“Leaving  Breadcrumbs”  

Enhance  &  Protect  Your  Organiza3on  with  Social  

Media    

Captain  Cappy  Sure8e  U.S.  Navy  

Twi%er:  @capster9  

Information Consumption Has Changed  

NAVY  MEDICINE  COMMUNICATIONS  

Mainstream  and  trade  media  

engagement  

Corporate  &  Employee  

CommunicaHon  

Social  &  New  Media    

engagement  

Face-­‐to-­‐Face  engagement  locally  and  naHonally  

Media   Internal   Social  Media   Outreach  

One  message…Many  channels  

“Social”  Media  

Tools  we  use  

•  Blog  •  Facebook  •  Twi8er  •  YouTube  •  Flickr  •  Issuu  •  Yammer  

•  Pinterest  

Breadcrumbs  leP…  

Blogs  pushed  via  Twi8er,  Facebook,  clip  packages,  internal  newsle8er  than  back  to  Social  Networking  sites  

Breadcrumbs  Found…  

Social  Media  Empowers  Advocates  

•  Social  Media  communica8on  efforts  on  Spice  led  to:  – Recogni8on  of  Navy  as  leading  voice  on  issue  – Tips,  support  and  feedback  – Requests  from  Employees  to  help    

Breadcrumbs  =  Quality  Social  Media  Content  

Diffusion  Theory  

Example  of  Diffusion  Theory  at  work…Studios  can  create  tons  of  “awareness”  of  a  product  but  only  trusted  “influencers”  can  convince  their  social  circles  to  adopt  a  product…      

Social  Media  accelerates  &  expands  that  group  of  trusted  “influencers”  

Crisis Events: Where do you want to be?

San  Diego  Blackout  Response  

Social  media  was  key  element  of  local  emergency  planning  during  early  hours  of  crisis  event  

Issue  Management  via  Twi8er  

Crisis averted by monitoring social media and reaching out to those who were anxious to help to link them up with the right point of contact to avoid negative discussions online based on misperceptions

Metrics  •  Social  media  provides  opportunity  for  immediate  feedback  &  ROI  

Surge in Twitter activity from BUMED PAO “tweeting” from Canton pier

BUMED Press

Release

Surge in Twitter activity from BUMED PAO “tweeting” from NOB

Who  Wants  an  Easy  to  Use    Social  Media  Roadmap?    

GePng  Started  with  Social  media  

•  Use  chao8c  map  (funny)  

Takeaways  

•  Social  media  is  valuable  when  part  of  overall  communica8ons        

•  You  can’t  control  the  sea  of  public  opinion,  but  you  can  at  least  navigate  it  

•  Leave  Breadcrumbs  online  to  leave  a  trail  about  your  posi8on  on  an  issue  so  others  may  find  it  when  THEY  need  it.  

•  It  takes  8me  to  build  audience  –  Start  now  so  you  have  the  capability  when  you  need  it  

•  Listening  can  help  mi8gate  and  avoid  some  crisis  events  •  Authen8c,  credible,  responsive  voices  humanize  bureaucracies  

•  Social  media  empowers  employees  to  be  your  advocates  

•  Content  is  KING.    Make  it  credible  and  keep  it  coming  

Thank  you  

Captain  Cappy  Sure8e  Twi%er:  @capster9  

LinkedIn:  www.linkedin.com/in/cappysure%e