Social media training_may_2012

Social Media Revolution Video

Pre-load and test video

http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=player_detailpage  

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

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

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

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

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).

• 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

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

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

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

Pre-load and test video: http://www.youtube.com/watch?feature=player_embedded&v=iReY3W9ZkLU

A Day in the Life of Social Media

Backup

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.

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…