ability to connect

people from diverse backgrounds, status and locations and cultures by giving them

a common platform to share in conversations and ideas.

People x Opportunity = ROI

Social Media's Value Added Dimension

Measures of Performance vs

Measures of Effect(anecdotally)

REALITY can be painful to Planners and J2

It's also CHEAP

Messaging using social media

Transparency =

Believability =

Credibility

Kosovo

Afghanistan

Without trained, professional

Social Media Operators

Things WILL go wrong

KFOR – Kosovo

Facebook

Lessons learned?

ISAF Afghanistan

twitter vs

insurgents

Effects based operations?

The UNINTENDED consequences

http://storify.com/DFBmbe/social-media-in-afghanistan

THINK:

First World Cultures with Third World Infrastructure

Third World Cultures with First World Infrastructure.

Some Libya thoughts

Play

Social Media in Somalia

The complexity of influencein Syria

through a tiny HD video camera.

For the first timeYOUR

audience can checkYOUR"facts"

The Israeli Defence Force's “Twitter Commandos”

The fear of losing control

and some of you are, sadly …...

Defeating Social Media efects?

Closing down the web?

By passing (alive in)

Surrogate SMS – Twitter

IP cloaking

OPSEC ?

INFOSEC ?Years ago we had these.

First real data capture about us.

Did we go crazy then?No!

Why then today with SM?

Social Media Operators

They simply can't be “double hatted”

They need to be “creative”

They need to be “responsible”

They need to craft to the “master narrative”

Social Media Operators

C2 needs to delegate info release to the lowest possible level.

This requires a quantum change in attitudes from J2

VITAL Components

London Police Twitter use

London Police Flickr use

London Police Flickr use

Audio on Demand - Podcasting

What does the commercial industry think about all this

then?

http://www.act.nato.int/innovationhub

https://www.facebook.com/Innovation.Hub.act

http://www.linkedin.com/company/innovation-hub

Any questions?

twitter.com/milsocial

skype: dfbmbe

google plus: gplus.is/militarysocialmedia

email: militarysocialmedia@gmail.com

SMS: 00387 65 393341

www.militarysocialmedia.eu