Nato School Senior Information Operations Course - September2014.

1. Strategising Social Media
24 September 2014
for
Senior Officer Information Operations
and
NATO Information Operations Courses.

2. The views expressed by David during the following
presentation
DOES NOT IN ANY
WAY
reflect the views of the:
United Kingdom,
United Nations,
any National Governments,
NATO (SFOR, KFOR, ISAF) etc
(the list is not exhaustive).

3. Who am I?
Digital Storyteller
Thought Leader
Change Agent
Social Media Trainer
Digital Native

4. I am NOT a:
A Social Media Expert
Social Media Guru
Social Media Ninja

5. Creativity is
Playing
Children have it in them until its Bullied Out

6. So what's on the Menu for Today?
An introduction to Social Media for Strategic Communications.
Talking Tanks, Horses and Wooden Aircraft.
Looking at the effects DNA is having on SM in Military Ops.
Why Social Media is VITAL to you in Strategic Communications.
All this incorporates - Digital Storytelling.
PLUS
An interesting “Sneak Peak”

7. Today we are going to create some
CHANGE AGENTS

9. Virtual/Digital
Social Media/Social Sharing

10. The Value Exchange.
Transparency =
Believability =
Credibility

11. Today's Value Exchange.
You get some Solid Advice
I get (hopefully) some more
Followers/Viewers

13. The Problem 1.
Academics and
Theorists contaminate
the Military Social Media
space.

14. The Problem 2.
A Professional built the
Titanic, an Amateur built
the Ark.

15. The Problem 3.
We Need to think what is Engagement?
What do we really want to achieve

16. Social Networks can provide you with:
Added information from within mission areas for better
coordination with supporting stakeholders.
Tracking REALISTIC current social trends for better
understanding of the Target Audience(s).
Helping to connect Target Audience(s) with the relief
resources like food, water, etc.

17. The rush to start using social media tools though
MUST NOT
outweigh the need to develop a social media
engagement strategy!

18. Coca-Cola Journey to
Work
“Coca-Cola is the most
popular and biggest-selling
soft drink in history, as well as
the best-known brand in the
world.

19. Digital Communications.
THINK

20. First World countries with Third World Technology
Third World countries with First World Technology

21. Somalia?
Mobile
Networks?

22. AMISOM

23. Technology races these days

24. Strategy Tips

28. Considerations
What is the specific organisational need that Social Media
could help meet?
How many hours a week do we believe we need to spend on
Social Media Activities?
What do we believe can go wrong?

29. Organisational Culture
Social Media Engagement has to match:
“How we work around here”
But needs to reflect the needs of the community of
interest.
Flash To Bang times (sign off delegation?)

30. YOUR Influence Activity
Make sure you have 100% “buy-in” from the
C2 (Management).
The C2 (Management) believe in Social Media!
The C2 (Management) understand this is a
long-term effort.
The C2 (Management) Endorses the Strategy!

31. Pause that Thought
Do we mean C2 as in Command and Control?

32. OR
Control and Command?

34. Rethinking OPSEC

35. In the Social Sharing world WE
need to use information too.

36. It's ALL about Engagement

37. The Target Environment
(where our Tribe of Interest Lives)
Who is the tribe?
Who are we engaging with?
How do they use social media?

38. It TAKES TIME to build the
organisational presence on
the web!
Tools will not cost but
resources are needed and
TIME.

39. Inbound vs Outbound

40. A tip to not messing up on SM.
When using SM think like you are a Brand.
Brands and Products Influence in our modern world.
Whatever you think, so do you when you post on SM.
So think about bad brand awareness.
Think about airstrikes going wrong,
your organisation messing up.

41. “Communication, whether inbound or outbound, is
now powered by conversations, and the best
communicators always start as the best listeners.
And the best listeners are those who empathise
while they are listening.“
Brian Solis

43. V.I.T.A.L
V.I.T.A.L
content
Video, Images, Text, Audio, Links

48. Ukraine

49. Ukraine (OSINT)

50. Ukraine on G+
(OSINT)

51. Tools are being developed

52. Social Media
A Commanders thoughts

53. Something to think about:
Transparency is the way ahead
You can not not influence
In Afghanistan it could be NATO failed because:
Insurgents use Information backed with HARD power
NATO uses HARD power supported by Information
PLUS
Insurgents win EVERY time as they are culturally aware and they
speak the way the audience understands.

54. Any questions?

55. twitter.com/infoopshq
skype: dfbmbe
Facebook: InfoOpsHQ
email: david@infoopshq.com
SMS: 00387 65 393341
www.infoopshq.com