To date, we’ve been using Twitter to get out all pertinent news and information about the Navy in an interesting and creative way, whenever possible.Focus has been slightly different from Facebook. On Twitter, we communicate more with the key influencers—other services, other government leaders, military bloggers, etc.Now, looking more towards those who will be champions & brand ambassadors, local news stations, local governments and other key influencers who will help us tell the Navy story across America
How Navy Recruiters Use Social Media to Engage With Future Sailors and Their Families
Alvin ―Flex‖ Plexico, PhD, Commander, U.S. Navy Public Affairs Officer for Navy Recruiting Command firstname.lastname@example.org drplexico.com facebook.com/drplexico twitter.com/drplexico linkedin.com/in/drplexico
• It’s communication, just like we do everyday with e-mail, telephone, face-to-face, etc. • It’s more than just channels like FaceBook, Twitter, and Linked-In – Channels are kind of like languages – Languages can be mastered easily, but content and conversation are what really matterCredit: Tim Ho, Digital Strategist, Ogilvy PR, Hong Kong, http://facebook.com/timho http://twitter.com/timho
Nearly 80 percent of the college institutions reported using the social-networking for admissions purposes. More than half of the respondents said they considered Facebook to be a ―very important‖ admissions tool. Sixty-three percent of the colleges described Facebook as an integral part of their marketing strategy. More than half said it had had a significant impact on recruiting students. Source: Chronicle of Higher Education, November 16, 2011
Cum % Created on-line profile % % SNS Usage 93 Yes 35 35 Several times daily 7 No 22 57 Once a day 13 70 3-5 times a week 11 82 1-2 times a week 5 86 Every few weeks 6 92 Less often 8 100 Never 82% of recruits use social networking sites at least 1-2 times a week Only 8% have never used a social networking site8
Military’s policies encourage participation in social media and require commands to allow access. The ―default setting‖ is open for social media and burden of proof is on the command to get permission to close off access to social media. Social media is a great platform for starting a conversation, but we still need face-to-face for anything beyond general recruiting questions. About 100,000 fans & 15 Facebook pages designed to foster open dialogue and focused different recruiting priorities and interests (Special Forces, Healthcare, Diver, Chaplain).
We’re still hiring! More than 40,000 Sailors needed every year. Only the best and brightest qualify to fill the most-challenging careers (medical, dental, engineering, chaplain, Navy SEAL) Quality of young people who join the Navy has never been better 98.7% High School Diplomas in FY11 86.9% Highest Test Score Categories on ASVAB Only 1/3 of total eligible population is qualified to the join the military.
Social media use among key demographics continues to grow Our future Sailors’ preferred means of communication Control of social media conversation is impossible. ―Avoidingparticipation only protects the illusion of control‖ Effective use of social media requires even more risk With social media, all Navy stakeholders – Sailors, Navy civilians,families, retirees, and others – are communicators Policy enables use of social media
Allows recruiters to establish more genuine relationships and besought after as a community resource Enables recruiters to tell their story and share information withoutmaking a ―sales pitch‖ Extends recruiters’ networks to easily reach existing contacts’ friends,acquaintances and colleagues Establishes a comfortable space for information gathering and Q&Aamong those interested in joining the Navy Raises recruiter awareness of local activities and interests of peoplewithin a particular community
Social media as part ofbroader communication plan Need to be familiar withmultiple tools to find right one Ask yourself these questionsin planning: What are your goals? Where are your stakeholders? Can you cross-purpose? How will you measuresuccess (qualitative and/orquantitative)?
Navy Recruiting Social Media Directory: www.cnrc.navy.mil/pao/socialnet.htm Navy’s directory: www.navy.mil/media/smd.asp Navy Chief of Information social media: www.chinfo.navy.mil/socialmedia.html
Example:Women (Re)Defined Used powerful imageryand personal stories tochange the image of Women in the NavyEncouraged others to share ―Applauding women who define life on their owntheir stories terms. Intermingling the Fostered discussion stereotypically feminine and masculine. Women in thearound a broadly appealing Navy are amongst those paving the way in redefiningtopic: ―Applauding women femininity in the 21st Who define life on their Century. Show your support or share your story.‖own terms,‖ not just a Navyissue.
Example: JAG Corps Start discussions with yourfans/followers about topicsthey care about like ―tips onhow to apply for JAG Corps‖ Create a space for users tohelp each other and discusstopics among themselves Put an approachable andpersonal face to yourcommand ―I was wondering if anyone could offer any advice. Im currently about to start my 2L year at a fairly new law school (Drexel University in Philadelphia) and hoping to be able to serve in the JAG Corps…‖
Launched February 2009 Provides a forum forprospects to interact withNuclear Propulsion Officers Gain insight into nuke life Videos, photos, and links tonavy.com/nuclear 13,000+ fans as ofNovember 2011 11% per monthGrowing at
Launched in March 2008 More than 40,000 members today Averages 1,200+ new members per month More than 10,000 ongoing discussions This is the perfect venue to engage on a local level with parents and influencers. Participation in local events 18
1. Risk - Leaders and communicators will need to accept more risk in our communication efforts as we engage in social and emerging media.2. Control - Increasing the voices and the credibility of our message comes with a decreasing control of the content. Dialogue augments and, in some cases, replaces press releases. All voices have the opportunity to heard.3. Agility - We will have to be even more agile than we already are, but avoid the temptation to go after every bright, shiny object
Real voices from the individuals who are doing the work ofAmerica’s Navy Telling the story of America’s Navy—what we do and whyAmerica needs a Navy Provide unique content to unique audiences-geographic,interest, etc… Remain credible and relevant
“The Calling”http://extensis.cnrc.navy.mil/videos/calling_LR.mp4“100%”http://www.cnrc.navy.mil/Video/100_Percent.wmv“Power”http://www.cnrc.navy.mil/video/power.wmv“Until”http://extensis.cnrc.navy.mil/videos/until.wmvOther videos and posters at…www.cnrc.navy.mil and http://extensis.cnrc.navy.mil