Presentation from a 2010 Minnesota Recruiters Conference.

1. Strength in Planning
The Army Strong Way
David A. Lee
Twitter: @DavidALee
#MNRec

2. Agenda
 Who am I?
 Branding
 A fun case study about marketing planning
 Planning…a way
 Thoughts about social media as you plan

3. Who am I?
 West Point grad with masters in business and strategy.
 Artillery officer
 Worked for Secretary of the Army
 Secretary of Defense Corporate Fellow (DuPont)
 Director of Marketing (Army Strong campaign)
 Now running my own consulting business and a social media advocate
 What’s the point?? If I can do it…so can you!

4. What’s my brand???
US Army

5. What’s my brand???
Our Website
Our Website
I didn’t want to have
to pay to be in 1st
position!

6. My experience with most marketing teams
Social
Event Television Digital Print
Media

7. Case Study
The boss invited me to a Twins game this
afternoon and I’d like to bring him to the
house for dinner. I’ll get my jersey when I
come home for lunch. Could you get some
steaks for us to grill?
We have nothing in the house.
Mauer jersey is dirty!
Need a snack for the boss while we grill.
Gonna need some wine too.

8. Case Study…in real life
Shopping Cleaning Cooking Entertaining Cleaning

9. Case Study…how that translates in marketing
Social
Event Television Digital Print
Media

10. Case Study…in real life
Shopping Cleaning Cooking Entertaining Cleaning
Why isn’t marketing more like real life?

11. What does that mean??
Extra labor and additional resources

12. Guess what…when we don’t plan we do it too!

13. STEP 1: Develop a position for your marketing effort
The Army’s Positioning For Recruiting
Soldier’s Purpose
A Soldier serves in the US Army and is committed to protecting the U.S. Constitution and all
that it stands for.
Soldiers Definition
A Soldier is strong (Mentally, physically and emotionally), adaptive, confident, and values
driven.
Value Statement
Becoming a Soldier prepares you to succeed at whatever you select as your goals.
Positioning Statement
Being a Soldier strengthens you today and for the future because the Army develops your
potential through relevant and challenging training, shared values and personal experience.
Soldiers consistently take pride in making a difference for themselves, their families and the
Nation.
Support
 Enlisted: Army skills; leadership and teamwork training; educational opportunities
 Officer: Leadership and management development of each cadet/officer
 Emotional assurance for both: pride in making a difference

14. STEP 2: Develop a strategy
Strategy
 Short term -
 Launch and establish Army Brand
 Increase Leads and traffic to stations to meet recruiting mission
 Position Brand for Long Term success - one look and one voice
 Midterm -
 Build Army Brand and improve awareness and propensity
 Employ market segmentation research to target messages more
effectively
 Employ Public Relations to extend message to both the internal and
external audiences
 Develop ethnic specific messages to increase enlistments in under-
represented ethnic markets
 Long term -
 Reinforce Army Brand with compelling and relevant ads and messages
 Integrate learning from Ad Tracking and research to improve campaign
effectiveness
 Synchronize Army-wide outreach programs and assets to support
recruiting

15. STEP 3: Develop a communications plan
- Who are you talking to?
- Prospects
- Parents
- What are you saying to them?
Become Become Seek Become Contract Affirm
Aware Intrigued Info a Lead Decision

16. STEP 1: Receipt of Mission
STEP 4: Conduct Plan STEP 2: Mission Analysis
1. Analyze the requirements
2. Review available research and performance data
3. Determine specified, implied and essential tasks
4. Review available resources
5. Determine constraints
6. Identify critical facts and assumptions
7. Conduct risk assessment
8. Determine initial critical information requirements for CMO
9. Determine additional research requirements
10. Plan use of available time
Marketing 11.
12.
Conduct a mission analysis presentation
Develop the initial CMO’s intent
Decision Making Process 13.
14.
Issue the CMO’s guidance
Issue a warning order
15. Review facts and assumptions
STEP 3: Course of Action Development
1. Analyze research data, resources and tasks
2. Generate options
3. Develop pre-launch PR plan
Develop : 4. Develop the Essential Media/Outreach Tasks and Integration Matrix
5. Assign responsible execution agent
Essential Media Tasks 6. Prepare COA statements and sketches
Essential Outreach Tasks STEP 4: Course of Action Analysis (War-gaming = Mind Mapping +)
Integration Matrix 1.
2.
Gather the tools
List all available assets
3. List assumptions
4. List known critical events and decisions
5. Determine evaluation criteria
6. Select the war game method
7. Select a method to record and display results
8. War-game the engagement and assess the results
STEP 5: Course of Action Comparison
STEP 6: Course of Action Approval
COPYRIGHT by DAL Social Marketing
STEP 7: Orders Production

17. Essential Media Tasks
TASK: Start with one of the key words below (what you are doing) and who you are doing this with.
Objective (Start every task description with one of the following words)
- Listen
- Broadcast (this cannot be used for social media)
- Educate
- Engage
- Listen then Engage
- Share
- Sell
Target Audience(s) (what service are you providing to each audience)
PURPOSE: This explains why you are doing this.
METHOD: This is the where you are doing something (which media), how you will do it and when.
Priority – In the event of reduced resources later, priority will help decide what to eliminate.
Allocation – Resources allocated (people, time and $)
Restrictions – Things that require CMO approval or that are not allowed to be done
EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing
this. Make it something you can measure in order to determine if this has worked. Measurement
could just be tracking numbers at first and then establishing a value that you feel is acceptable to
continue this task.
COPYRIGHT by DAL Social Marketing

18. Essential Outreach Tasks
TASK: Start with one of the key words below (what you are doing) and who you are doing this with.
Objective
- Engage
- Educate/Inform
- Develop or enhance brand ambassador relationships
- Generate leads
- Generate pledges of support (if applicable for your brand)
Target Audience(s)
PURPOSE: This explains why you are doing this.
METHOD: This is the where you are doing something (which media), how you will do it and when.
Priority – In the event of reduced resources later, priority will help decide what to eliminate.
Allocation – Resources allocated (people, time and $)
Restrictions – Things that require CMO approval or that are not allowed to be done
EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing
this. Make it something you can measure in order to determine if this has worked. Measurement
could just be tracking numbers at first and then establishing a value that you feel is acceptable to
continue this task.
COPYRIGHT by DAL Social Marketing

19. Sample Integrated Marketing Matrix
: which stage each programnetwork plays a role at
Social Media Networks
Print Gaming
Television (Ads, Outreach Website Blog Sites
OOH) Or Apps
Role
• Generate • ADS, OOH: • Generate • Hub, • Provide • Give a • Facilitate to • Use as • Demonstrat • Help
awareness Generate leads by modular & content to flavor of life Interact/ appropriate e the reality customers
of our awareness allowing widgetize learn about and connect for younger of being in connect
website. of our people to content for life and experience with our customers the Army to with clients
website. experience people to experience of certain prospects include use or
Insert your • PR: put on their in the products and of customer
our brand.
own sales Generate own sites, company • Drive to influencers. NASCAR service
• Generate
funnel steps positive blogs, etc. or its website • Help and NHRA • Allow to
sales at
here. impression products. people to teams. ask deeper
location.
s about the • Drive to learn about • Demonstrat questions
company. website the brand. e elements • Real time
of the response
marketing
Sales Funnel Stages
campaign.
Drive people
1
1 to website
2 2
Drive people
to website Drive people
3 3 Drive people
to website
Drive people to to website
website or
engage with
them on the
site using
4 4
discussion
board
website should
provide links to Drive people to
other social appropriate
1. Appeal to the broadest segment media networks location based
on their
2. Experience questions
3. Customer Relationship Management
4. Sales Social media should play a vital role in building awareness, enabling customers to experience
our clients products/services, as well as helping to collect critical information

20. Become Become Seek Become Contract Affirm
Aware Intrigued Info a Lead Decision
Public Relations
TV, Channel 1
Print
Regional Radio, OOH, Print
Online Media
Direct Marketing
Nationally Driven Events
Website
Local Traffic Driving Ads
Local Events Local Events
Recruiter Station Merchandising
Recruiter Sales Materials
Future Soldier Activities

21. Dave’s 2 cents on social media

22. Working Definition
Social networking is the creation of connections
between individuals and advertisers who share a
common interest in order to create new
conversations that add measurable value
to a brand, product or service.
Viral Marketing
The process of creating the potential for exponential growth in a
message's exposure and influence, usually refers to the pass-
along of some element or content that is usually online
Buzz
Generally considered an outcome resulting from large numbers
of individuals talking about a product, service or brand
Word-of-Mouth Marketing
Activities that companies undertake to generate personal, often
in-person, recommendations as well as referrals for brand
names, products and services

23. Is Social Networking new….NOPE…just the tools!
There were four main purposes of the Declaration:
ü Getting reluctant colonists on board
ü Explaining the colonists' position on the purpose of government
ü Listing the colonists' grievances against King George III to show the legitimacy of
their actions to others
ü To encourage foreign nations to help them

24. Why Social Networking is Important
• 78% of consumers trust recommendations from other
consumers (1)
• 71% of 13-24 year olds consume user-generated content (2)
• 35% of executives have read a blog in the last month (3)
• 40% of today’s consumers are creating their own
entertainment (4)
• 51% of consumers are watching and reading content
created by other consumers (5)
Sources:
1. Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007
2. Harrison Group/Deloitte Touche Survey, March 2007
3. Business Elite: USA 2007 Survey, Ipsos Media, October 2007
4. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
5. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007

25. Encourage Target Audience Participation
Ensuring that activity is driven exclusively by our target audiences will help
build a high level of trust in programs
 Modern web users’ trust is earned, not given, so it’s imperative
that we leave as little a “footprint” as possible
 As little reactive moderation as possible (e.g., don’t let community see you
remove content after the fact)
 Let others respond to negative comments.
 Establish ground rules on what will get a comment deleted. (e.g., obscene
language, inappropriate comments, spam, etc)
 Customers prefer interactions with each other to receiving
“marketing speak” about why they should consider or buy new
products / services
 December 2008 Web 2.0 Research confirms this

26. Strategic Plan sets ROI expectations
Social marketers must shift ROI focus from traditional, media-driven metrics
to more progressive, participatory metrics
Exposure
Actions Conversations
Metrics
• Page Views • Search • Mentions
• Visits Engine • Comments
• Unique Entries • Advocacy
Visitors • Clicks • Influencers
• Time on Site • Downloads • Attitude Shift
• Referrers • Ongoing • Brand
• Reach Usage Favorability/
• Ratings Sentiment
• Pass Along
Traditional Progressive,
Media-driven Metrics 26 ROI
Participatory Metrics

27. SO WHAT??
 Learn your customers and trust your instincts
 Does the agency know your business better than you?
 Awards mean nothing…focus on ROI!
 Challenge your agency to speak to their other clients
 Read…Read…Read
 Watch those in other businesses…otherwise you’re a follower
 Understand the rules of social media…it’s a conversation
 Establish ground rules
 Let your allies defend you
 Have a communication plan and apply the tools that fit
 Is Social Media a PR tool or a Marketing tool??

28. Questions?