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Newest Marines and Social Media

A brief history of social media and how it's become the Corps' furthest reaching communication tool.
by

Erin Smith

on 4 August 2015

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Transcript of Newest Marines and Social Media

Communication
Defense Media Activity
· Falls under ASD(PA)
· Part of 2005 BRAC
· SM Managed there from 2010- mid 2014
· DET forms at Pentagon

· Produce Corps' official print and digital products
· Act as official social media presence

USMC Production Directorate | Digital Engagement
Closed to open systems
Global Internet Use
Only four periods in last 500 years where media has changed enough to qualify for the term "revolution"
Reach of Social Media
Speed
“Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviors”
— Clay Shirky | NYU Professor | Leading SM Consultant & Teacher
ftmeade.army.mil
Gutenberg Press
1450
Credited with most viable modern form of movable type, ability to mass-produce printed content
Conversational Media
200 Years Ago
Text-based then voice with use of the
telegraph and telephone
Recorded Media
150 Years Ago
Moving photos, then sound, then movies
Ability to Broadcast
100 Years Ago
Ability to broadcast, we can now send sounds and images through the air
Broadcast
· Centralized control
· Broad message deployment
· Traditional, Closed
Narrowcast
· Centralized control
· Specific message deployment
· Online, Closed
Networked
· Decentralized
· Fluid, asymmetric, dynamic
· Connected, Open
Total worldwide Internet use up 480 percent (2000-2011)
Africa up 2,988 percent | Middle East up 2,244 percent | Latin America up 1,205 percent
Source: Internet World Stats
China and the Sichuan Earthquake
Domino's Pizza
Business Success and Failure
Dollar Shave Club
Old Spice
Top 25 U.S. Newspapers
Average of Network Morning
& Evening News Viewers
Unique YouTubeVisitors
Unique Facebook Visitors
Monthly Usage
There's fast, and there's Twitter-fast
Source: Pew Research Center, stateofthemedia.org, Search Engine Journal, AP, Yahoo! News, eBiz MBA
Janis Krums
http://twitpic.com/135xa - There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
Citizen Journalism
· Hudson River Crash
· Ice on Mars
· Death of Osama Bin Laden
· Sichuan Earthquake and Egypt Uprising
· 12 May 2008
· 7.9 Magnitude Earthquake
· 69,227 killed | 18,000 missing | 4.8 million homeless
Great Firewall of China
· Media is produced by professionals
· It mostly comes from the outside world
· It comes in relatively sparse chunks
· It comes in relatively slow
chinasmack.com
Shiho Fukada for the New York Times
Source: Clay Shirky, Ted Talks
"If a dictator is overthrown or a government ousted, it would be notable if Facebook or Twitter weren't used."
— Caroline McCarthy | CNET News, The Social
There's no such thing as a 'social media revolution'
Egypt and Tahrir Square
tednguyenusa.com
realtimemag.com
icode.ge
British Petroleum
— Tim McIntyre | Domino's Spokesman
"We got blindsided by two idiots with a video camera and an awful idea."
Lessons Learned
· SM has the speed, reach to turn tiny incidents into marketing crises
· Respond before it's a big issue
· Have the conversation in the right place
“We regretfully admit that something has happened off of the Gulf Coast.”
— First tweet from @BPGlobalPR
Fake Account (@BPGlobalPR)
Real Account (@BP_America)
154,000 followers
43,000 followers
Lessons Learned
· Social campaigns can augment, or have more impact than traditional media
· Advertising is good for an awareness perspective, not conversation
· If you don't represent yourself, somebody else will
The good news: Mermaids are real. The bad news: They are now extinct. #bpcares

We feel terrible about spilling oil in American waters, we'll make sure the next spill happens where the terrorists live. #bpcares
· Most viewed sponsored channel on YouTube
· Facebook interaction increased 800 percent
· 80,000 new Twitter followers in two days
· Sales increased 107 percent in six months
· 27 percent growth each year since
Campaign Success
OPSEC
Presence
Reach
U.S. Navy | Brian Moore Media | Flickr
Israeli Raid Canceled After Facebook Leak
Robert Mackey for The New York Times — March 2010
· Aug. 2009, social media banned on our networks

· Response to warning from U.S. Strategic Command

· Feb. 2010, facebook.com/marines created

· Educate Marines | Keep them safe, informed
From Banned to the DoD Leader
·Every Marine is a rep for the Corps
·Educate | Set example — in life and online
What happens in Vegas stays on:
Facebook
YouTube
Twitter
Image
The conversation is happening with or without you
Facebook | 2.8 million
Twitter | 587,000
YouTube | 82,000
Instagram | 333,000
Facebook | 3.3 million
Twitter | 677,000
YouTube | 22,000
Instagram | 95,000
Facebook | 2.1 million
Twitter | 452,000
YouTube | 40,000
Instagram | 120,000
Facebook | 1.1 million
Twitter | 258,000
YouTube | 39,
USMC
USA
USAF
USN
· “On Wednesday we clean up Qatanah, and on Thursday, god willing, we come home.”

· Also disclosed: name of the combat unit, place of the operation, time it will take place

· Soldier was court-martialed and sentenced to 10 days in prison

· IDF began education campaign
5.5 Million
· Facebook: 4.2+ million
· Twitter: 1.2+ million
· YouTube: 82,000+ views
Millennials
The 'Public' is Changing
Source: Pew, Portrait of Generation Next
The Corps' Generational Mix
7,500
< 1 Percent
Boomers
29,700
15 Percent
X'rs
165,900
> 80 Percent
Millennials
Source: Marine Corps Concepts and Programs Manual
· 82 million Americans in Generation Y (Millennials: 1981-2000)

· They are the first generation in human history who regard behaviors like tweeting and texting, along with [social media sites] ... as everyday parts of their social lives and their search for understanding

· 96 percent belong to a social network

· They are more inclined toward trust in institutions than were either of their two predecessor generations
Conversation
Internal
· Service Members
· Active
· Reserve
· Retired
· Family
· Civilian Employees
· American Public
· Media
· Global Audience
External
The Marine
Corps Story
Credible
Accurate
Reliable
Timely
WIIFM
· Increase public’s 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, and retain, qualified individuals into the Corps

· Help Marines and families communicate and deliver support
Strategy
Inform | Influence | Entertain
Brand

Engage

Experiment

Measure

Repeat
Sgt. Lisette Leyva
Facebook | 2.2 million
Twitter | 512,000
YouTube | 45,000
Instagram | 148,000
Chief, Digital Engagement Team
Office of U.S. Marine Corps Communication
703-693-4905
usmcsocialmedia@gmail.com
Social TTPs
Live Q&A
444 Qs
81 Qs
1,369 Qs
Real-Time Coverage
(Near)
Coordinated Launch
USCG
Facebook | 564,000
Twitter | 132,000
YouTube | 16,000
Instagram | 55,000
201k
181k
19k
Feedback
Full transcript