1. USS NIMITZ (CVN 68)
New Media Initiative 2011
USS NIMITZ (CVN 68) FPO, AP 96620 T 619.545.8474 pao@cvn68.navy.mil http://www.nimitz.navy.mil
2. USS NIMITZ (CVN 68)
Table of Contents
Communicating while in Dry Dock 1
O P E R AT I O N A L E N V I R O N M E N T 1
C O M M U N I C AT I O N C H A L L E N G E S 1
P 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 2
AUDIENCES 2
NEW MEDIA GOALS 3
New Media Overview 3
N E W M E D I A S T R AT E G Y 4
NEW MEDIA METRICS 4
FA C E B O O K 5
TWITTER 6
YOUTUBE 7
iTUNES 7
FLICKR 8
ISSUU 8
O L D S A LT B L O G 9
New Media Screen Shots 10
FA C E B O O K 10
TWITTER 11
YOUTUBE 12
iTUNES 13
FLICKR 14
ISSUU 15
O 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 2
P 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 2
NEW MEDIA GOALS ASSESSMENT 2
New Media Initiative 2011
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3. USS NIMITZ (CVN 68)
Communicating while in Dry Dock
OPERATIONAL ENVIRONMENT
The 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 CHALLENGES SAILORS
DISPERSEMENT
As Nimitz entered the yards, the ship faced numerous communica- OF
tion challenges. The biggest internal information challenge was how PERSONNEL
to reach a dispersed audience. Sailors worked outside their divi-
sions, off the ship and were on temporary assignment to other ships LIMITED
FAMILIES DPIA
and locations. Families were dispersed across the country and in STORYLINE
the ship’s former homeport of San Diego. Others moved to the
Bremerton area and some made the move to the Everett area -- OPSEC RESOURCES
the ship’s next homeport in 2012.
PSNS
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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4. USS NIMITZ (CVN 68)
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
CVN 76 Nimitz faced was gar-
JAPAN
nering the interest of
the general public with
ODYSSEY CVN 77
DAWN 1ST DEP the maintenance/dry
COMPETING dock storyline. The
STORYLINES
Navy had many engag-
CVN 65
CVN 70
BIN LADEN ’50 ing stories throughout
HONORS
2011 -- Operation Tomodachi, Operation Odyssey Dawn, Captain Honors, SEALs kill Bin
CONA Laden and USS Carl Vinson buries him at sea. Each of those storylines were newswor-
BIOFUEL
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 PLAN
PUBLIC AFFAIRS OBJECTIVES
1. Communicate importance of maintenance period
2. Build community relations/ties with Bremerton and NW area
3. Maintain visibility and relevance while in dry-dock
PUBLIC AFFAIRS PLAN
1. Produce weekly shipboard newspaper in support of PA objectives
2. Produce web-based documentary in support of PA objectives
3. Maximize social media to reach
targeted audiences in support
of PA objectives
AUDIENCES
PRIMARY FAMILY AND FRIENDS
With 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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5. USS NIMITZ (CVN 68)
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 PUBLIC
Since 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 GOALS
SHORT TERM NEW MEDIA GOALS
1. Consistently post messages, news stories,
photos and videos in support of PA objec-
tives
50%
2. Demonstrate Nimitz values in action
a. Pride in country, ship, self
b. Professionalism TRAFFIC
c. Sense of community
facebook TO WEBSITE
LONG TERM NEW MEDIA GOALS LONG TERM New Media
Presence
1. Increase reach through new media
a. Increase Facebook ‘likes’ by NEW MEDIA GOALS
50% during 2011
b. Increase new media presence
c. Increase traffic to ship’s website
2. Develop new media release continuum and:
a. Exploit unique attributes of each social media channel
b. Funnel releases to appropriate new media channels
c. Reduce or eliminate post redundancy
d. Increase traffic to other new media sites
New Media Overview
USS 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.”
JANUARY
FEBRUARY To communicate with our audiences, Nimitz
MARCH primarily used Facebook and Issuu at the
APRIL start of the year.
MAY
Nimitz’ Media Team produced weekly “Nimitz
JUNE
News” newspapers which were posted on
JULY
Issuu and linked to Facebook. “Dry Dock
AUGUST Episode 1: Arriving” was posted to Facebook
SEPTEMBER on Feb. 2; “Episode 2: On the Blocks” was
OCTOBER posted to Facebook on April 9; and “Episode
NOVEMBER 3: Overhaul” was posted on May 7.
DECEMBER
Nine other videos were posted to Facebook
through June 3, 2011. The videos proved
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6. USS NIMITZ (CVN 68)
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.
Average Page Views Per Month in Millions
NEW MEDIA STRATEGY
Facebook 137.6
CONCEDE NO GROUND ENGAGE THE
PUBLIC IN PLACES THEY FREQUENT YouTube 111.1
Blogger 45.5
The strategy is simple -- engage the public Vevo 34.6
in the online places they frequent. Twitter 23.6
WordPress 20.4
By July 2011, Nimitz had a solid presence
on Facebook and YouTube. The ship
Myspace 17.9
lacked a voice in the blogesphere and on LinkedIn 17.0
Twitter. Additionally, there was no central Tumblr 10.9
location to find and use high resolution Google+ 8.2
imagery of USS Nimitz other than Yahoo! Pulse 8.0
www.navy.mil.
Six Apart 7.0
In September 2011, Nimitz created it’s Old 0 37.5 75.0 112.5 150.0
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 METRICS NEW MEDIA VIEWS
IF YOU DON’T COUNT, YOU DON’T COUNT
An important tool all new media services offer (except iTunes) is Facebook 2,681,743
the ability to gather metrics. For 2011, Nimitz new media chan-
Twitter 163,370
nels logged nearly 3 million views.
YouTube 50,538
NIMITZ NEW MEDIA STUDY 2011 METHODOLOGY
Metrics for all New Media sites were collected using available Flickr 35,343
insights and page statics inherent to each site. A content analy-
sis was conducted by Nimitz Media personnel from January 3 to Issuu 13,731
January 13, 2012. Content from each new media site was re-
Old Salt 3,295
viewed and assessed to determine general post topics to see if
Nimitz was posting items that supported our communication Total Views 2,948,020
goals.
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7. USS NIMITZ (CVN 68)
POSTS TYPES
FACEBOOK Simple post
www.facebook.com/cvn68
14%
• Primary new media channel prior to 2011
Audio
• Nearly 2.7 million views in 2011
Video 3%
• Page ‘likes’ increased by 47% in 2011
18% Photo albums
• Ended year with 17,020 ‘likes’
Story no photo 32%
POST TYPES 5%
Story w/photos
Almost 75% of all the 2011 posts were from content produced by Nimitz’
12% Live Stream
Media team. Fourteen percent of the posts were simple posts and live
streaming accounted for two percent. Blog 2%
14%
POST TOPICS POST TOPICS
Nearly half of Nimitz’ posts focused or demonstrated Nimitz Sailors pride History
and professionalism. Almost 20% of the posts were command informa- 8% Information
tion oriented and 15% highlighted the ship’s newspaper, ‘Nimitz News’ 19%
Nimitz News
and directed readers the Nimitz Issuu page. The remaining 21% high-
15%
lighted ceremonies and events, history and training. Ceremonies/Events
Training
9%
4%
POST INTERACTIONS
More than 80% of all the interaction on our Facebook page came from
‘likes’. Eleven percent of the interactions were comments and seven Pride/Professionalism
percent were shares of the post. 46%
COMMENT RELEVANCE
All interactions aren’t the same. When our audience posts a comment POST INTERACTIONS
related to our original post it tells us the communication cycle (send -> Likes:
receive -> feedback -> send) is working. When our audience posts a 82%
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. Shares:
7%
FACEBOOK STRATEGY
Nimitz’ Facebook strategy was to consistently post the ship’s produced Comments:
media products, create Facebook photo albums and videos that were 11%
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 COMMENT RELEVANCE
Facebook ‘Notes’ to post information and news stories directly to the
social media site. Relevant to topic
58%
Not relevant to topic
42%
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8. USS NIMITZ (CVN 68)
TWEET TYPES
TWITTER
www.twitter.com/USS_Nimitz
• Reactivated in September 2011
• More than 163,000 views in 2011
• Follower increased by 43% in 2011 Reply to Tweets
Pointer Tweets
• Ended year with 3,830 followers 77% Retweets 6%
4%
TWEET TYPES
More than 75% of Nimitz’ Tweets pointed followers to other Nimitz media Simple Tweets
products. Thirteen percent of Nimitz Tweets were message-driven simple 13%
Tweets and the remaining 10% Tweets were replies to follower Tweets
and Retweets from users Nimitz follows.
POINTER TWEETS Flickr
POINTER TWEETS
The most frequent Tweets from Nimitz were ones that pointed followers 4%
other online locations. These Tweets informed Nimitz followers of up- Nimitz Blog Issuu
dates, news, and other media products. Forty-percent highlighted the 40% 4%
Nimitz Blog, 20% featured Nimitz’ YouTube playlist on the Navy YouTube Navy.mil
channel and 8% informed followers of updates to the Nimitz website. 4% Website
Live stream Audio/website 8%
TWEET TOPICS 4% 4%
A content analysis of each Nimitz Tweet in 2011 showed that 23% of all Newspaper/website
Nimitz Tweets were about awards or Nimitz events. Ship’s maintenance, 4% YouTube
History, Training and Local Event Information were topics Tweeted about 20%
Facebook
15% of the time each. Local even information and Nimitz Sports were
8%
each Tweeted 8% of the time.
TWEET TOPICS
TWITTER FOLLOWERS Sports History
Although Nimitz was not active on its Twitter account until September, 8% 15%
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 Ship Maintenance Training
slump in new followers, Nimitz’ Twitter account is again attracting new fol- 15% 15%
lowers. Community Relations
Awards/ Events 8%
TWITTER STRATEGY 23%
Nimitz’ strategy with Twitter was to engage followers by pointing them to Local Event Info
Nimitz media products and, with continued use of Twitter, has shifted its 15%
strategy to focus on the delivery of news and ship-specific posts.
Increase in Followers Folllower Growth
300 4000
3830
3670
34403510
225 3000 32603340
30303100
2820
2670
150 2000
75 1000
0 0
MAR MAY JUN JUL AUG SEP OCT NOV DEC FEB MAR MAY JUN JUL AUG SEP OCT NOV DEC
New Media Initiative 2011 6
9. USS NIMITZ (CVN 68)
YOUTUBE
http://www.youtube.com/playlist?list=PL4FCCEC1874D1EC7E VIDEO TYPES
• NIMITZ channel created on USNavy YouTube page in March 2011 (% OF TOTAL TIME)
• More than 50,000 views in 2011 3 HOURS
• 14 videos, including seven ‘Dry Dock’ documentaries, 25 MINUTES
uploaded in 2011 39 SECONDS Dry Dock
OF POSTED VIDEO 80%
• Nearly 3.5 hours of video available
Pride/Professionalism
VIDEO TYPES
12%
Nimitz 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 Special Events
versions. The total run time for all the videos is 3:25:39. Most of that time is 8%
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 VIEWS
50,538 (% OF TOTAL VIEWS)
VIDEO VIEWS
The web-documentary “Dry Dock” is by far Nimitz’ number one new media TOTAL VIEWS
product. Dry Dock alone had nearly 39,000 views on YouTube. With six Dry Dock
episodes posted, it averages more than 6,300 views an episode. Nimitz 75%
Pride and Professionalism videos had more than 8000 views -- an aver- Pride/Professionalism
age of 1150 views per video posted. And Nimitz’ Special Events videos 16%
had more than 4500 views -- and average of 1500 views each video.
Special Events
YouTube Run YOUTUBE STRATEGY 9%
Dry Dock Episode
Views Time Nimitz’ strategy for
Episode 1: Arrival 14568 0:19:48 YouTube was to pro-
duce and post compel-
Episode 2: On the Blocks 8583 0:17:41
ling videos that highlight individual Sailor stories. Nimitz
Episode 3: Overhaul 4499 0:18:09 wanted stories on YouTube that could pass the test of time and
Episode 4: Many Hats 3370 0:29:06 still be relevant.
Episode 5: Adaptation 4312 0:26:04
Episode 6: The Climb 2597 052:46
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 SERIES
This 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.
New Media Initiative 2011 7
10. USS NIMITZ (CVN 68)
FLICKR
PHOTO VIEWS
http://www.flickr.com/photos/cvn68
(% OF TOTAL VIEWS)
• Photostream created in September 2011
• More than 35,000 views in 2011
Operational
• 129 photos in 11 photo sets were uploaded in 2011
88%
PHOTO VIEWS
Publicity
The most popular images on Nimitz’ Flickr site are operational photos of the
3% Support
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 7%
but earned 88% of all image views. Sports
2%
FLICKR STRATEGY
Nimitz’ 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’ DOCUMENT VIEWS
• Nearly 14,000 views in 2011 (% OF TOTAL VIEWS)
• 45 ‘Nimitz News’ newspapers and 16 other information documents
posted in 2011 Nimitz News
78%
5-Star Report
DOCUMENT VIEWS 11%
Issuu is the leading digital publishing platform online. Nimitz posted 61
HPC
documents in 2011 and had 13,731 views. Nimitz’ weekly newspaper,
“Nimitz News,” had 10,761 views, Nimitz’ Ombudsman newsletter, “The 5- 8%
Star Report,” had 1,567 views and the five documents associated with the Misc.
ship’s homeport change to Everett in 2012 had 1,096 views. Miscellaneous 2%
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 STRATEGY
Nimitz’ 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.
Source: http://issuu.com/about
New Media Initiative 2011 8
11. USS NIMITZ (CVN 68)
OLD SALT BLOG
http://www.oldsalt-cvn68.blogspot.com BLOGGER VIEWS 3,295
(% OF TOTAL VIEWS) TOTAL VIEWS
• Blog created in September 2011
• More than 3,000 views in 2011
First Person Stories
• Seven first person point-of-view blog posts and four other posts
Direct Message 36%
on various topics
21%
BLOGGER VIEWS
Seventy 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 History Piece
2011. First person stories accounted for 1,189 views and news stories 9%
accounted for 1,117 views. The direct message announcing the blog News Stories
opening received 683 views and a post of President Ford’s remarks at the 34%
USS Nimitz commissioning ceremony received 306 views.
BLOGGER TOPICS BLOGGER TOPICS
Nimitz made eleven posts on its Blogger site from September to De- (% OF TOTAL POSTS)
cember 2011. Of those posts, seven were Nimitz first person stories
and two were news stories. First Person Stories
Direct Message 64%
BLOGGER STRATEGY 9%
Nimitz’ 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 News Stories
first-person point of view gives the story impact and a high level of 18%
History Piece
authenticity. The blog post is advertised from the ship’s website and
9%
through Facebook and Twitter posts.
By Aviation Boatswains Mate (Handling) Airman
Jonathon Daraujo
Source: www.nimitz.navy.mil
New Media Initiative 2011 9
12. USS NIMITZ (CVN 68)
New Media Screen Shots
FACEBOOK
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18. USS NIMITZ (CVN 68)
OLD SALT BLOG
New Media Initiative 2011
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19. USS NIMITZ (CVN 68)
New Media 2011 Assessment
PUBLIC AFFAIRS OBJECTIVES ASSESSMENT
PUBLIC AFFAIRS GENERAL ASSESSMENT
OBJECTIVES
Communicate im- This objective was achieved through the YouTube and iTunes documentary “Dry Dock” and the
portance of mainte- routine maintenance news stories on Issuu and Facebook through the ship’s “Nimitz News”
nance period newspaper.
Build community This objective was achieved through conducting community relations projects, involvement in
relations/ties with Community events and hosting ship visits for various community groups. Nimitz highlighed the
Bremerton and NW COMREL projects conducted by more than 600 Nimitz Sailors in the Newspaper and through
area Facebook status posts and photo uploads.
Maintain visibility This objective was achieved through the production and release of the “Dry Dock” YouTube and
and relevance while iTunes documentary. The documentary generated interest and excitement about what was
in dry-dock happening to Nimitz and its crew while in dry-dock.
NEW MEDIA GOALS ASSESSMENT
SHORT TERM NEW MEDIA GOALS
Consistently post messages, news stories, photos and videos in Accomplished.
support of PA objectives
Demonstrate 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 GOALS
Increase 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: 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.
New Media Initiative 2011
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