Social Media Strategy & Results Summary:

USCG District 13 Auxiliary

Social Media Campaign Overview

The United States Coast Guard Auxiliary is comprised America’s finest volunteer maritime guardians.

The Citizen’s Action Network (CAN) is a group of citizens who live near the water & have volunteered to monitor situations for America’s Waterway Watch (AWW).

Traditionally all online collaboration between these two organizations is done on .mil sites & The Center for Homeland Security’s Moodle platform.

Goals Work with the Director of the 13th District Coast Guard

Auxiliary (DIRAUX) on public channel ignition Increase online collaboration Track impressions, clicks & other metrics Dynamic strategy based on changing media ecosystem

USCG d13 DIRAUX on Twitter Strategy

Create Twitter community for DIRAUX

Interaction with: USCG Active Duty, Reserve & AUX News Networks Maritime merchants, historians &

other enthusiasts General Public

Results* 93 followers 74 updates 8 list inclusions

* As of April ’10. Managed from June ‘09 – September ‘09

USCG d13 on Youtube Strategy

Present videos that have already been filmed within the 13th district.

Create new videos Tell USCG story Public service announcements Put already written maritime

stories into digital format Interview Sector Seattle’s

Marina Outreach Team to be showcased at USCG Headquarters

Results* Over 5,000 views 630 channel views 52 uploads 15 comments

Video Title Views*

Colin the Coast Guard 783

Office Staff Interviews (7 videos) 564

Public Service Announcements created by CWU (3 videos)

573

Inky the Whale: Harry Ota 292

Fawcett Creek Pours It On (by: USCG BM3 Ross Ellis)

118

Sea Ark Mission Slide Show 216

Thirteenth Coast Guard District Internship 39

How to: Travel Voucher dd1351-2 83

New Technologies in the 13th Coast Guard District

46

Marina Outreach 39

PPE Dry Suit Procedure 212

USCG C.A.N. Meeting in Port Angeles, WA (18 videos)

476

Flotilla 56 – AUX Training & Procedures (14 videos)

1,614

USCG at the Seattle Torchlight Parade 165

* As of April ’10. Managed from June ‘09 – September ‘09

AWW-CAN d13 on Twitter Strategy

Create Twitter community for DIRAUX

Interaction with: USCG Active Duty, Reserve & AUX News Networks Maritime merchants, historians &

other enthusiasts General Public

Results* 43 followers 13 updates 8 list inclusions

* As of April ’10. Managed from Sep. 23 – Sep. 29, ’09

AWW-CAN d13 on Facebook

Strategy Create Facebook group to

promote collaboration among CAN members.

Provide community outreach to maritime clubs & people with waterfront property.

Display all current media & links to more info.

Results* 39 members 8 states represented 40 external links 1 news video

* As of April ’10. Managed from Sep. 22 – Sep. 29, ’09 Facebook groups have limited data available

ConclusionsChallenges

Limited access to social networks in Federal Offices.

Older audience demographics.

Timeline cut short due to funding.

Feedback Many auxiliarist didn’t

understand how to access, were leery about security, or simply didn’t use computers.

Letter of Commendation received for engagement, leadership, & outstanding performance