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
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
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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