di conf marines
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#PRSA_USMC
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Colonel Bryan Salas@sharethecourage
Director
Public Affairs, U.S. Marine Corps
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Social Media Challenges• Accuracy
• Appropriateness
• Ethics regulations
• Personal conduct
• Operational/Industrial security
• Counter intelligence
• Network security- malware, viruses, password strength
• Cyber criminals - Social engineered attacks
• Political endorsement
• Legal
• Personal information/ Privacy Act
• Terms of Service
• Defamatory, libelous, obscene, abusive, threatening, racially hateful, or otherwise offensive material.
• Copyright infringement
• Inappropriate release of official information.
• Review daily
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The Marines & Social Media• Overview of the Marine Corps
• Planning/Framework
• Lessons Learned
• Daily Practices
• Recruiting & Social Media
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Major Carrie Batson
Strategic Communication
Public Affairs, U.S. Marine Corps
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Global Internet UseTotal worldwide: 1.6 billion users
Internet User Growth 2000 – 2009
Middle East
+1360%48M
Africa
+1321%64M
Latin America
+873%176M
Asia
+513%701M
Europe
+283%402MNorth America
+132%252M
Oceania/Australia
+173%174M
Source: Internet stats; UM Wave 4 Study, July 2008 21
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Marine Corps Demographics
160,000 Millennials40,200 Xr’s
1,800 Boomers
Gen Y
Gen X
Boomers
Gen Y80%
Boomers<1%
Gen X19%
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Mission
Integrate social media
into broader communication efforts
IOT
build understanding, credibility, trust and relationships with publics critical to the
Marine Corps’ success.
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Objectives• Increase publics' knowledge of the Marine Corps
• Increase transparency
• Protect reputation in social media space
• Improve issue identification and response capability
• Improve decision-making through feedback
• Recruit qualified individuals into the Marine Corps
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Lieutenant Colonel Greg Reeder
• Director, Defense Media Activity Marines
• Editor-In-Chief, Marines Magazine
• Head, U.S. Marine Corps Public Web
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Lesson Plan
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Iwo Jima Flag Raising• Rosenthal snaps it;
AP sends it < 17.5 hrs
• Pres. Roosevelt: 7th war bond drive; Orders Servicemen identified, brought home.
• Images goes “VIRAL”: everyone in America would see this picture - over and over.
– 7th Bond Tour raised $26 Billion(1945 Dollars) for U.S. Treasury
– Perspective: total US Budget in 1946 was $56 Billion.
1 picture
5 Marines
1 sailor
17.5 hours
$26 billion1 million Retail Store Windows | 16,000 Movie Theaters | 15,000 Banks
200,000 Factories | 30,000 Train Stations | 5,000 Billboards
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UPPER MANAGEMENTOld Dogs WILL Learn New Tricks. DO YOU UNDERSTAND!
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A social Corps – paradigm shift• Gap between old leaders and young Marines
– Uncontrolled information; organization demands control
– Significant risk in not engaging
– Communicate in their native environment
• Internal and external communications based on formula used since WWII: “tell” our story with maximum disclosure and minimum delay.
• Shift from press release mindset
– Empower Marines to share their stories
– Distributed release authority
– Emphasize guidance and training
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Accomplishing the mission
• Loss of market share vs. loss of lives; military advantage; OPSEC
FRO VTT IA MCCS
OPSEC OCS
MCT FRAT O&M
SAPP
• Old Model = Tell our story
• New Reality = Share stories people want; two-way communication
Help Marines / Communicate Worldwide: communicate, reintegrate, operate – Community Services One Source
– Warrior Care
– Family Readiness Officers
– Mommy Bloggers
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Policy – working with the slippery slope
• In the absence of guidance:do the right thing
– Administrative Message
• aka “executive memo”
– Rules of Engagement
– Policies and Process
– Basic Principles
– Terms of Service
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BEING CUTEWell, It Sounded Like a Good Idea at the Time
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Take the initiative• Try to navigate open seas
of SM
• Multiple twitter handles; Facebook duality; unbranded channels
• Overcome:– No access
– limited understanding and buy-in
– policy void
– chaotic environment
• Refocus on objectives
@MCNews
@MarineCorpsNews
@MarinesTV
@USMC
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Same but Different…• Must look at everyday as Election Day – N/A
• Awareness vs. revenue model
• Build understanding and support– “America doesn’t need a Marine Corps, America wants a Marine
Corps”LtGen Victor Krulak
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You Want Answers?
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CONTENTIt Can Be Adjusted Only So Much
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Compelling?• EWS students tour LOGCOM, MCA
• 3/7 wraps up training at MCMWTC with FINEX
• Caution urged during start of hunting season
• New ACE, GCE in place, ready for Fall Patrol
• Flyby:HM2HONNOLL
o Marines deliver joy to Afghan Orphanage
o Fellow Veterans show wounded warriors new way to heal
o Marines Face challenge in unstable Afghanistan
o When daddy’s gone: effects of deployment on children
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SUPPORTAdmit It – You Can’t Always Be The Expert At Everything
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How we’re staffed• The Few, The Proud, did I mention the few?
• 3 Marines:
– 1 on loan
– 1 new
– 1 at school
– Dual / triple purpose• Print, Broadcast, Online, Media Relations
– All dedicated to the mission
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Plan of Attack
• Brand recognition
• Maintain organizational values
• Dispel misinformation – but still tell the whole story
• Provide guidance for Marines – don’t give up terrain to adversaries
• Ensure complimentary communications, uniformity, organization and standards
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DATA ANALYSISData: It’s Like A Bikini
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Data trends / traffic• Causation and Correlation more important
– Spike on Haiti earthquake - lull when Marines left Iraq– Lull on human interest - Spike on action stories
• Aggregate traffic increased:not a zero sum game
– More market share than existed before– Total presence expanded vice increase in activity
• How do we tweak the dials to get a response?– Action verbs / Context driven
Coca Cola: When you open a Coke, 12352 bubbles are born. Happy birthday, bubbles.
Marine Corps: Explosion, Fighting… action
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Lessons Learned
1. Act in the absence of guidance – make informed decisions and senior leaders will understand.
2. Follow good examples but remain true to your brand – don’t try to full-scale copy success; improvement comes from trying.
3. Content is key, telling it in a compelling way to generate interest is vital.
4. Support: Don’t hesitate to ask for it. None of us are the experts at everything.
5. Data is more than the presentation of numbers – tracking trends, causation and correlation are more important.
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And still… a work in progress
• Plan
• Training
• Standards
• Leverage personnel
• Overall organizational policy /mandates
• Analysis
• PII
• Leaders Engagement, Buy In
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Gunnery Sergeant C. Nuntavong@authoriTHAI
Media Chief, Headquarters Marine Corps
&
Lead Editor, U.S. Marine Corps Social Media Team
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How we use social media
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TheMARINECORPSStory
Our goal
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Our audience
• Internal
– Servicemembers
•Active
•Reserve
•Retired
• External
– Family
– Friends
– The Media
– Global Audience
People who are looking for news and information about the Marine Corps
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Content & Status Updates
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Marines.mil
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youtube.com/Marines
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flickr.com/Marine_Corps
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facebook.com/Marines
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twitter.com/USMC
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Major Christian Devine@CDevine1
Public Affairs Officer
U.S. Marine Corps Recruiting Command
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Recruiting & Social Media• The objective of MCRC’s social media program is to grow active
Marine Corps communities on a National level that engages prospects and key influencers where they naturally congregate with our branding message (the Longer Marine Corps Story)
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Recruiting & Social Media
• Listen: Monitor conversations daily across the web and within our own communities
• Engage: Create content experiences that leverage synergies between community needs and business objectives
• Measure: Track performance and optimize for future posts
Listen Engage Measure
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Monitoring & Moderation• The monitoring program is used to help
shape all communications programs, including social properties
• Daily digest of key issues– One-page report for consumption by senior
leadership of MCRC
– Targeted to issues impacting recruiting
– Provides daily pulse for risk management and response
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Monitoring & Moderation• Social networking sites are moderated daily
(including weekends)
– Ensures that community members are following established community guidelines
– Provides a safe and interactive place for community members to congregate and share their experiences
– Ensures that the Marine Corps brand and recruiting story are properly positioned
• While communities tend to be self-policing, consistent moderation is needed to guide and sometimes corral the discussions taking place
• Identify synergies between community needs and business objectives
– Using that knowledge to increase engagement
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Application Development
Paid Media
Content Production
Engagement• GOALS
– Keep communities engaged with a cadence of communications and content
– Grow communities by posting content that users are likely to share forward
• STRATEGY– Answer frequently answered questions and other
user-discussed topics
– Relevancy to Marine Corps recruiting
– Timing and frequency considerations
– Channel- and audience-specific content
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facebook.com/MarineCorps• Marine Corps Facebook page
launched in 2008
• 340,000+ fans
• Each content post garners between 300,000 and 800,000impressions and 1,500comments/likes
• Top 10 for driving traffic to MCRC websites
• Top 15 for generating lead form submissions (predominantly officer)
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youtube.com/OurMarines• Marine Corps YouTube
page launched in 2008
• 2,500,000+ video views; 4,900+ subscribers
– Discovery and spread of a video after launch is largely driven by cross-posts to MCRC social media properties, specifically Facebook
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myspace.com/MarineCorps• Launched in 2006
• 70,000 friends– Predominantly male
prospects aged 18-24, followed by current/former Marines and influencers
– Large diversity audience
• Drives a considerable amount of traffic and lead form submissions
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twitter.com/USMarineCorps• Launched in
2009
• 2,300+ followers
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Local Efforts in Social
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Recruiting
• facebook.com/MarineCorps
• youtube.com/OurMarines
• twitter.com/USMarineCorps
• myspace.com/MarineCorps
Marine Corps
• facebook.com/Marines
• youtube.com/Marines
• twitter.com/USMC
• flickr.com/Marine_Corps
Where to find usMarines.mil/socialmedia
directory, official policies & user guidelines