puget sound naval shipyard snapshot (nov 2010: links and data may be outdated)
DESCRIPTION
This is a snapshot of how Puget SoTRANSCRIPT
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PUGET SOUND NAVAL SHIPYARD & INTERMEDIATE MAINTENANCE FACILITY
ENGAGES WORK FORCE
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PSNS & IMF Work Force
10,000+ employees (95 percent civilian)
• 5,000 behind desks—engineers and scientists and support codes
• 5,000 on deck plates—On the waterfront performing maintenance and modernization of the fleet with no computers or limited computer access at work
• Maintenance personnel often have to travel globally, presenting challenges similar to deployment
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In an effort to improve the work environment, job satisfaction and other factors, PSNS & IMF
conducted a survey to assess work force needs…
Survey Results: PSNS & IMF personnel wanted more communication from leadership and with other workers. They also wanted a place to ask questions, get responses and have social interaction with co-workers
Solution: PSNS & IMF decided to use social media (starting with Facebook) to achieve clear objectives:
1. Build a sense of community among the diverse and geographically dispersed work force
2. Provide a platform where personnel can ask questions and get responses from leadership, human resources, subject matter experts or co-workers …
Note: The survey was distributed by hand in paper format to those who worked at the waterfront to ensure all personnel opinions were considered.
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The PSNS & IMF on the Waterfront page on Facebook is an official fan page viewable by the public, but only
employees can comment and interact on the page
• Puget Sound keeps a spreadsheet of all accepted fans and check daily for new “likes”
• The newest people who “like” the page appear on top of fan list
• New “likes” are verified as employees through online database
• If they are not a current employee, that individual is manually deleted/blocked from ‘liking’ the page – preventing them from participating in the page but not viewing.
Personnel access the site via their mobile phones, at home, and at their desk (those who are at a computer)
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“Fans” discuss personnel and social topics
• Getting all personnel involved in command environmental initiatives
• Organizing and participating in CFC and social events
• Announcing job openings and command group meetings
• Community service messages (e.g. volunteer opportunities)
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Site administrators stimulate engagement by posting interesting content
• Photos—especially historic photos—are very popular due to the 100 year history of the Shipyard
• PSNS & IMF Commander Captain Mark Whitney provides periodic video and audio updates speaking directly to personnel (transcripts of remarks are also posted)
• Inspirational quotations• Relevant Navy news, security
and privacy updates from other Navy commands
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How they promoted the page:• Promoted in Salute, the Command publication• Posted on reader boards• Produced and distributed a tri-fold brochure
on why and how to use the Facebook page• Posted to the intranet in the “News You Can
Use” section• Personnel were sent event invitations to
encourage them to go to page• Conducted “road shows” (went to other work
sites to talk about the page in person)• Word of mouth
PSNS & IMF positioned their page as a critical employee resource and went directly to the work force to educate them on benefits as well as risks
SOCIAL MEDIA SNAPSHOTScan of tri-fold brochure (front)
SOCIAL MEDIA SNAPSHOTScan of tri-fold brochure (inside)
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Security and management of page is everyone’s responsibility
Resources: PSNS & IMF has one person dedicated to all things web related; however, the entire team (and the fans themselves!) checks the page regularly—even on the weekend.
“This is not a terrible burden. It takes two seconds to check the page and is a part of my daily web routine.” –Mary Anne Mascianica, PSNS & IMF Congressional and Public Affairs Officer
Ensuring security is all about education and monitoring• Before launching the page in 2009, the Public Affairs Office worked with the
Command’s legal and security teams to determine what information could and could not be discussed openly online
• Most of the work performed at PSNS & IMF is sensitive and/or classified, so the work force is reminded through the “Rules of the Road” that specific work activities cannot be discussed on Facebook
• OPSEC briefs and reminders that come out from CHINFO and Naval OPSEC are shared with the work force on Facebook
• The site is monitored daily for potential security concerns (there have been none to date as a result of ongoing education of personnel)
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Results/feedback
• 4,800+ visits to the page the week of 31 October 2010 (consistently getting more traffic)
• “We actually use this”• Now receive requests to promote events through the
Facebook page• “This is exciting”• CFC events have rallied much more support and participation
than in the past• “We’re able to reach our workers on the deck plates--this is a
real breakthrough”
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Navy Emerging Media Integration
Official Navy Websitewww.navy.mil
Navy Social Media Directorywww.navy.mil/socialmedia
Navy Social Media Resources Pagewww.chinfo.navy.mil
Navy Emerging Media on Slideshare
www.slideshare.net/USNavySocialMediaTHIS SNAPSHOT AVAILABLE HERE
CDR Scott McIlnayDirector, Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 692-4718Email: [email protected]
LT Lesley LykinsDeputy, Emerging Media Integration (OI-54A)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: [email protected]
Ms. Tracy JohnsonContract Support, Emerging Media Integration (OI-54CTR)Department of the Navy, Office of InformationOffice:(703) 377-9272Email: [email protected]