Social Media in Defence 2012


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From DefenceIQ:
This   report   explores   the   use   of   social   media   in   the   defence   industry.   It   is   primarily   focused   on   the   commercial   sector,   considering   what   benefits,   if   any,   social   media   offers   to   defence   contractors   and   organisations.   Based   on   a   survey   of   defence   professionals,   the   report   also   examines   the   use   of   social   media   within   a   wider   context,   looking   at   how   the   defence   media   and   journalists  are  utilising  social  media  as  a  tool   to   learn   more   about   the   industry   and   engage  with  suppliers.

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Social Media in Defence 2012

  1. 1. Table of contentsContent Page    ABOUT  THE  RESEARCH…………………………………………………………………………….….   3  WHAT  IS  SOCIAL  MEDIA?  WHAT  DOES  ONLINE  PRESENCE  MEAN?.................   5  THE  IMPORTANCE  OF  BEING  …  SOCIAL  MEDIA  SAAVY………………………………...   7  THE  BENEFITS………………………………………………………………………………………….…..  8  THE  CHALLENGES………………………………………………………………………………………..   13     How  not  to  become  a  ‘nexus  of  hatred’……………………………..   15     Which  other  industries  face  similar  challenges?....................   16  WHICH  PLATFORM  IS  MOST  EFFECTIVE?..........................................................  17     Dispelling  myths  about  the  word  ‘social’…………………………...   19     Breaking  news……………………………………………………………………   22  DEFENCE  CONTRACTORS  RATED………………………………………………………………….   23     Listening:  An  alternative  role  for  social  media…………………...   29     Counting  the  cost……………………………………………………………….   30     Getting  it  right…………………………………………………………………….  31  TAKING  ADVANTAGE  OF  OPPORTUNITIES…………………………………………….……..   33  APPENDIX  A…………………………………………………………………………………………………   35  APPENDIX  B…………………………………………………………………………………………………   36  APPENDIX  C…………………………………………………………………………………………………   37  APPENDIX  D………………………………………………………………………………………….……..  38  ABOUT  DEFENCE  IQ…………………………………………………………………………….……….  39  DISCLAIMER………………………………………………………………………………………….……..  40           Page  2  
  2. 2. About the researchThis  report  explores  the  use  of  social  media   The   majority   of   survey   respondents   were  in   the   defence   industry.   It   is   primarily   from   the   commercial   sector,   accounting   for  focused   on   the   commercial   sector,   68%   of   total   responses   (Figure   1).   This  considering   what   benefits,   if   any,   social   includes   representatives   from   government  media   offers   to   defence   contractors   and   organisations  and  prime  contractors,  2nd  and  organisations.  Based  on  a  survey  of  defence   3rd   tier   suppliers   and   other   defence-­‐related  professionals,   the   report   also   examines   the   agencies.   Defence   media   professionals  use   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  tool    to   learn   more   about   the   industry   and  engage  with  suppliers.    The   analysis   of   the   survey   data   has   been  supplemented   with   proprietary   interviews  and  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,   including  United   States   had   the   highest   Canada,   Israel,   India,   Australia,   Singapore  representation  in  the  survey  (30%)  followed   and  South  Africa.    closely   by   the   UK   (29%).   Other   European  nations  –  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   source  plays   in   the   defence   industry,   perhaps   a   encyclopaedia,   social   media   is   defined   as  short  introduction  to  the  concept  is  required   “media   for   social   interaction,   using   highly  first.     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   turn  it?  Can  you  define  it?   communication  into  interactive  dialogue.”      A  dictionary  reference  is  usually  prescient  in   Social   media   platforms   will   not   replace  these   cases,   but   not   here;   there   is   no   customer   service   centres   or   usher   in   the  dictionary   reference.   Instead,   and   death   of   the   telephonic   conversation.   They  somewhat  appropriately  in  this  instance,  we   won’t   replace   face-­‐to-­‐face   networking  must  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  media  platforms  can  include,  but  are  not  exclusive  to,  Twitter,  Facebook,  LinkedIn,  Google+  and  Pinterest.      An   ‘online   presence’   can   be   considered  within  a  wider  framework  outside  of  and  in  addition   to   social   media.   Keeping   a   blog  updated   with   timely   and   relevant   content  can   help   establish   an   effective   online  presence.   So   too   can   producing   technical  whitepapers,   participating   in   topic-­‐specific  webinars  and  being  open  to  interviews  with  relevant  industry  publications.   Page  6  
  6. 6. The importance of being…social media savvyThe   majority   (62%)   of   respondents   believe   companies   in   the   industry.   The   advantages    that   it   is   very   important,   if   not   critical,   that   and   challenges   of   this   new   media   will   be  defence   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  the  years  (Figure  3).   defence   industry   is   aware   of   social   media’s     growing  significance  as  a  real-­‐world  business  Just   under   1   in   10   respondents   failed   to   tool  as  well  as  the  need  to  embrace  it  more  appreciate  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   adopt  suggests  that  social  media  should  be  used  as   online  recruitment  techniques.  Any  recruiter  a  platform  to  increase  brand  awareness  and   or   headhunter   will   have   a   story   where  for  embracing  outreach  initiatives.  It  is  more   they’ve  been  bested  by  a  shrewd  employee  to  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  not  The   top   five   responses   in   Figure   4   highlight   expect   these   stories   to   become   less  this  trend.  All  relate  to  brand  awareness  and   frequent  in  the  future.  thought   leadership   while   the   more   ‘hard    sell’   factors,   such   as   lead   generation   and   Towards   the   bottom   of   the   list   of   social  competitive  edge,  come  much  further  down   media   advantages   is   that   it   allows  the  priority  list.   companies   to   ‘keep   tabs’   on   the     competition.   However,   as   Figure   5   on   page  Thomas  Guest,  formerly  of  the  UKTI  Defence   14   shows,   respondents   felt   that   the   risk   of  &  Security  Organisation,  said  “social  media  is   divulging   too   much   information   to  most  important  for  improving  PR  and  not  as   competitors   through   social   media   channels  a   means   to   drive   new   business,   that   will   was   the   key   disadvantage   to   having   an  continue  to  be  done  in  tradition  manners.”   online  presence.      One  of  the  challenges  of  using  social  media   There   is   a   paradox   here.   Contactors   do   not  to   any   length   is   convincing   the   accountants   generally  see  social  media  as  a  useful  means  that   there   is   an   ROI.   This   can   be   difficult.   of  gaining  any  form  of  competitive  edge;  it  is  However,   one   area   where   this   distinction   not   an   effective   corporate   espionage   tool.  becomes   clearer   is   when   social   media   What  we  are  seeing  here  is  the  unsupported  platforms  are  used  as  recruitment  tools.   and  irrational  fear  of  exposure  being  used  as     an   excuse   for   online   discretion   to   the  A   number   of   firms   including   Boeing,   detriment   of   the   company’s   brand   and,  Raytheon   and   Thales   have   active   social   ultimately,   bottom   line   performance.   The  media   outreach   programmes   dedicated   to   climate   of   suspicion   that   surrounds   social  recruitment.   With   59%   of   respondents   media   in   the   defence   industry   does   not  indicating   that   this   is   one   of   the   key   reflect   the   reality.   If   managed   properly  advantages   of   social   media   it’s   likely   that   social   media   platforms   do   not   leave  others  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  media    Increased 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  making  there  are  no  real-­‐world  advantages  to  using   the   decisions   at   the   corporate   level   had  social   media,   it’s   still   5%.   Even   those   that   gone   through   the   National   Service  have   least   bought   into   social   media   would   programme   whereby   all   healthy   males  be  expected  to  have  had  some  appreciation   between   the   ages   of   17   to   21   years   were  for   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   to  underline  that  there  are  none  is  revealing.   participate   in   exercises,   the   answer,   since     most   managers   and   directors   were   proud  At  the  Farnborough  International  Airshow  in   ex-­‐military  personnel,  the  answer  was  often  July,  the  Defence  IQ  team  undertook  a  straw   a   resounding   yes.   With   a   hearty   pat   on   the  poll   to   get   some   indicative   insight   on   social   back  too.    media   practice.   One   participant   made   an    interesting   comparison;   he   explained   that   However,   following   the   demise   of   National  social   media   today   is   much   like   Territorial   Service   in   1960   in   the   UK,   by   the   time   the  Army  (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   difficulty  savvy   children   become   the   decision-­‐makers   transforming  their  cultures  …  the  need  to  be  of   the   future,   not   having   a   robust   online   more   open   and   communicative   is   not  presence   with   an   engaging   and   spirited   currently   familiar   territory   for   the   defence  social   media   policy   would   be,   at   the   very   industry,  but  it  will  be.”  least,  ignorant.  Like  it  or  not,  in  one  form  or    another,   social   media   is   here   to   stay.   The   As   Figure   4   highlights,   there   are   significant  platforms  we  use  will  evolve  –  Facebook  and   benefits  to  using  social  media,  regardless  of  Twitter   may   or   may   not   be   the   tools   of   industry.*  choice  ten  years  from  now  –  but  the  concept    of  connecting  with  more  people,  customers,   However,  there  are  of  course  challenges  too  brands  and  businesses  online  is  unavoidable.   and  the  full  benefit  of  these  social  platforms     cannot   be   realised   until   these   hurdles   are  As  Douglas  Burdett,  a  social  media  expert  in   addressed,  mitigated  and  eradicated.  the   defence   industry  and  author  of  the  Fire  Support   blog,   says:   “Inertia   is   a   powerful  force  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  managed  properly  social  media  platforms  do  not  leave   companies  open  to  risks  relating  to  IP  and  corporate  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  have  of   the   defence   industry   is   a   critical   barrier   active   Twitter,   Facebook   and   LinkedIn  for  companies  to  utilise  social  media.   accounts,  so   it’s   clear   that   there   is  a   ready-­‐   made   audience.   However,   the   extent   to  One   third   of   respondents  stated   that   a   lack   which  these  are  being  successfully  utilised  is  of  an  active  and  relevant  online  community   explored  in  greater  detail  later  in  this  report.  to   engage   with   was   one   of   the   pitfalls   for    defence   companies   using   social   media.   But    to   reframe   that,   70%   of   respondents    inferred   that   there   was   an   active   and    relevant  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  for    defence  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  to  tools   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   the  This  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   the  and  just  become  a  nexus  of  hatred,”  Patrick   chance  to  send  rude,  unnecessary  and  often  Herridge,   Co-­‐Founder   of   corporate   social   illogical   messages   to   the   mobile   network  media   monitoring   firm   Social360   Ltd.,   said.   provider.  O2  responded  with  humour:  “Without   clear   social   media   objectives   all    you’re   doing   is   creating   a   public   forum   for    people  who  hate  your  brand.”        But   this   is   true   of   any   industry,   not   just    defence.  Last  month,  one  of  the  UK’s  largest    mobile   phone   operators,   O2,   suffered   a    blackout.   All   of   its   customers   lost    connectivity   –   no   calls,   no   texts,   no   email.    The  company’s  Twitter  feed  was  awash  with    complaints   and   criticism   as   hordes   of    customers   vented   their   anger   –   it   should    have  been  a  public  relations  disaster.        However,   O2’s   social   media   team   were    prepared.   They   had   a   strategy   to   mitigate    negative   complaints   aired   on   Twitter   and    managed,  against  all  probability,  to  turn  the   It  doesn’t  matter  that  the  social  media  team  network’s  blackout  into  a  customer  relations   responded   with   humour;   the   key   point   is  triumph.     that  O2  responded.  It  could  have  been  with     grovelling   apologies   or   with   parent-­‐like  How?  First  and  foremost  by  being  open  and   disdain;   the   way   in   which   O2   responded   is  honest.   Here’s   an   example   of   the   sort   of   less   important   that   the   simple   fact   that   it  response  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   all  disparaging  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  add  might  any  company,  in  any  industry.   legal,   oil   &   gas,   tobacco,   and   even   the   fast     food  industry.  “Companies   from   all   industries   face   the    challenge  of  not  divulging  proprietary  ideas,   One   in   ten   respondents   said   there   are   no  direction   or   corporate   strategy,   so   defence   significant   challenges   that   the   defence  is   not   unique,”   said   Steven   Mains,   COO,   industry  faces  that  others  do  not  (Figure  5).  TechMIS,  LLC.       The   nature   of   these   industries   means   that  When   asked   to   detail   other   industries   that   there   will   always   be   those   that   disapprove.  faced   similar   challenges   as   defence,   the   However,   that   minority   should   not   be  most   recurrent   examples   expressed   by   allowed   to   cloud   what   could   be   an   active,  respondents   included   the   alcohol,   financial   appealing   and   valuable   social   media  services,   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   between  media  think.  Figure  7  shows  that  LinkedIn  is   producing   informed,   constructive   content  the   most   ‘critical’   platform,   while   Twitter   is   and   effective   social   media   engagement   is  the  most  ‘effective’.   fundamental   to   building   and   maintaining   a     strong  brand,  which  is  backed  up  by  a  robust  Although   this   report   seeks   to   distinguish   online  presence.    social   media   from   other   forms   of   online    presence,  the  disparity  between  the  data  in   Another   critical   point   to   understand   here   is  Figures   6   and   7   demonstrates   that   the   two   that   while   no   one   thinks   Twitter   –   and   for  are   inextricably   linked.   Both   work   hand-­‐in-­‐ the  purposes  of  this  analysis  we  can  extract  hand   to   present   an   overall   picture   of   a   that   out   to   mean   social   media   platforms   in  company.   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 Whitepapers Other  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  an  informing   and   shaping   people’s,   and   economy   like   the   one   facing   industry   in  especially   the   media’s,   perceptions   about   a   2012,  are  vital  characteristics  for  a  company  company  than  the  defence  industry  realises.   if   it   is   to   execute   a   successful   growth     strategy.  Looking   at   Figure   6,   Facebook   is   ineffective    according   to   commercial   respondents   while   “Many   defence   contractors   are  stepping   up  Figure   7  shows  that  media   respondents   see   their   diversification   –   to   other   government  it  as  a  valuable  learning  tool.  This  is  primarily   sectors,   internationally   and   to   commercial  due   to   an   image   problem,   and   it   also   markets,”   said   Burdett.   “This   diversification  underpins   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   for  business?”   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   all  misconception.   defence  companies.      Perhaps  it  is  an  unfortunate  term  but  rather   Social   media   allows   commercial   enterprises  than  having  to  call  ‘social  media’  by  another   to   connect   with   people   in   far   more   subtle  less   gregarious   name,   it   is   people’s   ways  than  ever  before.   Companies   are  now  perceptions   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  to  integral   part   of   the   fabric   of   defence   communicate,   according   to   Burdett.   Social  contractor   communications,   the   perception   media   is   an   excellent   forum   through   which  of   social   media   as   being   an   unnecessary   to  distribute  that  content.  marketing  tactic   will  fade,”   Douglas   Burdett    said.   Social   media   channels   don’t   allow     companies   to   connect   with   people   on   a  The   argument   that   social   media,   while   social   level;   they   offer   a   very   real   and  relevant   for   many,   will   never   be   necessary   effective   form   of   inbound   marketing   that  for   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   if    growth  is  not  on  the  owners’  agenda.                         Page  19      
  19. 19. “The  urban  myth  of  the  social  media  world  is  when  the  CEO’s  daughter  comes  back  home  and  asks  him  why  his  company  isn’t  on  Facebook.  Next  morning  the  CEO  tells  his  marketing  team  to  create  a  Facebook  page  but  with  no  understanding  of  what  the  point  of  having  one  is  …  A  lot  of  companies  set-­‐up  a  Facebook  page  and  just  become  a  ‘nexus  of  hatred’…without  clear  social  media  objectives  all  you’re  doing  is  creating  a  public  forum  for  people  who  hate  your  brand.  There’s  a  real  negative  ROI  with  outreach  which  I  think  defence  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 news    According   to   respondents,   Figure   8   again  shows   that   Twitter   is   most   effective   in  helping   users   learn   about   and   understand  issues   in   the   defence   industry.   The   reason  for   this   is   that   social   media   offers   instant,  up-­‐to-­‐date  and,  if  you’re  following  the   right  people,  reliable  information.  While  blogging  is   also   highly   rated   by   defence   media  professionals,   Twitter   is   the   preferred  option  because  it’s  immediate.  It  also  allows  users  to  easily  read  a  wide  range  of  opinions  and   quickly   appreciate   many   different  angles  on  the  same  story.   Page  22  
  22. 22. Defence contractors ratedThe   company   with   the   most   outstanding   Leonie  and  CACI  –  the  majority  used  this  to  social   media   presence   is   Lockheed   Martin,   state   that   none   of   the   aforementioned  according   to   survey   data   (Figure   9   –   a   companies  had  an  outstanding  social  media  breakdown   of   the   data   can   be   found   in   presence.  Appendix   D).   Boeing   follows   with   33%   and    BAE   Systems   with   26%,   but   with   44%   Figure   13   at   the   end   of   this   report   shows  Lockheed  Martin  is  seen  as  a  clear  leader.   that   defence   contractors   need   to     significantly   increase   their   social   media   and  However,   the   ‘other’   category   offers   a   online   presence   over   the   next   five   years,  remarkable  insight.  While  some  respondents   which  is  supported  by  the  response  in  Figure  mentioned  other  companies  –  such  as     9.                Special recognition            EADS  provoked  a  decent  response  from  the   updates.   The   EADS   team   shared   exclusive  survey  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-­‐going  European   defence   company’s   social   media   competitions,   as   well   as   general   event  outreach.  This  was  demonstrable  during  the   updates.     The   coverage   was   not   aimed   at  Farnborough  Airshow  where  the  EADS  social   being  corporate   propaganda   and   nor   was   it  media   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  media  Data:  Appendix  D   Page  24  
  24. 24. “We  still  have  telephones  the  same  as  we  did  in  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 140No.  of  people   30000 120 25000 100 20000 80 15000 60 10000 40 5000 20 0 0 Page  26  
  26. 26. “I  think  the  large  defence  companies  are  failing  miserably  in  this  area.  If  you  go  to  a  webpage,  Facebook  page,  etc.  for  one  of  these  companies,  you  can  hardly  tell  which  one  youre  visiting.  There  is  no  individuality  or  personality.  The  large  companies  seem  to  benefit  from  being  perceived  as  a  commodity  -­‐  a  concept  that  is  inconsistent  with  having  an  effective  social  media  presence;  an  effective  social  media  presence  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,   here  Burdett   recently   published   a   list   of   the   top   are   the   top   20   defence   contractors   from  100  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 for    social 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   another    element   to   social   media   networks   too:   Social360   aggregates   all   of   the   social   data  listening.   aligned   to   a   specific   company   and   then     presents   it   in   a   format   that   the   client   can  Companies   can   use   Twitter,   Facebook,   action.  LinkedIn   and   thousands   of   other   platforms    to   ‘listen’   to   what   other   people   are   saying   “The   same   way   you   used   to   get   press  about  them.   cuttings   every   morning,   we   now   provide   a     daily   report   on   what   is   being   said   on   social  Patrick   Herridge   co-­‐founded   a   social   media   media,”  Herridge  explained.  monitoring  firm,  Social360  Ltd.,  which  has  a    number  of  defence  firms  on  its  books,  to  do   A   number   of   other   firms   offer   similar  exactly  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   for  are   saying   on   bulletin   boards,   they   want   to   engaging  with  people  –  through  this  type  of  know   what   staff   are   saying   about   what   analytical  feedback  they  can  also  be  used  as  they’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  marketing  Although   slight,   there   is   a   discrepancy       budget  defence  contractors  should  spend  on  between   how   much   media   professionals   social  media  (company  perspective)  believe   defence   companies   should   be    spending   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   that    defence   companies   should   spend   between       10%   10%  5%  to  20%  of  their  marketing  budget  (Figure  12),   while   commercial   respondents     15%  indicated  that  anything  up  to  10%  was  more     20%  reasonable  (Figure  11).       12%    Social   media   is   relatively   inexpensive   –   the    tools   required   are   available   for   free   or   at     7%     26%  negligible  cost  –  all  it  requires  is  the  human  resource   to   manage   the   strategy.   For   any    company   of   a   decent   size   this   resource    should  be  absorbed  relatively  easily.        But  that  is  not  to  say  a  company  should  hire     Figure  12:  an   intern   or   recent   graduate   to   manage   its    social  media  strategy.  The  social  media  team     Overview  of  what  percentage  of  marketing  will  be  responsible  for  the  company’s  brand     budget  defence  contractors  should  spend  on  –   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;   they    need   to   be   industry   savvy.   Inc.   magazine    recently  published  an  excellent  guide  to  who     5%   5%   11%  should   not   be   in   charge   of   corporate   social    media  accounts.       21%      Brett  van  Niekerk,  who  has  completed  a  PhD    at   South   Africa’s   University   of   KwaZulu-­‐   47%   11%  Natal,  offered  a  useful  postscript:        “As   having   a   social   media   profile   is   often    free,   budget   is   less   of   a   concern   than    actually  getting  it  right.”        That  is  the  critical  part:  getting  it  right.                 Page  30        
  30. 30. Getting it right      When  a  social  media  campaign  goes  right  it   The   Twitter   application   powered   by  can   have   a   real   impact.  Perhaps   one   of   the   Raytheon   led   to   the   ‘donation’   of   335,013  more   obvious   examples   is   Raytheon’s   characters   to   the   WWP.   This   resulted   in   a  Hashtags   for   Heroes   (#HT4H).   This   is   how   huge   surge   in   traffic   for   the   WWP   website  the  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   Twitter  users   are   allotted   for   every   tweet,   many  characters   often   go   unused   (according   to  one   estimate,   the   most   common   tweet  length  is  about  28  characters).  The  campaign  enables  users  to  download  a  special  Twitter  platform   application   to   tweet   from   their  computers   or   mobile   devices   and   easily  "donate"  their  unused  Twitter  characters   in  support   of   WWP   [Wounded   Warrior  Project].”           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  been  companies  need  to  increase  their  social   discussed  earlier  in  this  report  and  it’s  media  and  online  presence,  the  top   apparent  that  at  least  a  third  of  survey  response  was:  Significantly,  we  need  to   respondents  agree  with  the  need  for  an  make  major  changes  to  take  advantage  of   online  presence.  While  7%  still  see  no  opportunities  (Figure  13).   advantages,  the  top  two  responses  in  Figure     13,  accounting  for  the  majority  (58%),  show  There  are  two  important  concepts  within   that  defence  contractors  do  see  the  benefit  that  sentence:  First  is  the  acknowledgement   of  social  media  tools  and  will  be  doing  more  that  companies  need  to  do  more  online;  the   in  the  future  to  increase  their  use  of  them.  second,  arguably  of  more  import,  is  that  respondents  appreciate  that  there  are  distinct  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  or  another,  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 Singapore South  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  
  38. 38. About Defence IQDefence  IQ  is  an  authoritative  news  source  for  high  quality  and  exclusive  commentary  and  analysis  on  global  defence  and  military-­‐related  topics.  Sourcing  interviews  and  insights  directly  from  senior  military  and  industry  professionals  on  air  defence,  cyber  warfare,  armoured  vehicles,  naval  defence,  land  defence  and  many  more  topics,  Defence  IQ  is  a  unique  multimedia  platform  to  discuss  and  learn  about  the  latest  developments  within  the  defence  sector.      So  join  over  60,000  defence  professionals  to  access  all  the  exclusive  video  interviews,  podcasts,  articles  and  whitepapers  that  are  available  and  updated  on  a  daily  basis.    Join  today  for  free  by  signing  up  on  our  website:      Connect  with  us  through  social  media  too,  just  follow  the  links  below:                    Twitter                                                            LinkedIn                                                              Google+                                                          Facebook           Page  39  
  39. 39. DisclaimerThis  report  is  provided  for  information  purposes  only.  This  report  may  not  be  reproduced,  published  or  distributed  by  an  recipient  for  any  purpose.  The  company  accepts  no  responsibility  whatsoever  for  any  direct  or  indirect  losses  arising  from  the  use  of  this  report  or  its  contents.    Images  courtesy  of  U.S.  DoD,,  and  Raytheon.    About  the  author     Andrew  Elwell  is  the  Editor-­‐in-­‐Chief  of  Defence  IQ.  He  has  previously  worked   as  a  survivability  specialist  for  a  provider  of  ballistic  and  blast  armour   systems.    Andrew  holds  a  BA  in  History  and  American  Studies  from  the   University  of  Nottingham.  He  can  be  reached  on       In  the  spirit  of  social  media  outreach:     Connect  with  Andrew  on  LinkedIn   Follow  him  on  Twitter:  DefenceIQ  and  @AJElwell     Page  40