Digital Defence Diplomacy Engaging in Online Environments Major Mick Cook @Mick_Cook

What is Digital Defence Diplomacy? Defining the Digital Environment Messages, Audiences, and Platforms The Digital Engagement Process Digital Defence Diplomacy in action Learning through Digital Engagement Examples of Digital Engagement Challenges, Risks, and Opportunities Moving forward

What is Digital Defence Diplomacy? Defence Diplomacy through digital media and technology A way of reinforcing relationships between Defence communities A way of establishing new networks between Defence communities A way to communicate to a broad audience on organisation objectives A way to promote Defence cooperation and regional stability

Comparative to physical environments Defining the Digital Environment Connected Complex Communication based Comparative to physical environments Content driven Connected Globalisation in the digital environment, the impact of geographic barriers is reduced Complex The interactions between the users, networks, and platforms is is based upon interation with content and other users, and creates a vast amount of data that can be a help or a hinderance in understanding message penetration Communication based The online environment exists to trade information in some form or another for a beneficial outcome for at least one party Comparative to physical environments Similar to Sea lines of communication, or lines of communication on the land, Digital Lines of communication follow predictable digital routes based upon the user’s interests and behaviours. Discuss the diagram Content driven Requires Creativiy Diagram – 725 different Facebook pages connected through 1318 separate users – all focusing on Military Education Fig.1: Interaction between Professional Military Education focused Facebook pages and their users.

Audience Messages Platforms Audiences, Messages, and Platforms Public, including media Defence community Policymakers Academics Audience Public relations Public notices Capability Demonstrations Educational material Messages Social Media Mobile Apps Broadcast Media Websites Platforms Audience – Audiences are varied but with digital technology it is difficult to limit one message to one audience. Four audiences relevant to digital defence diplomacy Public A nation’s own public or that of its neighbours. Includes the Media Defence community Members of one’ own Policymakers Interraction with policymakers and defence personnel in online environments can increase understanding of one another’s role within the defence community and lead to more robust defence policy decisions Academics Academics are quite active in online environments particularly historians and social scientists. Interaction with the Defence community in online environments gives them access to research subjects and material Messages Public relations Advertisements about defence organisations, recruitment campaigns, etc Public notices Notifications of major activities that may disrupt the routine of a community for a limited period of time Capability Demonstrations Showcasing activities, particularly those with regional partners, on the capabilities of Defence organisations Educational material Increasing the delivery of education through the producation of digital media and interractive technologies to encourage professional development of Defence members Platforms Social Media Twitter, Facebook, etc have become a part of the lives of a large perecntage of the population, the Defence communities need to understand this platform because it is part of the key digital terrain Mobile Apps Providing enhanced capability in communicating across Defence communities on applications such as Whatsapp, as well as providing educational and operational capability through specific applications designed to support the military Broadcast Media The production of digital video and audio to be broadcast on more traditional mediums such as radio and television can inform a wider audience about the interaction between Defence communities as well as with the public Websites The internet is still the most used digital platform and facilitates many of the other platforms such as social media, broadcast media and mobile apps. Websites are still highly traffic areas and can be used to create an online environment where Defence communities can interact with each other as well as the public

Understand the message Understand the audience The Digital Engagement Process Understand the message Understand the audience Choose a relevant platform Develop suitable content Deliver the message Engage with the audience Understand the message that you need/want to convey as part of your defence diplomacy Understand the audience by assessing how they can best receive and process the message in the way that is beneficial to your purpose Choose a relevant platform that is used by your audience and is suitable to deliver your message in the way you intend it to be received Develop content that is suitable for delivery on your chosen platform, represents your messaging aims, and, most importantly, will be received and interacted with by your audience. Deliver the message to the audience via the platform you have chosen. Engage with the audience. Digital Defence Diplomacy, much like normal Diplomacy and Defence Diplomacy, should be about dialogue. Most platforms allow for a deeper level of engagement with platforms, whether is is commenting on a Facebook posted, retweeting on Twitter, or engaging in an online forum. This is a key way to assess whether your message has achieved penetration and will meet your messaging objectives

Official Formal Informal Social media Account Types Official Formal Digital Diplomacy in Action Official Formal Social media Account Types Official Accounts managed by the organisation for public affairs and engagement purposes Formal Accounts managed by personnel within the organisation for professional public affairs and engagement purposes Informal Accounts managed by individuals with a professional and personal interest in online engagement on defence issues Informal

Digital Diplomacy in Action - Twitter Interaction between users based on topics , represented through the hashtags Data from 7 days in January, representing 632 original tweets – the majority of these were not from the Australian Army Twitter account – in fact, only 5 tweets from this data set are from the Australian Army account. The remaining 627 are from other users engaging with the Australian Army account. 582 separate accounts creating 2234 interactions in the digital environment. Fig.2: Interaction between the Australian Army Twitter account and online publics.

Official Formal Informal Learning through Digital Engagement Official Platforms managed by the organisation for internal educational and broad public communication purposes Formal Platforms linked to, or managed, by personnel within the organisation for educational purposes Informal Platforms managed by individuals with a professional and personal interest in professional military education Informal

Training and Doctrine Podcast Examples of Digital Engagement Training and Doctrine Podcast The Cove: Webinars Training and Doctrine Podcast Designed as a public affairs product to showcase Exercise Hamel 2016 Gained a loyal following quickly and generated interest in other Army activities Lead to decentralised content development guide and production The Cove: Webinars Designed as a way to deliver video content of educational value to an internal audience Became a popular professional military education activity across the Australian Army and wider audience Currently used as a way for senior leaders to communicate with the internal and external audience about their vision for the organisation

Challenges Risks Opportunities Challenges, Risks, and Opportunities Audience Retention Policy Culture Shifts Rapid Change Echo Chambers Training Risks Security Lack of Interest Poor Behaviour Mixed Messages Opportunities Promote positive interaction Maintain key relationships Strengthen cooperation Challenges Audience Retention Policy Culture Shifts Rapid Change Eco Chambers Training Risks Security Lack of Interest Poor Behaviour Mixed Messages Opportunities Promote positive interaction Maintain key relationships

Adapt to the digital environment Moving forward Adapt to the digital environment Engage with key audiences Strengthen Defence relationships Adapt to the digital environment Engage with key audiences Strengthen Defence Relationships

Questions Major Mick Cook @Mick_Cook