Using Social Media to Enhance & Protect Your Brand

•

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Cappy Surette

NAVY
MEDICINE
COMMUNICATIONS

Media
Internal
Social
Media
Outreach

Mainstream
Corporate
&
Social
&
New
Face-‐to-‐Face

and
trade
Employee
Media

engagement

media
CommunicaHon
engagement
locally
and

engagement
naHonally

One
message…Many
channels

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

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
Social
Media

tons
of
“awareness”
of
a

product
but
only
trusted

accelerates
&

“inﬂuencers”
can
convince
expands
that

their
social
circles
to
adopt
group
of
trusted

a
product…

“inﬂuencers”

San
Diego
Blackout
Response

Social
media
was

key
element
of
local

emergency
planning

during
early
hours

of
crisis
event

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

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

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Using Social Media to Enhance & Protect Your Brand

1. “Leaving Breadcrumbs” Enhance & Protect Your Organiza3on with Social Media Captain Cappy Sure8e U.S. Navy Twi%er: @capster9

2. Information Consumption Has Changed

3. NAVY MEDICINE COMMUNICATIONS Media Internal Social Media Outreach Mainstream Corporate & Social & New Face-‐to-‐Face and trade Employee Media engagement media CommunicaHon engagement locally and engagement naHonally One message…Many channels

4. “Social” Media

5. Tools we use • Blog • Facebook • Twi8er • YouTube • Flickr • Issuu • Yammer • Pinterest

6. Breadcrumbs leP… Blogs pushed via Twi8er, Facebook, clip packages, internal newsle8er than back to Social Networking sites

7. Breadcrumbs Found…

8. 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

9. Breadcrumbs = Quality Social Media Content

10. Diffusion Theory Example of Diffusion Theory at work…Studios can create Social Media tons of “awareness” of a product but only trusted accelerates & “influencers” can convince expands that their social circles to adopt group of trusted a product… “influencers”

11. Crisis Events: Where do you want to be?

12. San Diego Blackout Response Social media was key element of local emergency planning during early hours of crisis event

13.

14. Issue Management via Twi8er

15. 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

16. Metrics • Social media provides opportunity for immediate feedback & ROI

17. Surge in Twitter Surge in Twitter activity activity from BUMED from BUMED PAO PAO “tweeting” from BUMED “tweeting” from Canton NOB Press pier Release

18. Who Wants an Easy to Use Social Media Roadmap?

19. GePng Started with Social media • Use chao8c map (funny)

20. 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

21. Thank you Captain Cappy Sure8e Twi%er: @capster9 LinkedIn: www.linkedin.com/in/ cappysure%e

Using Social Media to Enhance & Protect Your Brand

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