Strategising Social Media

24 September 2014

for

Senior Officer Information Operations and

NATO Information Operations Courses.

The views expressed by David during the following presentation

DOES NOT IN ANY WAYreflect the views of the:

United Kingdom,United Nations,

any National Governments,NATO (SFOR, KFOR, ISAF) etc

(the list is not exhaustive).

Who am I?

Digital Storyteller

Thought Leader

Change Agent

Social Media Trainer

Digital Native

I am NOT a:

A Social Media Expert

Social Media Guru

Social Media Ninja

Creativity is Playing

Children have it in them until its Bullied Out

So what's on the Menu for Today?

An introduction to Social Media for Strategic Communications.

Talking Tanks, Horses and Wooden Aircraft.

Looking at the effects DNA is having on SM in Military Ops.

Why Social Media is VITAL to you in Strategic Communications.

All this incorporates - Digital Storytelling.

PLUS

An interesting “Sneak Peak”

Today we are going to create some

CHANGE AGENTS

Virtual/Digital

Social Media/Social Sharing

The Value Exchange.

Transparency =

Believability =

Credibility

Today's Value Exchange.

You get some Solid Advice

I get (hopefully) some more Followers/Viewers

The Problem 1.

Academics and Theorists contaminate

the Military Social Media space.

The Problem 2.

A Professional built the Titanic, an Amateur

built the Ark.

The Problem 3.

We Need to think what is Engagement?

What do we really want to achieve

Social Networks can provide you with:

Added information from within mission areas for better coordination with supporting stakeholders.

Tracking REALISTIC current social trends for better understanding of the Target Audience(s).

Helping to connect Target Audience(s) with the relief resources like food, water, etc.

The rush to start using social media tools though

MUST NOT

outweigh the need to develop a social media engagement strategy!

Coca-Cola Journey to Work

“Coca-Cola is the most popular and biggest-

selling soft drink in history, as well as the best-known

brand in the world.

Digital Communications.

THINK

First World countries with Third World Technology

Third World countries with First World Technology

Somalia?

Mobile Networks?

AMISOM

Technology races these days

Strategy Tips

Considerations

What is the specific organisational need that Social Media could help meet?

How many hours a week do we believe we need to spend on Social Media Activities?

What do we believe can go wrong?

Organisational Culture

Social Media Engagement has to match:

“How we work around here”

But needs to reflect the needs of the community of interest.

Flash To Bang times (sign off delegation?)

YOUR Influence Activity

Make sure you have 100% “buy-in” from theC2 (Management).

The C2 (Management) believe in Social Media!

The C2 (Management) understand this is along-term effort.

The C2 (Management) Endorses the Strategy!

Pause that Thought

Do we mean C2 as in Command and Control?

OR

Control and Command?

Rethinking OPSEC

In the Social Sharing world WE need to use information too.

It's ALL about Engagement

The Target Environment (where our Tribe of Interest Lives)

Who is the tribe?

Who are we engaging with?

How do they use social media?

It TAKES TIME to build the organisational

presence on the web!

Tools will not cost but resources are needed and

TIME.

Inbound vs Outbound

A tip to not messing up on SM.

When using SM think like you are a Brand.

Brands and Products Influence in our modern world.

Whatever you think, so do you when you post on SM.

So think about bad brand awareness.

Think about airstrikes going wrong, your organisation messing up.

“Communication, whether inbound or outbound, is now powered by conversations, and the best

communicators always start as the best listeners.

And the best listeners are those who empathise while they are listening.“

Brian Solis

V.I.T.A.L

V.I.T.A.L

content

Video, Images, Text, Audio, Links

Ukraine

Ukraine (OSINT)

Ukraine on G+ (OSINT)

Tools are being developed

Social Media

A Commanders thoughts

Something to think about:

Transparency is the way ahead

You can not not influence

In Afghanistan it could be NATO failed because:

Insurgents use Information backed with HARD power

NATO uses HARD power supported by Information

PLUS

Insurgents win EVERY time as they are culturally aware and they speak the way the audience understands.

Any questions?

twitter.com/infoopshq

skype: dfbmbe

Facebook: InfoOpsHQ

email: david@infoopshq.com

SMS: 00387 65 393341

www.infoopshq.com