blogwell dc social media case study: u.s. navy, presented by david werner
DESCRIPTION
In his BlogWell DC presentation, the U.S. Navy's Captain, Director-Defense Media Activity Anacostia, David Werner, shares how they approached several recent, high-profile episodes where public debate manifested itself on Navy social media properties.TRANSCRIPT
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Keeping Your Reputation Afloatwhen
Crisis Comes in WavesCaptain Dave Werner
U.S. Navy Office of Information
May 4, 2011
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Crisis in Waves
Globally engaged Navy in sea of public opinion Stages of crisis response in social media (Op Tomodachi) Snapshot of other recent waves of interest Lessons learned
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Globally Engaged Navy
Who’s your Navy? Who are our stakeholders & audiences? Why’s the social media experience unique to us?
• Nature of deployed operations and maritime environment• Hierarchy-structure• Lineage of life @ sea
So why should you care?
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Social Media Crisis Response 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
General audiences Navy family members
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0430 1st “Big Navy” media query
0456 @NavyNews posts on Twitter
0540 U.S. Navy posts on Facebook
0153 @CNNBRK 1st post on Twitter
0517 @US7thFleet posts on Twitter
0244 Pacific Fleet posts on Facebook
0130 Yokosuka Navy posts on Facebook
0223 Sasebo Navy posts on Facebook
0233 Hawaii Navy posts on Facebook
0308 @CNN 1st 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
• Timely & transparent coverage of responding Navy units
• New fans drawn to social media sites for the responding/affected units
• Imagery fundamental in this stage
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Stage 4: Sustain (General Audiences)
• Monitor and adjust as necessary – when feasible
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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 U.S. Pacific Fleet
Stage 4: Sustain (Navy Family)• “News U can use” posts• Monitor & address• In-person &virtual town halls• Leadership out-and-about• Responsive on all channels
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Value of Transparency
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Jan/Feb 2010 vs. March 2011
U.S. Pacific FleetUSS EssexUSS Blue RidgeUSS TortugaFleet Activities YokosukaJoint Region MarianasFleet Activities SaseboAmphibious Force 7thFleet
Social Media 27 Contributing Navy social media properties Immediate reach:
FB: 341,749 Twitter: 31,824 U.S. Navy Facebook page: 32 posts resulting in
> 3.6 million impressions U.S. 7th Flt Facebook page:
11,939 followers, +1200% 2,090 comments re: U.S. Navy posts. @NavyNews (20,274K followers + 4%)
(17 March 2011)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
(19 Jan 2010)
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Lessons Learned
• You can’t control the sea of public opinion, but you can at least navigate it
• The flat communications environment favors the bold
• Decentralized approach improves agility and means for alignment
• Content is KING
• Authentic, credible, responsive voices legitimately humanize bureaucracies
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Navy Emerging Media Integration
Official Navy Websitewww.navy.mil
Navy Social Media Directorywww.navy.mil/socialmedia
Navy Social Media
Resources Pagewww.chinfo.navy.mil
Navy Emerging Media
on Slidesharewww.slideshare.net/USNavySocialMedia
Where you can find THIS brief!
CAPT Dave WernerAsst. Navy Chief of Information
Communication Integration & StrategyDepartment of the Navy, Office of InformationOffice:(703) 692-4828Email: [email protected]
LT Lesley LykinsDirector Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: [email protected]
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