3. Colonel Bryan Salas
@sharethecourage
Director
Public Affairs, U.S. Marine Corps
4.
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10.
11.
12.
13.
14.
15.
16.
17.
18. Social Media Challenges
⢠Accuracy ⢠Legal
⢠Appropriateness ⢠Personal information/ Privacy
⢠Ethics regulations Act
⢠Personal conduct ⢠Terms of Service
⢠Operational/Industrial security ⢠Defamatory, libelous,
⢠Counter intelligence obscene, abusive, threatening,
racially hateful, or otherwise
⢠Network security- malware, offensive material.
viruses, password strength
⢠Copyright infringement
⢠Cyber criminals - Social
engineered attacks ⢠Inappropriate release of
official information.
⢠Political endorsement
⢠Review daily
19. The Marines & Social Media
⢠Overview of the Marine Corps
⢠Planning/Framework
⢠Lessons Learned
⢠Daily Practices
⢠Recruiting & Social Media
20. Major Carrie Batson
Strategic Communication
Public Affairs, U.S. Marine Corps
21. Global Internet Use
Total worldwide: 1.6 billion users
Internet User Growth 2000 â 2009
Middle East
Europe +1360%
+283% 48M
North America 402M Asia
+132% Latin America
Africa +513%
252M +873% 701M
+1321%
176M
64M
Oceania/Australia
+173%
174M
Source: Internet stats; UM Wave 4 Study, July 2008 21
24. Mission
Integrate social media
into broader communication efforts
IOT
build understanding, credibility, trust and
relationships with publics critical to the
Marine Corpsâ success.
25. Objectives
⢠Increase publics' knowledge of the Marine Corps
⢠Increase transparency
⢠Protect reputation in social media space
⢠Improve issue identification and response capability
⢠Improve decision-making through feedback
⢠Recruit qualified individuals into the Marine Corps
26. Lieutenant Colonel Greg Reeder
⢠Director, Defense Media Activity Marines
⢠Editor-In-Chief, Marines Magazine
⢠Head, U.S. Marine Corps Public Web
28. Iwo Jima Flag Raising
⢠Rosenthal snaps it;
AP sends it < 17.5 hrs
⢠Pres. Roosevelt:
7th war bond drive; Orders Servicemen
identified, brought home. 1 picture
⢠Images goes âVIRALâ:
everyone in America would see this picture 5 Marines
- over and over. 1 sailor
â 7th Bond Tour raised $26 Billion
(1945 Dollars) for U.S. Treasury 17.5 hours
â Perspective:
total US Budget in 1946 was $56 Billion. $26 billion
1 million Retail Store Windows | 16,000 Movie Theaters | 15,000 Banks
200,000 Factories | 30,000 Train Stations | 5,000 Billboards
30. A social Corps â paradigm shift
⢠Gap between old leaders and young Marines
â Uncontrolled information; organization demands control
â Significant risk in not engaging
â Communicate in their native environment
⢠Internal and external communications based on formula
used since WWII: âtellâ our story with maximum
disclosure and minimum delay.
⢠Shift from press release mindset
â Empower Marines to share their stories
â Distributed release authority
â Emphasize guidance and training
31. Accomplishing the mission
⢠Old Model = Tell our story
⢠New Reality = Share stories people want; two-way communication
⢠Loss of market share vs. loss of lives;
FRO VTT IA MCCS
military advantage; OPSEC OPSEC OCS
MCT FRAT O&M
SAPP
Help Marines / Communicate Worldwide:
communicate, reintegrate, operate
â Community Services One Source
â Warrior Care
â Family Readiness Officers
â Mommy Bloggers
32. Policy â working with the slippery slope
⢠In the absence of guidance:
do the right thing
â Administrative Message
⢠aka âexecutive memoâ
â Rules of Engagement
â Policies and Process
â Basic Principles
â Terms of Service
34. Take the initiative
⢠Try to navigate open seas
of SM
⢠Multiple twitter handles;
Facebook duality;
unbranded channels
⢠Overcome:
â No access
â limited understanding and
buy-in
â policy void
@MCNews â chaotic environment
@MarineCorpsNews
@MarinesTV ⢠Refocus on objectives
@USMC
35. Same but DifferentâŚ
⢠Must look at everyday as Election Day â N/A
⢠Awareness vs. revenue model
⢠Build understanding and support
â âAmerica doesnât need a Marine Corps, America wants a Marine
Corpsâ
LtGen Victor Krulak
38. Compelling?
⢠EWS students tour LOGCOM, MCA
⢠3/7 wraps up training at MCMWTC with FINEX
⢠Caution urged during start of hunting season
⢠New ACE, GCE in place, ready for Fall Patrol
⢠Flyby:HM2HONNOLL
o Marines deliver joy to Afghan Orphanage
o Fellow Veterans show wounded warriors new way to heal
o Marines Face challenge in unstable Afghanistan
o When daddyâs gone: effects of deployment on children
40. How weâre staffed
⢠The Few, The Proud, did I mention the few?
⢠3 Marines:
â 1 on loan
â 1 new
â 1 at school
â Dual / triple purpose
⢠Print, Broadcast, Online, Media Relations
â All dedicated to the mission
41. Plan of Attack
⢠Brand recognition
⢠Maintain organizational values
⢠Dispel misinformation â but still tell the whole story
⢠Provide guidance for Marines
â donât give up terrain to adversaries
⢠Ensure complimentary communications, uniformity,
organization and standards
43. Data trends / traffic
⢠Causation and Correlation more important
â Spike on Haiti earthquake - lull when Marines left Iraq
â Lull on human interest - Spike on action stories
⢠Aggregate traffic increased:
not a zero sum game
â More market share than existed before
â Total presence expanded vice increase in activity
⢠How do we tweak the dials to get a response?
â Action verbs / Context driven
Coca Cola:
When you open a Coke, 12352 bubbles are born.
Happy birthday, bubbles.
Marine Corps: Explosion, Fighting⌠action
44. Lessons Learned
1. Act in the absence of guidance â make informed decisions and
senior leaders will understand.
2. Follow good examples but remain true to your brand â donât try
to full-scale copy success; improvement comes from trying.
3. Content is key, telling it in a compelling way to generate interest
is vital.
4. Support: Donât hesitate to ask for it. None of us are the experts at
everything.
5. Data is more than the presentation of numbers â tracking trends,
causation and correlation are more important.
45. And still⌠a work in progress
⢠Plan
⢠Training
⢠Standards
⢠Leverage personnel
⢠Overall organizational policy /mandates
⢠Analysis
⢠PII
⢠Leaders Engagement, Buy In
46. Gunnery Sergeant C. Nuntavong
@authoriTHAI
Media Chief, Headquarters Marine Corps
&
Lead Editor, U.S. Marine Corps Social Media Team
49. Our audience
⢠Internal ⢠External
â Servicemembers â Family
â˘Active â Friends
â˘Reserve â The Media
â˘Retired â Global Audience
People who are looking for news and
information about the Marine Corps
60. Major Christian Devine
@CDevine1
Public Affairs Officer
U.S. Marine Corps Recruiting Command
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62. Recruiting & Social Media
⢠The objective of MCRCâs social media program is to grow active
Marine Corps communities on a National level that engages
prospects and key influencers where they naturally congregate with
our branding message (the Longer Marine Corps Story)
63. Recruiting & Social Media
Listen Engage Measure
⢠Listen: Monitor conversations daily across the web and within our own
communities
⢠Engage: Create content experiences that leverage synergies between
community needs and business objectives
⢠Measure: Track performance and optimize for future posts
64. Monitoring & Moderation
⢠The monitoring program is used to help
shape all communications programs,
including social properties
⢠Daily digest of key issues
â One-page report for consumption by senior
leadership of MCRC
â Targeted to issues impacting recruiting
â Provides daily pulse for risk management
and response
65. Monitoring & Moderation
⢠Social networking sites are moderated daily
(including weekends)
â Ensures that community members are following
established community guidelines
â Provides a safe and interactive place for
community members to congregate and share
their experiences
â Ensures that the Marine Corps brand and
recruiting story are properly positioned
⢠While communities tend to be self-policing,
consistent moderation is needed to guide and
sometimes corral the discussions taking place
⢠Identify synergies between community needs and
business objectives
â Using that knowledge to increase engagement
66. Engagement Content Production
⢠GOALS
â Keep communities engaged with a cadence of
communications and content
â Grow communities by posting content that users are
likely to share forward
⢠STRATEGY
â Answer frequently answered questions and other
user-discussed topics
â Relevancy to Marine Corps recruiting
â Timing and frequency considerations
â Channel- and audience-specific content Paid Media
Application Development
67. facebook.com/MarineCorps
⢠Marine Corps Facebook page
launched in 2008
⢠340,000+ fans
⢠Each content post garners
between 300,000 and 800,000
impressions and 1,500
comments/likes
⢠Top 10 for driving traffic to
MCRC websites
⢠Top 15 for generating lead form
submissions (predominantly
officer)
68. youtube.com/OurMarines
⢠Marine Corps YouTube
page launched in 2008
⢠2,500,000+ video views;
4,900+ subscribers
â Discovery and spread of a
video after launch is largely
driven by cross-posts to
MCRC social media
properties, specifically
Facebook
69. myspace.com/MarineCorps
⢠Launched in 2006
⢠70,000 friends
â Predominantly male
prospects aged 18-24,
followed by
current/former Marines
and influencers
â Large diversity audience
⢠Drives a considerable
amount of traffic and
lead form submissions