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BlogWell San Diego Social Media Case Study: US Navy, presented by Scott McIlnay

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In his BlogWell San Diego case study presentation, "Social Media Integration & Strategy," the Navy's Director of Emerging Media Integration, Scott McIlnay, explained how they're engaging and managing all of their social media stakeholders.

Scott covered how they're helping Navy officials collaborate on social media, how they're fostering conversations among moms of Navy kids, and how they use basic guidelines while building formal policies.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

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BlogWell San Diego Social Media Case Study: US Navy, presented by Scott McIlnay

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  2. 2. 1<br />Department of the NavyOffice of Information<br />Navy Social Media <br />Integration & Strategy<br />BlogWell San Diego<br />16 February 2010<br />CDR Scott McIlnay, APR<br />
  3. 3. 2<br />Agenda<br />Navy Social Media<br />Mission<br />Methodology<br />Value Proposition<br />Products/Resources<br />Properties<br />Challenges<br />Operation Unified Response – <br /> Humanitarian Assistance/Disaster Relief to Haiti<br />
  4. 4. Emerging Media Integration Team<br />Established within the communication strategy and integration directorate as a proponent for social media and to develop a program for long-term sustainment<br />The team: (1) CDR, (1) LT, and contract support (BAH)<br />Our mission includes:<br />Advocacy<br />Policy<br />Training<br />Best Practices<br />Management<br />Metrics & Analysis<br />Identify emerging trends <br />Keep focused over the horizon <br />
  5. 5. Value of Social Media<br />Value to the Navy -- social media makes the Navy a better service and as a result a service better able to achieve its missions and objectives.<br />But it also provides value to …<br />The Commander<br />The Sailor<br />The Navy Family<br />The Advocate<br />4<br />
  6. 6. Social media: Part of a <br />harmonized communication plan<br />LISTEN<br />PLAN<br />EMPOWER<br />Social Media<br />MEASURE<br />Publishing – Print & Web<br />ENGAGE<br />Newsletters<br />COMM PLAN<br />Personal Engagements<br />Mobile<br />Navy.mil<br />Media<br />5<br />Email<br />
  7. 7. Products & Resources<br />
  8. 8. Social Media Presences<br />7<br />
  9. 9. Challenges<br />Security<br />Policy<br />Training<br />Resourcing<br />Leadership<br />8<br />
  10. 10. Challenges<br />Security<br />Policy<br />Training<br />Resourcing<br />Leadership<br />9<br />
  11. 11. Challenges<br />Security<br />Policy<br />Training<br />Resourcing<br />Leadership<br />10<br />
  12. 12. Challenges<br />Security<br />Policy<br />Training<br />Resourcing<br />Leadership<br />11<br />
  13. 13. Challenges<br />Security<br />Policy<br />Training<br />Resourcing<br />Leadership<br />12<br />
  14. 14. Challenges<br />If we can do this …<br />…then we can certainly handle this.<br />
  15. 15. Operation Unified Response<br />
  16. 16. First steps<br />Twitter list mentioned by DoD, Washington Post, and White House<br />
  17. 17. Navy social media in sync<br />62,581 fans within one week of Facebook page launch<br />5,000+ “likes” on Facebook posts and images<br />1,000+ comments on Facebook posts and images<br />More than 15,000 clicks on links on Twitter posts by @NavyNews<br />
  18. 18. USS Carl Vinson brings U.S. relief efforts to the world<br />Mentions of the Vinson went from virtually nothing to hundreds of posts in social media on January 13th <br />7,000+ fans on Facebook<br />1,429 followers on Twitter<br />
  19. 19. The world tracked USNS Comfort from Baltimore to Haiti<br />Mainstream media and blogs covering USNS Comfort before we were active with social media<br />2,132 followers on Twitter (over 100 followers before account was public)<br />
  20. 20. USS Bataan used social media to stay connected to families and bloggers<br />Families stay in touch through Facebook and Twitter<br />Bloggers were given direct access to USS Bataan Captain through Blogger Roundtable<br />
  21. 21. Navy seamlessly integrates communications with DoD and services<br />Powerful images of the U.S. military services providing aid to Haiti circulate over mainstream and social media<br />DoD is taking a particular care to have the most recent information, images and videos posted to all official pages (websites, blogs, Facebook, Twitter, etc.)<br />
  22. 22. Navy’s social media supporting Haiti relief recognized across government<br />White house blog post of ABH(AW) Lisa Gurnick, USS Carl Vinson (CVN70)<br />Official DoD Twitter account mentions White House blog post<br />White House Twitter posts mentioning and linking to official Navy social media accounts<br />DoD Facebook Page announces @USNSComfort Twitter updates with link, <br />@NavyNews listed on CNN’s Haiti list<br />Facebook’s Government page featured Navy as trusted resource for current information and photos on Haiti relief (3 unique posts)<br />
  23. 23. Conversation about Navy in Haiti <br />Mentions of “Haiti” and “Navy” Jan 22-Jan 26<br /><ul><li>US Navy prepares for Haiti
  24. 24. 3 ships leave for Haiti
  25. 25. Hospital ship eager to assist
  26. 26. USS Carl Vinson arrives
  27. 27. USNS Comfort leaves Baltimore
  28. 28. USNS Comfort arrives
  29. 29. Troops arrive
  30. 30. Food, water reaching people
  31. 31. US to send more troops
  32. 32. Navy providing medical aid</li></ul>Mentions of “Haiti” and “Navy” from Jan 12-Jan 25, 2010<br />
  33. 33. Top keywords within mentions of “Haiti” and “Navy” for 0500, January 20, 2010<br />Top keywords within mentions of “Haiti” and “Navy” since Jan 12, 2010<br />Keywords related to Navy and Haiti<br />
  34. 34. Conversation matures throughout the week<br />Jan 13: Navy’s involvement is mostly discussed over Twitter <br />Jan 20: Conversation greatly expands with blogs, photos and mainstream news taking more prominent position<br />
  35. 35. Pastor used Twitter as means to coordinate activities in Haiti<br />Sparked by Sanjay Gupta’s (+1million followers on Twitter) response after performing brain surgery on Carl Vinson that “there aren’t enough brain surgeons in Haiti,” Shaun King, a pastor, coordinated a team of doctors trip to Haiti only to find there is no place to perform surgery other than the USNS Comfort. Through Twitter, a frustrated Shaun King attempts to reach out to USNS Comfort to get the doctors on board.<br />@ShaunKing praises work of USNS Comfort crew and restores credibility of Navy among his followers<br />@NavyNews addresses Shaun King’s frustration and directs him to @USNSComfort on Twitter<br />@USNSComfort reaches out to @ShaunKing and arranges phone call with BUMED to work out arrangements for doctors<br />Sanjay Gupta’s 0730 show the next day does not cover the issue of doctor’s reaching out to the Navy <br />6,500+ followers of @ShaunKing spread his plea across web<br />
  36. 36. Communicating the Navy Story<br />External Media Reporting <br />More than 9,400 news stories printed and aired nationally and internationally(as of 1000 26 Jan 10)<br />Navy Visual News<br /><ul><li>Imagery distributed to national and international media
  37. 37. 628 photos
  38. 38. 9 hours of video
  39. 39. 600% increase in traffic on Navy FLICKR page at peak on 1/19</li></ul>Navy.mil<br />Social Media<br /><ul><li>Navy Facebook (66K fans)
  40. 40. @Navynews (7.7K followers +10%)
  41. 41. Enabled Twitter & FB accounts for:
  42. 42. USS Carl Vinson
  43. 43. USS Bataan
  44. 44. USNS Comfort
  45. 45. USS Normandy
  46. 46. USS Gunston Hall
  47. 47. USS Carter Hall
  48. 48. White House highlighting Navy</li></ul>Total since Jan 13, 2010<br /><ul><li> 3.9 mil page views
  49. 49. 125 Print Stories on Navy.mil
  50. 50. 19 Daily News Updates
  51. 51. 9 All Hands Radio Pieces</li></ul>Jan 19, 2010 (noon) through Jan 26, 2010 (noon)<br /><ul><li> 2.4 mil page views; 1:15 avg stay times
  52. 52. 85 Print Stories on Navy.mil
  53. 53. 13 Daily News Updates
  54. 54. 6 All Hands Radio Pieces
  55. 55. 6 Multi-media Pieces; 27 airings over </li></ul> DTS<br />Forsee : Avg 84; High 89 on 20 Jan<br />
  56. 56. Thank you BlogWell!<br />Questions?<br />CDR Scott McIlnay, APR<br />Director, Emerging Media Integration Department of the Navy, <br />Office of Information<br />scott.mcilnay@navy.mil<br />(O)703-692-4718 <br />LT Lesley Lykins<br />Deputy, Emerging Media Integration<br />Department of the Navy,<br />Office of Information<br />lesley.lykins@navy.mil<br />(O)703-695-6915<br />
  57. 57. U.S. Navy Sites<br />Official Navy Website<br />www.navy.mil<br />Navy Social Media Directory<br />www.navy.mil/socialmedia<br />Navy on Facebook<br />www.facebook.com/USNavy<br />Navy on Twitter<br />www.twitter.com/NavyNews<br />Navy Visual News Service on Flickr<br />www.flickr.com/photos/USNavyNVNS<br />Navy on YouTube<br />http://www.youtube.com/user/usnavyweb<br />Navy Visual News Service on YouTube<br />www.youtube.com/USNavyVisualNews<br />Navy Emerging Media on Slideshare<br />www.slideshare.net/USNavySocialMedia<br />
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