Post on 05-Dec-2014
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#PRSA_USMC
Colonel Bryan Salas@sharethecourage
Director
Public Affairs, U.S. Marine Corps
Social Media Challenges• Accuracy
• Appropriateness
• Ethics regulations
• Personal conduct
• Operational/Industrial security
• Counter intelligence
• Network security- malware, viruses, password strength
• Cyber criminals - Social engineered attacks
• Political endorsement
• Legal
• Personal information/ Privacy Act
• Terms of Service
• Defamatory, libelous, obscene, abusive, threatening, racially hateful, or otherwise offensive material.
• Copyright infringement
• Inappropriate release of official information.
• Review daily
The Marines & Social Media• Overview of the Marine Corps
• Planning/Framework
• Lessons Learned
• Daily Practices
• Recruiting & Social Media
Major Carrie Batson
Strategic Communication
Public Affairs, U.S. Marine Corps
Global Internet UseTotal worldwide: 1.6 billion users
Internet User Growth 2000 – 2009
Middle East
+1360%48M
Africa
+1321%64M
Latin America
+873%176M
Asia
+513%701M
Europe
+283%402MNorth America
+132%252M
Oceania/Australia
+173%174M
Source: Internet stats; UM Wave 4 Study, July 2008 21
Marine Corps Demographics
160,000 Millennials40,200 Xr’s
1,800 Boomers
Gen Y
Gen X
Boomers
Gen Y80%
Boomers<1%
Gen X19%
Mission
Integrate social media
into broader communication efforts
IOT
build understanding, credibility, trust and relationships with publics critical to the
Marine Corps’ success.
Objectives• Increase publics' knowledge of the Marine Corps
• Increase transparency
• Protect reputation in social media space
• Improve issue identification and response capability
• Improve decision-making through feedback
• Recruit qualified individuals into the Marine Corps
Lieutenant Colonel Greg Reeder
• Director, Defense Media Activity Marines
• Editor-In-Chief, Marines Magazine
• Head, U.S. Marine Corps Public Web
Lesson Plan
Iwo Jima Flag Raising• Rosenthal snaps it;
AP sends it < 17.5 hrs
• Pres. Roosevelt: 7th war bond drive; Orders Servicemen identified, brought home.
• Images goes “VIRAL”: everyone in America would see this picture - over and over.
– 7th Bond Tour raised $26 Billion(1945 Dollars) for U.S. Treasury
– Perspective: total US Budget in 1946 was $56 Billion.
1 picture
5 Marines
1 sailor
17.5 hours
$26 billion1 million Retail Store Windows | 16,000 Movie Theaters | 15,000 Banks
200,000 Factories | 30,000 Train Stations | 5,000 Billboards
UPPER MANAGEMENTOld Dogs WILL Learn New Tricks. DO YOU UNDERSTAND!
A social Corps – paradigm shift• Gap between old leaders and young Marines
– Uncontrolled information; organization demands control
– Significant risk in not engaging
– Communicate in their native environment
• Internal and external communications based on formula used since WWII: “tell” our story with maximum disclosure and minimum delay.
• Shift from press release mindset
– Empower Marines to share their stories
– Distributed release authority
– Emphasize guidance and training
Accomplishing the mission
• Loss of market share vs. loss of lives; military advantage; OPSEC
FRO VTT IA MCCS
OPSEC OCS
MCT FRAT O&M
SAPP
• Old Model = Tell our story
• New Reality = Share stories people want; two-way communication
Help Marines / Communicate Worldwide: communicate, reintegrate, operate – Community Services One Source
– Warrior Care
– Family Readiness Officers
– Mommy Bloggers
Policy – working with the slippery slope
• In the absence of guidance:do the right thing
– Administrative Message
• aka “executive memo”
– Rules of Engagement
– Policies and Process
– Basic Principles
– Terms of Service
BEING CUTEWell, It Sounded Like a Good Idea at the Time
Take the initiative• Try to navigate open seas
of SM
• Multiple twitter handles; Facebook duality; unbranded channels
• Overcome:– No access
– limited understanding and buy-in
– policy void
– chaotic environment
• Refocus on objectives
@MCNews
@MarineCorpsNews
@MarinesTV
@USMC
Same but Different…• Must look at everyday as Election Day – N/A
• Awareness vs. revenue model
• Build understanding and support– “America doesn’t need a Marine Corps, America wants a Marine
Corps”LtGen Victor Krulak
You Want Answers?
CONTENTIt Can Be Adjusted Only So Much
Compelling?• EWS students tour LOGCOM, MCA
• 3/7 wraps up training at MCMWTC with FINEX
• Caution urged during start of hunting season
• New ACE, GCE in place, ready for Fall Patrol
• Flyby:HM2HONNOLL
o Marines deliver joy to Afghan Orphanage
o Fellow Veterans show wounded warriors new way to heal
o Marines Face challenge in unstable Afghanistan
o When daddy’s gone: effects of deployment on children
SUPPORTAdmit It – You Can’t Always Be The Expert At Everything
How we’re staffed• The Few, The Proud, did I mention the few?
• 3 Marines:
– 1 on loan
– 1 new
– 1 at school
– Dual / triple purpose• Print, Broadcast, Online, Media Relations
– All dedicated to the mission
Plan of Attack
• Brand recognition
• Maintain organizational values
• Dispel misinformation – but still tell the whole story
• Provide guidance for Marines – don’t give up terrain to adversaries
• Ensure complimentary communications, uniformity, organization and standards
DATA ANALYSISData: It’s Like A Bikini
Data trends / traffic• Causation and Correlation more important
– Spike on Haiti earthquake - lull when Marines left Iraq– Lull on human interest - Spike on action stories
• Aggregate traffic increased:not a zero sum game
– More market share than existed before– Total presence expanded vice increase in activity
• How do we tweak the dials to get a response?– Action verbs / Context driven
Coca Cola: When you open a Coke, 12352 bubbles are born. Happy birthday, bubbles.
Marine Corps: Explosion, Fighting… action
Lessons Learned
1. Act in the absence of guidance – make informed decisions and senior leaders will understand.
2. Follow good examples but remain true to your brand – don’t try to full-scale copy success; improvement comes from trying.
3. Content is key, telling it in a compelling way to generate interest is vital.
4. Support: Don’t hesitate to ask for it. None of us are the experts at everything.
5. Data is more than the presentation of numbers – tracking trends, causation and correlation are more important.
And still… a work in progress
• Plan
• Training
• Standards
• Leverage personnel
• Overall organizational policy /mandates
• Analysis
• PII
• Leaders Engagement, Buy In
Gunnery Sergeant C. Nuntavong@authoriTHAI
Media Chief, Headquarters Marine Corps
&
Lead Editor, U.S. Marine Corps Social Media Team
How we use social media
TheMARINECORPSStory
Our goal
Our audience
• Internal
– Servicemembers
•Active
•Reserve
•Retired
• External
– Family
– Friends
– The Media
– Global Audience
People who are looking for news and information about the Marine Corps
Content & Status Updates
Marines.mil
youtube.com/Marines
flickr.com/Marine_Corps
facebook.com/Marines
twitter.com/USMC
Major Christian Devine@CDevine1
Public Affairs Officer
U.S. Marine Corps Recruiting Command
Recruiting & Social Media• The objective of MCRC’s social media program is to grow active
Marine Corps communities on a National level that engages prospects and key influencers where they naturally congregate with our branding message (the Longer Marine Corps Story)
Recruiting & Social Media
• Listen: Monitor conversations daily across the web and within our own communities
• Engage: Create content experiences that leverage synergies between community needs and business objectives
• Measure: Track performance and optimize for future posts
Listen Engage Measure
Monitoring & Moderation• The monitoring program is used to help
shape all communications programs, including social properties
• Daily digest of key issues– One-page report for consumption by senior
leadership of MCRC
– Targeted to issues impacting recruiting
– Provides daily pulse for risk management and response
Monitoring & Moderation• Social networking sites are moderated daily
(including weekends)
– Ensures that community members are following established community guidelines
– Provides a safe and interactive place for community members to congregate and share their experiences
– Ensures that the Marine Corps brand and recruiting story are properly positioned
• While communities tend to be self-policing, consistent moderation is needed to guide and sometimes corral the discussions taking place
• Identify synergies between community needs and business objectives
– Using that knowledge to increase engagement
Application Development
Paid Media
Content Production
Engagement• GOALS
– Keep communities engaged with a cadence of communications and content
– Grow communities by posting content that users are likely to share forward
• STRATEGY– Answer frequently answered questions and other
user-discussed topics
– Relevancy to Marine Corps recruiting
– Timing and frequency considerations
– Channel- and audience-specific content
facebook.com/MarineCorps• Marine Corps Facebook page
launched in 2008
• 340,000+ fans
• Each content post garners between 300,000 and 800,000impressions and 1,500comments/likes
• Top 10 for driving traffic to MCRC websites
• Top 15 for generating lead form submissions (predominantly officer)
youtube.com/OurMarines• Marine Corps YouTube
page launched in 2008
• 2,500,000+ video views; 4,900+ subscribers
– Discovery and spread of a video after launch is largely driven by cross-posts to MCRC social media properties, specifically Facebook
myspace.com/MarineCorps• Launched in 2006
• 70,000 friends– Predominantly male
prospects aged 18-24, followed by current/former Marines and influencers
– Large diversity audience
• Drives a considerable amount of traffic and lead form submissions
twitter.com/USMarineCorps• Launched in
2009
• 2,300+ followers
Local Efforts in Social
Recruiting
• facebook.com/MarineCorps
• youtube.com/OurMarines
• twitter.com/USMarineCorps
• myspace.com/MarineCorps
Marine Corps
• facebook.com/Marines
• youtube.com/Marines
• twitter.com/USMC
• flickr.com/Marine_Corps
Where to find usMarines.mil/socialmedia
directory, official policies & user guidelines