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Presentation given Feb. 15 at the 4th Annual Social Media for PR and Corporate Communications conference hosted by Ragan.
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Taking social media efforts out of this world
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National Aeronautics and Space Administration
Stephanie Schierholz, Office of Communications
http://www.nasa.gov/connect
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National Aeronautics and Space Administration
Achieving Escape Velocity
• Use your organization's star employees to provide a personal perspective
• Adjust your communication strategies and tactics to incorporate and effectively use social media to communicate real-time activities
• Find and connect with your fan base and bring them into a community
• Enable and encourage interaction with your followers
• Host an out of this world Tweetup (even if you don't have a space shuttle)
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Social Media Opportunities at NASA
Social media tools allow NASA to:
• TELL our own story (without a filter)
• Listen, respond and INTERACT with followers
• Build a community of advocates through
ENGAGEMENT
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Incorporating Social Media
• Just do it. Don’t waste any more time.
• You learn by doing.
• Look for those who are doing it well and see what you can copy and apply.
• Social media is most effective during a crisis, but you must have a presence before the crisis hits.
• At NASA, the social media function is a good fit in our existing Office of Communications.
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Social Media Foundation at NASA
According to the National Aeronautics and Space Act:
• Sec. 203. (a) The Administration, in order to carry out the purpose of this Act, shall—– (3) provide for the widest practicable and
appropriate dissemination of information concerning its activities and the results thereof
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Social Media Challenges at NASABureaucracy
24/7 in a 9 to 5 work world
Lack of Resources
Noise
Inaccuracy spreads quickly
No rules
Keeping up with the NEW
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Find and Connect with your Fans
NASA Blogs
NASA blogs give website visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page”
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National Aeronautics and Space Administration
http://www.nasa.gov/blogs
NASA and TwitterNational Aeronautics and Space Administration
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http://www.twitter.com/NASA
Beginnings…• May 2008 - JPL’s Veronica
McGregor, tweeting as the @MarsPhoenix Lander
• 3rd most popular Twitter account - ~75,000 followers
• 2009 - @NASA, ~1,000 followers
Today…• 110+ NASA Twitter
accounts• 801,221 followers• 20+ astronauts on Twitter,
including @Astro_Mikewith 1.27 million followers
First Tweet from SpaceNational Aeronautics and Space Administration
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@NASA/astronauts
@NASA_Astronauts
@Astro_Mike
@Astro_127
@Astro_Jose - retired
@Astro_Sandy
@Astro_Tim
@Astro_Nicole
@StationCDRKelly
@ShuttleCDRKelly
@Astro_Jeff
@Astro_Flow
@Astro_Bones / @ZeroG_MD
@Astro_Wheels
@Astro_Soichi
@Astro_Naoko
@Astro_Clay
@Astro_Nicholas
@Astro_Cady
@Astro_TJ
@Astro_Ron
@Astro_Taz
@Astro_Box
@AstroIronMike
@Astro_Paulo
Tweeting from space now:
@Astro_Cady@StationCDRKelly
@Astro_Paolo
First Live Tweet from SpaceNational Aeronautics and Space Administration
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@NASA/astronauts
@NASA_Astronauts
@Astro_Mike
@Astro_127
@Astro_Jose - retired
@Astro_Sandy
@Astro_Tim
@Astro_Nicole
@StationCDRKelly
@ShuttleCDRKelly
@Astro_Jeff
@Astro_Flow
@Astro_Wheels
@Astro_Soichi
@Astro_Naoko
@Astro_Clay
@Astro_Nicholas
@Astro_Cady
@Astro_Bones / @ZeroG_MD
@Astro_TJ
@Astro_Ron
@Astro_Taz
@Astro_Box
@AstroIronMike
@Astro_Paulo
Tweeting from space now:
@Astro_Cady@StationCDRKelly
@Astro_Paolo
NASA Televison
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National Aeronautics and Space Administration
http://www.nasa.gov/ntv
http://www.youtube.com/NASATelevision
NASA.gov to go
Mobile version of nasa.gov HTML 5 videos on your mobile
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National Aeronautics and Space Administration
http://mobile.nasa.gov
A picture is worth…
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National Aeronautics and Space Administration
http://www.flickr.com/photos/nasahqphoto
Do you “like” NASA?
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National Aeronautics and Space Administration
http://www.facebook.com/NASA
297,600 “likes”
National Aeronautics and Space Administration NASA + Gowalla: Search for the Moon Rocks
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http://www.nasa.gov/connect/gowalla.html
http://www.gowalla.com/NASA
Discover NASA with FoursquareNational Aeronautics and Space Administration
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http://www.foursquare.com/NASA
http://www.nasa.gov/connect/foursquare.html
Discover NASA with Foursquare
• Play video:
http://www.nasa.gov/multimedia/videogallery/index.html?media_id=22022681
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National Aeronautics and Space Administration
http://www.foursquare.com/NASA
http://www.nasa.gov/connect/foursquare.html
NASA Apps
NASA App (iPhone, iPad)
NASA Spinoff (Android)
Space Weather Media Viewer (iPhone, iPad)
3D Sun (iPhone, iPad)
Lunar Electric Rover Simulator
NASA Images
Space Images
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National Aeronautics and Space Administration
http://www.nasa.gov/apps
New!
Enable and encourage interaction
• Remember that social media is a conversation –
spend as much time listening as you do speaking.
• Provide GREAT content that will get people talking.
• If you start a conversation, participate in it;
don’t start it and walk away.
• Ask for and enable feedback – respond to mentions on Twitter, comments on blogs, Facebook, etc.
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Chat with NASA
Dec. 21, 12-5 a.m. ET
Chat room at capacity (250) within 5 minutes until 4:30 a.m.
3,208 questions received, 2,393 answered
Total of 3,174 chat participants
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National Aeronautics and Space Administration
http://www.nasa.gov/connect/chat
Make it easy to share
• Tweet the title of the story and URL
• “Like" the story on your Facebook profile
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National Aeronautics and Space Administration
http://www.nasa.gov/news
Share NASA videos tooNational Aeronautics and Space Administration
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http://www.nasa.gov/videos
Switch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular
1,500 videos online = about 7.4 million plays in 2010
Create a Community:Host an out of this world Tweetup
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
What is a NASA Tweetup?
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
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NASA Tweetups are in person…
Bring together
people who follow
@NASA
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweeps Come from Far and Wide…
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
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NASA Tweetups are virtual and online…
National Aeronautics and Space Administration
Enabling and encouraging interaction with their followers
http://www.nasa.gov/tweetup
Follow along at buzzroom.nasa.govNational Aeronautics and Space Administration
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Same hashtag: #NASATweetup
Same account: @NASATweetup
How does the community find each other?
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National Aeronautics and Space Administration
http://buzzroom.nasa.gov
Successful Tweetups arespecial and memorableProvide unique or exclusive:
Information
Speakers
Access
Setting
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Successful Tweetups rock logistics Short (sessions)
Connected (WiFi)
Interactive
Powered
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
NASA Tweetup MilestonesJan. 2009 – 1st Tweetup
Feb. 2011 – 15th Tweetup
• Live downlink with International Space Station
• 3 Tweetups at space shuttle launches
• 6/10 NASA centers
• World Science Festival
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Out of this World: Moving people from…
Fans, Followers, Consumers
ADVOCATES, EVANGELISTS,
CREATORS, COLLABORATORS
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
National Aeronautics and Space Administration
Foster the community
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http://www.nasa.gov/connect
National Aeronautics and Space Administration
But don’t own the community
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“You may not have a spaceship, but your company has a fan base. They won't think of themselves as fans until they're in a room with like-minded people. They won't think of themselves as members of a community until
YOU bring them together.”
- David Rosen, @davidhrosen
(group VP, Makovsky + Company)
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National Aeronautics and Space Administration
Provide a Personal Perspective
• Anthropomorphized accounts like @MarsPhoenix
• Personal/professional accounts: @Lori_Garver + @Astro_Wheels
• Personalize your interactions:
– Be human in your posts – if you screw up, admit it and apologize.
– Don’t be afraid of emoticons, but use them sparingly.
– Emotive words work well for NASA: “whew” “cool” “embarrassed”
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Your Title Here 40
http://www.nasa.gov/connect