Social media training_may_2012
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Transcript of Social media training_may_2012
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Social Media Revolution Video
Pre-load and test video
http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=player_detailpage
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Social Media
It’s communication, just like we do everyday with e-mail, telephone, face-to-face, etc.
It’s more than just channels like FaceBook, Twitter, and Linked-In
– Channels are kind of like languages
– Languages can be mastered easily, but content and conversation are what really matter
Credit: Tim Ho, Digital Strategist, Ogilvy PR, Hong Kong, http://facebook.com/timho http://twitter.com/timho
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Social media use among key demographics continues to grow
Our Sailors’ preferred means of communication
Control of social media conversation is impossible. “Avoiding participation only protects the illusion of control”
Effective use of social media requires even more risk
With social media, all Navy stakeholders – Sailors, Navy civilians, families, retirees, and others – are communicators
Policy enables use of social media
Today’s Environment
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Social vs. traditional media daily use
55 percent watch TV
47 percent visit Facebook
37 percent listen to the radio
22 percent read newspapers
Source: Nielsen
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Social Media Use in the Navy
%Cumulative
% SNS Usage
35 35 Several times daily
22 57 Once a day
13 70 3-5 times a week
11 82 1-2 times a week
5 86 Every few weeks
6 92 Less often
8 100 Never
5
% Created on-line profile
93 Yes
7 No
82% of recruits use social networking sites at least 1-2 times a week
Only 8% have never used a social networking site
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Policy & Practice
Military’s policies encourage participation in social media and require commands to allow access. The “default setting” is open for social media and burden of proof is on the command to get permission to close off access to social media.
Social media is a great platform for starting a conversation, but we still need face-to-face for anything beyond general recruiting questions.
About 100,000 fans & 15 Facebook pages designed to foster open dialogue and focused different recruiting priorities and interests (Special Forces, Healthcare, Diver, Chaplain).
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• Social media is part of broader communication plan
• Need to be familiar with multiple tools to find the right one
• Ask yourself these questions in planning: - What are your goals? - Where are your stakeholders? - Can you cross-purpose? - How will you measure success (qualitative and/or quantitative)?
What’s Available
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Navy Recruiting Social Media Directory: http://www.cnrc.navy.mil/social_media.htm Navy’s directory: www.navy.mil/media/smd.asp
Navy Chief of Information social media: www.chinfo.navy.mil/socialmedia.html
Where We Are in Navy Recruiting
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NavyforMoms.com
Launched in March 2008 More than 40,000 members today Averages 1,200+ new members per month More than 10,000 ongoing discussions
– This is the perfect venue to engage on a local level with parents and influencers.
– Participation in local events
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Tips for Getting Started:
Know your audience
Engage where your audience is
Be a resource to your audience
Encourage conversation and sharing (comments, stories, photos, videos, etc.)
Listen and respond
Connect online to enhance offline relationships
Social Media: A Critical Component to Every Command’s Community Outreach Strategy
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Risk - Leaders and communicators will need to accept more risk in our communication efforts as we engage in social and emerging media.
Control - Increasing the voices and the credibility of our message comes with a decreasing control of the content. Dialogue augments and, in some cases, replaces press releases. All voices have the opportunity to heard.
Agility - We will have to be even more agile than we already are, but avoid the temptation to go after every bright shiny object
Three Keys to Success
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Pre-load and test video: http://www.youtube.com/watch?feature=player_embedded&v=iReY3W9ZkLU
A Day in the Life of Social Media
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Backup
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Recruiting Challenges We’re still hiring!
– More than 40,000 Sailors needed every year. – Only the best and brightest qualify to fill the most-challenging
careers (medical, dental, engineering, chaplain, Navy SEAL)
Quality of young people who join the Navy has never been better – 98.7% High School Diplomas in FY11– 86.9% Highest Test Score Categories on ASVAB
Only 1/3 of total eligible population is qualified to the join the military.
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allows recruiters to establish more genuine relationships and be sought after as a community resource
enables recruiters to tell their story and share information without making a “sales pitch”
extends recruiters’ networks to easily reach existing contacts’ friends, acquaintances and colleagues
establishes a comfortable space for information gathering and Q&A among those interested in joining the Navy
raises recruiter awareness of local activities and interests of people within a particular community
Social Media…