 Good morning and welcome to our third session of what we're now calling the Virtual Symposium series, bringing you a variety of different topics that you might normally see at a plenary session when we do have a symposium. Today's topic is about the chimpo's emerging media, and about a month or so ago I was fortunate enough to sit in on a brief that they did for the admiral on the emerging media, and I thought that with a lot of developments that are happening and some very great material that this would be a superb topic for one of these sessions. So I would like you to please sit back and enjoy and ask plenty of questions, and Jason Kelly and Sandy Gall from Chinfo OI2 will tell you all about US Navy emerging media. Questions please raise your hand, we'll take them throughout. We're here really to talk to you guys some more today about how we can better align Navy messaging through our social media channels and how we really try to create the network effect here at Chinfo. When we say emerging media it's really part of a larger family. We get content from the fleet, different various kinds, and we want to talk to you about how we apply that in the social environment as well as give you guys hopefully some best practices to keep in your back pocket to take back with you to use throughout the fleet and engage and inform your audiences. That will apply throughout all of your channels as well. Social media today is just impressive by itself if you look at the numbers rather. It's no longer a fad where we're trying to decide whether or not is social media going to be here and is it a communication tool. And that's important to remember it needs to be a communication tool and you're not building a social media plan it needs to be a part of a larger picture. If you look in these numbers or last year from the Nielsen report 2.27 billion people online 152 million blogs on the internet interestingly enough one in three bloggers are moms and then if you switch over to every minute on the internet each day 100,000 tweets are sent 48 hours of video are uploaded to YouTube and then 571 websites are created just every minute. So the amount of information that's out there is increasing each year and as we progress this year these numbers can only be expected to increase again. So it's no longer a question of why are we doing this but how can we leverage it and make it work better for the fleet and ourselves here at Chimpo. Yeah I mean I would say just to follow the structure and the climate of communications more so than any other industry has really changed transformed in the last 10 years. If you look at the statistics 91% of people own a mobile phone smartphone in America. The way that they're getting their news and their information now especially the news is surpassed radio and print it's getting very very close to TV. So you know people are engaged all the time you don't have to you don't have to sit here and tell you go to any restaurant and see how many people are looking down. So that's going to keep in your back pocket these numbers these change the climate and environment changes so staying abreast knowing the new trends knowing the new technologies is something that Jason and I are well equipped to do and that's what we're here for. So again any questions from the fleet any you know trying to understand this new posture of communications it's absolutely something that we can help you and provide. And as we go through this if you have any questions we want this to be more of a discussion than just us up here spewing information so we encourage you to stop us and ask us for a little better explanation of what's going on and then that brings us to our next slide right here and that's where we're going to talk about the evolution of Navy social media and we wanted to start off with first a little true or false here to get everyone involved. So first off if I build it my command social media presence will they come? Sure no no no I like to tell people this is in a field of dreams it's not one of those things that okay I've created a Navy Facebook right you know I created a fleet command Facebook page cool done can't wait to start communicating it doesn't really work like that you still have to use those other channels that we've created that are trusted and true within the Navy let people know that they're there when your fleet commander is giving an interview or when you're talking to news media let them know hey you know we're keeping our our command sites updated please check out for more information we have often links to additional tidbits and facts so it's not something that once you created it's done and it's just going to you know blow up and I think that's a common misconception that we hear we get phone calls all the time I created this blog two months ago and not giving a lot of traction these things take time you have to if you're creating a brand new trusted platform so think about it it's a new newspaper if we're talking years ago it's a new newspaper it's going to take a while to get that subscriptions up. So next up SPA professionals we should create a social media plan what do we think true or false? We get that all the time as well people call and say hey I need a template for our social media plan and my response always is we don't have one you have a communications plan this is just another tool in your toolbox it's just like a navy.mil story it's the same as an interview you know you have to be aware of it and know about it get smart on the best practices of it but creating a standalone social media plan that's not incorporated with your overall goals is not something that we suggest. Next up Big Navy wants to share command specific content on their platform what do you think true or false? False? True. It depends. It depends actually there you go that's a better answer we do we we constantly look for fleet information and content whether it be videos or pictures to share on Big Navy's platforms and we'll talk a little bit more about it depends later when we talk about our own specific big navy social media goals but absolutely just because you produce something we want to create that network effect you know you share it you share once share many so we want to help get your story out as well. Finally you can post identical content throughout all of your social media platforms true or false? Well you can but you shouldn't. Good point. Yes you can but it's not something that we recommend you do and we see this a lot as well that you know there's there's platforms and technology out there that will take your tweets and Facebook and feed them into one we don't recommend doing that you should have a unique voice again this is just like any other communications tool you wouldn't say the same thing in print as you wouldn't in an interview so just keep that in mind. And I like to describe it as each social media platform has its own style of writing like you would for school versus writing for the military so you're reaching a different audience for a different purpose so Twitter you only have so many characters Facebook you can write until your heart's content anymore so again you can post it again and again and again but you're trying to reach different audience and they're on there for a different reason so we'll talk about that coming up a little bit and we just want to go over again we didn't um there's phases to this and I think that that's not something again that that if you build it it will come mentality um here at at the navy and through a big navy account we've really created um you know we've been able to look at our our presence and our adoption and kind of break that out into how do we get here um here's where we are today but here's where we started and phase one really was that create the presence determine goals and objectives and incorporate into your communication plan so that's you know when the um I think is it Haiti that we started yeah when um when the hurricanes in Haiti struck is when we launched our Facebook page and went live and so that was really that you know the go button for that and then throughout these other phases we've you know we focus more on okay so we've created the site we have it it's legitimate it's registered it's um it meets all those government requirements and then we went through adoption and education and training so we we worked on getting people there making sure people were aware that we were on Facebook and then education and training ourselves the fleet people using it our fans um phase three was really uh growth and analytics so we've we applied some of these built-in analytics within the tools that we'll we'll talk a little bit about later um to see okay what's the best times to post what's the types of content our fans are really eating up um and then right now we're in this really phase four which is this authoritative and timely source we want people to go there first and and looking at trends and knowing that most people get their news now from their mobile devices and through social media um that's where we have to go and then we're looking at fan engagement so social it's two ways instead of just pushing content we're really um hoping to get fan engagement and feedback and and we'll talk more about how we're doing that now question sandy yes okay so so what you were saying about phase one that that's how you guys did it but wouldn't you recommend that you should determine your goals and objectives before you create a presence now so let's determine which that that you're hitting the right platform that's true i think you're right we probably should switch those bullets around thank you so what we want to talk about here is that what we do on social media we don't work in a vacuum just like any other communication professional so while Chenfa has many different organizations here within headquarters we work most closely with the news desk and strategy shop on almost a daily basis and within oi2 we have operations we have video we have navy dot mill um ourselves emerging media um our dma liaison and then systems and engineering where we really combined everything into what you see online um and then like saying you mentioned that creates the network effect so we realize not everyone out there in the fleet has this type of organization but it kind of gives you the mindset of how can i leverage the assets that i already have to really take the content that's out there and then build it and really cross promote it um and then we'll talk about it a little bit more but to kind of give you an introduction here a lot of times we focus on uh chippo priorities for communication so that may be sent con or pay con or on the health of the force so um that's where we really do the strategy in the building and that's with the work and it's been one of our priorities to develop a relationship with the news desk as well as with the strategy shop so we're in line with communication Jason mentioned a little bit more about our communications goals we just wanted to let you guys know in the fleet i think oftentimes when they submit content and we don't use it or we do use it the question is why was that picked up um we like to align them to ci priorities operations sent com and pay com we want to talk about the pivot to the pacific we want to talk about our missions um in sent com health of force that deals mostly with um sailor sailor benefit sailor retention if we're looking at um c and p things we want to we want to tell the sailor story so we're trying to communicate more in that direction as well and then history and heritage um in a couple reasons for that uh they're so ingrained in what we do every single day and i think that the american public should know and understand that um but also it works really well on social media people really like um it's very shareable content so that's some of our big wins is it operations in sent com or operations in fifth fleet that you're more focused on um sent com but right now we're get a lot of information from fifth fleet but we would like to expand that expand that so and these are very determined based on the content that we get at the time um so what's going on in the news and they shift and priorities do change did that answer your question well just seems to me that that if you're looking for navy information you know and i know we still have some some navy bog out there but it seems to me it's not really sent com it's one of the fifth fleet aor that you're that you're probably focusing on and when we look at that it's at least for their facebook page they're tied together so when we look for fifth fleet it's a combined effort so fifth fleet and the second com or maybe nab sent i you know i'm just taking it out of that that joint arena if you will again based on on what you're saying the timing source for navy information um one big win we had recently um and the tweet is up here uh the announcement that the x 47 b landed successfully was made on twitter and it came from the second half's account so it wasn't a navy dot mill story that was released and was posted it was a tweet that was sent out and got retweeted by the media out there and got embedded in blogs got picked up and reported on and it was 140 characters that made news i think that was that planned that way yes ma'am but okay so i think um that speaks to the most authority of timely source of information and i think it also talks to how we do operate without an out on the outside of these priorities so you'll see most of our content deals with this however um you know we're not going to try away from our breaking news story um so that's just that's one way where we do that and to give you some insight into how that was planned second half's office had written some tweets and asked us um to please send those when we tell you from the ship knowing that they wouldn't have the ability to tweet from the ship so um i got a couple emails say send tweet one send tweet two send tweet three so it was a matter of coordination between the offices and realizing that there were some limitations on technology and just a 10-minute phone call overcame them so there are there are work and we broke the story but before anybody else you know before navy times before the wall street journal we were there and did that because of that coordination that pre-planning um i think this also speaks to like he said there we didn't wait for the navy dot mill story and i think um admiral kirby i don't know it was two weeks ago or last week sent um a pa announcement out talking about this chair first mentality um so consider that if you don't have the link back you can easily say more to come more to follow i mean that's what we did within um i think within two minutes of this tweet uh we were able to get the navy dot mill story up make it live and then link to that as well is it okay this is probably not a table because it could be a huge conversation is there any challenges to our ethics for the way that we did second half's tweet challenges to ethics mean you see at second half well just how you would so just as you addressed a draft of press release i mean it's the same again the same rules apply anything had changed they would call we would make that um and make those updates but we had something you know pre-approved ready to go that was that was blessed by all authorities um now and that's why we had that that that conversation inside bar so i think that's an excellent question um obviously you don't want to you know draft it and then walk away from something like that um you do need that that one-to-one conversation that says yes this is true of you know what we drafted before um worked and we can go ahead and in the sense and brooch your point is wondering if it's if your question is the press release it came from the second half's account and it was drafted on someone else's behalf i think the question goes back to does the second half write all these speeches no but i think i think there's a difference maybe because social media instead yes i like in this so i'm getting an approved quote yeah exactly the principal has read it and approved it yeah fill with that at the appropriate time it's just a different venue and these tweets came from his public affairs office so it was pao to pao coordination and i think sometimes we often get you know we can't do this because we have these limitations but this was just a really good example of yes we had those limitations and we were able to work around it i think the other issue or along those lines bruce is um you know you look at other public figures that tweet and and it's clear hillary clinton's a perfect example where where you know some of the debate was wasn't really hillary writing those tweets or somebody writing those four um and i don't think there was any question of the credibility and i think that's kind of what you're getting at is that somebody else is sending it and you know technologically he can't he couldn't have done it from c and so the ethical question is okay he really didn't send it it was done but i think you're going to grab double on the axle here on the fact of who pushed the send button here that if you look out the president does it in the white house when the president actually sends a tweet he signs it he signs b o or the first lady signs an initial letter and that's how people at that level when they want to send a tweet on their behalf do it because i think people realize the secretary of the navy and other high figures don't have the ability to be out there tweeting on their own all day i think this is a great and you know this is an example of something we can definitely discuss more later we have another question i'm assuming that you had prepared tweets for the successful um mission but i'd like to know what the contingency plan was if things hadn't gone on successfully were there any tweets that were going out on that as well or absolutely and that's something you know you have to be open and honest when you start a platform like this and we'll talk about a little bit more you can't shy away from you know the possible negative or the possible points of contention um so absolutely and that's that's why we set up that phone call because we needed to know if this weren't you know this huge success that it was what then do we send so i think that's a that's a great question thank you yes the question was we work with segna he's obviously a principal within the navy we work with other commands to do sort of a similar thing and the question absolutely yes we are here to support and have that conversation as when is it appropriate to come from big navy and when is it appropriate to come from from you guys and then we will retweet and we'll talk about more when we get to twitter for that thank you our objectives sanny mentioned breaking navy news also increasing awareness of our operations navy initiatives focusing on our history and heritage it's one of our most popular things we do on social media and when i came here i thought why are we doing this but it gives people a sense of community and pride and what they have in common with us and then better integrate ourselves into other chinco and navy dma functions as well as synchronization across the fleet with our messaging and that's one thing that we want to build on within ourselves professionally with the social media out there where the fleet is okay these are our priorities and we want to make sure that when you send us content we're able to share it as long as it aligns with it if not then how can we better focus on it and oftentimes when we get calls um from the fleet i want to start you know my principal wants to start a twitter account or we want to start a facebook page these are absolutely the questions that we're going to ask you right off the bat um and then from that we'll develop that strategy and that plan and create that presence so our key stakeholders the media mainstream and local local media as well as the american public in these cities washington san diego norfolk and jacksonville and the public affairs officers sailors families and veterans we find out the big navy presence that we don't get a lot of sailors it's mainly one-offs and people who have an interest in the navy so family members veterans or people that just love the navy and want to be our biggest cheerleaders so we're able to leverage that and then you'll notice sometimes when we communicate especially in how we fight something or position it it's written differently than it would be for an internal audience because we're trying to reach people who may not know everything about the navy but want to be educated about it and what we're doing and we're able to track these um looking at our platforms um for the analysts that are built in and then and then also just us being on them all the time and looking to see you know what is the saturation of each of these and it's different um for facebook than it is for twitter than it is for pinterest than it is um for youtube and that's something that we really would like to ask you you know the commands and the fleets out there that have this presence you know what is your key audience and most likely it won't be this and if it's not that's fine but then we need to create the strategy to meet those audience needs so where are we well we're on the big platforms and most popular ones right now facebook youtube twitter flicker pinterest navy live which is our blog and google plus on a weekly average we reach more than two million people through social media alone and if you look at some newspaper distribution that's just warping the distribution of a newspaper um and then if you look here you can see that um some of the larger ones um you might be surprised with the pinterest it's saying to speak this specifically but it's one of the fastest growing platforms out there and the way that we're using it is different from the other ones out there compared to twitter rather twitter or youtube hey jason yes google plus has been around for what four or five years or longer i mean your numbers are your numbers reflect how i feel about google plus so and we have slides for google plus to talk about each of these offers some unique sure platform and unique capability who do you think are the google plus who is that audience people on google plus the easiest way to say it is that they're people that want to be part of a knowledge community when you're on facebook you're on facebook to be on facebook with your friends or family people on google plus are on there to learn about something else so um we'll show you some ways that uh people are using it and we're using it but they're not really out there to share pictures of their child baby um so the adoption rate on that is a little bit different but the way that it's being used is also completely different too okay is it also is it also true that um for sites like google plus and i think that google recently changed some of its algorithms so they're waiting social media more heavily so it could be that a search engine like google starts paying more attention to google plus as a way to talk about that it's definitely for we're on it right now specifically for search engine optimization and some of those unique capabilities that it offers but we do see growth and to be honest yet we've been on it for a while but we've just really started putting effort towards growing our community again this is we're kind of in the phase one of google plus and really back to that slide um and so that's why that number is so low but i do think it'll grow and i do think um so long as we tailor our messages and tailor our content to meet those needs um we'll see we'll see a big a big jump in that in the future and that's a common question for example vine came out where it's like twitter video uh why aren't we on there well it's not really one of our capabilities that we want to focus on right now because it's not something that we want to put the manpower in right now because we're focusing on these for a specific reason we all we often explore those things i think right now and this is something that everyone will have to juggle is manpower capability and and just what can we do on each platform and the impact of each of those i know that instagram just uh we just signed gsa just signed um the dot gov user agreements with them so that's something that we will consider in the future but but right now as far as what we can do and what we can do well that's something that we really want to keep in mind can you repeat her question the question is are we considering instagram right now okay do you encourage us i think with the user agreements that are there and now that they're set a month ago i probably would have told you no um however i think that that's definitely a conversation we can have just you know how can how are you guys using it and then can we learn from that leveraging as well but it's definitely a two-way i mean absolutely there are things that are happening in the police that jason i see all the time and think wow great idea we're going to do that now too and the one thing i would caution with instagram is that uh just remember that the same rules for imagery alteration apply so right so uh you can use it but you don't want to be manipulating photography to the point where it's unrealistic oh and one more thing before we leave the slide sorry it's something to think about um like we said our reach is you know 2.6 million this week and that does ebb and wind as you know holidays come up and things um think about this next time that you're you're interested in you know going to an outsource outside media and giving an article um think about the navy live blog think about how you could be sharing it on our facebook account and reach a much broader audience with your very defined specific messages and that's something that we want to keep in mind let the fleet know that this number is so high to use it yes before we move off uh well okay that's that grammar school with the social media registry you know we have defined platforms and i i don't think we've really changed them that much since we initiated it um for the folks who maybe are experimenting with vine and instagram and other social media things do you guys track who's dabbling and what outside of the social media registry outside the registry no other than just ancillary paying attention to those things not we don't have a database to track that right now and we are working actively with dma to update the registry to add on those that have approved uh gsa agreements for example everything passed before that are already on there so i think we've already touched a lot on a lot of these points here but we just wanted to show you on how we create a network effect within school properties um you'll see navy live is the center i always tell people that's really the marriage of all of this content and all of our different platforms so oftentimes um we want to push people to an authoritative source for more information for further granularity for more context um and we're really doing that for navy live so we'll post a picture on pictures perhaps and it links back automatically to navy live for us to again grow that presence and this isn't the way everything works but this is a typical thing of best practice that we like to do so speaking of navy live what is a blog a blog for us is written in first person it's a someone's narrative um it's about three to five hundred words and it's timely so it's not a navy dot mill story um that's the big distinction between it it's someone's sharing a story um conversational and it's keeping in mind that it has a different audience for the blog the audience i think is kind of twofold um the media and then again there's one off um we frequently use the blog as an opportunity to put information out there and then the media is able to report using that information um specifically um in a few seconds you'll see x47 is an example of that but one opportunity that we recently had was talking about lcs and what we did here was not every blog needs to be based on text so we crowdsourced questions from facebook we asked people what do you want to know about lcs if you could ask the co anything um we got a lot of great questions and then we worked with the news desk and then set them over to the ship uh they worked with their emcees on board and then they shot some videos and then rather than posting 305 words of text they had the ship co out there answering questions it was a big success it's an opportunity for commander will to answer many of the questions that are in the trade press that are through um you know former navy retire navy navy families that are that are getting a lot of stories on lcs but he this is now his platform to give his true assessment of what's going on um from fans so again that marriage of the properties we crowdsourced questions from facebook and then we put it within um the navy line blog to provide that greater story so so did we see in the media after this was posted do we see pickup of the quotes from these video clips and some of the great stories um not in this particular one but we have in the past um they have linked to um because we've done this several times um for the lcs and other platforms as well um that the media has picked up this and said you know her the navy line blog where he answered questions so yes we have seen that occur what was the turnaround time from the crowdsourced the questions staffed through the desk got it out there and then got this up ideally three to five days um because of some technology issues because they chose video i'm getting the video off the ship it was uh much longer than we had anticipated and would have liked to have seen um so this is the first time that we tried video so that was you know kind of a learning curve for us um next time we might just do text again because the text is you know that three to five turn day turn around it's still a pressure because i think what we showed here is that it can be done though that a topic as hot as lcs we could tell the story in a different way we did it multimedia and we put it or face on it we put the ceo's face on it and a sailor that's actually operating forward and something else that we assess because we have done the lcs several times um first time with the ceo but i was able to look at questions that we asked fans the questions that we got from fans three months ago to this and from six to three to this and see how that conversation is changing absolutely um you can see that the communications that we are we're we're pushing out are definitely affecting the conversation so they were much more positive they were much more capability based versus do the ships are the same do you think some of the other you know conversations that have been occurring um so that's absolutely something that we can look to and see are are we able to penetrate the conversation and have is it changing in the eyes of our fans that was a huge win for us this is something new that we started and it's a big win for us and i think we're equally as proud of it as rtc is um each week we broadcast the live stream or group graduation straight from great lakes it's a huge win um mainly because of this it's letting people connect with their families that couldn't be there uh the host says it all so so unhappy when i couldn't be there for graduation but the online streaming is the truly next best thing your adulation is to all of the graduates today well and that's um if you think of health reports that absolutely ties into you know telling that sailor story that like people feeling connected so with the example the x47 we see here where nbc news reported using one of our blog posts linking directly back to it um and pulling information from the blog that we posted um immediately before the x47 be on the day prior to it and then i um another blog that we did um picking up on the controversy on whether or not captain crunch was actually a captain it was kind of joining a larger conversation and then tying back to um some navy facts and then bringing lcs and hold there with the photo so that wasn't exactly aligned to our communication message but it was an opportunity for us to tell the story and we were already interjected into the conversation so um to capitalize on that and something to be aware with the with the lcs don't be a we try new things all the time um we experiment and see how these things work and the video is a prime example of that with the lcs um so it's it's a new platform you know new ideas are welcomed next up twitter um and again we see here with the captain crunch our tweet was we confirm real captain crunch appears to wear a us navy commander rank new world record server is crunch credibility so it's joining a larger conversation that's happening and then leveraging that to bring ourselves into it so let's talk to some best practices here we use this when you see an at symbol this is a handle that someone's actual profile in this case it's the real captain crunches um this is the hashtag that we're using for us navy so we're able to track all conversations that are occurring about us navy with people using that um and then this crunch credibility this isn't something that we just made up um there's various ways twitter has a pretty robust search there's also topsy which is a free um capability you can use to say okay if i'm creating a hashtag let's not just make it out of thin air a does anyone else already own it um and b what's being said about it and then see you know can we track it afterwards so this isn't just a a bad thing really cool to do we're able to um tag that content everything that anyone that uses that hashtag and then you know there we have the full story of it so it's creating this metadata that we can go back and research sanny mentioned um tweeting first and then following up with additional information so after the first tweet went out about x47 b we followed it up with the link to the navy dot mill story and then told everyone that photos and video would follow and one of the people that wanted to know about that was the media so those that were out there waiting for it knew that we would be sending out additional content that would be arriving later on and then you can see here and next time um twitter really lets us be our rapid reactionary force um jason and i are constantly on it the team is constantly on it looking for navy information tracking the navy conversation um and oftentimes we can um uh negate false information um and another thing you know your social media job is at nine to five um there's been oftentimes where i've seen something go out i think most recently one about um a steel team six person was killed or something like that and it was just trending all over twitter um we were able to call the news desk and if we were denying obviously it was false and tweet that out and say you know hey guys this isn't correct it's from the horse mouth it's not going on if you could please retweet this and let everybody else know um so interjecting ourselves in the conversation is really really important especially when there's misinformation about the navy out there yes two questions about that that tweet empty what does that stand for modified tweet okay so there's different ways that you can um retweet or you know further someone's message um retweeting is just pretty much the quotes it's the exact same we haven't changed anything um modified tweet means we probably shortened this in order to include this url um so we took lieutenant demc's tweet who was out there um and made it um be able to fit to that hundred and forty characters and another thing you have a hundred and forty characters very rarely do you want to use them because you want people to retweet you want people to add something beforehand and interject again that two-way conversation okay can you talk a minute about shortners too yep so um we used to tweet but there's a very uh there's a variety of different platforms that will take your url and create this ollie um there's also bitlies and we can talk more offline if anyone has conversations about that um but what it enables you to do is track how many people clicked on that link so we're able to really see yes we have like three retweets but how much was it you know clicked on what was the saturation of that great question thank you you found that with some of the shortened links in the nmci environment some are well received and some are not so bitly for instance not so much and i think that's a really great point um that's what your key message is um and your key audiences i mean for us we're pretty open that we want to think externally so for us it doesn't matter as much but absolutely if your key audience is internal you're just not gonna be able to short that link and the question there was basically nmci how well it works with shorter links um gsa offers one that works pretty much across the platform so there that one is available here it's important to remember twitter isn't facebook a lot of people choose to link their twitter and facebook together don't do it um it's designed for two separate purposes and not only that you're going to get your message truncated off and when i talked about you're trying to write for two separate platforms and two separate audiences it's not happening here so if you want to focus on one thing and you only have time for one thing then maybe it's just do facebook but if you can't do all of them then it's time to prioritize and decide which one do we actually have time for next you want to talk a little bit about facebook and i'm just going to go on a limb and say most people are very aware and are comfortable in the facebook environment for your personal presence um something cool that we like to do is uh we have a live facebook uh chat with mcpon here he held a digital all hands um again he said i'm going to be available for 45 minutes during this time to this time um and i want to take your questions about during and on excellence um and so it enables him it's an opportunity for him to speak about his target messaging and what he wants to talk about and also i mean he's the mcpon he's his main um uh demographic is the sailors and with that comes their families so he was able to answer a lot of questions i think he answered for 50 minutes he reached 110,000 people with that um and he had at his side you know five to six paos that were there and helping him throughout his answer i mean when other how else do you have that opportunity you know of uh again facebook has integrated hashtag so that's something that we want to use as well and then you'll see how we uh linked it back to our story so that's another thing yes we're having a post but we're always trying to link it back to that authoritative source for people that want more content so google plus why are we on there uh sanny mentioned it's the search optimization but it's really also the knowledge discovery people are on there to learn more about things rather than really each other um and one of the things that we have been doing our google plus hangouts uh we did one for the battle on the midway battle of midway um 72nd commemoration um and we also did one for the monitor so they've been history focused from now but we have some lessons learned that we would like to incorporate for further hangouts um but you want to go next again so what it enables us to do is you'll see here there's difference um image or different windows open here we had a live panel at the pentagon of three to four people that were able to speak on it and then also be looped in remote participants as well so he was actually at the battle of midway museum or midway uss midway museum sorry um and it's it's a great opportunity again what we did was open up the floor for fans to ask questions um and they answered them live right there do you know how many participants you have for that particular event for the event i think we had around 300 live but then since what we posted this also this captures it and feeds it into our youtube automatically we've had over 2500 people go to it since then so i mean it was it was a pretty if you think like 300 people it's not that many but it captures it and it makes it available for other people which is great one of the tools that google plus has they're called circles and if you want to think about it they're targeted messages and for example you see that um we have the photo up here of the x47b it lets you target it and you can decide which groups really on google plus you want to group people into and for example we have them broken down by media military energy intervention navy friends information dominance and these are circles that we've created and we ask people if you want to join them let us know and then we drag them in there so when we send out something that has to do with history and heritage we target these messages to them and then what they get is an email that says we shared something with you so it's really sending that message to a targeted audience that maybe someone else may not want to know about as widely and again they they subscribe to these themselves so it's getting information that you want um really personalizing those messages so that's a unique opportunity that google plus allows us that we don't get on any other platform and that's really one of the areas of growth that we're leveraging is this ability to target content there um we're going to talk a little bit about flicker mostly because this is a really great example of these platforms not only is the communication field changing without these platform hate bombs you need to make sure you're on top of that um recently uh flicker has redesigned the way that they do images before if you could remember they were just um one image on the page um for each album that we had but now it's just a stream of all of our images when before we were uploading anywhere from 40 to 100 images a day we kind of revamped that and said okay since it's a stream and we know people aren't going to school that far why don't we think more four to eight images and see how that affects our growth in our region what we've seen is actually we've been doing it for two weeks and we've absolutely grown um so this is a good example of we have having to be adaptable to the platform that you're using um but also less than sometimes more um again we talked about targeted messages we said okay if these are the things we're going to talk about let's just put those images up um and the really compelling stuff and um what you'll see is the media takes from here um and there's a huge growth I think we have over 63 um thousand people that go to this every week so that's really new to us YouTube also recently unveiled a new design and its change is really focused on responsive design so where before the desktop looks like the same thing on a mobile device now it's kind of customized from the desktop to the tablet to your smartphone so here it also allows us to target playlist and put up front the most recent content so we're able to leverage what we also want to highlight uh as our priority content as well and just for example of what's doing really well on YouTube our laser weapon system is has the most views I tell people all the time if you could put a laser on anything I'll take it um just because the way that that story went huge and everyone's interested in lasers but the x47 v uh the place for scary rest of landing this is one of our newer ones so you can see that um you know those really cool very short videos are um really what people want to see we're interested most in um not so much how many clicks in it gets that's really really important but if you think again we're we're more in that space for fan engagement we're looking more as that dropout rate so we're able to see when our fans or when viewers are dropping out and then that way we can then inform the plate okay your video we had a great one why I serve um you know please check it out when you can um from the George Washington and it was a minute 45 but we saw the mid the dropout rate was a minute 20 which is unfortunate because it was that last three seconds that said you know us George Washington operating in paycom um so that that message that we ended with was lost to many of the people just we had shortened it 20 seconds we would have been able to count them more interest I owe that sandy discuss this okay so this is obviously um a newer platform that we have um and a lot of people are asking um if you look at the demographics 70 percent of them are women um but also it Pinterest has the highest click through rate than any other platform out there it also is the fastest growing platform um I think a year ago it was a 90-10 split so 90 percent of the people are women so the the male population is growing also on our other platforms um we're the Navy it's we have a male dominated follower followership or following so um this is really an opportunity to hop into a target audience and we just really aren't reaching um through our other platforms you can see here we have you know meet our feet these are all of our um our ships so we're able to get information on that and then we always link back to a dot mail dot gov for our blog website um places we go this is you know hey we're globally deployed around the world we're able to demonstrate that um navy ethos when I first came aboard here a little over a year ago we had a lot of instances of seo firing a lot of news stories about you know why is the navy having good leadership have we build better leaders um so as a response to that we were able to create this navy ethos board and you know within that we put all those really great sailor stories and leadership stories in ethos um obviously it's very um visual oriented so that's something that you want to make sure you have very compelling imagery um you can see here that we have also women in the navy is one of our our largest um boards because the content that's shared most on pinterest throughout the entire platform is um like dogs party planning and food so we have you know in order to meet those needs and to get that up we also have we have service animals and we have uh I think the flavor of the navy is what we call it and I can't find it right now but we also have history heritage so if you look on pinterest here you can drop down there's themes that you can attach to these boards so is it um is it like a winning team board which we don't have um but you know history technology boards they have all of those buckets already created for you again to help you target your message um to a specific audience um it's something to keep in mind that right now we're only linking to dotmail.gov um and dot org sites again because of the gsa user agreements that we sign in order to use pinterest and that's something that I think is a total separate conversation but for people that have our questions about that absolutely kind of chasing their eyes but yeah it's a really unique opportunity we can go to the next slide so you see this is being a great vehicle to communicate with navy moms navy spouses navy families um and again this click through rate is highest you're going to get more click-throughs um you know per visit on pinterest than you will on facebook or twitter so it's a good opportunity to get people back to your um official sites also on average people spend an hour and a half on pinterest every week they spend 30 minutes on facebook so that's something to think about too more opportunities for your things to get clicked more opportunities for your content to be seen um you'll look here that we um again hashtags are used i mean hashtag sailors i mean this is just a really fun picture of us in the fifth fleet so it's really terrible and says this is where the navy is this is where we're operating on navy housing is also using pinterest and one of the ways that we're doing it is to introducing people to where they may be living great idea and it's yeah it's an innovative way to show four plans and what a better platform to do it on than for families so um we thought that was a great example of a different way to use pinterest as well so we talk about best practices and these aren't limited to just facebook because we have a picture up here from facebook um everyone needs to be prepared to ask and answer the hard questions and these steps are no different than anything else that you would learn at depots um know and listen to your community and your audience and post consistency consistently rather um we find that there's a lot of great content going out on a platform then also and there's a break so you built up this trust you search trust with your audience and then there's nothing there so you need to kind of keep the flow going to make sure that it's on an ongoing basis um right conversational and i think this is something that you know being so engraved in the navy and so much in the culture um when i first started working i was like oh never talk like that but within two months you know it's accurate at this and accurate at that but if your if your audience is externally you have to speak the way that they consume um so you know remember your audience remember it's social have a conversation you know make you know be funny give something there that shows some personality behind the person um work in the keyboard um if you look at you know three lines of text is really ideal you know keep it you know oftentimes the shorter the better and for each platform it's a little bit different but um you know we don't want two paragraphs on if you're writing two paragraphs for every facebook post we might want to talk about creating a blog for you um because just different platforms different um types of messages also you want to include this call to action um you tell your fans what you want them to do it's the same as any other communication rules i don't think these are any different um tagging is what you can do you can see here but we tied the us maybe your training command um because we want other people to know about our navy uh platforms and other portals and get more information and hopefully they'll like that and go there and then that the work again creating that network effect and again these are tips to remember social conversational relatable uh responsive timely consistent authentic and honest um photos social media is a very visual media but the thing to remember here is just because you have a navy dot mill caption please don't just pop and paste it onto your facebook page um it's a very ugly thing on social media what you can do is rewrite it for your audience um it takes a team to be ready to launch those birds on a blow the fight um say who the sailors are throw their jobs behind them make it easier to read tell them what they're doing where they're at and then what we have a question yes when you're adding open positions you see sometimes um like with your tweet there you're incorporated into the message whereas some places put it like a dash at the end and then like add a bunch of people that might be referencing that right what what's your thoughts on that so the question was and if you if you'll go back you'll see oh we can do it here um we linked us and we made it part of the text instead of just like a dash at the end and then like 10 different ones um again how would you say it in a conversation if you were talking to someone you went live i mean that's my own personal opinion and not every time that's gonna work i don't think that there's a tried and true best way to tie um in that essence um but the way we try to do is make it part of that conversation and you'll see here again if you're tagging something please please click on it and make sure that it's the official uss limits page again same rules apply i have a question on i agree with rewriting it especially getting rid of that number but um the leading or not including the photographer's name for the byline or the photographer i mean is that the policy or is it something you just randomly decided so for that one for instance that one is actually within our blog that we've linked to so again we're linking back to official sites and oftentimes in most of the time that official site has that on the photographer within that but for social media we typically don't do it the army does a little bit differently um and yeah that's something that we're we're constantly talking about it and just a photo credit i mean it's a dod policy if you were to publish a newspaper that both the photographer's name is attached to the photo as it's seen not going to link further to see the photographer's name it's just a standard that i think we're all used to yeah so by omitting it i don't know it doesn't it doesn't say official navy photo to me and then you could grab it from somewhere else that you're not encouraging that kind of work from the mcs or whatever submitted the contribution i think yeah i think that's a great point and something that's why we like having these conversations it's something to consider and i think we should absolutely take that back and and talk about that and find out you know that would be a policy thing and is there yeah and it there's with that sort of stuff you're not going to find anything in d o t level policy because it it quite honestly doesn't it doesn't mean we couldn't it doesn't mean we couldn't do it you could have a dash photo by but you have to remember yours you remember on twitter and everything else only have so much there to post content and then all this information is still in the metadata right and so if we click on that photo that would take us back to navy dot mill or some other official source where that photo is posted correct which would be true with the us navy page but what we're finding with some of the folks in the fleet are we not that you know they they want to get all their photos of course they've got milk but that's not happening because we curate our content there as well so so what where would that official source be i mean are we saying that we should only post photos that are posted somewhere else already you're on a command website or something i think that's that's a good rule of thumb yes but i think you know this sounds like a great need to be a tumblr blog that we can write because i think there's a lot of discussion should be had about this i think as a photographer if my name is associated with that and it's on there it's a quick easy way to see how my work is being shared and used and all that yeah okay at the office of naval research on our facebook page we create galleries and so forth cover photos the photographer's name is always there if we want to leave anything off to short that we just don't say release it's assumed that if it's us navy photo and it's there then it's been released um so we we try to use it we like to try and give people credit if it's something that we have pulled from from navy dot mill like for instance fourth of july um we have in the past has said it's a us navy photo but we'll always try and give the photographer credit i think our rule of thumb here is that everything that we post on our facebook page is released imagery from the navy right unless otherwise so i think that we can absolutely take for action to create a tumblr blog to further explore that that's a great conversation to have with the fleet and i think that we have some built-in opportunities um that we need to be looking out for throughout the fleet um memorial to a fourth of july some of those things um are automatically um you know get people buzzing and thinking about the military and the sacrifice of the service um so that's me that we can offer um um capitalize on and push our content out that way as well so this is just a really simple graphic that we had made that i mean it was huge and very very successful and so simple it's it's very shareable i mean how can you not um agree to share that that content one of the highlights of stuff that's being done out there in the fleet that's working out very well msc give a shout out to them um and for two reasons here um the hashtag one team it's consistent across all of their communication efforts um and then the tagging also to really expand the reach of their messaging and i'd like to point out you know we work really closely with msc to align our communications and to go back and forth about content ideas and it's a relationship that we would love to have with other fans throughout the fleet in order to have that to be able to move the phone and say hey i had this really great vlog do you mind sharing it on twitter absolutely um so that's a that's a relationship that we have created with them um that enables us to be better in tune and align with their messaging and vice versa the next one up a photo from the x47b um kind of what makes distance a good post is the future has arrived give me some context to it uh rather than just posting a link to a article which isn't going to be consumed as well putting it with the photo and then giving context to it i mean he could have been really boring and said you know x47 completed its arrested landing on blah blah blah blah on this day but instead he did you know three lines of really personable text and a link to to get that that's a reporting story but that's again more contextual story they uh another shout out to freedom out there and again taking that idea of it's not a navy dot mill caption it's writing for a different audience and then explaining what's happening so a member of its boarding team clearing passageway during a boarding drill so um freedom's doing a good job with social media explaining what they're doing out there and then next up um this one here it's from truman and um they lost one of their sailors in an automobile accident that day um this is a great example of sometimes you have to once you open it up and once you're there you really have to be um committed to telling that story and they've obviously committed to informing the family about what's going on with their sailors and and their command and this is just one example of you know it was a difficult time and a difficult thing to to communicate but they felt it was important and it was and this is uh again they know their audience uh this is not something that we would we would share on us navy's page but it's absolutely a perfect post so and again with george washington um again fan engagement they asked people um let them know about birthdays and then they connect sailors to families yeah this is one of my favorite things that they do i mean just like really simple backgrounds they ask the family you know give us a week's notice um you know send it to our our facebook uh messaging and and we will you know give a shout out for your sailor that you probably haven't seen in months which i think is really really nice so the two things that we want to leave here with are how can we help and how can you help us the first part is let's have a chat uh let us know what we aren't doing well and let us know how we can help you and also when you have content before you get too far down the rabbit hole and using it talk to us about it and make sure it's something that we can use because a lot of times we get content that we um would like to use but it's not part of one of our communication priorities so it may fit better on a different platform so we have to maybe redirect it to a different area yeah so if the goal of your video is for us maybe to share it or the goal of your video is for thousands of people to see it um we should probably talk about you know what have we seen looking at tons of data coming from the fleet and and again we've been through this process for years now what have we seen that works well um we also have a tumblr blog for best practices and then a closed group on facebook for basically communication and professional development yeah in the tumblr blog we share best practices um and i know that we i mentioned it a couple times here so please check it out if you need the link if you just google maybe media tumblr it'll come up as the first result and then how can you help or how can we help you um we you want to know what's going on um you know jason and i we have a small team anywhere we flex from four to five people um it's not enough time to post produce and and and also scour the fleet and all your wonderful things that you're doing because you're doing great things and oftentimes we stumble upon them but we would like it to be more of a two-way conversation instead of just oh this is great let's share it now we want to be engaged and have that conversation and again help help each other create that network effect um and then communication alignment i think that's huge and it's something that we could we could obviously do better throughout the navy you know are we all talking about the same thing you know if sexual assault is a is a big thing that you know a huge thing that we're engaged in we talk about it often um you know how can we do that better throughout all of our platforms so the public knows and realizes how serious we are because it's not just big navy it's you know it's big navy trickling down through all of the commands and all the sailors and all the people i think that's a really good example of how you can look from what we're doing and share our content it's so easy to retweet or to share from navy um don't think you have to recreate the wheel um absolutely you know steal our stuff and use it for your own and you know if it aligns with who you're talking with and the message that you want to that you want to be received two things uh to follow up on that is um it's a requirement to register your social media platform with us it's also a good idea to keep that updated we found that people that are on that directory haven't been there for three or four years so as we try to build a social media community for professional development um when we go through there we're finding that people haven't been at that command for quite some time so make it a best practice as you turn over to go through and say hey let's update the directory so chin foe knows who's running this page and then also think beyond a navy dot mill story tell a story and also with the navy dot mill stories um think visually make sure it has a photo because there's a lot of great things out there that we'd love to share but we're limited because we don't have that photo and based on facebook's algorithms if we don't have that photo to post with it we're not going to be able to reach as many people yeah and just to add to that i know it's one of ci's group priorities and conversations with him um that we that we do think beyond that navy dot mill story it's not just okay i did a navy dot mill and then i'm done you know how can we expand that you know how can we use that as a tweet or are we capturing enough video to make that into an all hands piece um and so consider that if you want you know again let's brainstorm how to create this larger story in this network of fact through you know through saying a tweet to a facebook post to a navy story to um to a historical narrative that's much longer anyone have any questions for us i know you've asked a lot throughout well thank you very much for and thank you folks for being here for this virtual symposium session on the us navy emerging media for those of you who are here if you want to see it again or for the folks who um if you pass along to folks uh they can view it at the live stream dot com at the us navy professional development channel us navy pdc thank you very much