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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
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
                                            i
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.



New Media Initiative 2011                                                                                    1
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


            New Media Initiative 2011                                                                                 2
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


  New Media Initiative 2011                                                                               3
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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.



New Media Initiative 2011                                                                                    4
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%




New Media Initiative 2011                                                                                 5
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
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
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
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




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New Media Screen Shots
FACEBOOK




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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




New Media Initiative 2011
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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
                                                                                                2

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New media initiative 2011

  • 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 i
  • 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. New Media Initiative 2011 1
  • 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 New Media Initiative 2011 2
  • 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 New Media Initiative 2011 3
  • 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. New Media Initiative 2011 4
  • 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% New Media Initiative 2011 5
  • 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 New Media Initiative 2011 10
  • 13. USS NIMITZ (CVN 68) TWITTER New Media Initiative 2011 11
  • 14. USS NIMITZ (CVN 68) YOUTUBE New Media Initiative 2011 12
  • 15. USS NIMITZ (CVN 68) iTUNES New Media Initiative 2011 13
  • 16. USS NIMITZ (CVN 68) FLICKR New Media Initiative 2011 14
  • 17. USS NIMITZ (CVN 68) ISSUU New Media Initiative 2011 15
  • 18. USS NIMITZ (CVN 68) OLD SALT BLOG New Media Initiative 2011 1
  • 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 2