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Navy Social Media

BlogWell San Diego

16 February 2010

Integration & Strategy

Department of the NavyOffice of Information

CDR Scott McIlnay, APR

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Agenda

Navy Social Media• Mission• Methodology• Value Proposition• Products/Resources• Presences• Challenges

Operation Unified Response –

Humanitarian Assistance/Disaster Relief to Haiti

Emerging Media Integration Team

Established within the communication strategy and integration directorate as a proponent for social media and to develop a program for long-term sustainment

The team: (1) CDR, (1) LT, and contract support (BAH) Our mission includes:

• Advocacy• Policy• Training• Best Practices• Management• Metrics & Analysis• Identify emerging trends • Keep focused over the horizon

Value of Social Media

Value to the Navy -- social media makes the Navy a better service and as a result a service better able to achieve its missions and objectives.

But it also provides value to …

The Commander

The Sailor

The Navy Family

The Advocate

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Social media: Part of a harmonized communication plan

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Newsletters

Publishing – Print & Web

Email

Navy.mil Media

COMM PLAN

Social Media

LISTEN

PLAN

ENGAGE

EMPOWER

MEASURE

MobilePersonal Engagements

Products & Resources

Social Media Presences

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Challenges

Security Policy Training Resourcing Leadership

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Challenges

Security Policy Training Resourcing Leadership

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Challenges

Security Policy Training Resourcing Leadership

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Challenges

Security Policy Training Resourcing Leadership

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Challenges

Security Policy Training Resourcing Leadership

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Challenges

If we can do this …

…then we can certainly handle this.

Operation Unified Response

First steps

Twitter list mentioned by DoD, Washington Post, and White House

Navy social media in sync

62,581 fans within one week of Facebook page launch

5,000+ “likes” on Facebook posts and images

1,000+ comments on Facebook posts and images

More than 15,000 clicks on links on Twitter posts by @NavyNews

USS Carl Vinson brings U.S. relief efforts to the world

Mentions of the Vinson went from virtually nothing to hundreds of posts in social media on January 13th

7,000+ fans on Facebook

1,429 followers on Twitter

The world tracked USNS Comfort from Baltimore to Haiti

Mainstream media and blogs covering USNS Comfort before we were active with social media

2,132 followers on Twitter (over 100 followers before account was public)

USS Bataan used social media to stay connected to families and bloggers

Families stay in touch through Facebook and Twitter

Bloggers were given direct access to USS Bataan Captain through Blogger Roundtable

Navy seamlessly integrates communications with DoD and services

Powerful images of the U.S. military services providing aid to Haiti circulate over mainstream and social media

DoD is taking a particular care to have the most recent information, images and videos posted to all official pages (websites, blogs, Facebook, Twitter, etc.)

Navy’s social media supporting Haiti relief recognized across government

White house blog post of ABH(AW) Lisa Gurnick, USS Carl Vinson (CVN70)

Official DoD Twitter account mentions White House blog post

White House Twitter posts mentioning and linking to official Navy social media accounts

DoD Facebook Page announces @USNSComfort Twitter updates with link,

@NavyNews listed on CNN’s Haiti list

Facebook’s Government page featured Navy as trusted resource for current information and photos on Haiti relief (3 unique posts)

Mentions of “Haiti” and “Navy” from Jan 12-Jan 25, 2010

Mentions of “Haiti” and “Navy” Jan 22-Jan 26

• US Navy prepares for Haiti• 3 ships leave for Haiti• Hospital ship eager to assist• USS Carl Vinson arrives• USNS Comfort leaves Baltimore

• USNS Comfort arrives• Troops arrive• Food, water reaching people• US to send more troops

• Navy providing medical aid

Conversation about Navy in Haiti

Top keywords within mentions of “Haiti” and “Navy” for 0500, January 20, 2010

Top keywords within mentions of “Haiti” and “Navy” since Jan 12, 2010

Keywords related to Navy and Haiti

Conversation matures throughout the week

Jan 13: Navy’s involvement is mostly discussed over Twitter

Jan 20: Conversation greatly expands with blogs, photos and mainstream news taking more prominent position

Sparked by Sanjay Gupta’s (+1million followers on Twitter) response after performing brain surgery on Carl Vinson that “there aren’t enough brain surgeons in Haiti,” Shaun King, a pastor, coordinated a team of doctors trip to Haiti only to find there is no place to perform surgery other than the USNS Comfort. Through Twitter, a frustrated Shaun King attempts to reach out to USNS Comfort to get the doctors on board.

6,500+ followers of @ShaunKing spread his plea across web

@NavyNews addresses Shaun King’s frustration and directs him to @USNSComfort on Twitter

@USNSComfort reaches out to @ShaunKing and arranges phone call with BUMED to work out arrangements for doctors

@ShaunKing praises work of USNS Comfort crew and restores credibility of Navy among his followers

Sanjay Gupta’s 0730 show the next day does not cover the issue of doctor’s reaching out to the Navy

Pastor used Twitter as means to coordinate activities in Haiti

Communicating the Navy StoryExternal Media Reporting More than 9,400 news stories

printed and aired nationally and internationally (as of 1000 26 Jan 10)

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

Navy Visual News Imagery distributed to national and

international media • 628 photos • 9 hours of video• 600% increase in traffic on Navy

FLICKR page at peak on 1/19

Total since Jan 13, 2010 3.9 mil page views 125 Print Stories on Navy.mil 19 Daily News Updates 9 All Hands Radio PiecesJan 19, 2010 (noon) through Jan 26, 2010 (noon) 2.4 mil page views; 1:15 avg stay times 85 Print Stories on Navy.mil 13 Daily News Updates 6 All Hands Radio Pieces 6 Multi-media Pieces; 27 airings over DTSForsee : Avg 84; High 89 on 20 Jan

Navy.mil

Thank you BlogWell!

CDR Scott McIlnay, APRDirector, Emerging Media Integration

Department of the Navy, Office of Information

scott.mcilnay@navy.mil(O)703-692-4718

LT Lesley LykinsDeputy, Emerging Media Integration

Department of the Navy,Office of Information

lesley.lykins@navy.mil(O)703-695-6915

Questions?

U.S. Navy Sites

Official Navy Website• www.navy.mil

Navy Social Media Directory• www.navy.mil/socialmedia

Navy on Facebook• www.facebook.com/USNavy

Navy on Twitter• www.twitter.com/NavyNews

Navy Visual News Service on Flickr• www.flickr.com/photos/USNavyNVNS

Navy on YouTube• http://www.youtube.com/user/usnavyweb

Navy Visual News Service on YouTube• www.youtube.com/USNavyVisualNews

Navy Emerging Media on Slideshare• www.slideshare.net/USNavySocialMedia