New Media Initiative 2011

USS NIMITZ (CVN 68) FPO, AP 96620 T 619.545.8474 pao@cvn68.navy.mil http://www.nimitz.navy.mil

USS NIMITZ (CVN 68)

Table of ContentsC o m m u n i c a t i n g w h i l e i n D r y D o c k 1

O P E R AT I O N A L E N V I R O N M E N T 1C O M M U N I C AT I O N C H A L L E N G E S 1P U B L I C A F FA I R S O B J E C T I V E S A N D P L A N 2A U D I E N C E S 2N E W M E D I A G O A L S 3

N e w M e d i a O v e r v i e w 3N E W M E D I A S T R AT E G Y 4N E W M E D I A M E T R I C S 4FA C E B O O K 5T W I T T E R 6Y O U T U B E 7i T U N E S 7F L I C K R 8I S S U U 8O L D S A LT B L O G 9

N e w M e d i a S c r e e n S h o t s 10FA C E B O O K 10T W I T T E R 11Y O U T U B E 12i T U N E S 13F L I C K R 14I S S U U 15O L D S A LT B L O G 1

N e w M e d i a 2 0 11 A s s e s s m e n t 2P U B L I C A F FA I R S O B J E C T I V E S A S S E S S M E N T 2N E W M E D I A G O A L S A S S E S S M E N T 2

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Communicating while in Dry DockOPERATIONAL ENVIRONMENTThe aircraft carrier USS Nimitz (CVN 68) conducted its scheduled docking-planned incremental availability (DPIA) at the Puget Sound Naval Shipyard and Intermediate Maintenance Facility throughout 2011. This extensive main-tenance period began when Nimitz entered dry-dock Dec. 16, 2010. The 95,000-ton aircraft carrier sat on blocks out of the water until Sept. 29, 2011 as PSNS and contract workers performed preservation work and installed major upgrades to the ship’s combat, self-defense, navigation, potable water systems and other components.

During the dry-dock period, most of the ship’s crew worked out-of-rate to facilitate the ship’s maintenance schedule. The ship was an indus-trial environment. Hard hats and safety goggles were required components of the uniform of the day. The crew conducted preservation work on watertight doors, decks throughout the ship and fully rehabilitated berthing and office spaces. Sailors not assigned to these in-house mainte-nance teams were assigned fire-watch duties to ensure the ship’s safety, were sent on temporary assignments to assist other carriers and obtain required qualifications, or worked in-rate to continue to support the crew and the ship’s mission.

All administration, medical and service-related functions normally conducted on the ship were relocated to a messing and berthing barge near the dry dock. Many dental services were conducted in a mobile dental van sta-tioned on the pier.

After shifting piers from dry-dock at PSNS to Naval Base Kitsap-Bremerton on Sept. 29, 2011 Nimitz’ DPIA continued until Dec. 10, 2011.

COMMUNICATION CHALLENGESAs Nimitz entered the yards, the ship faced numerous communica-tion challenges. The biggest internal information challenge was how to reach a dispersed audience. Sailors worked outside their divi-sions, off the ship and were on temporary assignment to other ships and locations. Families were dispersed across the country and in the ship’s former homeport of San Diego. Others moved to the Bremerton area and some made the move to the Everett area -- the ship’s next homeport in 2012.

This dispersement of Sailors and families posed an additional communication challenge -- keeping them informed while maintaining operational security. Additionally, OPSEC was an important element in determining what, how and when maintenance and dry dock stories, images and videos could be released.

Due to maintenance and a scheduled upgrade of ship’s computer and local area network, releasing stories, im-ages and video was a challenge as well. The ship installed a temporary LAN that provided email and basic inter-net services but struggled and/or was unable to handle media releases.

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FAMILIES

PSNS

DPIA

SAILORS

LIMITEDSTORYLINE

OPSEC

DISPERSEMENTOF

PERSONNEL

RESOURCES

Even with those challenges, the biggest chal-lenge Nimitz faced was the limited storyline. A ship conducting a year-long maintenance over-haul is not necessarily the most exciting story and it does not typically provide the best oppor-tunity to shoot compelling images or video. Ad-ditionally, since many Sailors were working out-side their ratings and were performing mainte-nance work, their individual stories were all very similar.

Another challenge Nimitz faced was gar-nering the interest of the general public with the maintenance/dry dock storyline. The Navy had many engag-ing stories throughout 2011 -- Operation Tomodachi, Operation Odyssey Dawn, Captain Honors, SEALs kill Bin Laden and USS Carl Vinson buries him at sea. Each of those storylines were newswor-thy and compelling and the challenge Nimitz faced was how to interest the public in its limited storyline about being in dry dock for at least one year.

PUBLIC AFFAIRS OBJECTIVES AND PLANPUBLIC AFFAIRS OBJECTIVES

1. Communicate importance of maintenance period2. Build community relations/ties with Bremerton and NW area3. Maintain visibility and relevance while in dry-dock

PUBLIC AFFAIRS PLAN1. Produce weekly shipboard newspaper in support of PA objectives2. Produce web-based documentary in support of PA objectives3. Maximize social media to reach

targeted audiences in support of PA objectives

AUDIENCESPRIMARY FAMILY AND FRIENDSWith so much change occurring in a short amount of time - homeport change in 2010 and again in 2011, the shift from operations to maintenance and a large turnover of per-sonnel - it was most important for Nimitz to communicate with Family and Friends so they could understand what their Sailor was doing and the importance of the work.

SECONDARY PACIFIC NORTHWEST The Pacific Northwest became Nimitz’ new home in December 2010 and it was impor-tant for the ship to let the people in the

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ODYSSEYDAWN

CVN 76JAPAN

CVN 771ST DEP

CVN 70BIN LADEN

CVN 65’50

HONORS

CONABIOFUEL

COMPETINGSTORYLINES

Northwest get to know USS Nimitz. We wanted to highlight our involvement in the community - showing our vol-unteer work and our involvement with area professional organizations. Additionally, we wanted to highlight Nimitz values in our online posts and products so the people in the Pacific Northwest could begin to form a picture of Nimitz and its Sailors. TERTIARY GENERAL PUBLICSince World War II, the U.S. Navy's carriers have been the national force of choice. In over 80% of the times when the world was faced with international violence, the United States has responded with one or more carrier task forces. (SOURCE: www.navy.mil) Because of this, each carrier generates an enormous amount of interest.

NEW MEDIA GOALSSHORT TERM NEW MEDIA GOALS

1. Consistently post messages, news stories, photos and videos in support of PA objec-tives

2. Demonstrate Nimitz values in actiona. Pride in country, ship, selfb. Professionalismc. Sense of community

LONG TERM NEW MEDIA GOALS1. Increase reach through new media

a. Increase Facebook ‘likes’ by 50% during 2011

b. Increase new media presencec. Increase traffic to ship’s website

2. Develop new media release continuum and:a. Exploit unique attributes of each social media channelb. Funnel releases to appropriate new media channelsc. Reduce or eliminate post redundancyd. Increase traffic to other new media sites

New Media OverviewUSS Nimitz employs seven new media channels: Facebook, Twitter, YouTube, Flickr, Issuu, Old Salt Blog and an

iTunes podcast, “Dry Dock: A Year in the Yards with USS Nimitz.”

To communicate with our audiences, Nimitz primarily used Facebook and Issuu at the start of the year.

Nimitz’ Media Team produced weekly “Nimitz News” newspapers which were posted on Issuu and linked to Facebook. “Dry Dock Episode 1: Arriving” was posted to Facebook on Feb. 2; “Episode 2: On the Blocks” was posted to Facebook on April 9; and “Episode 3: Overhaul” was posted on May 7.

Nine other videos were posted to Facebook through June 3, 2011. The videos proved

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facebook50% TRAFFIC

TO WEBSITE

New MediaPresence

LONG TERM NEW MEDIA GOALS

OCTOBERSEPTEMBER

DECEMBERNOVEMBER

JUNEMAY

AUGUSTJULY

FEBRUARYJANUARY

APRILMARCH

popular and, with the three posted “Dry Dock” episodes, received 605 ‘likes’ and prompted 121 comments. How-ever, the videos were getting lost on the Facebook video page and Nimitz began looking to YouTube and iTunes to host videos.

To help Nimitz’ audiences locate the “Dry Dock” series and other Nimitz videos online, Nimitz began posting vid-eos to a newly created Nimitz Playlist on the Navy’s YouTube channel and as a Podcast on iTunes in March. The eight videos posted from March to July gained nearly 40,000 views on YouTube and the Dry Dock series was consistently in the Top 10 charts for Government & Organization Podcasts during the period. The feedback and collected metrics told Nimitz the move to YouTube and iTunes was a good one and the ship’s Media Department began planning how to expand the ship’s new media presence and to further exploit the attributes of each social media channel.

NEW MEDIA STRATEGYCONCEDE NO GROUND ENGAGE THE PUBLIC IN PLACES THEY FREQUENT

The strategy is simple -- engage the public in the online places they frequent.

By July 2011, Nimitz had a solid presence on Facebook and YouTube. The ship lacked a voice in the blogesphere and on Twitter. Additionally, there was no central location to find and use high resolution imagery of USS Nimitz other than www.navy.mil.

In September 2011, Nimitz created it’s Old Salt blog, Flickr page and refocused efforts on its existing Twitter page.

With a full range of new media channels -- from content hosting tools (Issuu, YouTube, Flickr, Blogger, iTunes) to the delivery systems (Facebook, Twitter), Nimitz began a redesign of its official website (www.nimitz.navy.mil) to direct our audience to the new media channels. The www.nimitz.navy.mil site was designed to compliment and integrate with the new media sites. Photo sets are posted to Flickr and not hosted directly on the webpage. Vid-eos are hosted on YouTube and linked back to the websites. Audio files hosted on the webpage are tweeted, posted on Facebook and embedded on the blog. In the new work flow, the ship’s official website becomes the primary hub for of all media content and Facebook and Twitter become the means to share it with our audience.

NEW MEDIA METRICSIF YOU DON’T COUNT, YOU DON’T COUNTAn important tool all new media services offer (except iTunes) is the ability to gather metrics. For 2011, Nimitz new media chan-nels logged nearly 3 million views.

NIMITZ NEW MEDIA STUDY 2011 METHODOLOGYMetrics for all New Media sites were collected using available insights and page statics inherent to each site. A content analy-sis was conducted by Nimitz Media personnel from January 3 to January 13, 2012. Content from each new media site was re-viewed and assessed to determine general post topics to see if Nimitz was posting items that supported our communication goals.

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FacebookYouTubeBlogger

VevoTwitter

WordPressMyspaceLinkedIn

TumblrGoogle+

Yahoo! PulseSix Apart

0 37.5 75.0 112.5 150.07.08.08.210.9

17.017.920.423.6

34.645.5

111.1137.6

Average Page Views Per Month in Millions

NEW MEDIA VIEWSNEW MEDIA VIEWSFacebook 2,681,743

Twitter 163,370

YouTube 50,538

Flickr 35,343

Issuu 13,731

Old Salt 3,295

Total Views 2,948,020

FACEBOOK www.facebook.com/cvn68

• Primary new media channel prior to 2011• Nearly 2.7 million views in 2011• Page ‘likes’ increased by 47% in 2011• Ended year with 17,020 ‘likes’

POST TYPESAlmost 75% of all the 2011 posts were from content produced by Nimitz’ Media team. Fourteen percent of the posts were simple posts and live streaming accounted for two percent.

POST TOPICSNearly half of Nimitz’ posts focused or demonstrated Nimitz Sailors pride and professionalism. Almost 20% of the posts were command informa-tion oriented and 15% highlighted the ship’s newspaper, ‘Nimitz News’ and directed readers the Nimitz Issuu page. The remaining 21% high-lighted ceremonies and events, history and training.

POST INTERACTIONSMore than 80% of all the interaction on our Facebook page came from ‘likes’. Eleven percent of the interactions were comments and seven percent were shares of the post.

COMMENT RELEVANCEAll interactions aren’t the same. When our audience posts a comment related to our original post it tells us the communication cycle (send -> receive -> feedback -> send) is working. When our audience posts a comment not relevant to our original post, we’re not sure if the message was received, received but not decoded properly, or not received at all. Fifty-eight percent of Facebook comments were relevant to the original post; 42% were not.

FACEBOOK STRATEGYNimitz’ Facebook strategy was to consistently post the ship’s produced media products, create Facebook photo albums and videos that were people-centric.. Because Facebook was the primary media outlet and received the most traffic, we used it as a location for our audience to view content from our other new media sites. Additionally, Nimitz used Facebook ‘Notes’ to post information and news stories directly to the social media site.

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Training4%

Pride/Professionalism46%

Ceremonies/Events9%

Information19%

History8%

Nimitz News15%

Comments:11%

Shares:7%

Likes:82%

Not relevant to topic42%

Relevant to topic58%

Blog14%

Live Stream2%

Photo albums32%

Simple post14%

Audio3%Video

18%Story no photo

5%Story w/photos

12%

POST TOPICS

POST INTERACTIONS

COMMENT RELEVANCE

POSTS TYPES

TWITTER www.twitter.com/USS_Nimitz

• Reactivated in September 2011• More than 163,000 views in 2011• Follower increased by 43% in 2011• Ended year with 3,830 followers

TWEET TYPESMore than 75% of Nimitz’ Tweets pointed followers to other Nimitz media products. Thirteen percent of Nimitz Tweets were message-driven simple Tweets and the remaining 10% Tweets were replies to follower Tweets and Retweets from users Nimitz follows.

POINTER TWEETSThe most frequent Tweets from Nimitz were ones that pointed followers other online locations. These Tweets informed Nimitz followers of up-dates, news, and other media products. Forty-percent highlighted the Nimitz Blog, 20% featured Nimitz’ YouTube playlist on the Navy YouTube channel and 8% informed followers of updates to the Nimitz website.

TWEET TOPICSA content analysis of each Nimitz Tweet in 2011 showed that 23% of all Nimitz Tweets were about awards or Nimitz events. Ship’s maintenance, History, Training and Local Event Information were topics Tweeted about 15% of the time each. Local even information and Nimitz Sports were each Tweeted 8% of the time.

TWITTER FOLLOWERSAlthough Nimitz was not active on its Twitter account until September, Nimitz saw the greatest increase in followers in the beginning of the year. Looking at the increase in followers trend, it suggests that after a mid-year slump in new followers, Nimitz’ Twitter account is again attracting new fol-lowers.

TWITTER STRATEGYNimitz’ strategy with Twitter was to engage followers by pointing them to Nimitz media products and, with continued use of Twitter, has shifted its strategy to focus on the delivery of news and ship-specific posts.

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Issuu4%

Flickr4%

Nimitz Blog40%

Live stream4%

Facebook8%

Newspaper/website4% YouTube

20%

Audio/website4%

Website8%

Navy.mil4%

Retweets4%

Reply to Tweets6%Pointer Tweets

77%

Simple Tweets13%

TWEET TYPES

POINTER TWEETS

History15%

Sports 8%

Ship Maintenance 15%

Awards/ Events 23%

Local Event Info15%

Community Relations8%

Training 15%

TWEET TOPICS

0

1000

2000

3000

4000

FEB MAR MAY JUN JUL AUG SEP OCT NOV DEC

3830367035103440334032603100303028202670

Folllower Growth

0

75

150

225

300

MAR MAY JUN JUL AUG SEP OCT NOV DEC

Increase in Followers

YOUTUBE http://www.youtube.com/playlist?list=PL4FCCEC1874D1EC7E

• NIMITZ channel created on USNavy YouTube page in March 2011• More than 50,000 views in 2011• 14 videos, including seven ‘Dry Dock’ documentaries,

uploaded in 2011• Nearly 3.5 hours of video available

VIDEO TYPESNimitz posted 14 videos to its YouTube playlist. Sixteen total videos on are the playlist as one video, “Faces of the Navy,” has three separate export versions. The total run time for all the videos is 3:25:39. Most of that time is from Nimitz’ web documentary “Dry Dock”. Episodes 1 - 6 are posted on YouTube. Twelve percent of the other videos focus on Pride and Profes-sionalism and the remaining 8% are videos from Nimitz special events.

VIDEO VIEWSThe web-documentary “Dry Dock” is by far Nimitz’ number one new media product. Dry Dock alone had nearly 39,000 views on YouTube. With six episodes posted, it averages more than 6,300 views an episode. Nimitz Pride and Professionalism videos had more than 8000 views -- an aver-age of 1150 views per video posted. And Nimitz’ Special Events videos had more than 4500 views -- and average of 1500 views each video.

YOUTUBE STRATEGYNimitz’ strategy for YouTube was to pro-duce and post compel-ling videos that highlight individual Sailor stories. Nimitz wanted stories on YouTube that could pass the test of time and still be relevant.

iTUNES http://itunes.apple.com/us/podcast/uss-nimitz-dry-dock/id440763592

• Podcast created in March 2011• Consistently in the Government & Organizations Podcast episode Top

20 charts• On Jan. 12, 2012, ‘Episode 1: Arriving’ was the #5 and ‘Episode 2: On

the Blocks’ was the #7 Podcast episode in its category.

DRY DOCK WEB DOCUMENTARY SERIESThis web series began in February 2011 and follows USS NIMITZ and Sailors assigned to the warship as it changes homeport from San Diego to Bremerton, Washington and enters a year-long maintenance overhaul in dry dock. Each episode takes a look at Sailors involved with work on the ship, at home or in their off-duty hours. The series is a holistic look at life in the yards and shows the work being completed on the ship and how Sailors adapt to their new environment. Six episodes were released on YouTube in 2011, five episodes were released to iTunes. The sixth episode will be released to iTunes in early 2012 after switching hosting serv-ers from DMA to the ship’s website server. Episode 7: Heavy Equipment was released Jan. 20, 2012. Metrics for “Episode 7” and the associated viewership bounce were not collected for this report.

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Pride/Professionalism16%

Special Events9%

Dry Dock75%

VIDEO VIEWS (% OF TOTAL VIEWS)50,538

TOTAL VIEWS

Pride/Professionalism12%

Special Events8%

Dry Dock80%

3 HOURS25 MINUTES39 SECONDSOF POSTED VIDEO

VIDEO TYPES (% OF TOTAL TIME)

Dry Dock Episode YouTube Views

Run Time

Episode 1: Arrival 14568 0:19:48

Episode 2: On the Blocks 8583 0:17:41

Episode 3: Overhaul 4499 0:18:09

Episode 4: Many Hats 3370 0:29:06

Episode 5: Adaptation 4312 0:26:04

Episode 6: The Climb 2597 052:46

FLICKR http://www.flickr.com/photos/cvn68

• Photostream created in September 2011• More than 35,000 views in 2011• 129 photos in 11 photo sets were uploaded in 2011

PHOTO VIEWSThe most popular images on Nimitz’ Flickr site are operational photos of the ship. Of 35,343 images on Flickr for 2011, 31,017 were view of the ship con-ducting operations. Operational photos make up 64% of the photo sets posts but earned 88% of all image views.

FLICKR STRATEGYNimitz’ Flickr strategy was to create photo sets -- albums that explain what the ship and its Sailors are doing. Flickr photo albums are to be a collection of the best imagery Nimitz. The intent is to not clutter Flickr with thou-sands of images but to make Flickr the place to go for high quality, high resolution imagery from Nimitz.

ISSUU http://www.issuu.com/cvn68

• Home to the 2011 editions of the ship’s newspaper ‘Nimitz News’• Nearly 14,000 views in 2011• 45 ‘Nimitz News’ newspapers and 16 other information documents

posted in 2011

DOCUMENT VIEWSIssuu is the leading digital publishing platform online. Nimitz posted 61 documents in 2011 and had 13,731 views. Nimitz’ weekly newspaper, “Nimitz News,” had 10,761 views, Nimitz’ Ombudsman newsletter, “The 5-Star Report,” had 1,567 views and the five documents associated with the ship’s homeport change to Everett in 2012 had 1,096 views. Miscellaneous documents like the ship’s Battle of Midway event program, area Fleet and Family Support Center information and an Exceptional Family Member in-formation brochure had 307 views.

ISSUU STRATEGYNimitz’ Issuu strategy is to use the document hosting site to digitally publish Nimitz’ newspapers and other impor-tant documents. Issuu is used to host all important documents to provide one location for all Nimitz New Media services to pull from. The ship’s Facebook, Twitter and official website all pull documents from Issuu.

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5-Star Report11%

HPC8%Misc.2%

Nimitz News78%

DOCUMENT VIEWS (% OF TOTAL VIEWS)

Source: http://issuu.com/about

Sports2%

Publicity3% Support

7%

Operational88%

PHOTO VIEWS (% OF TOTAL VIEWS)

OLD SALT BLOG http://www.oldsalt-cvn68.blogspot.com

• Blog created in September 2011• More than 3,000 views in 2011• Seven first person point-of-view blog posts and four other posts

on various topics

BLOGGER VIEWSSeventy percent of all blogger views came from the seven Nimitz Sailor first person stories and two news stories posted on the Old Salt blog in 2011. First person stories accounted for 1,189 views and news stories accounted for 1,117 views. The direct message announcing the blog opening received 683 views and a post of President Ford’s remarks at the USS Nimitz commissioning ceremony received 306 views.

BLOGGER TOPICSNimitz made eleven posts on its Blogger site from September to De-cember 2011. Of those posts, seven were Nimitz first person stories and two were news stories.

BLOGGER STRATEGYNimitz’ uses its blog to highlight Sailor stories told from their point of view. These first-person blogs are geared to highlight Nimitz communication goals and showcase Nimitz Sailors values in action. Nimitz believes the first-person point of view gives the story impact and a high level of authenticity. The blog post is advertised from the ship’s website and through Facebook and Twitter posts.

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Direct Message9%

News Stories18%

History Piece9%

First Person Stories64%

BLOGGER TOPICS (% OF TOTAL POSTS)

Direct Message21%

News Stories34%

History Piece9%

First Person Stories36%

BLOGGER VIEWS (% OF TOTAL VIEWS)

3,295TOTAL VIEWS

Source: www.nimitz.navy.mil

By Aviation Boatswains Mate (Handling) AirmanJonathon Daraujo

New Media Screen ShotsFACEBOOK

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TWITTER

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YOUTUBE

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iTUNES

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FLICKR

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ISSUU

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OLD SALT BLOG

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New Media 2011 AssessmentPUBLIC AFFAIRS OBJECTIVES ASSESSMENT

PUBLIC AFFAIRS OBJECTIVES

GENERAL ASSESSMENT

Communicate im-portance of mainte-nance period

This objective was achieved through the YouTube and iTunes documentary “Dry Dock” and the routine maintenance news stories on Issuu and Facebook through the ship’s “Nimitz News” newspaper.

Build community relations/ties with Bremerton and NW area

This objective was achieved through conducting community relations projects, involvement in Community events and hosting ship visits for various community groups. Nimitz highlighed the COMREL projects conducted by more than 600 Nimitz Sailors in the Newspaper and through Facebook status posts and photo uploads.

Maintain visibility and relevance while in dry-dock

This objective was achieved through the production and release of the “Dry Dock” YouTube and iTunes documentary. The documentary generated interest and excitement about what was happening to Nimitz and its crew while in dry-dock.

NEW MEDIA GOALS ASSESSMENTSHORT TERM NEW MEDIA GOALSSHORT TERM NEW MEDIA GOALSSHORT TERM NEW MEDIA GOALSSHORT TERM NEW MEDIA GOALS

Consistently post messages, news stories, photos and videos in support of PA objectivesConsistently post messages, news stories, photos and videos in support of PA objectives

Accomplished.

Demonstrate Nimitz values in actionDemonstrate Nimitz values in action Accomplished.

Pride in country, ship, self Facebook and YouTube highlight pride and professional (FB: 46% of all posts; YT: 16% of posts)

Professionalism Dry Dock series highlight professionalism

Sense of community COMRELs highlighted in newspaper on Issuu and posted to Facebook

LONG TERM NEW MEDIA GOALSLONG TERM NEW MEDIA GOALSLONG TERM NEW MEDIA GOALSLONG TERM NEW MEDIA GOALS

Increase reach through new mediaIncrease reach through new media Not accomplished.Increase Facebook ‘likes’ by 50% during 2011 Increased by 47% during 2011

Increase new media presence Added iTunes/YouTube/Twitter/Flickr and Blog

Increase traffic to ship’s website Not assessed in 2011. Added counter in 01/12.

Develop new media release continuum and:Develop new media release continuum and: Accomplished.

Exploit unique attributes of each social media channel Accomplished.

Funnel releases to appropriate new media channels Accomplished.

Reduce or eliminate post redundancy Accomplished.

Increase traffic to other new media sites Accomplished.

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