Digital Media Operations SUPREME HEADQUARTERS ALLIED POWERS EUROPE Digital Media Operations COL Eric Bloom Chief Public Affairs 28 March 2017 NATO UNCLASSIFIED
AGENDA The importance of digital content in Military Operations Introducing Digital Media Management at NATO ACO Use of Digital Media in future military operations Q&A
SHAPE APPROACH TO DIGITAL MEDIA
DIGITAL MILITARY OPERATIONS Traditional Media Age Still important In-depth Report Independent Viewpoint Checks and Balances to Taxpayers
DIGITAL MILITARY OPERATIONS Digital Media for Military Messaging Additional audiences 2 way conversations More products released to public Follow up on topics Allows for more decentralization Public Affairs is busier than ever
To create a planned and coordinated effort that is unified across the Command Structure and other Stakeholders https://www.shape.nato.int/aco--act-digital-media-management-guide
NEW DIGITAL GUIDE Not Policy, not Doctrine How too… As an Example Workflow process to complement PA planning Create an enterprise synergy Help each other to distribute content Share resources
KEY ELEMENTS Research & Planning Execute Distribution Evaluation Hub & Spoke Dandelion Evaluation
PROCESS FLOWCHART/CYCLE
PLANNING & COORDINATION EMPHASIS: Working within the PA planning process Thinking about other stakeholders ELIMINATE: “By the way” No advance notice DESIRED ENDSTATE: To have a cohesive audience distribution
CONTENT IS KEY! Content creation is key! Who has the voice first? Proactivity Transparency Training Branding Working with industry
Hub & Spoke Cross Platform Promotion Digital Platforms Optimize platforms for ‘cross platform promotion’ NATO UNCLASSIFIED NATO UNCLASSIFIED
DISTRIBUTION Create ‘Dandelion spread’, echoing your message. D
Use of DIGITAL Media in future MILITARY OPERATIONS
CHALLENGES Easy access to platforms for non-state actors Communication synchronization vertically and horizontally Speed Expanding our digital followers
OPPORTUNITIES “Digital Strategic Corporal” Expeditionary transmission Tactical vs Operational vs Strategic vs Political
DIGITAL CAMPAIGN MONTHLY REVIEW:
DIGITAL CAMPAIGN SPOTS: 27 March 2017
Questions? COL Eric Bloom, USA-A Chief Public Affairs SHAPE, ACO Eric.c.bloom.mil@mail.mil