Before we begin: how many of you have a mobile phone? How many own a smartphone? Can I ask you to pass your phone to the person to your left. It feels weird doesn’t it? OK pass the phone back. That’s the power of mobile, we feel an emotional connection to the device… This afternoon I’m going to be speaking to you about how we have incorporated both social media and the unique qualities of mobile into the marketing mix for the RAF’s recruit marketing
Hopefully over the next 25 minutes I’ll show you how both mobile and social have helped to amplify the recruitment message for the RAF, to reach a new depth of engagement and give you some food for thought for your own organisations…
Briefly for those who might not know. COI helps colleagues across the public sector deliver policy objectives and public services efficiently and effectively, from a network of offices across the UK. We help deliver cost effective communication activities and bring together insight and learning from across public services. At the same time, as part of the Government Communication Network (GCN), we set standards, offer guidance, and share knowledge and expertise. We help our public sector colleagues deliver better communication outcomes by: Understanding the public, business and government. Using research and behavioural insight to influence attitudes and behaviours. Advising on the right communication mix to help organisations optimise effectiveness though the best use of owned, earned and paid for channels. Supporting digital engagement and participation through the use of new and emerging technologies. Intelligent and informed commissioning of internal and external supply; and excellent specialist delivery across the full marketing service mix. Delivering efficiencies by leveraging economies of scale and creating successful partnerships. Measuring what matters and evaluating communication to understand what works, so that every penny is spent wisely.
And how do we do this? By doing all of this and more…
Using a framework of best-of-breed agency suppliers we work closely with our colleagues in other Departments to deliver award winning communications
Government communications is changing, and we’re seeing similar changes in the private sector. This radical shift demands a new set of relationships across the participants with the citizen at the centre and the other players as key partners in meeting the needs. Government retains a stake but is not sole author The model for successful relationships shifts dramatically, away from an assumed command and control authority of the state to a much more open and collaborative model A new way of working where government invites active participation from engaged consumers and partners in the formation of ideas and solutions and devolves responsibility for delivery across the partners
The Secretary of State reflected this in his observation that Government has too readily turned to advertising to solve problems that may have been better addressed by other marketing interventions However in this new era of government the challenge is; to do better with less marketing money, to see the role of marketing and comms in a wider context than we have previously To be more precise and constrained in the tasks we seek communications to address The opportunity is to; Raise our planning capabilities That only accept a realistic and deliverable role for comms defined in a wider intervention mix Adopt the assumptions of success explicitly demanded by the new marketing model To be informed by a clear line of sight to VFM every time So in this new world the future for marketing is much less about the volume of marketing activity and much more about embracing the best marketing skills more widely across the planning and delivery process This is as true for RAF recruit marketing as it is for any other part of the public sector.
In advertising and marketing we talk of the paid, owned and earned model. Paid is bought media Owned refers to your assets websites, point of sale And earned refers to ‘word of mouth’ advocacy which in digital terms will take place in the social web. It’s the hardest to achieve, the one you have least control of, but is often the most valuable. It’s also a myth that ‘earned’ is free or cheap, it still requires investment – both time and financial This applies to the RAF we are seeing a shift away from ‘purchased media’ (TV, digital, outdoor) to earned media (including our activity in the social web).
COI has worked with the RAF since the 1950’s. We assist with many areas of communications, however our largest activity is in assisting the RAF with recruit marketing. Everything from campaign strategy, through delivery to evaluation. The digital elements website creation and maintenance, social activity, display advertising and search have over the last 10 years grown in importance within the marketing mix. Today all campaign activity is based on driving traffic to the RAF Careers website, it has become the focal hub. However the lines between on-site, social and mobile devices is blurring, mirroring our audiences media consumption and behaviours. NOTE TO SELF – DROP IN A MOBILE WITH RAF SCREEN ON IT…
The RAF Careers website is a rich source of information. The website has 3 primary aims: To provide all of the information a potential recruit will need to make an informed decision To enable a candidate to self select their suitability for a role in the RAF To provide a route to application.
We have been integrating social media into the digital marketing mix for several years as it has provided a cost effective route to engage with our audience. Rather than expecting our audience to always come to us, we have gone to where the conversation is. We make use of YouTube, Facebook, Twitter, Tumblr not only on the desktop, but also on the mobile device.
The data speaks for itself… Our target audience is 16 – 24 year old males and females:- On Twitter, as of April 2011, a quarter of all users are from our target demographic On Facebook, the picture is similar.
Recent developments are driving the uptake of smart technologies, and the use of the mobile web… - The iPhone and other smart phones have provoked a burst of interest in mobile applications - SMS continues to grow with both consumers and brands maximising its potential - Free data packages continue to feed the growth of the mobile web
The facts speak for themselves: - 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 - 16m people play mobile games in the UK monthly - 90% of mobile users (43 million) regularly use SMS Mobile as a channel is versatile and appropriate for different groups. For example, at COI we have used SMS within the Smokefree campaign as we found this to have the most cut-through with c2de socio-economic groups. We’ve had great success with both WAP and Apps when used with youth audiences
What are the unique qualities of the mobile channel? 1. Always online - you can connect to the internet from anywhere at anytime (assuming the audience has a web enabled handset and network connection is available). 2. Audiences can not only pull but push content to the web via their handset. 3. Audiences are connected to their social spaces via their handset at all times. 4. And by knowing where the audience is, we can serve up personalised content based on their location.
Our audience are not only heavy users of social media, they are also consuming and collaborating via social on the mobile platform. It’s staggering to see that in a 3 month period as many of our target demographic who own a Smartphone also accessed a social network. Penetration - mobile devices are now seen as a necessity, not luxury, within the majority of citizen’s lifestyle It can be a private as well as personal experience - unlike most other media channels which are a shared experience It’s personal - we can make campaign activity very targeted, by geographical regions. On the go - most people carry their phones everywhere, it’s often the first item people check for before they leave their house.
With RAF recruitment we base our activity on the changing needs of our audience. We adopt a user centric approach based on fact. Via a combination of both desktop and face-to-face research we have developed complex personas.
We consult our personas before commencing with any activity. We have clearly defined needs and questions that each persona will need answering via our digital channels
We have defined each one’s ‘digital usage’ and their Forrester ‘Groundswell category’ – which defines their level of participation in the social web.
Taking a user centric approach means that we have only used both social and mobile when it has been appropriate to do so.
Over the last 2 years we have taken a bold new approach to RAF recruitment, shifting the approach of our communications. We have refocused our audience, messaging and tone: We’ve Extended the breadth of audience we reach out to. We’ve refocused on what a life in the RAF offers you, rather than what you can do in the RAF. Shifted the tone of our communications to human, personal & real For all of this to be possible both social and mobile channels have been essentials.
Our current communications strategy for RAF recruitment invites prospective RAF candidates to ‘Be Part of the Story’. The objective of our communications is to ‘open the window to the light blue family’. Both social and mobile (due to their interactivity and personal nature respectively) play a fundamental role in bringing the audience closer than ever before possible.
Mobile and social are at the heart of our multi-channelled approach, utilised throughout the candidate journey. From early awareness, via consideration right up to action.
One of the fundamental shifts is in not treating website, social and mobile as distinct platforms.
We have blurred the boundaries, bringing social on-site and taking on-site content social.
The heart of our content works across multiple platforms and can appear wherever our candidate prefers, web, social
Or on mobile…
We’ve been increasingly engaging in mobile activity with the RAF. We’ve used Bluetooth in cinemas for RAF Regiment promotion.
We use SMS both for attraction and for e-engagement during the application process.
One of the most popular on-site features is our ‘fitness text trainer’ where users sign up for daily SMS assistance whilst getting fit to join.
Another tool we provide that works on-site, on-social & on mobile is the RAF Fitness widget. This tool provides daily fitness routines and video based examples of how to do each work out.
As I previously mentioned the current strategy ‘be part of the story’ is about opening the window to the light blue family. About changing our tone of voice, reaching out to a wider audience and bringing the audience closer than ever before. Our research has shown that our audience are tech savvy, extensively using social and mobile as an everyday part of their lives. This led to the creation of RAFlive, an innovative campaign strand that utilises both social and mobile.
The aim of RAFlive is to allow prospective recruits to get closer than ever before. We want to tell it like it is – the highs, the lows, break down barriers and dispel myths. To achieve this we have equipped serving personnel with mobile phones containing pre-loaded Twitter and Flickr accounts. Each participant is asked to talk about and show what their life in the RAF is really like. To participate they have all agreed to the MoD Social Media Guidelines and are careful not to share sensitive information. The project is totally uncensored. The unique qualities of mobile enrich the project as it enables instant reaction to events, it’s timely and can become part of their everyday life. The social tools – Twitter and Flickr facilitate the deep interaction that a prospective candidate needs. For the participants RAFlive has become part of their life and in telling their stories they are giving candidates a far greater insight into a military life than other media channels can provide.
So briefly the benefits of social media on a mobile platform: Improves reputation and influence Promotes inclusivity You can listen to feedback and improve service, brand or product You can Empower users, stakeholders and partners And importantly you can change behaviour It Provides a new channel to: Augment traditional channels Increase reach and accessibility Reflect communication preferences Amplify other media It’s Always on
I don’t have any answers, but wanted to leave you with some food for thought, How could you use mobile and social? For recruitment? For greater customer loyalty – crowd source ideas or products? For investor relations? For crisis management?
Paul Taylor_Social Media on a mobile platform_SMCC2011
Royal Air Force recruit marketing Social Media on a mobile platform Paul Taylor, COI, 2 nd June 2011
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>
COI’s Purpose Value Effectiveness To use marketing and communications excellence to help public sector achieve policy objectives
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
Working with public sector clients and industry suppliers from a zero budget And many more Demand side >>> Broker of capabilities and capacity >>> Supply side
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
<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
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
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>
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
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
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>
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>
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>
<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
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
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
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>
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>
Thank you <ul><li>Paul Taylor [email_address] Tel: 020 7261 8521 Mob: 07989 164 161 Twitter: @PaulCTayla </li></ul>