1. Digital Media Operations
SUPREME HEADQUARTERS
ALLIED POWERS EUROPE
Digital Media Operations
COL Eric Bloom
Chief Public Affairs
28 March 2017
NATO UNCLASSIFIED

2. 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

3. SHAPE APPROACH TO DIGITAL MEDIA

4. DIGITAL MILITARY OPERATIONS
Traditional Media Age
Still important
In-depth Report
Independent Viewpoint
Checks and Balances to Taxpayers

5. 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

6. To create a planned and coordinated effort that is unified across the Command Structure and other Stakeholders

7. 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

8. KEY ELEMENTS Research & Planning Execute Distribution Evaluation
Hub & Spoke
Dandelion
Evaluation

9. PROCESS FLOWCHART/CYCLE

10. 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

11. CONTENT IS KEY! Content creation is key! Who has the voice first?
Proactivity
Transparency
Training
Branding
Working with industry

12. Hub & Spoke Cross Platform Promotion
Digital Platforms
Optimize platforms for ‘cross platform promotion’
NATO UNCLASSIFIED
NATO UNCLASSIFIED

13. DISTRIBUTION
Create ‘Dandelion spread’, echoing your message. D

14. Use of DIGITAL Media in future MILITARY OPERATIONS

15. CHALLENGES Easy access to platforms for non-state actors
Communication synchronization vertically and horizontally
Speed
Expanding our digital followers

16. OPPORTUNITIES “Digital Strategic Corporal” Expeditionary transmission
Tactical vs Operational vs Strategic vs Political

17. DIGITAL CAMPAIGN
MONTHLY REVIEW:

18. DIGITAL CAMPAIGN
SPOTS:
27 March 2017

20. Questions? COL Eric Bloom, USA-A Chief Public Affairs SHAPE, ACO