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Social Media Comms

Philippe Borremans
Online PR Consultant
Copyright - Philippe Borremans - all rights reserved - 2010
Social Media Comms
• What is Social Media Comms.?
• Impact on Communications Model
• The tools (while it is not about tools)
• External communications
• Military applications

• Internal Communications
• Military applications
What are social media
Impact on the
Communications
Model
The model has changed

Source: We Media by Chris Willis and Shayne Bowman


The model has changed

Source: We Media by Chris Willis and Shayne Bowman


The model has changed

A
Y

Y = conversation
A = company
B B = market
X = membrane
The Tools
While it is NOT about the tools
Blogs... A Hype ?
Blogs

• Blogs - 123 step online publishing.

• Online diaries/simple websites which can be set up in minutes

• Filled with content (posts) in chronological order.

• +70 million blogs tracked by Technorati

• +120.000 new blogs/day

• About 1.5 million postings (articles) per day.

• That's about 17 posts per second.


Talking about events...
Crisis Communications

Updates
automatically
transmitted to:

mobile phones
(sms), RSS readers,
MP3/MP4 players,
email, fixed phones,
other blogs, watch-
lists etc...
Microblogging
Microblogging

1:37PM Tweet by Dave


Winer

2:33PM Radio talks about


“possible earthquake”

2:56 official response by


authorities
Podcasting
Podcasts

• Podcasts, more than iTunes

• Audio files posted on the web to which you can subscribe.

• Automatically download-able to MP3, PC/Mac, smartphone, car


etc...

• A-synchronous usage, on demand and on the go.

• Forrester predicts podcasting will grow from 700,000


households in the US in 2006 to 12.3 million households in the
US by 2010.
Videocasting
Images: Videocasting

• Videocast: your own TV station...

• Online video files to which you can subscribe.

• New episodes are delivered automatically to PC/Mac, MP4, TV,


Mobile Phone...

• YouTube and other platforms are heavily used in B2B


marketing but also in politics - see election 2006 and 2008 in
the US.
Wikis
Wikis

• Wikis - easy collaboration

• Easily editable webpages which foster collaboration and


knowledge sharing, can be set up in minutes.

• Can be used for internal as well as external secured


collaboration.

• Hosted, appliance type and installed versions for


enterprises.

• Mind-shift in the way we work - anti file system.


Social Networking
Social Networks

• Social Networking - more than MySpace for kids

• Social Networking and analysis are business metrics and


knowledge management tools.

• Wisdom of crowds principle is recognised by global companies.

• The network is stronger than the node.

• Facebook, MySpace, Hyve, LinkedIn, Xing... all have their own


specificities.

• Social networking features increasingly used at global companies.


Really Simple
Syndication
RSS

• Really Simple Syndication


• a line of code representing content
• an automated signal that indicates fresh
content

• an elegant way to subscribe to content


• a mighty information management tool
Really Simple Syndication

• Really Simple Syndication

• Basic online monitoring.

• Latest headlines - top news relevant for intel.

• Monitoring for crisis situations.

• Read industry specific latest news.

• Monitor competitors.
External
Communications
Policy/Guidelines

Guidelines are
needed to protect
operations, soldiers
and government.

Not to limit, but to


ensure common
sense use.

http://www.defense.gov/NEWS/DTM%2009-026.pdf
SECURITY ITEMS TO CONSIDER

 Take a close look at all privacy settings. Set security options to allow visibility to
“friends only.”

 Do not reveal sensitive information about your self such as schedules and event
locations.

 Ask, “What could the wrong person do with this information?” “Could it
compromise the safety of myself, my family or my unit?”

 Geotagging is a feature that reveals your location to other people within your
network. Consider turning off the GPS function of your smartphone.

 Closely review photos before they go online. Make sure they do not give away
sensitive information which could be dangerous if released.

 Make sure to talk to family about operations security and what can and cannot
be posted.

 Videos can go viral quickly, make sure they don’t give away sensitive
information.
Blogger Relations
defined to CAC public
Voice of the Admiral -
geared to public AND
Navy personnel
Official Army channel
for recruitment and
news updates
Official Navy channel for
recruitment
Internal
Communications
& Collaboration
Recap - Applications
• Image building (PR)
• Recruitment Communications
• Local liaison/Operational Effectiveness
• Crisis Management/Mapping
• Crisis Communications
• Intelligence gathering (OSINT)
Final Thoughts

• Start monitoring - NOW


• Start using where and when it makes
sense - get training/help

• Use what exists


• Create guidelines - NOW
• Keep it 2 way communications
Philippe Borremans
www.conversationblog.com
@horationelson

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