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New Directions in Media & Public Outreach

New Directions in Media & Public Outreach

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New Directions in Media & Public Outreach

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  1. New Directions in Media & Public Outreach Steve Cole, NASA Office of Communications Earth Science Outreach Retreat, May 19, 2010

  2. HQ Public Affairs Reorganized OFFICE OF COMMUNICATIONS Associate Administrator (Vacant) NEWS & MULTIMEDIA DIVISION Bob Jacobs, Deputy Associate Administrator Mike Cabbage, Division Director PUBLIC OUTREACH DIVISION Alan Ladwig, Deputy Assoc. Administrator Sheree Stovall-Alexander, Division Director NASA OFFICE OF COMMUNICATIONS

  3. HQ Public Affairs Reorganized NEWS & MULTIMEDIA DIVISION NASA Television ▪ Internet Services Still Imagery ▪ Public Affairs Officers (Embedded) Newsroom▪ FOIA▪ Multimedia Programs PUBLIC OUTREACH DIVISION Communications Planning ▪ History Office Public Services & Protocol ▪ Public Communications NASA OFFICE OF COMMUNICATIONS

  4. Public Outreach Division Initial Challenges & Objectives: Maintain consistent messaging across Mission Directorates, Mission Support Offices, Centers Develop procedures to agree on Agency-wide priorities for outreach investments Create awareness among senior management that goals for communications are equivalent to Agency’s technical and institutional goals Expand awareness of the value of NASA beyond the usual suspects Develop metrics for all outreach activities and products Leverage resources with News & Multimedia Division NASA OFFICE OF COMMUNICATIONS

  5. Public Outreach Division Structure & Major Activities: Strategic alliances (NASA Images, Buzz Lightyear) Market research Outreach events (NASA 50th, Apollo 40th) Participatory Exploration working group (Chair) Industry/organizations affairs Speakers Bureau Guest Operations NASA OFFICE OF COMMUNICATIONS

  6. Growing Use of Social Media NASA NEWS & MULTIMEDIA DIVISION

  7. www.nasa.gov Averages over 5 million page views and nearly 700,000 user sessions daily The average user stays on the site over 9 minutes and visits 7.5 pages The Earth topics page is the site’s top topic page this year (5.5 million page views so far) The 2010 Earth Day page had 1.7 million page views Site consistently outperforms all government Web sites in the ForeSee customer satisfaction survey NASA SOCIAL MEDIA

  8. “Connect” Clearinghouse NASA SOCIAL MEDIA

  9. Blogs NASA SOCIAL MEDIA

  10. Video Gallery NASA SOCIAL MEDIA

  11. twitter.com/nasa 391,110 followers NASA SOCIAL MEDIA

  12. Adventures with Twitter NASA SOCIAL MEDIA

  13. YouTube (NASA Television) NASA SOCIAL MEDIA

  14. YouTube: Ice Bridge (2009) Dec 2009 May 2010 1. The Road to Antarctica 4,850 9,086 2. Getting Ready to Fly 4,029 6,478 3. Spring in Punta Arenas 12,337 17,873 4. Mowing the Lawn 3,223 3,685 5. Back to Pine Island 22,285 23,444 6. NASA's Bird O'er Antarctica 14,251 15,225 7. Flying the Grounding Line (1) 4,310 4,918 8. Flying the Grounding Line (2) 7,704 8,144 9. The Sea Ice Below 6,576 8,283 10. Beneath Pine Island Glacier 2,750 3,473 11. The Peninsula at Last 23,802 34,450 NASA SOCIAL MEDIA

  15. Flickr NASA SOCIAL MEDIA

  16. Best New Tool: Go.USA.gov NASA SOCIAL MEDIA

  17. A Lesson Learned Integrate social media outlets to reach the broadest, most diverse audience with an “immersive experience” Web Site Blog Twitter(s) YouTube, Flickr NASA SOCIAL MEDIA