Beyond Social Media 101Taking your digital communications to the next level

DoD All Services Social Media ConferenceJuly 25, 2013

Jason Kelly - @JasonKellyPAODirector, U.S. Navy Emerging Media

Tired of the same old stuff?

The Navy covers all the gritty details in “regular” posts

But we also mix it up…

WhatATimeline.com

Live Chat with Master Chief Petty Officer of the Navy

Live Chat with Master Chief Petty Officer of the Navy

Livestream of USS Dwight D. Eisenhower homecoming

Live Recruit Graduation

Satellite Van

Battle of Midway Hangout

Battle of Midway Hangout

Current event involvement

Pinterest

How can you do this awesome stuff, too?

1. Have a strategy

2. Coordinate internally

3. Integrate content with the “Fleet”

4. Get leadership involved

5. Just TRY it!

1. Have a strategy

GOAL: Be the most authoritative and timely source for Navy information so that CHINFO can effectively tell the Navy story especially

MEASURABLE OBJECTIVES:• Break Navy news stories• Increase awareness of operations in U.S. Naval Forces

Central Command and U.S. Pacific Fleet, Navy initiatives, history and heritage, and health of the force among the American public as it relates to their individual defense

• Better integrate social media into other key CHINFO/Navy Defense Media Activity functions

• Improve synchronization and saturation of key Navy messaging through the PAO community

2. Coordinate internally

CHINFO

Navy Media Content

Services (OI-2)

Operations (OI-20)

Video (OI-21)

Navy.mil Still Photo/Editorial

(OI-22/23)

Emerging Media (OI-24)

DMA Liaison (OI-25)

Systems/Engineering

(OI-26)

Navy News Desk (OI-3)

News desk teams

Strategy (OI-9)

Working in a vacuum does not yield the best communication results

Create the network effect – “being social” needs to also occur within our organization

U.S. Navy works daily with the news desk, creates our communication goals based on CI’s priorities and meets weekly with regional and fleet PAOs to determine a content plan

This chart represents the sections we most closely coordinate within CHINFO.

3. Integrate content with the “Fleet”

130719-N-TP877-667CORAL SEA (July 19, 2013) The aircraft carrier USS George Washington (CVN 73) conducts a replenishment-at-sea with the Military Sealift Command fleet replenishment oiler USNS Yukon (T-AO 202) during Talisman Saber 2013. The exercise is a biennial training event aimed at improving Australian Defense Force and U.S. combat readiness and interoperability as a combined joint task force. (U.S. Navy photo by Mass Communication Specialist 2nd Class Benjamin K. Kittleson/Released)

4. Get leadership involved

5. Just TRY it!

Just for fun: videos

X-47B Completes First Carrier-based Arrested Landing: http://www.youtube.com/watch?v=cPaH8CCtRVU

Sailors Discuss X-47B's Historic Landing: http://www.youtube.com/watch?v=ZRmwD2YbUV4

Navy Father Surprises Family: http://www.youtube.com/watch?v=NKPJ9JjeO4g

Edited time lapse of USS Carl Vinson's flight deck: http://www.youtube.com/watch?v=cGgK-9IbIJ4

Navy Secretary Visits Arctic Lab, ICEX #3: http://www.youtube.com/watch?v=Z-aJxqxaLfU