Steve Cole, NASA Office of CommunicationsEarth Science Outreach Retreat, May 19, 2010

New Directions in Media & Public Outreach

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NASA OFFICE OF COMMUNICATIONS

HQ Public Affairs Reorganized

OFFICE OF COMMUNICATIONSAssociate Administrator (Vacant)

NEWS & MULTIMEDIA DIVISIONBob Jacobs, Deputy Associate Administrator

Mike Cabbage, Division Director

PUBLIC OUTREACH DIVISIONAlan Ladwig, Deputy Assoc. Administrator

Sheree Stovall-Alexander, Division Director

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NASA OFFICE OF COMMUNICATIONS

HQ Public Affairs Reorganized

NEWS & MULTIMEDIA DIVISIONNASA Television ▪ Internet Services

Still Imagery ▪ Public Affairs Officers (Embedded)Newsroom ▪ FOIA ▪ Multimedia Programs

PUBLIC OUTREACH DIVISIONCommunications Planning ▪ History Office

Public Services & Protocol ▪ Public Communications

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NASA OFFICE OF COMMUNICATIONS

Public Outreach DivisionInitial Challenges & Objectives:

Maintain consistent messaging across Mission Directorates, Mission Support Offices, Centers

Develop procedures to agree on Agency-wide priorities for outreach investments

Create awareness among senior management that goals for communications are equivalent to Agency’s technical and institutional goals

Expand awareness of the value of NASA beyond the usual suspects

Develop metrics for all outreach activities and products Leverage resources with News & Multimedia Division

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NASA OFFICE OF COMMUNICATIONS

Public Outreach DivisionStructure & Major Activities:

Strategic alliances (NASA Images, Buzz Lightyear)

Market research

Outreach events (NASA 50th, Apollo 40th)

Participatory Exploration working group (Chair)

Industry/organizations affairs

Speakers Bureau

Guest Operations

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NASA NEWS & MULTIMEDIA DIVISION

Growing Use of Social Media

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NASA SOCIAL MEDIA

www.nasa.gov

Averages over 5 million page views and nearly 700,000 user sessions daily

The average user stays on the site over 9 minutes and visits 7.5 pages

The Earth topics page is the site’s top topic page this year (5.5 million page views so far)

The 2010 Earth Day page had 1.7 million page views

Site consistently outperforms all government Web sites in the ForeSee customer satisfaction survey

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NASA SOCIAL MEDIA

“Connect” Clearinghouse

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NASA SOCIAL MEDIA

Blogs

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NASA SOCIAL MEDIA

Video Gallery

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NASA SOCIAL MEDIA

twitter.com/nasa

391,110 followers

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NASA SOCIAL MEDIA

Adventures with Twitter

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NASA SOCIAL MEDIA

YouTube (NASA Television)

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NASA SOCIAL MEDIA

YouTube: Ice Bridge (2009) 

Dec 2009 May 2010

1. The Road to Antarctica 4,850 9,0862. Getting Ready to Fly 4,029 6,4783. Spring in Punta Arenas 12,337 17,8734. Mowing the Lawn 3,223 3,6855. Back to Pine Island 22,285 23,4446. NASA's Bird O'er Antarctica 14,251 15,2257. Flying the Grounding Line (1) 4,310 4,9188. Flying the Grounding Line (2) 7,704 8,1449. The Sea Ice Below 6,576 8,28310. Beneath Pine Island Glacier 2,750 3,47311. The Peninsula at Last 23,802 34,450

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NASA SOCIAL MEDIA

Flickr

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NASA SOCIAL MEDIA

Best New Tool: Go.USA.gov

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NASA SOCIAL MEDIA

A Lesson Learned1. Integrate social media outlets to reach the

broadest, most diverse audience with an “immersive experience”

Web Site

Blog Twitter(s)

YouTube, Flickr