social media lessons from space for earth

@timmermansr | #SMWRdam

Social media lessons from space

for Earth

Remco Timmermans | @timmermansr | @WorldSpaceWeek

@timmermansr | #SMWRdam

UN-declared @WorldSpaceWeek is the largest public Space event in the world

#WSW2014

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Space is not a destination.

It is a destiny

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In the beginning,there was a race…

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photo credit: NASA

photo credit: RIA Novosti

Mercury – “The Right Stuff”Vostok – Yuri Gagarin

In the 1950’s and 1960’s astronauts were public heroes

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The Moon was the ultimate prize in the Space Race

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photo credit: NASA

Armstrong, Aldrin, Collins

The Apollo 11 crew became instant global super heroes

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Cernan, Stafford, Young

photo credit: NASA

But the Apollo 12 crew remained virtually unknown

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The number of #STEM students followed the decreasing @NASA budget

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Space Shuttle:135 missions that nobody knew cared about…

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photo credit: NASA History OfficeFlight #1: 12 April 1981

The first shuttle launched exactly 20 years after Yuri Gagarin

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photo credit: NASA

Flight #25 – Challenger, 1986

In the 1980’s and 90’s people mostly heard about space incidents

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photo credit: NASA

Flight #113 – Columbia, 2003

First Space Shuttle Columbia became news again only when it exploded

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photo credit: Javier Pedreira

Flight #135 – Atlantis, 2011

In 2011 many Americans seriously thought the space program was over

@timmermansr | #SMWRdamimage credit: XCORphoto credit: SpaceX

image credit: MarsOne

Never have we seen more development in space as in 2014

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You can often see the International Space Station! http://spotthestation.nasa.gov/

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Social Media changed the publicity game for @NASA

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#spacetweeps

Five social media lessons from the most powerful science community in the world:

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#1 – Social Media is a strategic choice

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7.5 millionfollowers

3.6 millionpage

followers

300 million+views

32 channels900,000

subscribers187 million views

800,000 followers

6,800 photos

18 TV channels,

always live!

600,000 followers

19,000 followers

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#2 – Use Social Media for what it was meant

Interaction!

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#3 – Storytelling: Make it personal

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Difficult to engage? Connect to something people know

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Astronauts are slowly becoming public heroes again

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A Social Media success story: @ESA_Rosetta

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Storytelling: How the world embraced @ESA_Rosetta

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Community engagement as taught by @KirstenWagenaar and @ElseKramer. It works!

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photo credit: ESA

Space is not about hardware. It is about human emotion!

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Feeding the #spacetweeps

#4 – Build a community of brand ambassadors

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photo credit: bunnicula

Is it still a secret? Combine online with offline!

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THIS is community management. Literally.

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2011 #STS135

#NASATweetup6,000 registrations

for 150 spots

@timmermansr #SMC055

@timmermansr | #SMWRdam

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100+ #NASASocial events have attracted over 3,000 participants

All staff is involved!

@timmermansr | #SMWRdamphoto credit: NASA/Bill Ingals

#NASASocial: Brand ambassadors for life, 100 at a time

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NASA has evolved into a world leading ‘Social Brand’

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Wanna build a Community? Just add Astronauts!

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#5 – Let the community do the hard work

When the community takes

over…

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What if the Social Media department breaks down?

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15 days15,229 posts

42.3 million impressions

#ThingsNASAMightTweet

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Community Management: Support Community Initiatives!

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Let your community do the hard work! @SpaceApps

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Social media lessons from space

for Earth

@timmermansr | #SMWRdam

Summarized

#1 – Social Media is a Strategic Choice

#2 – Use Social Media for what it does best: Interact

#3 – Storytelling: Make it Personal

#4 – Community Management: Feed the Ambassadors

#5 – Put your Community to work!

@timmermansr | #SMWRdam

Thank you#SMWRdam

@TimmermansR@TravelsInOrbit

@WorldSpaceWeek