Puget Sound Naval Shipyard snapshot (Nov 2010: links and data may be outdated)

SOCIAL MEDIA SNAPSHOT


PUGET SOUND NAVAL SHIPYARD & INTERMEDIATE MAINTENANCE FACILITY

ENGAGES WORK FORCE


PSNS & IMF Work Force

10,000+ employees (95 percent civilian)

• 5,000 behind desks—engineers and scientists and support codes

• 5,000 on deck plates—On the waterfront performing maintenance and modernization of the fleet with no computers or limited computer access at work

• Maintenance personnel often have to travel globally, presenting challenges similar to deployment


In an effort to improve the work environment, job satisfaction and other factors, PSNS & IMF

conducted a survey to assess work force needs…

Survey Results: PSNS & IMF personnel wanted more communication from leadership and with other workers. They also wanted a place to ask questions, get responses and have social interaction with co-workers

Solution: PSNS & IMF decided to use social media (starting with Facebook) to achieve clear objectives:

1. Build a sense of community among the diverse and geographically dispersed work force

2. Provide a platform where personnel can ask questions and get responses from leadership, human resources, subject matter experts or co-workers …

Note: The survey was distributed by hand in paper format to those who worked at the waterfront to ensure all personnel opinions were considered.


The PSNS & IMF on the Waterfront page on Facebook is an official fan page viewable by the public, but only

employees can comment and interact on the page

• Puget Sound keeps a spreadsheet of all accepted fans and check daily for new “likes”

• The newest people who “like” the page appear on top of fan list

• New “likes” are verified as employees through online database

• If they are not a current employee, that individual is manually deleted/blocked from ‘liking’ the page – preventing them from participating in the page but not viewing.

Personnel access the site via their mobile phones, at home, and at their desk (those who are at a computer)


“Fans” discuss personnel and social topics

• Getting all personnel involved in command environmental initiatives

• Organizing and participating in CFC and social events

• Announcing job openings and command group meetings

• Community service messages (e.g. volunteer opportunities)


Site administrators stimulate engagement by posting interesting content

• Photos—especially historic photos—are very popular due to the 100 year history of the Shipyard

• PSNS & IMF Commander Captain Mark Whitney provides periodic video and audio updates speaking directly to personnel (transcripts of remarks are also posted)

• Inspirational quotations• Relevant Navy news, security

and privacy updates from other Navy commands


How they promoted the page:• Promoted in Salute, the Command publication• Posted on reader boards• Produced and distributed a tri-fold brochure

on why and how to use the Facebook page• Posted to the intranet in the “News You Can

Use” section• Personnel were sent event invitations to

encourage them to go to page• Conducted “road shows” (went to other work

sites to talk about the page in person)• Word of mouth

PSNS & IMF positioned their page as a critical employee resource and went directly to the work force to educate them on benefits as well as risks

SOCIAL MEDIA SNAPSHOTScan of tri-fold brochure (front)

SOCIAL MEDIA SNAPSHOTScan of tri-fold brochure (inside)


Security and management of page is everyone’s responsibility

Resources: PSNS & IMF has one person dedicated to all things web related; however, the entire team (and the fans themselves!) checks the page regularly—even on the weekend.

“This is not a terrible burden. It takes two seconds to check the page and is a part of my daily web routine.” –Mary Anne Mascianica, PSNS & IMF Congressional and Public Affairs Officer

Ensuring security is all about education and monitoring• Before launching the page in 2009, the Public Affairs Office worked with the

Command’s legal and security teams to determine what information could and could not be discussed openly online

• Most of the work performed at PSNS & IMF is sensitive and/or classified, so the work force is reminded through the “Rules of the Road” that specific work activities cannot be discussed on Facebook

• OPSEC briefs and reminders that come out from CHINFO and Naval OPSEC are shared with the work force on Facebook

• The site is monitored daily for potential security concerns (there have been none to date as a result of ongoing education of personnel)


Results/feedback

• 4,800+ visits to the page the week of 31 October 2010 (consistently getting more traffic)

• “We actually use this”• Now receive requests to promote events through the

Facebook page• “This is exciting”• CFC events have rallied much more support and participation

than in the past• “We’re able to reach our workers on the deck plates--this is a

real breakthrough”


Navy Emerging Media Integration

Official Navy Websitewww.navy.mil

Navy Social Media Directorywww.navy.mil/socialmedia

Navy Social Media Resources Pagewww.chinfo.navy.mil

Navy Emerging Media on Slideshare

www.slideshare.net/USNavySocialMediaTHIS SNAPSHOT AVAILABLE HERE

CDR Scott McIlnayDirector, Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 692-4718Email: [email protected]

LT Lesley LykinsDeputy, Emerging Media Integration (OI-54A)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: [email protected]

Ms. Tracy JohnsonContract Support, Emerging Media Integration (OI-54CTR)Department of the Navy, Office of InformationOffice:(703) 377-9272Email: [email protected]

http://www.navy.mil/

http://www.navy.mil/socialmedia

http://www.chinfo.navy.mil/

http://www.slideshare.net/USNavySocialMedia

mailto:[email protected]



Puget Sound Naval Shipyard snapshot (Nov 2010: links and data may be outdated)

Education

Transcript of Puget Sound Naval Shipyard snapshot (Nov 2010: links and data may be outdated)