Verden står overfor et paradigmeskifte innen kommunikasjon, og internasjonale organisasjoner må være raske, fleksible og lydhøre for å holde følge. Steven Mehringer er ansvarlig for det digitale innholdet i NATOs kanaler og var på Høstseminaret for å gi oss innblikk i hvordan NATO bygget en kommunikasjonsinfrastruktur som tok forsvarsalliansen fra å være langt bak i den digitale transformasjonen, til å bli sett på som en leder i digital formidling blant internasjonale organisasjoner.

1. Steven Mehringer
Head, Communications Services
NATO Public Diplomacy Division
Online and On-The-Air: NATO’s Digital Outreach

2. More People Are Seeing More NATO
Content Than Ever Before…possible

3. Online and On-The-Air:
NATO’s Digital Outreach

4. •Brand awareness
•Increase online engagement
•Reach younger audience
•Acquire fans/followers
Online and On-The-Air:
NATO’s Digital Outreach
•Understanding of NATO
•Media engagement
•Reach key-opinion formers
•Create Credibility

5. Head of Section
NATO Online
Manage NATO’s
online presence
with web site
•Research
•Development
•Maintenance
NATO Multimedia
Library
Internal and
external research
•14,000 books
•150+ journals
•Historical imagery
Editors
•Content creation
•Editorial process
•Develop narrative
to priorities
NATO Radio
& TV
•VIP press events
•Global TV & Radio
•Video production
NATO Social
Media
NATO’s core social
media platform
•Coordinate
•Develop
•Enhance
Communication
Technology
Centre
Editorial
Services
Marketing
&
Project
Coordinators
NATOChannel
Telling the story
of NATO’s international
events, activities
and operations
•Appropriate
•Timely
•Accurate
NATO Communications Services

8. Quality Storytelling Builds Natural
Connections With Audiences
Communications Tangibility
• Emotional
• Informational
• Visual

9. Online and On-The-Air:
NATO’s Digital Outreach

10. Online and On-The-Air:
NATO’s Digital Outreach

11. Online and On-The-Air:
NATO’s Digital Outreach

12. Method of Delivery

13. 2014
60% Increase in
traffic
20% mobile
NATO SUMMIT Launched new NATO website
• ‘Lighter’ look
• New functionality
• Works on ALL mobile devices
Online and On-The-Air:
NATO’s Digital Outreach

14. Online and On-The-Air:
NATO’s Digital Outreach

15. 325,000 to 982,100 84,000 to 308,000 4M to 9,000,000+
2014-2015 Social Media Growth
IN DEVELOPMENT:
Online and On-The-Air:
NATO’s Digital Outreach

16. Online and On-The-Air:
NATO’s Digital Outreach

17. Compared to other
NATO relevant
accounts, NATO’s
Facebook page
consistently ranks
near the top in
follower growth.
Online and On-The-Air:
NATO’s Digital Outreach

18. Online and On-The-Air:
NATO’s Digital Outreach
It is critical to be in first
place managing your message,
image and perception

19. If you are not there...
someone will do it for you
Online and On-The-Air:
NATO’s Digital Outreach
It is critical to be in first
place managing your message,
image and perception

20. Online and On-The-Air:
NATO’s Digital Outreach
Countering Russian Misinformation

21. Online and On-The-Air:
NATO’s Digital Outreach
‘Content Translation’

22. Online and On-The-Air:
NATO’s Digital Outreach