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Paul Taylor_Social Media on a mobile platform_SMCC2011

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Paul Taylor's presentation on Social media on a mobile platform at the Social Media in a Corporate Context conference, London 2011

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Paul Taylor_Social Media on a mobile platform_SMCC2011

  1. 1. Royal Air Force recruit marketing Social Media on a mobile platform Paul Taylor, COI, 2 nd June 2011
  2. 2. Agenda <ul><li>COI </li></ul><ul><li>RAF recruit marketing </li></ul><ul><li>RAF digital & social media </li></ul><ul><li>Bought, Owned & Earned </li></ul><ul><li>Current RAF Communications strategy </li></ul><ul><li>Mobile in the marketing mix </li></ul><ul><li>#RAFlive </li></ul><ul><li>What it is, how it works & what we use </li></ul><ul><li>Why does it work? </li></ul><ul><li>A corporate context </li></ul>
  3. 3. COI’s Purpose Value Effectiveness To use marketing and communications excellence to help public sector achieve policy objectives
  4. 4. By doing all this and more Advertising Communications Planning Design and Creative for Print Digital Media & Interactive Services External Engagement and Facilitation Direct Marketing Services Internal Communication, Engagement and Change Live Events, Exhibitions and Technical Services Market Research Marketing, Brand and Strategy Media Buying Media Evaluation Behavioural Change Printing Services Public Relations & News Management Sponsorship and Partnerships
  5. 5. Working with public sector clients and industry suppliers from a zero budget And many more Demand side >>> Broker of capabilities and capacity >>> Supply side
  6. 6. Communications is changing Command and control Collaboration The passive citizen I invent I direct I do I invite We invent We / you do Active participation From To
  7. 7. <ul><li>Much less spend </li></ul><ul><li>Broadcast to narrowcast </li></ul><ul><li>Supporting and enabling </li></ul><ul><li>More focussed, cogent and sparing </li></ul><ul><li>More disciplined planning </li></ul><ul><li>More targeted objectives </li></ul><ul><li>New model assumptions </li></ul><ul><li>VFM driven </li></ul>And paradigm shifts change fiscal structures “ The last government thought the answer to everything was to launch an advertising campaign…we will look at new, more efficient ways of delivering government communications ” (Francis Maude, July 27th 2010) Less marketing spend but more marketing skill
  8. 8. All requires a rebalancing Earned ? ? ? ? ? ? Current Reduce paid. Increase owned and earned Finite capability of owned and earned. Accept outcome shortfall ? Purchased Purchased Efficiencies Owned Owned Owned Earned Earned Earned Outcome gap Outcome gap Outcomes and expenditure More control Less control
  9. 9. RAF recruit marketing
  10. 10. RAF ‘digital’ activity
  11. 11. RAF ‘social’
  12. 12. Why social? <ul><li>Twitter (April 2011, UK only) 5.8 million unique visitors 1.5 million (25.7%) 15 – 24 year olds active on Twitter. The largest demographic share </li></ul><ul><li>Facebook (April 2011, UK only) 30 million unique visitors 7.6 million 25.7 % 15 – 24 year olds active on Facebook. The largest demographic share. </li></ul><ul><li>Source: Comscore </li></ul>
  13. 13. Why mobile? The iPhone and other smart phones launched an explosion of interest in mobile applications Free data packages continue to feed the growth of the mobile web SMS (texts) continues to grow with both consumers and brands maximising its potential
  14. 14. Why mobile? 16m people play mobile games in the UK monthly 90% of mobile users (43 million) regularly use SMS More than 65% of all mobile users under the age of 34 access social on their mobile monthly Over 40% of UK mobile users access mobile internet monthly Source: Comscore
  15. 15. The unique qualities of mobile? <ul><li>Always online </li></ul><ul><li>Pull & push content </li></ul><ul><li>Staying connected </li></ul><ul><li>Location </li></ul>
  16. 16. Why mobile? <ul><li>3 million (57%) 13 - 24 year olds in the UK have a Smartphone </li></ul><ul><li>3 million (58.7%) 13 – 24 year olds accessed a social network via their mobile (3 month average as of March 2011) </li></ul><ul><li>Source: Comscore </li></ul>
  17. 17. User centricity
  18. 18. User centricity
  19. 19. User centricity
  20. 20. User centricity
  21. 21. A change of approach Messaging Audience Tone Considerers 18% or 1.35m - Broader audience - With the right attitude / outlook <ul><li>- Low hanging fruit </li></ul><ul><li>Considerers </li></ul><ul><li>Connected to the services </li></ul>- The Life that you’ll have - What the RAF can offer you - The Careers / jobs you can do - What the RAF needs <ul><li>Human - Personal - Real </li></ul><ul><li>Cold - Faceless - Official </li></ul>
  22. 22. <ul><li>Key Objective: </li></ul><ul><li>To open the window to the light blue family </li></ul><ul><li>By inviting potential recruits, gatekeepers and pre-eligible's to </li></ul>RAF communications strategy
  23. 23. Truly integrated multi-channel Join TV Press Radio Partner online Display Pop-up events Careers events Social media raf.mod.uk/careers PR raf.mod.uk raf.mod.uk/aircadets Telephone support Mobile Awareness Consideration Action
  24. 24. Blurred boundaries Offline ATL Rich media Direct URL input etc. Unprompted discovery Driven traffic Search Homepage Job hub Social hub raf.mod.uk Search Dir Resp display Application zone
  25. 25. Blurred boundaries
  26. 26. Blurred boundaries
  27. 27. Blurred boundaries
  28. 28. Mobile within the RAF activity
  29. 29. Mobile within the RAF activity
  30. 30. Mobile within the RAF activity
  31. 31. Mobile within the RAF activity
  32. 32. RAF, social & mobile – the perfect mix
  33. 33. What is RAFlive?
  34. 34. Benefits of engagement using social media on a mobile platform <ul><li>Promote conversation to: </li></ul><ul><ul><li>Improve reputation and influence </li></ul></ul><ul><ul><li>Promote inclusivity </li></ul></ul><ul><ul><li>Listen to feedback and improve service, brand or product </li></ul></ul><ul><ul><li>Empower users, stakeholders and partners </li></ul></ul><ul><ul><li>Change behaviour </li></ul></ul><ul><li>Provide a new channel to: </li></ul><ul><ul><li>Augment traditional channels </li></ul></ul><ul><ul><li>Increase reach and accessibility </li></ul></ul><ul><ul><li>Reflect communication preferences </li></ul></ul><ul><ul><li>Amplify other media </li></ul></ul><ul><li>Always on </li></ul>
  35. 35. Ideas for the corporate sector <ul><li>Could you u se mobile and social </li></ul><ul><li>For recruitment? </li></ul><ul><li>For greater customer loyalty – crowd source ideas or products? </li></ul><ul><li>For investor relations? </li></ul><ul><li>For crisis management? </li></ul>
  36. 36. Thank you <ul><li>Paul Taylor [email_address] Tel: 020 7261 8521 Mob: 07989 164 161 Twitter: @PaulCTayla </li></ul>

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