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National Aeronautics and Space Administration




     Creating Social Media Worth Following at NASA




                                                John Yembrick and Jason Townsend, Office of Communications
National Aeronautics and Space Administration




              Start by sharing content where your audience is…




                                                                              2
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




        Start sooner, experiment, build your audience




    In 2008, @MarsPhoenix was the 5th most popular Twitter account with ~75,000 followers




                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




       Try new things to see if they work




      In 2009, @Astro_Mike sent the first tweet from space on the Hubble Telescope servicing mission

                                                                                                  4
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




                                    Integrate social into your website




      In 2009 and ongoing to present, NASA.gov has added new sharing buttons, tweet boxes, account
      listings, etc. to make it easy for followers to find and share your social media content.
                                                                                                5
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




                                    Integrate social into Mobile Apps




             In 2009 and ongoing to present, the NASA app has featured social media content from
          YouTube, Twitter, Facebook, Flickr, and more – making it easier for followers to find your new
                                                    content.
National Aeronautics and Space Administration




                                                Use Milestones to Add Value
      Launched in 2010 with
      a check in from the
      International Space
      Stations, NASA on
      Foursquare is now
      followed by 450,000+




                              We provide check in tips at locations around the world to show
                              the NASA connection to places in your own backyard.
                                                                                               7
                                                  http://www.nasa.gov/connect
National Aeronautics and Space Administration




    Seek Out New Platforms to Find New Audiences




Joined Google+ in Nov.
2011 as the 1st federal
government agency

Currently we’re circled by
325,000+ users

                                                                              8
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




                          Use the Platforms to Share Your Story




                                                                          In 2012, NASA checked
                                                                          the Mars Curiosity rover
                                                                          into Gale Crater on
                                                                          Mars to kick off the 23-
                                                                          month mission of the
                                                                          exploration of Mars.
                                                                          The rover check ins
                                                                          share new locations it is
                                                                          exploring with
                                                                          Foursquare
                                                                          users, embedding them
                                                                          along for the ride.
                                                                                                9
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




                                                So what happened?
@NASA on Twitter
    • 2009 - ~1,000 followers
    • Today - ~3.4 million followers
    • 43 astronauts on Twitter
         • @Astro_Mike has 1.2 million
           followers
NASA Page on Facebook
    • 2009 - ~150,000 likes
    • Today - ~1.6 million likes
NASA Page on Google+
    • 2009 – Didn’t exist!
    • Today – We’re in ~325,000 circles
    • Astro. Ron Garan is in 2+ mil. circles
NASA on Foursquare
    • 2009 – Didn’t exist!
    • Today - ~450,000 followers

                                                                               10
                                                 http://www.nasa.gov/connect
National Aeronautics and Space Administration




                                           How did this happen?
  • Provide GREAT content that will get people talking.
  • Social media is a conversation – spend as much time
    listening as you do speaking.
  • If you start a conversation, participate in it;
    don’t start it and walk away.
  • Ask for and enable feedback – provide calls to action;
    respond to mentions on Twitter; leave comments on
    blogs, Facebook, etc.

                                                                              11
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




                          How do we generate content?


Harness the power of the flagship                                 Create a ecosystem of niche, single-
agency accounts                                                   purpose accounts
• Carefully curate this and reach the largest                     • Curated by embedded account managers
  number of social media followers                                  specializing on a particular mission, topic, or
• Provide a well-rounded view of everything                         program
  NASA has going on                                               • Develop followings of users interested in a
• Shine light onto things that are unlikely to                      particular slice of the NASA pie
  make news otherwise                                             • Allow for experimentation and trying out new
                                                                    ideas




          We do big things from the top-down AND from the bottom-up.

                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




    We Keep it Simple: Use Existing Ways to Engage

                                                                    • Webchats
                                                                    • Ustream chats
                                                                    • Tweetchats
                                                                    • Google+ hangouts
                                                                    • Comment forums
                                                                    • Web Streams
                                                                    • News Conferences
                                                                    • Ask a scientist events
                                                                    • Public Events/Outreach activities
                                                                    • Tours and open houses
                                                                    • Online contests and submissions
                                                                    • Expert interviews on other media
                                                                      and social media sites
                                                                    • #Hashtags
                                                                    • Etc…


                                                                                                13
                                                http://www.nasa.gov/connect
National Aeronautics and Space Administration




             We Take it Offline: NASA Socials
  • NASA has had great
    success with inviting our
    social media fans to in-
    person, behind-the-
    scenes opportunities at
    NASA centers and
    facilities
  • Events range from two
                                                                   #NASASocial
    hours to two days in
    length
                                                                                 14
                                                http://www.nasa.gov/social
National Aeronautics and Space Administration




       We Make Events Special and Memorable
                                                Provide unique or exclusive:

                                Information
                                Speakers



                                                                  Access
                                                                  Setting
                                                                                15
                                                   http://www.nasa.gov/social
National Aeronautics and Space Administration




                 We Create Brand Ambassadors
 Participants come from local                                 Converts casual space
  communities and go home                                       enthusiasts into
  sharing NASA content within                                   collaborators who want to
  their circles of influence                                    share what NASA is doing




                                                                                            16
                                                 http://www.nasa.gov/social
National Aeronautics and Space Administration




                 But Why? How does this help?
  • Spreads the word as widely as possible by going directly
    to members of the public to tell your own story
  • As news organizations cut staff and trim coverage, we get
    more news coverage…
     …in more places, especially smaller, local outlets
  • The diversity of participants helps connect us to non-
    traditional audiences to further share our message
  • We get impactful in-person AND virtual participation
    leading to significant levels of worldwide…
                                                 ENGAGEMENT
                                                http://www.nasa.gov/social
National Aeronautics and Space Administration




         But Why? It Moves Followers From…



                                                                 ADVOCATES, AMBASSADORS, CREATORS,
           Fans, Followers, Consumers
                                                                          COLLABORATORS




                                                http://www.nasa.gov/social
National Aeronautics and Space Administration




  “You may not have a spaceship, but your
    company has a fan base. They won't think of
    themselves as fans until they're in a room with
    like-minded people. They won't think of
    themselves as members of a community until
    YOU bring them together.”
           - David Rosen, @davidhrosen
                                                (group VP, Makovsky + Company)


                                                 http://www.nasa.gov/connect
Follow the social media team at @NASASocial for the
latest opportunities to connect and collaborate with NASA




            Your Title Here                                 20
        http://www.nasa.gov/connect

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Creating Social Media Worth Following at NASA

  • 1. National Aeronautics and Space Administration Creating Social Media Worth Following at NASA John Yembrick and Jason Townsend, Office of Communications
  • 2. National Aeronautics and Space Administration Start by sharing content where your audience is… 2 http://www.nasa.gov/connect
  • 3. National Aeronautics and Space Administration Start sooner, experiment, build your audience In 2008, @MarsPhoenix was the 5th most popular Twitter account with ~75,000 followers http://www.nasa.gov/connect
  • 4. National Aeronautics and Space Administration Try new things to see if they work In 2009, @Astro_Mike sent the first tweet from space on the Hubble Telescope servicing mission 4 http://www.nasa.gov/connect
  • 5. National Aeronautics and Space Administration Integrate social into your website In 2009 and ongoing to present, NASA.gov has added new sharing buttons, tweet boxes, account listings, etc. to make it easy for followers to find and share your social media content. 5 http://www.nasa.gov/connect
  • 6. National Aeronautics and Space Administration Integrate social into Mobile Apps In 2009 and ongoing to present, the NASA app has featured social media content from YouTube, Twitter, Facebook, Flickr, and more – making it easier for followers to find your new content.
  • 7. National Aeronautics and Space Administration Use Milestones to Add Value Launched in 2010 with a check in from the International Space Stations, NASA on Foursquare is now followed by 450,000+ We provide check in tips at locations around the world to show the NASA connection to places in your own backyard. 7 http://www.nasa.gov/connect
  • 8. National Aeronautics and Space Administration Seek Out New Platforms to Find New Audiences Joined Google+ in Nov. 2011 as the 1st federal government agency Currently we’re circled by 325,000+ users 8 http://www.nasa.gov/connect
  • 9. National Aeronautics and Space Administration Use the Platforms to Share Your Story In 2012, NASA checked the Mars Curiosity rover into Gale Crater on Mars to kick off the 23- month mission of the exploration of Mars. The rover check ins share new locations it is exploring with Foursquare users, embedding them along for the ride. 9 http://www.nasa.gov/connect
  • 10. National Aeronautics and Space Administration So what happened? @NASA on Twitter • 2009 - ~1,000 followers • Today - ~3.4 million followers • 43 astronauts on Twitter • @Astro_Mike has 1.2 million followers NASA Page on Facebook • 2009 - ~150,000 likes • Today - ~1.6 million likes NASA Page on Google+ • 2009 – Didn’t exist! • Today – We’re in ~325,000 circles • Astro. Ron Garan is in 2+ mil. circles NASA on Foursquare • 2009 – Didn’t exist! • Today - ~450,000 followers 10 http://www.nasa.gov/connect
  • 11. National Aeronautics and Space Administration How did this happen? • Provide GREAT content that will get people talking. • Social media is a conversation – spend as much time listening as you do speaking. • If you start a conversation, participate in it; don’t start it and walk away. • Ask for and enable feedback – provide calls to action; respond to mentions on Twitter; leave comments on blogs, Facebook, etc. 11 http://www.nasa.gov/connect
  • 12. National Aeronautics and Space Administration How do we generate content? Harness the power of the flagship Create a ecosystem of niche, single- agency accounts purpose accounts • Carefully curate this and reach the largest • Curated by embedded account managers number of social media followers specializing on a particular mission, topic, or • Provide a well-rounded view of everything program NASA has going on • Develop followings of users interested in a • Shine light onto things that are unlikely to particular slice of the NASA pie make news otherwise • Allow for experimentation and trying out new ideas We do big things from the top-down AND from the bottom-up. http://www.nasa.gov/connect
  • 13. National Aeronautics and Space Administration We Keep it Simple: Use Existing Ways to Engage • Webchats • Ustream chats • Tweetchats • Google+ hangouts • Comment forums • Web Streams • News Conferences • Ask a scientist events • Public Events/Outreach activities • Tours and open houses • Online contests and submissions • Expert interviews on other media and social media sites • #Hashtags • Etc… 13 http://www.nasa.gov/connect
  • 14. National Aeronautics and Space Administration We Take it Offline: NASA Socials • NASA has had great success with inviting our social media fans to in- person, behind-the- scenes opportunities at NASA centers and facilities • Events range from two #NASASocial hours to two days in length 14 http://www.nasa.gov/social
  • 15. National Aeronautics and Space Administration We Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting 15 http://www.nasa.gov/social
  • 16. National Aeronautics and Space Administration We Create Brand Ambassadors  Participants come from local  Converts casual space communities and go home enthusiasts into sharing NASA content within collaborators who want to their circles of influence share what NASA is doing 16 http://www.nasa.gov/social
  • 17. National Aeronautics and Space Administration But Why? How does this help? • Spreads the word as widely as possible by going directly to members of the public to tell your own story • As news organizations cut staff and trim coverage, we get more news coverage… …in more places, especially smaller, local outlets • The diversity of participants helps connect us to non- traditional audiences to further share our message • We get impactful in-person AND virtual participation leading to significant levels of worldwide… ENGAGEMENT http://www.nasa.gov/social
  • 18. National Aeronautics and Space Administration But Why? It Moves Followers From… ADVOCATES, AMBASSADORS, CREATORS, Fans, Followers, Consumers COLLABORATORS http://www.nasa.gov/social
  • 19. National Aeronautics and Space Administration “You may not have a spaceship, but your company has a fan base. They won't think of themselves as fans until they're in a room with like-minded people. They won't think of themselves as members of a community until YOU bring them together.” - David Rosen, @davidhrosen (group VP, Makovsky + Company) http://www.nasa.gov/connect
  • 20. Follow the social media team at @NASASocial for the latest opportunities to connect and collaborate with NASA Your Title Here 20 http://www.nasa.gov/connect