1. National Aeronautics and Space Administration
NASA Socials & the Mars Curiosity Landing
John Yembrick and Jason Townsend, Office of Communications
2. National Aeronautics and Space Administration
We Take it Offline at NASA Socials
ā¢ NASA has had great
success with inviting our
social media fans to in-
person, behind-the-
scenes opportunities at
NASA centers and
facilities
ā¢ Events range from two
#NASASocial
hours to two days in
length
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http://www.nasa.gov/social
3. National Aeronautics and Space Administration
We Make Events Special and Memorable
Provide unique or exclusive:
ļ¼Information
ļ¼Speakers
ļ¼Access
ļ¼Setting
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http://www.nasa.gov/social
4. National Aeronautics and Space Administration
Successful Events Rock Logistics
ļ¼ Short, interactive sessions ļ¼ Your Online Audience
ļ¼ Connected (WiFi) ļ¼ Powered
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http://www.nasa.gov/social
5. National Aeronautics and Space Administration
We Work All Angles: Curiosity Rover
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http://www.nasa.gov/connect
6. National Aeronautics and Space Administration
First-ever multi-center #NASASocial
ā¢ 7 NASA Socials around the country on
Friday, August 3
ā Ames Research Center
ā Glenn Research Center
ā Goddard Space Flight Center
ā Jet Propulsion Laboratory
ā Johnson Space Center
ā Kennedy Space Center
ā Langley Research Center
ā¢ For two hours, every center was connected
together for the first-ever Multi-Center
NASA Social
ā¢ Participants had the opportunity to ask
questions of the science and engineering
teams at JPL no matter the center they were
visiting.
ā¢ Over 150 participants at the seven locations
also toured their host NASA center
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http://www.nasa.gov/connect
7. National Aeronautics and Space Administration
So What Happened? #NASASocial
Aug. 3
First-ever multi-center NASA Social
Tweets using #NASASocial or āNASA Socialā:
9,750 (estimated total)
Reach: 58 million
potential impressions
Source: Sysomos by MarketWire
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http://www.nasa.gov/connect
8. National Aeronautics and Space Administration
We Took the Offline, Back Online: Streaming Events
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http://www.nasa.gov/connect
9. National Aeronautics and Space Administration
So What Happened? NASA Social Broadcast
Aug 3, 2012 ā 2 Hour Event
Unique Viewers: 10,440
Viewer Hours:1,912
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http://www.nasa.gov/connect
10. National Aeronautics and Space Administration
We Help Answer Questions and Enable Conversation
ā¢ We established several different hashtags
to help social media users track the
conversation throughout the landing:
ā¢ For the NASA Social, we used #NASASocial
ā¢ For mission updates, we referenced
@MarsCuriosity for longer references, and
#MSL for shorter references
ā¢ For news events, we took questions
tagged with #askNASA
ā¢ NASA and JPL Social Media staff helped
the Public Affairs Officers by taking
questions from social media users on
Twitter, Facebook, and Google+ during
regularly-scheduled press conferences
and other televised news events using the
hashtag #askNASA, allowing the public to
directly ask questions.
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http://www.nasa.gov/connect
11. National Aeronautics and Space Administration
Landing Night Social Media
ā¢ JPL Social Media staff hosted a
moderated chat answering basic
questions about the mission from
members of the public with NASA TV
coverage on UStream
ā¢ NASA and JPL Social Media staff
closely coordinated posting on the
flagship and mission accounts the
latest news updates, promotions of
education/outreach online activities,
and responded to incoming queries
from members of the public on
Twitter, Facebook, and Google+
ā¢ Twitter: @NASA, @NASAJPL,
@MarsCuriosity
ā¢ Facebook: NASA, NASA JPL, Mars Curiosity
ā¢ Google+: NASA
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http://www.nasa.gov/connect
12. National Aeronautics and Space Administration
So What Happened? Curiosity Landing
Aug. 3 to 9, 2012
Week around landing
Tweets related to Curiosity:
374,135 (estimated total)
Reach: 1.2 billion
potential Twitter impressions
Source: Sysomos by MarketWire
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http://www.nasa.gov/connect
13. National Aeronautics and Space Administration
So What Happened? @MarsCuriosity
@MarsCuriosity Aug. 3 ā Aug. 9
Mentions: 195,000+
Followers gained: 813,300
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http://www.nasa.gov/connect
14. National Aeronautics and Space Administration
But how where we able to do all this?
ā¢ Pre-coordination and proactively planning
places for engagement
ā Getting out in front of the news is important
ā People will talk. If you give them a hashtag or a
place to chat, they will generally use it.
ā¢ Make it relevant
ā We used the NASA Flagship accounts for the
more formal organization news in a formal tone
and the program accounts for the rover-persona,
very conversational
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http://www.nasa.gov/connect
15. National Aeronautics and Space Administration
Two different approachesā¦
Both approaches work but speak to
different audiences, thereby
amplifying your exposure.
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http://www.nasa.gov/connect
16. Follow the social media team at @NASASocial for the
latest opportunities to connect and collaborate with NASA
Your Title Here 16
http://www.nasa.gov/connect