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National Aeronautics and Space Administration




                NASA Socials & the Mars Curiosity Landing




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National Aeronautics and Space Administration




       We Take it Offline at NASA Socials
  • NASA has had great
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National Aeronautics and Space Administration




       We Make Events Special and Memorable
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NASA Socials & the Mars Curiosity Landing

  1. 1. National Aeronautics and Space Administration NASA Socials & the Mars Curiosity Landing John Yembrick and Jason Townsend, Office of Communications
  2. 2. National Aeronautics and Space Administration We Take it Offline at 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 2 http://www.nasa.gov/social
  3. 3. National Aeronautics and Space Administration We Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting 3 http://www.nasa.gov/social
  4. 4. National Aeronautics and Space Administration Successful Events Rock Logistics  Short, interactive sessions  Your Online Audience  Connected (WiFi)  Powered 4 http://www.nasa.gov/social
  5. 5. National Aeronautics and Space Administration We Work All Angles: Curiosity Rover 5 http://www.nasa.gov/connect
  6. 6. National Aeronautics and Space Administration First-ever multi-center #NASASocial • 7 NASA Socials around the country on Friday, August 3 – Ames Research Center – Glenn Research Center – Goddard Space Flight Center – Jet Propulsion Laboratory – Johnson Space Center – Kennedy Space Center – Langley Research Center • For two hours, every center was connected together for the first-ever Multi-Center NASA Social • Participants had the opportunity to ask questions of the science and engineering teams at JPL no matter the center they were visiting. • Over 150 participants at the seven locations also toured their host NASA center 6 http://www.nasa.gov/connect
  7. 7. National Aeronautics and Space Administration So What Happened? #NASASocial Aug. 3 First-ever multi-center NASA Social Tweets using #NASASocial or “NASA Social”: 9,750 (estimated total) Reach: 58 million potential impressions Source: Sysomos by MarketWire 7 http://www.nasa.gov/connect
  8. 8. National Aeronautics and Space Administration We Took the Offline, Back Online: Streaming Events 8 http://www.nasa.gov/connect
  9. 9. National Aeronautics and Space Administration So What Happened? NASA Social Broadcast Aug 3, 2012 – 2 Hour Event Unique Viewers: 10,440 Viewer Hours:1,912 9 http://www.nasa.gov/connect
  10. 10. National Aeronautics and Space Administration We Help Answer Questions and Enable Conversation • We established several different hashtags to help social media users track the conversation throughout the landing: • For the NASA Social, we used #NASASocial • For mission updates, we referenced @MarsCuriosity for longer references, and #MSL for shorter references • For news events, we took questions tagged with #askNASA • NASA and JPL Social Media staff helped the Public Affairs Officers by taking questions from social media users on Twitter, Facebook, and Google+ during regularly-scheduled press conferences and other televised news events using the hashtag #askNASA, allowing the public to directly ask questions. 10 http://www.nasa.gov/connect
  11. 11. National Aeronautics and Space Administration Landing Night Social Media • JPL Social Media staff hosted a moderated chat answering basic questions about the mission from members of the public with NASA TV coverage on UStream • NASA and JPL Social Media staff closely coordinated posting on the flagship and mission accounts the latest news updates, promotions of education/outreach online activities, and responded to incoming queries from members of the public on Twitter, Facebook, and Google+ • Twitter: @NASA, @NASAJPL, @MarsCuriosity • Facebook: NASA, NASA JPL, Mars Curiosity • Google+: NASA 11 http://www.nasa.gov/connect
  12. 12. National Aeronautics and Space Administration So What Happened? Curiosity Landing Aug. 3 to 9, 2012 Week around landing Tweets related to Curiosity: 374,135 (estimated total) Reach: 1.2 billion potential Twitter impressions Source: Sysomos by MarketWire 12 http://www.nasa.gov/connect
  13. 13. National Aeronautics and Space Administration So What Happened? @MarsCuriosity @MarsCuriosity Aug. 3 – Aug. 9 Mentions: 195,000+ Followers gained: 813,300 13 http://www.nasa.gov/connect
  14. 14. National Aeronautics and Space Administration But how where we able to do all this? • Pre-coordination and proactively planning places for engagement – Getting out in front of the news is important – People will talk. If you give them a hashtag or a place to chat, they will generally use it. • Make it relevant – We used the NASA Flagship accounts for the more formal organization news in a formal tone and the program accounts for the rover-persona, very conversational 14 http://www.nasa.gov/connect
  15. 15. National Aeronautics and Space Administration Two different approaches… Both approaches work but speak to different audiences, thereby amplifying your exposure. 15 http://www.nasa.gov/connect
  16. 16. Follow the social media team at @NASASocial for the latest opportunities to connect and collaborate with NASA Your Title Here 16 http://www.nasa.gov/connect

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