Agenda General Overview of Army Marketing Challenges Organization Social Media – Recruiting Social Media – The “Big Army” Dave’s 2 cents on social media So what?? Questions
Director of MarketingResponsibilities included:-managing a budget that for FY07-FY09 was as much as $450 million per year,-developing a more integrated campaign in order to produce cost efficiencies,-managing three divisions and an operations section (details follow),-working with an advertising agency with offices in New York City, Chicago, Minneapolis, Oakland and LosAngeles,-overseas communications plan to make sure public relations are integrated into new advertising anddigital campaigns as well as outreach events,-although not an assigned responsibility we identified that education has become a strategic issue in ourcountry and leveraged our cost efficiencies to shift money into building an alliance withnational education organizations. Advertising Digital Outreach
Working Relationships McCann World Group Secretary of the Army New York, NY Chief of Staff, Army Office of the Chief of Asst Sec of the Army Public Affairs (Manpower & Reserve Marketing Affairs) Advisors Army Reserve Accessions Command Army Brand Marketing Section Marketing Section Group Basic Training ROTC Cadet Army Recruiting Recruiting (Research) Local Marketing Local Marketing
The Army brand must be thought of as an umbrella over the Army’s “products” Regular Army Army Reserve ROTC The Army brand will have a single message, look, personality and tone Linked brand positioning (messages) Unified logo / visual identity Each product has its own identity, but fits with the overall Army brand Linked positioning statements for Regular Army, Army Reserve and ROTC The products contribute to the image of the Army brand, and they will benefit from the positive associations consumers develop toward the umbrella brand
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
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 differenceThis is a sample of the main value proposition. We have more than one.
Advertising The Advertising Division oversees production of TV commercials, all print products (every product in recruiting stations, direct mail, advertisements, etc), and personal give away items (pens, pencils, coffee mugs, backpacks, etc.). During FY09 we produced 15 television commercials, 300+ support and web videos, 13 print ads, over 14 million pieces of direct mail, 8 radio ads, over 21 million pieces of collateral (brochures, posters, etc), more than 70 digital banners, and over 175 personal presentation items. The final advertising campaign I was responsible for was for recruiting officers, an area the Army had not previously invested in outside of West Point and ROTC and never done together. Through a separate agency we managed a licensing program, the only service to do so, which resulted in over $2 million being raised to benefit Soldiers.
Specific Communications Programs • Active Pre-Prospects • Reserve Prospects Influencers • ROTC Hispanic African-American • Army Medical Department • Chaplain Corps • Judge Advocate General Corps • Army Bands • Reenlistment • Reserve Prior Service • OCS/WOFT • Special Forces • 09L Translator Aide • Warrant OfficerOther value propositions require for special missions.
Digital The Digital Division oversees all digital advertising, recruiting specific social media and the GOARMY.COM website, with quarterly updates on website costing over $10 million. In FY2009 we begin to shift our emphasis to digital marketing and for the first time began a campaign to target prospects that were less propensed to join the military, along with their parents, by leveraging an Army astronaut who spent two months on the International Space Station and became the first person to use Twitter from the International Space Station.
Advertising The Outreach Division oversees all recruiting related events. Highlights include NASCAR, NHRA, All American Bowl, Spring Break and numerous multicultural events. Over 200 events annually. Ever a challenge to produce a program with good ROI we were able to leverage our partnership with Stewart-Haas Racing to benefit wounded warriors as part of the Prelude to the Dream race. As part of the program we provided our sponsors with a first hand experience with Soldiers so they could talk about their experiences with authenticity and not from talking points provided by our PR team. This included Tony Stewart and Tony Schumacher at Fort Knox and Ryan Newman at Fort Bragg.
National Event Marketing All-American Bowl Regional Mobile Exhibits Virtual Army Experience NHRA/Yes Program NASCAR/ED Program Spring Break
Public Relations & Event Partnerships National Council of LaRaza Hispanic Association of Colleges and Universities (HACU) Hispanic Engineer National Achievement Awards Conference (HENAAC) League of United Latin American Citizens (LULAC) Black Engineer of the Year Award Essence Music Festival National Urban League Future Farmers of America Skills USA Planning for Life Program Reaches Hispanic & African-American pre-prospects and prospects Black History and Hispanic Heritage Months Patriot Season (Army Birthday)
Decision & Communications ContinuumBecome Become Seek Become Contract AffirmAware Intrigued Info a Lead DecisionPublic RelationsTV, Channel 1PrintRegional Radio, OOH, PrintOnline Media Direct Marketing Nationally Driven Events Website Local Traffic Driving Ads Local Events Local Events Recruiter Station Merchandising Recruiter Sales Materials Future Soldier Activities
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 messages 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
Is Social Networking new….NOPE…just the tools!There were four main purposes of the Declaration:ü Getting reluctant colonists on boardü Explaining the colonists position on the purpose of governmentü Listing the colonists grievances against King George III to show the legitimacy oftheir actions to othersü To encourage foreign nations to help them
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
Emerging Role of Social Media Networks : which stage each social media network plays a role at Social Media Networks Gaming Sites Website Blog Or Apps Role • Hub, modular • Provide • Give a flavor • Facilitate to • Use as • Demonstrate • Help & widgetize content to of life and Interact/ appropriate the reality of customers content for learn about experience of connect with for younger being in the connect with people to put life and certain clients our prospects customers Army to clients or on their own experience in products and include use of customer sites, blogs, the Army • Drive to influencers. NASCAR and service etc. • Drive to website • Help people NHRA teams. • Allow to ask website to learn about • Demonstrate deeper the brand. elements of questions the marketing • Real time campaign. response Stage Appeal of Broadest Drive people to 1 Segment 1 website Experience 2 2 Customer Drive people to Relationship 3 3 Drive people to website website Drive people to Management website or engage with them on the site using Sales 4 4 discussion board website should provide links to Drive people to other social media appropriate networks location based on their questionsSocial media should play a vital role in building awareness, enabling customers toexperience our clients products/services, as well as helping to collect criticalinformation
Encourage Target Audience ParticipationEnsuring that activity is driven exclusively by our target audiences will helpbuild 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
Connectivity & Conversation = You 1980s 1990s 2000s Mass Precision Social Marketing Marketing Marketing • Tell & Sell • Demonstrated • PublishingCharacteristics • Brand Positioning Interest • Potential to go Viral • Reach & Frequency • Benefit-Based • Shared interest • Targeting and • Voice of the individual Segmentation • Lateral connectivity • Broadcast Networks • Direct Mail • FormatVehicles • General Interest • Search Engine independence Magazines Optimization • Blogging • Radio & Outdoor • Direct Response TV • Social Applications • Threading toolsDifferentiation • Creativity • Analytics • DialoguePrimary Supplier • Advertising • Interactive Agencies • The Company Agencies
Strategic Plan sets ROI expectationsSocial marketers must shift ROI focus from traditional, media-driven metricsto 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 AlongTraditional Progressive,Media-driven Metrics 24 ROI Participatory Metrics
Social Media – The “Big Army” Social Media Rules and Regulations Public Affairs vs. Recruiting “The Army Experience Center”
Social Media – The Army Experience CenterThis is why youneed rules, policiesand a trainedcommunity manager
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??