Table of contentsContent                                                                                   PageABOUT THE R...
About the researchThis report explores the use of social media         The majority of survey respondents werein the defen...
Looking at Figure 2 (the data for which can      respondents with the remaining 29%been seen in Appendix A, page 35), the ...
What is social media? What doesonline presence mean?Before we consider the role social media           According     to   ...
For the purposes of this report, social mediaplatforms can include, but are not exclusiveto, Twitter, Facebook, LinkedIn, ...
The importance of being…social media savvyThe majority (62%) of respondents believe            companies in the industry. ...
The benefitsA key conclusion from the survey data              But it’s not just the primes that can adoptsuggests that so...
Figure 4:                                   Overview of the advantages for defence contractors using social mediaIncreased...
While only 5% of respondents noted that            Up to that point, most of the people makingthere are no real-world adva...
Likewise, when this generation of internet           contractors       are      having   difficultysavvy children become t...
“The climate of suspicion that surrounds     social media in the defence industry    does not reflect the reality. If mana...
The challengesFigure 5 highlights that the discreet nature       Most of the top 20 defence contractors haveof the defence...
Figure 5:    Overview of the disadvantages fordefence contractors using social media       58% Risk of divulging too much ...
How not to become a ‘nexus of hatred’Respondents indicated that social media            After being open and honest in res...
Which other industries face similar challenges?Defence contractors will possibly receive          The negative perception ...
Which platform is most effective? Survey respondents from the ‘Commercial’               This is important because it show...
However, this belies what the defence                   The conclusion is that a balance betweenmedia think. Figure 7 show...
Dispelling the myth about the word ‘social’Facebook is a far more effective platform for          Diversification and flex...
“The urban myth of the social media world iswhen the CEO’s daughter comes back homeand asks him why his company isn’t onFa...
Douglas Burdett recommends that those                   We still have telephones the same as we did    companies consideri...
Breaking newsAccording to respondents, Figure 8 againshows that Twitter is most effective inhelping users learn about and ...
Defence contractors ratedThe company with the most outstanding              Leonie and CACI – the majority used this tosoc...
Figure 9:               Illustration of defence companies with outstanding social mediaData: Appendix D                   ...
“We still have telephones the same as we didin 1972, but in 2012 they now come equipped with music players, navigation sys...
Together with the survey data it is worth          Essentially, the higher the purple areas and                 considerin...
“I think the large defence companiesare failing miserably in this area. Ifyou go to a webpage, Facebookpage, etc. for one ...
For further context, in his blog Douglas          Based on Defence News’ annual list, hereBurdett recently published a lis...
Listening: An alternative role forsocial media                                                    protestors are doing out...
Counting the cost                                                     Figure 11:                                          ...
Getting it rightWhen a social media campaign goes right it          The Twitter application powered bycan have a real impa...
Page 2  Page 32
Taking advantage of opportunitiesWhen asked to what extent defence                            The benefits of social media...
“When this generation of internet savvy children become the decision-  makers of the future, not having a    robust online...
Appendix A                    Analysis of respondent by country        US        UK  Germany   Sweden  Australia    Canada...
Appendix B                                           Overview of the advantages for                                       ...
Appendix C                                    Overview of the disadvantages for                                  defence c...
Appendix D                           Analysis of defence companies                           with outstanding social media...
About Defence IQDefence IQ is an authoritative news source for high quality and exclusive commentary andanalysis on global...
Social media in defence 2012
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Social media in defence 2012

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Ce rapport explore l'utilisation des médias sociaux dans l'industrie de défense. Il est principalement axé sur le secteur commercial, de déterminer les avantages, le cas échéant, les médias sociaux offre aux entrepreneurs de la défense et des organisations.

Basé sur une enquête auprès des professionnels de la défense, le rapport examine également l'utilisation des médias sociaux au sein d'un contexte plus large, en regardant comment les médias et les journalistes de la défense utilisent les médias sociaux comme un outil pour en apprendre davantage sur l'industrie et d'engager avec les fournisseurs.

La majorité de ceux qui ont répondus au sondage sont dans le secteur commercial, ce qui représente 68% du total des réponses. Cela comprend des représentants d'organisations gouvernementales et les entrepreneurs principaux, 2e et 3e rang des fournisseurs et d'autres organismes liés à la défense.

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Social media in defence 2012

  1. 1. Table of contentsContent PageABOUT THE RESEARCH…………………………………………………………………………….…. 3WHAT IS SOCIAL MEDIA? WHAT DOES ONLINE PRESENCE MEAN?................. 5THE IMPORTANCE OF BEING … SOCIAL MEDIA SAAVY………………………………... 7THE BENEFITS………………………………………………………………………………………….….. 8THE CHALLENGES……………………………………………………………………………………….. 13 How not to become a ‘nexus of hatred’…………………………….. 15 Which other industries face similar challenges?.................... 16WHICH PLATFORM IS MOST EFFECTIVE?.......................................................... 17 Dispelling myths about the word ‘social’…………………………... 19 Breaking news…………………………………………………………………… 22DEFENCE CONTRACTORS RATED…………………………………………………………………. 23 Listening: An alternative role for social media…………………... 29 Counting the cost………………………………………………………………. 30 Getting it right……………………………………………………………………. 31TAKING ADVANTAGE OF OPPORTUNITIES…………………………………………….…….. 33APPENDIX A………………………………………………………………………………………………… 35APPENDIX B………………………………………………………………………………………………… 36APPENDIX C………………………………………………………………………………………………… 37APPENDIX D………………………………………………………………………………………….…….. 38ABOUT DEFENCE IQ…………………………………………………………………………….………. 39DISCLAIMER………………………………………………………………………………………….…….. 40 Page 2
  2. 2. About the researchThis report explores the use of social media The majority of survey respondents werein the defence industry. It is primarily from the commercial sector, accounting forfocused on the commercial sector, 68% of total responses (Figure 1). Thisconsidering what benefits, if any, social includes representatives from governmentmedia offers to defence contractors and organisations and prime contractors, 2nd andorganisations. Based on a survey of defence 3rd tier suppliers and other defence-relatedprofessionals, the report also examines the agencies. Defence media professionalsuse of social media within a wider context, (22%) and ‘other’ respondents (10%)looking at how the defence media and complete the grouping of those surveyed.journalists are utilising social media as a toolto learn more about the industry andengage with suppliers.The analysis of the survey data has beensupplemented with proprietary interviewsand desktop research. Figure 1: Overview of respondent by type Commercial Media Other 10% 22% 68% Page 3
  3. 3. Looking at Figure 2 (the data for which can respondents with the remaining 29%been seen in Appendix A, page 35), the sourced from around the globe, includingUnited States had the highest Canada, Israel, India, Australia, Singaporerepresentation in the survey (30%) followed and South Africa.closely by the UK (29%). Other Europeannations – Germany (5%) and Sweden (4%) –account for a significant portion of Figure 2: Illustration of respondent by country Data: Appendix A Page 4
  4. 4. What is social media? What doesonline presence mean?Before we consider the role social media According to the open sourceplays in the defence industry, perhaps a encyclopaedia, social media is defined asshort introduction to the concept is required “media for social interaction, using highlyfirst. accessible and scalable communication techniques. Social media is the use of web-What is social media, and how do you define based and mobile technologies to turnit? Can you define it? communication into interactive dialogue.”A dictionary reference is usually prescient in Social media platforms will not replacethese cases, but not here; there is no customer service centres or usher in thedictionary reference. Instead, and death of the telephonic conversation. Theysomewhat appropriately in this instance, we won’t replace face-to-face networkingmust rely on Wikipedia. meetings and nor will they offer an alternative to lead generation. In a commercial context, using social media does not mean that marketing teams are permitted to talk to their friends all day. Social media tools allow users to create and converse in online interactive dialogues. Social media: “Media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” Wikipedia, The social encyclopaedia Page 5
  5. 5. For the purposes of this report, social mediaplatforms can include, but are not exclusiveto, Twitter, Facebook, LinkedIn, Google+ andPinterest.An ‘online presence’ can be consideredwithin a wider framework outside of and inaddition to social media. Keeping a blogupdated with timely and relevant contentcan help establish an effective onlinepresence. So too can producing technicalwhitepapers, participating in topic-specificwebinars and being open to interviews withrelevant industry publications. Page 6
  6. 6. The importance of being…social media savvyThe majority (62%) of respondents believe companies in the industry. The advantagesthat it is very important, if not critical, that and challenges of this new media will bedefence contractors improve their online explored in greater detail later in this report,and social media presence over the next five but it’s clear that Figure 3 demonstrates theyears (Figure 3). defence industry is aware of social media’s growing significance as a real-world businessJust under 1 in 10 respondents failed to tool as well as the need to embrace it moreappreciate that social media could benefit fully in future. Figure 3: Analysis of how important it is for defence contractors to improve their online and social media presence over the next 5 years Essential Very important Somewhat important Not important 9% 21% 30% 40% Page 7
  7. 7. The benefitsA key conclusion from the survey data But it’s not just the primes that can adoptsuggests that social media should be used as online recruitment techniques. Any recruitera platform to increase brand awareness and or headhunter will have a story wherefor embracing outreach initiatives. It is more they’ve been bested by a shrewd employeeto do with nurturing a brand and less about at an SME (Small and Medium Enterprise)generating new business. that advertised and recruited someone independently through social media. Do notThe top five responses in Figure 4 highlight expect these stories to become lessthis trend. All relate to brand awareness and frequent in the future.thought leadership while the more ‘hardsell’ factors, such as lead generation and Towards the bottom of the list of socialcompetitive edge, come much further down media advantages is that it allowsthe priority list. companies to ‘keep tabs’ on the competition. However, as Figure 5 on pageThomas Guest, formerly of the UKTI Defence 14 shows, respondents felt that the risk of& Security Organisation, said “social media is divulging too much information tomost important for improving PR and not as competitors through social media channelsa means to drive new business, that will was the key disadvantage to having ancontinue to be done in tradition manners.” online presence.One of the challenges of using social media There is a paradox here. Contactors do notto any length is convincing the accountants generally see social media as a useful meansthat there is an ROI. This can be difficult. of gaining any form of competitive edge; it isHowever, one area where this distinction not an effective corporate espionage tool.becomes clearer is when social media What we are seeing here is the unsupportedplatforms are used as recruitment tools. and irrational fear of exposure being used as an excuse for online discretion to theA number of firms including Boeing, detriment of the company’s brand and,Raytheon and Thales have active social ultimately, bottom line performance. Themedia outreach programmes dedicated to climate of suspicion that surrounds socialrecruitment. With 59% of respondents media in the defence industry does notindicating that this is one of the key reflect the reality. If managed properlyadvantages of social media it’s likely that social media platforms do not leaveothers will follow this example. companies open to risks relating to IP and corporate strategy; they do, however, provide an excellent forum to enhance brand awareness, as underpinned by the survey data. Page 8
  8. 8. Figure 4: Overview of the advantages for defence contractors using social mediaIncreased brand awareness 68%Recruitment purposes 59%Chance to become a recognised thought leader in the market 56%Easier and freer relationship building with journalists and the media 55%It’s the cheapest form of marketing 46%Lead generation 39%Keeping tabs on the competition 38%For collecting customer feedback 34%To stay ahead of the competition 28%Other 11%There are NO advantages 5% Data: Appendix B Page 9
  9. 9. While only 5% of respondents noted that Up to that point, most of the people makingthere are no real-world advantages to using the decisions at the corporate level hadsocial media, it’s still 5%. Even those that gone through the National Servicehave least bought into social media would programme whereby all healthy malesbe expected to have had some appreciation between the ages of 17 to 21 years werefor what benefits an online presence can signed up to the armed forces for four years.offer, however minor. For a respondent to When a TA asked for leave from work tounderline that there are none is revealing. participate in exercises, the answer, since most managers and directors were proudAt the Farnborough International Airshow in ex-military personnel, the answer was oftenJuly, the Defence IQ team undertook a straw a resounding yes. With a hearty pat on thepoll to get some indicative insight on social back too.media practice. One participant made aninteresting comparison; he explained that However, following the demise of Nationalsocial media today is much like Territorial Service in 1960 in the UK, by the time theArmy (TA) service in the 1980s. 80s came around many of these leaders with military breeding had passed the torch on to a new generation of company management. The new generation didn’t understand the need for TA’s to have quite so much paid time off. So the ‘yes’ count dried up. The point is that there was a generation gap; a fundamental change had occurred from one generation to the next. A whole mind- “Social media is most set had shifted. important for improving PR and not as a means to drive new business, that will be done in tradition manners.” Thomas Guest, Formerly of UKTI Defence & Security Organisation Page 10
  10. 10. Likewise, when this generation of internet contractors are having difficultysavvy children become the decision-makers transforming their cultures … the need to beof the future, not having a robust online more open and communicative is notpresence with an engaging and spirited currently familiar territory for the defencesocial media policy would be, at the very industry, but it will be.”least, ignorant. Like it or not, in one form oranother, social media is here to stay. The As Figure 4 highlights, there are significantplatforms we use will evolve – Facebook and benefits to using social media, regardless ofTwitter may or may not be the tools of industry.*choice ten years from now – but the conceptof connecting with more people, customers, However, there are of course challenges toobrands and businesses online is unavoidable. and the full benefit of these social platforms cannot be realised until these hurdles areAs Douglas Burdett, a social media expert in addressed, mitigated and eradicated.the defence industry and author of the FireSupport blog, says: “Inertia is a powerfulforce in the defence industry. Some defence* A comparison of how other industries face similar challenges to defence is presented on page 16 Page 11
  11. 11. “The climate of suspicion that surrounds social media in the defence industry does not reflect the reality. If managedproperly social media platforms do not leave companies open to risks relating to IP andcorporate strategy; they do, however, provide an excellent forum to enhance brand awareness.” Page 12
  12. 12. The challengesFigure 5 highlights that the discreet nature Most of the top 20 defence contractors haveof the defence industry is a critical barrier active Twitter, Facebook and LinkedInfor companies to utilise social media. accounts, so it’s clear that there is a ready- made audience. However, the extent toOne third of respondents stated that a lack which these are being successfully utilised isof an active and relevant online community explored in greater detail later in this report.to engage with was one of the pitfalls fordefence companies using social media. Butto reframe that, 70% of respondentsinferred that there was an active andrelevant community. “Companies from all industries face the challenge of not divulging proprietary ideas, direction or corporate strategy, so defence is not unique.” Steven Mains, PhD COO, TechMIS, LLC Page 13
  13. 13. Figure 5: Overview of the disadvantages fordefence contractors using social media 58% Risk of divulging too much information (to competitors, enemy states etc.) 53% The discreet nature of the business 47% Limited internal understanding and lack of correct skill base 30% Inactive/irrelevant online community 30% Easy for detractors to air grievances 14% Other There are NO significant challenges compared with other industries 10% Data: Appendix C Page 14
  14. 14. How not to become a ‘nexus of hatred’Respondents indicated that social media After being open and honest in response totools allow the public at large to easily and reasonable and understandable comments,coarsely air their grievances and complaints. the social media team then went on theThis is a very real issue. offensive, which is where the real success story begins. During the blackout some“A lot of companies set-up a Facebook page oddballs in the Twittersphere took theand just become a nexus of hatred,” Patrick chance to send rude, unnecessary and oftenHerridge, Co-Founder of corporate social illogical messages to the mobile networkmedia monitoring firm Social360 Ltd., said. provider. O2 responded with humour:“Without clear social media objectives allyou’re doing is creating a public forum forpeople who hate your brand.”But this is true of any industry, not justdefence. Last month, one of the UK’s largestmobile phone operators, O2, suffered ablackout. All of its customers lostconnectivity – no calls, no texts, no email.The company’s Twitter feed was awash withcomplaints and criticism as hordes ofcustomers vented their anger – it shouldhave been a public relations disaster.However, O2’s social media team wereprepared. They had a strategy to mitigatenegative complaints aired on Twitter andmanaged, against all probability, to turn the It doesn’t matter that the social media teamnetwork’s blackout into a customer relations responded with humour; the key point istriumph. that O2 responded. It could have been with grovelling apologies or with parent-likeHow? First and foremost by being open and disdain; the way in which O2 responded ishonest. Here’s an example of the sort of less important that the simple fact that itresponse O2 produced: actually responded. In doing so it exposed the members of that community that were uninterested in participating in a sensible interactive dialogue and, in turn, won the company a legion of new fans. Developing a detailed social media strategy is compulsory as it will be an effective tool when faced with online detractors. Page 15
  15. 15. Which other industries face similar challenges?Defence contractors will possibly receive The negative perception attached to alldisparaging messages and attract unwanted these industries is what ties them together.comments on social networks. But then so Therefore, in addition to this you might addmight any company, in any industry. legal, oil & gas, tobacco, and even the fast food industry.“Companies from all industries face thechallenge of not divulging proprietary ideas, One in ten respondents said there are nodirection or corporate strategy, so defence significant challenges that the defenceis not unique,” said Steven Mains, COO, industry faces that others do not (Figure 5).TechMIS, LLC. The nature of these industries means thatWhen asked to detail other industries that there will always be those that disapprove.faced similar challenges as defence, the However, that minority should not bemost recurrent examples expressed by allowed to cloud what could be an active,respondents included the alcohol, financial appealing and valuable social mediaservices, pharmaceutical and chemical strategy.industries. Page 16
  16. 16. Which platform is most effective? Survey respondents from the ‘Commercial’ This is important because it shows that sector were asked: Which online medium do thought leadership is regarded more highly you think is most effective in increasing by defence contractors than brand brand awareness and thought leadership? awareness is. Whitepapers, LinkedIn, Twitter and hosted Social media tools (LinkedIn and Twitter) are articles were identified as the key platforms seen to be very important, but creating (Figure 6). Taking the ‘very effective’ and valuable content through whitepapers and ‘critical’ responses together from the graph articles is underlined as the most relevant below reveals that whitepapers and hosted and effective form of online presence by articles are seen as the most effective defence companies. platforms, followed by LinkedIn and Twitter. Figure 6: Analysis of most effective platform for brand awareness and thought leadership Innefective Somewhat effective Very effective Critical 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Whitepapers Linked In Twitter Hosted article Company newsletter Blogging Webinar Hosted videos YouTube FacebookOther social media (Pinterest) Banner ads Page 17
  17. 17. However, this belies what the defence The conclusion is that a balance betweenmedia think. Figure 7 shows that LinkedIn is producing informed, constructive contentthe most ‘critical’ platform, while Twitter is and effective social media engagement isthe most ‘effective’. fundamental to building and maintaining a strong brand, which is backed up by a robustAlthough this report seeks to distinguish online presence.social media from other forms of onlinepresence, the disparity between the data in Another critical point to understand here isFigures 6 and 7 demonstrates that the two that while no one thinks Twitter – and forare inextricably linked. Both work hand-in- the purposes of this analysis we can extracthand to present an overall picture of a that out to mean social media platforms incompany. general – is a ‘critical’ tool (Figure 7), it is the most effective for online engagement, as the majority (53%) indicated. Figure 7: Analysis of key platforms the media use for engaging with and learning more about defence contractors Innefective Somewhat effective Very effective Critical 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Linked In Hosted videos Facebook Hosted article Banner ads Blogging YouTube WhitepapersOther social media (Pinterest) Twitter Webinar Company newsletter Page 18
  18. 18. Dispelling the myth about the word ‘social’Facebook is a far more effective platform for Diversification and flexibility, especially in aninforming and shaping people’s, and economy like the one facing industry inespecially the media’s, perceptions about a 2012, are vital characteristics for a companycompany than the defence industry realises. if it is to execute a successful growth strategy.Looking at Figure 6, Facebook is ineffectiveaccording to commercial respondents while “Many defence contractors are stepping upFigure 7 shows that media respondents see their diversification – to other governmentit as a valuable learning tool. This is primarily sectors, internationally and to commercialdue to an image problem, and it also markets,” said Burdett. “This diversificationunderpins a deeper challenge: the word is driving the need to increase awareness‘social’ in social media. beyond the defence procurement community.”One commercial respondent commented:“Should grown-ups use SOCIAL media in Social media can be an invaluable tool forbusiness?” this. Even if it was held that social media offers few benefits for the defence industry,It’s a fair question, but a common that is not to say the same is true for allmisconception. defence companies.Perhaps it is an unfortunate term but rather Social media allows commercial enterprisesthan having to call ‘social media’ by another to connect with people in far more subtleless gregarious name, it is people’s ways than ever before. Companies are nowperceptions of the phrase that will have to using content marketing, such as blogs,adapt instead. And in time, that will happen. webinars, whitepapers, eBooks and videos, to provide useful information to attract and“As social media becomes a successful, engage the people with whom they need tointegral part of the fabric of defence communicate, according to Burdett. Socialcontractor communications, the perception media is an excellent forum through whichof social media as being an unnecessary to distribute that content.marketing tactic will fade,” Douglas Burdettsaid. Social media channels don’t allow companies to connect with people on aThe argument that social media, while social level; they offer a very real andrelevant for many, will never be necessary effective form of inbound marketing thatfor the day-to-day operations of a defence can add considerable weight to any forward-company is not an unreasonable one. looking corporate strategy.However, this approach is only accurate ifgrowth is not on the owners’ agenda. Page 19
  19. 19. “The urban myth of the social media world iswhen the CEO’s daughter comes back homeand asks him why his company isn’t onFacebook. Next morning the CEO tells hismarketing team to create a Facebook pagebut with no understanding of what the pointof having one is … A lot of companies set-up aFacebook page and just become a ‘nexus ofhatred’…without clear social media objectivesall you’re doing is creating a public forum forpeople who hate your brand. There’s a realnegative ROI with outreach which I thinkdefence contractors have to be careful of.”Patrick Herridge,Co-Founder,Social360 Ltd. Page 20
  20. 20. Douglas Burdett recommends that those We still have telephones the same as we did companies considering using social media as in 1972, but in 2012 they now come a marketing tool ask themselves one equipped with music players, navigation question: Which groups would you most like systems and cameras too. Social media is to to have a relationship with and what marketing what the iPhone was to the content can you offer that would be of rotary dial. interest to them? This will be the cornerstone of any successful social media strategy. Figure 8: Analysis of which tools the defence media use to learn more about industy news and issues Innefective Somewhat effective Very effective Critical 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Linked In Twitter Facebook Whitepapers Hosted videos Blogging Hosted article Webinar Company newsletter YouTube Banner adsOther social media (Pinterest) Page 21
  21. 21. Breaking newsAccording to respondents, Figure 8 againshows that Twitter is most effective inhelping users learn about and understandissues in the defence industry. The reasonfor this is that social media offers instant,up-to-date and, if you’re following the rightpeople, reliable information. While bloggingis also highly rated by defence mediaprofessionals, Twitter is the preferredoption because it’s immediate. It also allowsusers to easily read a wide range of opinionsand quickly appreciate many differentangles on the same story. Page 22
  22. 22. Defence contractors ratedThe company with the most outstanding Leonie and CACI – the majority used this tosocial media presence is Lockheed Martin, state that none of the aforementionedaccording to survey data (Figure 9 – a companies had an outstanding social mediabreakdown of the data can be found in presence.Appendix D). Boeing follows with 33% andBAE Systems with 26%, but with 44% Figure 13 at the end of this report showsLockheed Martin is seen as a clear leader. that defence contractors need to significantly increase their social media andHowever, the ‘other’ category offers a online presence over the next five years,remarkable insight. While some respondents which is supported by the response in Figurementioned other companies – such as 9.Special recognitionEADS provoked a decent response from the updates. The EADS team shared exclusivesurvey participants (with 22%), but this does pictures, insight from visiting delegations,not fairly represent the quality of the chances to win (relevant) prizes in on-goingEuropean defence company’s social media competitions, as well as general eventoutreach. This was demonstrable during the updates. The coverage was not aimed atFarnborough Airshow where the EADS social being corporate propaganda and nor was itmedia team, using the event-specific idle nonsense – it was balanced, helpful, and@EASlive Twitter account, gave a master interesting.class in how to provide informative on-site Page 23
  23. 23. Figure 9: Illustration of defence companies with outstanding social mediaData: Appendix D Page 24
  24. 24. “We still have telephones the same as we didin 1972, but in 2012 they now come equipped with music players, navigation systems and cameras too. Social media is to marketing what the iPhone was to the rotary dial.” Page 25
  25. 25. Together with the survey data it is worth Essentially, the higher the purple areas and considering these responses in the context the lower the blue bar, the better a of what the specified companies’ social company’s social media presence is. media presence actually looks like. Figure 10 shows the number of followers each The companies identified by survey company has on their main Twitter account, respondents are generally those that have the number of likes they have on Facebook, active and established social media as well as giving an indication of how activities, although it’s clear that Booz Allen frequently their Twitter accounts are Hamilton should have been considered updated (based on an average taken from within the top group that included BAE, three random samples). Boeing and EADS. Figure 10: Analysis of defence companies social media presence Twitter followers Facebook likes Last Twitter post 50000 200 45000 180 No. of hours since last post on Twitter 40000 160 35000 140 30000 120No. of people 25000 100 20000 80 15000 60 10000 40 5000 20 0 0 Page 26
  26. 26. “I think the large defence companiesare failing miserably in this area. Ifyou go to a webpage, Facebookpage, etc. for one of thesecompanies, you can hardly tell whichone youre visiting. There is noindividuality or personality. The largecompanies seem to benefit frombeing perceived as a commodity - aconcept that is inconsistent withhaving an effective social mediapresence; an effective social mediapresence benefits from personality.”Gregg R. Sypeck,Senior Vice President,Mav6, LLC Page 27
  27. 27. For further context, in his blog Douglas Based on Defence News’ annual list, hereBurdett recently published a list of the top are the top 20 defence contractors from100 defence contractors rated by the quality 2011 together with their website grade:of their website.1. Lockheed Martin 68%2. Boeing 72%3. BAE Systems 45%4. General Dynamics 46%5. Raytheon 69%6. Northrop Grumman 78%7. EADS 58%8. Finmeccanica 27%9. L-3 Communications 50%10. United Technologies 57%11. Thales 68%12. SIAC 73%13. Huntington Ingalls 61%14. Honeywell 55%15. Booz Allen Hamilton 84%16. Rolls-Royce 55%17. CSC 72%18. Oshkosh 54%19. Textron 53%20. GE 67% Page 28
  28. 28. Listening: An alternative role forsocial media protestors are doing outside their offices,”Up to this point, the focus of this report has said Herridge.been on outreach. But there is anotherelement to social media networks too: Social360 aggregates all of the social datalistening. aligned to a specific company and then presents it in a format that the client canCompanies can use Twitter, Facebook, action.LinkedIn and thousands of other platformsto ‘listen’ to what other people are saying “The same way you used to get pressabout them. cuttings every morning, we now provide a daily report on what is being said on socialPatrick Herridge co-founded a social media media,” Herridge explained.monitoring firm, Social360 Ltd., which has anumber of defence firms on its books, to do A number of other firms offer similarexactly that. services which exploit the vast quantity of data flowing through these social networks.“Corporates want to know what investors Social media platforms aren’t just forare saying on bulletin boards, they want to engaging with people – through this type ofknow what staff are saying about what analytical feedback they can also be used asthey’re doing, they want to know what a tool to improve processes, avoid unwanted events and stay ahead of the game. Page 29
  29. 29. Counting the cost Figure 11: Overview of what percentage of marketingAlthough slight, there is a discrepancy budget defence contractors should spend onbetween how much media professionals social media (company perspective)believe defence companies should bespending on their social media activities 0% <2%compared to what the companies 2% - 5% 5% - 10% 10% - 20% 20% - 30%themselves think they should.The majority of the media think thatdefence companies should spend between 10% 10%5% to 20% of their marketing budget (Figure12), while commercial respondents 15%indicated that anything up to 10% was more 20%reasonable (Figure 11). 12%Social media is relatively inexpensive – thetools required are available for free or at 7% 26%negligible cost – all it requires is the humanresource to manage the strategy. For anycompany of a decent size this resourceshould be absorbed relatively easily.But that is not to say a company should hire Figure 12:an intern or recent graduate to manage its Overview of what percentage of marketingsocial media strategy. The social media team budget defence contractors should spend onwill be responsible for the company’s brand– they are the company mouthpiece. social media (media perspective)Everyone in that team should not only be <2% 2% - 5%social media savvy but they need to 5% - 10% 10% - 20%understand and be comfortable with the 20% - 30% 30%+technical aspects of the business too; theyneed to be industry savvy. Inc. magazinerecently published an excellent guide to who 5% 5% 11%should not be in charge of corporate socialmedia accounts. 21%Brett van Niekerk, who has completed a PhDat South Africa’s University of KwaZulu- 47% 11%Natal, offered a useful postscript:“As having a social media profile is oftenfree, budget is less of a concern thanactually getting it right.”That is the critical part: getting it right. Page 30
  30. 30. Getting it rightWhen a social media campaign goes right it The Twitter application powered bycan have a real impact. Perhaps one of the Raytheon led to the ‘donation’ of 335,013more obvious examples is Raytheon’s characters to the WWP. This resulted in aHashtags for Heroes (#HT4H). This is how huge surge in traffic for the WWP websitethe company described it in a press release: together with an influx of (monetary) donations. Details of the successful“This innovative campaign takes advantage campaign can be found overleaf.of what is, in effect, surplus tweet capacity.Of the total 140 characters that Twitterusers are allotted for every tweet, manycharacters often go unused (according toone estimate, the most common tweetlength is about 28 characters). The campaignenables users to download a special Twitterplatform application to tweet from theircomputers or mobile devices and easily"donate" their unused Twitter characters insupport of WWP [Wounded WarriorProject].” Page 31
  31. 31. Page 2 Page 32
  32. 32. Taking advantage of opportunitiesWhen asked to what extent defence The benefits of social media have beencompanies need to increase their social discussed earlier in this report and it’smedia and online presence, the top apparent that at least a third of surveyresponse was: Significantly, we need to respondents agree with the need for anmake major changes to take advantage of online presence. While 7% still see noopportunities (Figure 13). advantages, the top two responses in Figure 13, accounting for the majority (58%), showThere are two important concepts within that defence contractors do see the benefitthat sentence: First is the acknowledgement of social media tools and will be doing morethat companies need to do more online; the in the future to increase their use of them.second, arguably of more import, is thatrespondents appreciate that there aredistinct opportunities in doing so. Figure 13: To what extent do you think you will be increasing your social media and online presence over the next 5 years? Significantly, we need to make major changes to take advantage of opportunities A little, it could be better than it is and we see the benefit It will probably increase organically, but we won’t be putting much resource into it We will continue to improve somewhat, but our current presence is good Not at all, there’s no benefit 0% 5% 10% 15% 20% 25% 30% 35% Page 33
  33. 33. “When this generation of internet savvy children become the decision- makers of the future, not having a robust online presence with an engaging and spirited social media policy would be, at the very least,ignorant. Like it or not, in one form oranother, social media is here to stay.” Page 34
  34. 34. Appendix A Analysis of respondent by country US UK Germany Sweden Australia Canada Italy IsraelNetherlands Norway Spain Ethiopia India Lebanon MalaysiaNew Zealand Pakistan RomaniaSaudi Arabia SingaporeSouth Africa Switzerland 0% 5% 10% 15% 20% 25% 30% 35% Page 35
  35. 35. Appendix B Overview of the advantages for defence contractors using social media Increased brand awareness 68% Recruitment purposes 59%Recognised as a thought leader in the market 56%Relationship building with journalists / media 55% It’s the cheapest form of marketing 46% Lead generation 39% Keeping tabs on the competition 38% For collecting customer feedback 34% To stay ahead of the competition 28% Other 11% There are NO real-world advantages 5% Page 36
  36. 36. Appendix C Overview of the disadvantages for defence contractors using social media Risk of divulging too much information The discreet nature of the businessLimited internal understanding and lack of skill base Lack of active online community to engage with Too easy for detractors to air complaints publically Other There are NO significant challenges 0% 10% 20% 30% 40% 50% 60% Page 37
  37. 37. Appendix D Analysis of defence companies with outstanding social media Lockheed Martin Boeing 44% BAE Systems 33% Other 26% EADS 23% Rolls-Royce 22% Thales 21% Raytheon 21%Northrop Grumman 18% General Dynamics 18% Saab 17% 15%Booz Allen Hamilton 15% SAIC 10% Finmeccanica 8%United Technologies 8% Honeywell 8% Cobham 8% Oshkosh 5% RUAG 3%L-3 Communications 3% Textron Page 38
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