MIXX Canada 2015: In an Industry that Never Stands Still – How do We Predict...IAB Canada
Join Rodney Perry Xaxis' Managing Director, Canada at Xaxis, for his Presentation from MIXX Canada 2015 :
It’s hard to believe that the time has already come to be thinking about what’s on the horizon for 2016. Let's take a look at the coming year and what we need to be thinking about now to stay ahead in an industry that never stands still.
MIXX Canada 2015: In an Industry that Never Stands Still – How do We Predict...IAB Canada
Join Rodney Perry Xaxis' Managing Director, Canada at Xaxis, for his Presentation from MIXX Canada 2015 :
It’s hard to believe that the time has already come to be thinking about what’s on the horizon for 2016. Let's take a look at the coming year and what we need to be thinking about now to stay ahead in an industry that never stands still.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Monetization in the US and China: Where to InvestGGV Capital
In this presentation, GGV Capital Managing Partner Hany Nada analyzes the differences in the US and China advertising markets, areas of opportunity and other methods of monetization.
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
2010 Has been nicknamed "The Year of Mobile." Here is a basic overview of what mobile marketing means, the different tools that are accessible to us, some stats on mobile usage and some different examples.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Monetization in the US and China: Where to InvestGGV Capital
In this presentation, GGV Capital Managing Partner Hany Nada analyzes the differences in the US and China advertising markets, areas of opportunity and other methods of monetization.
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
2010 Has been nicknamed "The Year of Mobile." Here is a basic overview of what mobile marketing means, the different tools that are accessible to us, some stats on mobile usage and some different examples.
Open Government Implementation Model - Internal Data Monitoring - CeDEM 2012Bernhard Krabina
Enhancement of the Open Government Implementation Model (Lee/Kwak 2011). Internal Data Monitoring for public agencies to as decicion support for disclosing information to open data portals.
How to automate field service call reporting with LANSA ComposerLANSA
This use case is based on a customer experience using LANSA Composer to extract, reformat and transform data from field service technicians reports, then initiate processes for billing, warranty claims, and field service call time recording.
Find out more about LANSA Composer at: http://www.lansa.com/products/composer-data-transformation-bpi.htm
Chris Scott, Schillings. Revenue transparency and reputation impactsCommunicate Magazine
Whilst reputation may be difficult to quantify on a balance sheet, it is impossible to deny that a damaged reputation can have an immediate and potentially long lasting effect on sales, share price and future growth. What steps can senior managers take to gain peace of mind when it comes to extraction reputation?
Chris Scott partner at Schillings, will discuss the ways that extractives companies can identify threats around revenue transparency, what happens when the press wants to get involved and how companies can take proactive steps to protect themselves.
In recent years, The Department for Business, Innovation and Skills (BIS) has produced three discussion documents, The Future of Narrative Reporting, A Long-term Focus for Corporate Britain and The Future of Narrative Reporting (Further Consultation). These, together with other reports such as the Kay Review which called for immediate action in restoring trust and confidence in the investment chain have highlighted an urgent consensus that changes to the narrative reporting framework were needed. This autumn sees the government's response - new legislation in strategic reporting. Here, Mark Jackson, senior policy advisor at BIS, discusses the new changes.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Are you a new business that’s about to take the digital leap or are you just generally interested in the world of digital marketing? If so, it’s crucial that you understand what each type is! This slideshow shows you the 11 types of digital marketing and how they can be used within a broader digital marketing strategy.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Conversant: How the Media Buying Process Really WorksConversant, Inc.
A survey of more than 600 leading agency media professionals on how the process for RFPing, planning, buying, and measuring digital media really works.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
The practice of PR has changed. This slideshow offers a view of the basics that every PR consultant should offer clients for 2012.
Probably the most exciting part of the presentation is the list of URL's at the end... Nice way to be very motivated.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
The fast growth of consumer adoption of mobile and social channels has changed how we make decisions, brands need to develop cohesive digital strategies and then integrate with traditional channels to deliver true personalisation.
Boots and Macmillan: working together to improve the lives of everyone living...Communicate Magazine
Boots UK and Macmillan Cancer Support united in partnership in 2009 to achieve a single game changing ambition; to help people affected by cancer access specialist information and support on the high street.
By leveraging the expertise and passion within both organisations, they created life-changing cancer support services delivered in a retail setting for the first time. There are now over 2,000 Boots Macmillan Information Pharmacists working in-store every day, and over 400 Boots Macmillan Beauty Advisors are helping people manage the visible side effects of cancer.
Hear from Rowena Howell, partnership services manager at Macmillan and Oonagh Turnbull, head of CSR at Boots UK on how this long-standing partnership is working to benefit so many people every day. Learn how they companies work together to combine their assets and knowledge to help people affected by cancer more powerfully than they could alone.
Starting with 8.5 tonnes of general waste going to landfill, the Fresh Olive Company implemented an environmental campaign to achieve zero landfill status. Being a food manufacturer with 130 employees it was imperative the employees get on board and fully back the initiative. This was both an environmental and internal communications challenge.
Working closely with Veris, they developed a creative stakeholder communications programme – Ready, Steady, Green! that was fun and resulted in operational improvements. The programme educated and inspired employees to do more with less through interactive workshops and visual communications tools. The interest and enthusiasm of the employees is maintained with additional seasonal campaigns.
The results were impressive, with green behaviours being embedded as a central focus of the business. Zero landfill status has been achieved, items have been donated to local charities and inedible food waste is now sent to Anaerobic Digestion which saves an impressive amount of carbon. Together, they proved that sustainable behaviours don’t need to be tedious or boring.
Presented by Stuart Goodman, stakeholder engagement specialist, Veris Strategies
Tata Consultancy Services:The digital skills gap: bring the voice of 90 milli...Communicate Magazine
Tata Consultancy Services, a leading IT services firm, took a youthful approach to highlighting its work across Europe and generating brand awareness with senior public figures and decision makers. A youth and technology themed thought leadership campaign was an ideal fit with TCS – 70% of its global workforce is under the age of 30 and the company has strong working relationships with over 200 European schools.
The campaign also provided the perfect opportunity for TCS to showcase its stalwart support for the digital industry and young talent. The cornerstone of the campaign was a study of Europe’s youth and their attitudes to work and technology, featuring contributions from leading stakeholders including European government bodies, academics and businesses.
The results were impressive. Key partnerships were established, TCS’s image was strengthened, client engagement levels were at 92 % and the social media campaign was widely praised in the traditional press.
Presented by Ashish Babu, director of communications,Tata Consultancy Services
Coutts and National Portrait Gallery: Grayson Perry: Who Are You? - Corporate...Communicate Magazine
Coutts has long supported the arts industry with sponsorship programmes running over the past 300 years. From Octoober 2014 to March 2015, Coutts was the headline sponsor of the fascinating Grayson Perry: Who are you? exhibition at the National Portrait Gallery.
Grayson Perry's exhibition display featured Britons that embody a particular potent aspect of contemporary British identity. Coutts used its association with the exhibition to highlight its specialist interests – investing through art and philanthropy – while also championing the important role of the arts in the economy. The sponsorship has resulted in almost 300,000 visitors attending the display, with 96% of them would recommend the exhibition to a friends or family.
Presented by Jennifer Sofianou, the marketing business partner, Coutts
The Build-It Programe - Corporate Engagement Awards 2015 winnerCommunicate Magazine
Launched in April 2013, the Build-It programme was co-created by London Youth and social innovation agency Cospa.
Benefitting 1,500 young people in south London over an initial two-year period, the Build-it programme gives young people the chance to learn trade and building skills and access employment opportunities by working on the regeneration of social housing and empty homes within their local communities.
Build-It is supported by two key corporate partners, building contractors Keepmoat and Mears, along with other cross-sector organisations. The programme ensured each of the partner’s met their own individual objectives. Ranging from improved housing stock for Lambeth council to improving the skills of work ready young people in apprenticeships and the career development of young people. Each objective was useful for the local community and taught key skills to disadvantaged young people.
Tim Reading, director of Cospa and one of its partners will join us to tell their compelling story about bringing together the local community and corporate partners to get young people learning how to build and use their skills to regenerate social housing.
How to convey your brand through digital investor relations? BritvicCommunicate Magazine
Slides from a presentation made by Stephen Nightingale, director of investor relations at Britvic, at the evolution of the annual report on 30 September 2015.
Corporate Reporting and Human Capital - Employer branding in human capitalCommunicate Magazine
A large portion of a brand's identity derives from its staff, which is why it is so important to manage and measure your employer brand.
Through collaboration with Communicate magazine, Emperor and Rethink Group researched
how organisations in the UK and Ireland are succeeding in employer brand management and where there's room for improvement. They looked at how companies invest in employer brand management and whether organisations report on its human capital within its annual report.
The session discussed the findings of the research and highlighted areas for improvement.
www.communicatemagazine.co.uk/humancapital
Corporate Reporting and Human Capital - People and the search for transparenc...Communicate Magazine
Ian McDonald Wood, research and consulting director, FutureValue
The past year has seen major changes in reporting, with greater requirements needing to be encorported in companies’ strategic reports due to the recent modification to The Companies Act 2006 legislation. Explaining specific aspects of intangible assets has always been a key area in the narrative report in previous years, so what's changed?
The 'people and the search for transparency in corporate reporting' session was led by those who shape the reporting process. The IIRC works to ensure integrated reporting is embedded into mainstream business practice, the FRC sets standards for corporate reporting and FutureValue are content specialists who help businesses develop meaningful content and narrative in their reports.
The session explored how listed companies are responding to legislative changes and how they are successfully integrating them into their annual reports to produce clear and concise documents.
www.communicatemagazine.co.uk/humancapital
Reputation in Oil, Gas and Mining 2014: How to engage employees when undergoi...Communicate Magazine
Wael Allahou, corporate communications executive, EQUATE Petrochemical Co
A company’s reputation is of the utmost importance to both internal and external audiences. When EQUATE Petrochemical Company went through a brand refresh – identifying new brand behaviours and modernising its logo, it was important to get its employees involved. As a global company with over 2,000 employees, a comprehensive internal comms strategy around the rebrand and behaviours was vital. Wael Allahou, corporate communications executive at EQUATE, shares the story of how employees were engaged and inspired by an internal communications programme which included the prize of a trip to NASA for astronaut training and a zero gravity flight.
Ashley Shackleton, external affairs Officer, Oil & Gas UK
The oil and gas industry is by some margin the single largest industrial contributor to the UK economy. In addition to its economic contribution, and its role in protecting energy security, the industry is a world class driver of innovation in UK science and technology. The oil and gas industry also creates and sustains an impressive number of skilled and valued jobs. Unfortunately these facts are not well known or understood. By proudly and consistently telling our story we will raise awareness about our contribution, improve understanding of what we contribute, and ensure we attain the support and recognition we need to thrive as an industry. This session will explore the public’s perceptions of the UK oil and gas industry and how we may hope to change them.
Reputation in Oil, Gas and Mining 2014: Trust as a Business DriverCommunicate Magazine
Rishi Bhattacharya, managing director energy & industrials, Edelman
Why Trust? Trust is a crucial asset. It is essential to protect, nurture and enhance trust in order to be successful in today’s complex operating environment. It is crucial for all organisations, but especially those operating in the energy sector.
In this session, and based on the findings of the annual Edelman Trust Barometer, we explore the role of trust in moving a business from having a licence to operate, to having a licence to lead. Through a short presentation, panel discussion and Q&A we explore the state of trust, the interaction between business, government, NGOs and the media, how to go about building trust and its importance to the bottom line.
Reputation in Oil, Gas and Mining 2014: Why does brand matter for extractive ...Communicate Magazine
Ian Louden, head of brand at ArcelorMittal, explores the relationship between brand and reputation. He suggests that now, more than ever, the brand that matters is the one that lives in the heads of stakeholders, not the one that the CEO or brand manager dreams of having.
Today, what stakeholders think about companies, in both their minds and hearts, can make the difference between advocacy and preference or opposition and rejection. Great brands – the kind for which stakeholders give the benefit of the doubt when a crisis comes – are earned as a consequence of the company’s actions and behaviours.
Reputation in Oil Gas and Mining 2014: Reputation, reputation risk and reputa...Communicate Magazine
Andrew Griffin, chief executive, Regester Larkin
Setting the scene for the conference, this opening session looks at three key concepts: reputation, reputation risk and reputation management. Using a new categorisation model, the session focuses on the origins of reputation risk before looking at how risks can be managed through the lifecycle. Andrew Griffin, CEO of Regester Larkin and author of Crisis, Issues and Reputation Management, shares his insight and experience.
Reputation in Oil, Gas and Mining 2014: NGOs vs the extractives Communicate Magazine
Robert Blood, managing director, SIGWATCH
Activist groups are often at the top the reputation risks list for extractive companies, including those groups supporting everything from environmental change to wildlife protection. Communicating with these groups requires attention to CSR programmes, effective public affairs and stakeholder engagement on numerous levels.
Robert Blood, managing director of SIGWATCH, explains where NGOs are trying to take the industry and what can be learned from their campaign strategies and tactics.
Reputation in Oil, Gas and Mining 2014: Communicating on corporate ethicsCommunicate Magazine
Michelle Witton, compliance officer, ENRC
The relationship between communications and compliance is crucial to communicating key messages to both internal and external stakeholders regarding the company’s code of conduct and corporate values. Michelle Witton, compliance lawyer at the Eurasian Natural Resources Corporation explores the importance of the relationship between communications and compliance. In this session she shares her first-hand experience working on Anglo American’s anti-corruption programme.
Reputation in Oil, Gas and Mining 2014: Communicating on corporate ethics
Paul Taylor_Social Media on a mobile platform_SMCC2011
1. Royal Air Force recruit marketing Social Media on a mobile platform Paul Taylor, COI, 2 nd June 2011
2.
3. COI’s Purpose Value Effectiveness To use marketing and communications excellence to help public sector achieve policy objectives
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. 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. 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.
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
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. 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
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. 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
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?