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Emma Cowan - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

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Emma Cowan

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Emma Cowan
RAF Recruitment
Social Media '09
a mashup* event
mashupevent.com

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How we’ve used social media as a key part of our marketing mix in the RAF Recruitment campaign, which has the aim of recruiting around 4000 people per year.
Our aim is to reduce barriers to entry, and increase recruitment. We use social media to open up the RAF, to build Connections between people who are and aren’t in the RAf, and also to increase understanding in the RAF We’re trying to reposition the RAF from -
being all about planes,
Demonstrating that RAF more than just a job, it is a way of life Busting some of the myths the surrounding life in the RAF and invoke greater pride in the work of the RAF, both within the general public and the RAF itself.
To being: more human more approachable more visible
RAF personnel sharing their day-to-day RAF lives RAF personnel sharing their lives RAF getting involved in online conversations get involved in online conversations, reducing the perceived distance between the RAF and its potential recruits. Social media allows people to communicate on their own terms, at a time that suits them, and in ways that they are comfortable with, allowing young people to ask questions they may not want to ask face-to-face. Pre-choice-Generating interest by showcasing RAF life on a wide variety of social media sites Considering-Showing recruits what their life could be like if they join, the range of careers available and allowing them to ask question to people who are already in. Applying-Connecting people within the application process – supporting each other through the process, and providing them with the information they need to succeed.
We started our Social Media activity with the ‘Goody Diaries’ in 2007. This ran over 6 months. Since then, we’ve ran further, smaller video diaries – including the Basra diaries, following the RAF Regiment in Basra and several ‘months in the life of’ – featuring various trades such as Air Traffic Control, Medics and Suppliers.
Some of the comments from the page
We have a strong presence on Bebo, which was kicked off by our sponsoring Endemol’s ‘The Gap Year’. We set up RAF challenges for 4 of the Gap Year Travellers, to show what life is like in the RAF. The profile has a strong fanbase – and we use it to continue to tell RAF stories and also answer questions that any people have about the RAF.
To make sure that the RAF is listening to the questions that are being asked across all social media channels, and responding to questions and concerns accurately and effectively, 3 RAF personnel were equipped with netbooks and are monitoring conversations and getting actively involved in discussions about RAF life.
People are more interested in people in the RAF than they are interested in the RAF Not everything picks up immediately, but it’s worth persevering That it requires careful planning That social media for the RAF is a long term ‘investment’

Emma Cowan - Social Media ’09 (a mashup* event) — Presentation Transcript

The Royal Air Force Presented by Emma Cowan November 18, 2009
Why?
- Open up the RAF
Perception of the RAF (taggalaxy)
Perception of the RAF
The ‘Real’ RAF?
How?
- Storytelling
- Conversation Monitoring
Storytelling
Storytelling
Storytelling on and
- Equipped 7 RAF personnel with Nokia N96 camera phones
- Photos are uploaded using the tag #RAFlive
Conversation Monitoring
Results
- Outputs:
- Video Views: 1,286,707
- Subscribers: 2069
- Outtakes:
- 43 comments and 6 emails (in month from 14 th Sept – 14 th Oct)
- Almost all have 4 or 5 star rating
- Outcomes:
- High proportion of return visitors
- 234 referrers to RAF homepage and jobs page in the last quarter
- Outputs:
- Number of tweets - 847
- Number of pictures – 337
- Outtakes:
- Followers – 750
- Photo views – 13,000
- Outcomes:
- Conversations with potential joiners
- Outputs:
- Number of profile views – 68225
- Friends – 4759
- Outtakes:
- Comments - around 1330 (about 20 in the last month)
- Outcomes:
- 102 people clicked through to homepage and jobs page of the site in the last quarter. 11 went on to apply
- High number of people reported when / that they’re starting
What we’ve learned
- What we learned

Emma Cowan - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

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Emma Cowan - Social Media ’09 (a mashup* event) — Presentation Transcript