1. (aka Social Media Analysis and Emerging Trends)
Get Me Some of That!
(aka Social Media Analysis and Emerging Trends)
Gregg Your, YA-02
Command Information Officer
USJFCOM PAO

2. What we’re discussing How Did We Not See This Coming? What We’re Doing
Blog Engagement
News Service, RSS and Twitter
USJFCOMLive
Where This Is Going*
First off, how did we get here and did we miss the signs? Web 1.0, Web 2.0, etc..
Operationalize this. What are we doing at Joint Forces Command and how you can adapt it.
Then we’ll discuss where all this is going. Are we heading towards a Web 3.0?

3. Social Media/New Media (as defined by those who tell us we need it)
“I don’t know what it is, but get me some of it”
“My kid does this Facebook stuff…”
“I read an article in <insert business magazine here>…”
“<Insert command name here> is doing it”
We’ve all heard this from our bosses…

4. The culture
There is an inverse relationship between control and trust —David Weinberger
Much of the culture in the social media realm directly contradicts the culture we have grown up in and around.
For us, control or release links up with credibility and trust.
In the social media world, that is set on its head. The credibility, the trust is all determined by the user.

5. Web By The Numbers Web 1.0 = Broadcast
Web 2.0 = Discussion (“We get social”)
Web 3.0 = Don’t go there just yet… we’ll get there
We love systems so looking at it by the numbers is one way to skin this…

6. In the beginning… USENet (1979) THE WELL (1985) World Wide Web (1989)
AOL – Unlimited (1996)
Cluetrain Manifesto (1999)
Before we started numbering things, we had electronic message boards which resided on BBSs.
Modems were our only lifeline.
Busy signals = no access
In 1999, salient point happens…

7. Cluetraining
“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”
"...companies so lobotomized that they can't speak in a recognizably human voice build sites that smell like death."

8. Wildly fractured… not a lot of motion between areas

9. Things started coalescing in late 2007 and during 2008 and you started seeing services vice platforms.

10. What USJFCOM Does Web 1.0 Web Site (1995/2001) News Service (2002)
Liveblogging (2003/04)
RSS feeds (2005)
Podcasting (2006)

11. What USJFCOM Does Web 2.0 Feedback channel (2001)
Blog Engagement (2005/2006)
Social Bookmarking (2007)
Twitter (2008)
Hash tags
USJFCOMLive (2009)
Crowdlining #

12. Questions Is it cheap? Is it viable in the long term?
Is it in the skill set?
Flash or Foundation?
Does it fit in our current model?
Is it “right”?
Questions we ask…
So what about Facebook?
A platform vice a service
Platforms tend to be problematic

13. Army = limited access
Air Force = whole different network
JFCOM = mixed

14. What’s wrong here?

15. Suggestions Stay focused on goals and users -- the public
Work together (content, tech, legal) towards
goal
Keep projects simple. Experiment. Iterate
It's OK to not have all the answers
Share knowledge, experience, leverage
Templatize process and tools
Bring in outside innovation where needed
Trust and leverage the community – the public
Measure success (and failure)
These are suggestions made by the White House’s new media office and they apply to us

16. What’s Next* Want info on their terms Our place or theirs?
Plug and play
Assessment
Taste of the future

17. This is where it’s going? Maybe?
Google Wave is a real-time communication platform combining ,
instant messaging,
wikis,
web chat,
social networking, and
project management
If we’re not working towards this playing in this zone, we will be playing catchup

19. Assessment Blog watching Metrics Twitter Search/Twitterfall
Google BlogSearch
Technorati
Metrics
Twitter Search/Twitterfall

21. Questions