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BBMN John Lynch: Overcoming Sea Blindness

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John Lynch of award-winning digital agency e3 spoke at the Bath & Bristol Marketing Network on 26th March about their work with the Royal Navy and delivered a masterclass in digital storytelling.

Full details of the talk and upcoming events here: http://www.marketing-network.org/catch-up/overcoming-sea-blindness-deliver-successful-digital-strategy/

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BBMN John Lynch: Overcoming Sea Blindness

  1. 1. OVERCOMING SEA BLINDNESS - #BBMN HOW TO DELIVER A SUCCESSFUL DIGITAL STRATEGY
  2. 2. Z
  3. 3. Creative digital solutions to Real world problems
  4. 4. THE NAVY CHALLENGE
  5. 5. The Royal Navy
  6. 6. Maintaining the Capability
  7. 7. 7 July 23, 2013 “A worryingly low percentage of the British population have any level of understanding as to how relevant the Royal Navy is to the Nation."
  8. 8. 8 July 23, 2013 Defense spending under pressure 8
  9. 9. Sea Blindness
  10. 10. Purpose of the navy • Preventing Conflict • Providing Security at Sea • Promoting Partnerships • Providing Humanitarian Assistance • Protecting our Economy • Ready to Fight
  11. 11. 27 March 2015 11 Changing audience landscape
  12. 12. A digitised ring binder – a set of instructional files
  13. 13. The Royal Navy’s 3 challenges Influence Recruit Retain
  14. 14. OUR INSIGHT
  15. 15. Passionate lot
  16. 16. Opinion leaders ?% Media advocates xService personnel Youth / potential recruits xDecision Makers xOpinion leaders Media advocates Service Diaspora Personal Political Audiences
  17. 17. Lots of News
  18. 18. 27 March 2015 20 Dad instead of a story can you read me some branded content
  19. 19. News stories ≠ Stories
  20. 20. THE SOLUTION 27 March 2015 27
  21. 21. 29 July 23, 2013 Longer shelf life
  22. 22. 27 March 2015 30 Authority Over Adventure
  23. 23. Relevance + Audience Navy News Zeitgeist Relevant Navy Stories
  24. 24. Information architecture – story telling − Defining the top level hierarchy − Understanding the different user views − Understanding how content connects
  25. 25. 27 March 2015 Long Form & Snackable
  26. 26. 27 March 2015 34 Pirate Hunting
  27. 27. Moodboards
  28. 28. Design routes
  29. 29. Content strategy Content Strategy
  30. 30. Content strategy Content Strategy
  31. 31. Substance • The message Workflow • Volume and frequency and people responsible • Updating Process Governance • Decisions on strategy • Responsibility for quality control? Structure • Organisation • Priority and format Content strategy Content Strategy
  32. 32. 27 March 2015 42
  33. 33. 0.60% 2.06% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Old Site New Site Overall%ofvisitor thatfilloutan application Overall Visitor Conversion to Finished Application 641% Navy core functions 365% Social Shares
  34. 34. Reaching decision makers Electorate & Potential Recruits Traditional mediaPR Decision Makers Opinion leaders Social Media Media advocates
  35. 35. 27 March 2015 45 In Summary website content must… 1. Have a clear audiences 2. Have strong inspirational or informational value 3. Be in the most appropriate tone 4. Be in the most engaging format 5. Be labelled intuitively 6. Be actionable - Have a clear next step
  36. 36. 27 March 2015 46 THANK YOU

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