This document discusses the US Army's marketing strategies and use of social media for recruiting. It provides an overview of the Army's marketing organization, challenges in recruiting, and strategies for social media recruiting. Specific initiatives are described, such as the Army Strong Stories blog and YouTube channel, profiles of Army astronauts on social media, and management of the official Army social media presence. The document advocates for active audience participation on social media to build trust, and outlines metrics for evaluating the return on investment of social media strategies.
Marketing for Social Media Promotions: PART ONE, Planning Tips and Best Pract...Strutta
This Marketing for Social Media Promotions Guide is broken out into three sections to cater to the various stages of a promotional campaign.
If you’re in the planning stages of your promotion, PART ONE, Planning Tips and Best Practices Guide, is for you.
If your promotion is already underway or starting soon, check out PART TWO, Promoting and Managing Your Campaign, for tips on how to promote and manage your campaign. (Coming Soon)
If your promotion is ending soon or has recently ended, see PART THREE, Life After Your Campaign Guide, where we go over steps for an effective follow-up. (Coming Soon)
www.ZapnClear.com is giving all of us an opprtunity to donate while sitting in front of the desktop. All you have to do is go to this site and explore it.. because for evry click you will be donating Re. 1/- for every click. So go and explore the site and donate frivolously.
A R W L H C Corporate Objectives, Marketing Objectives, Strategies And ...Martin Mongiello
The ARWLHC Board of Advisors and Trustees is pleased to share our corporate objectives, marketing objectives, strategies and tactics. We seek to leverage our Madison Avenue successes and extrapolate them into our project while sharing the understanding of the differences in each aspect - of the plan. 1. CORPORATE Objective, 2. MARKETING Objective, 3. Strategies and 4. Tactics.
Experts and masters in the business, on the scale of international tourism are requested to comment and contact us via our Executive Director, Mr. David Sherrill at dave@revwarexperience.com
We have particular needs of global scaling, language skills and interpretation, multi-lingual professionals and world players to scale of 20+ countries. World scale-capable individuals and corporations in tourism, tours, travel sectors and groups are welcomed. We are building our international resort to faciliate six languages.
LFPR knows the most effective way to make that happen is by connecting your narrative with the lives of real people—whether it’s through traditional print, television, radio, social, or digital media.
We believe in the power of storytelling.
HAS THE WORLD HEARD YOUR STORY YET?
Marketing for Social Media Promotions: PART ONE, Planning Tips and Best Pract...Strutta
This Marketing for Social Media Promotions Guide is broken out into three sections to cater to the various stages of a promotional campaign.
If you’re in the planning stages of your promotion, PART ONE, Planning Tips and Best Practices Guide, is for you.
If your promotion is already underway or starting soon, check out PART TWO, Promoting and Managing Your Campaign, for tips on how to promote and manage your campaign. (Coming Soon)
If your promotion is ending soon or has recently ended, see PART THREE, Life After Your Campaign Guide, where we go over steps for an effective follow-up. (Coming Soon)
www.ZapnClear.com is giving all of us an opprtunity to donate while sitting in front of the desktop. All you have to do is go to this site and explore it.. because for evry click you will be donating Re. 1/- for every click. So go and explore the site and donate frivolously.
A R W L H C Corporate Objectives, Marketing Objectives, Strategies And ...Martin Mongiello
The ARWLHC Board of Advisors and Trustees is pleased to share our corporate objectives, marketing objectives, strategies and tactics. We seek to leverage our Madison Avenue successes and extrapolate them into our project while sharing the understanding of the differences in each aspect - of the plan. 1. CORPORATE Objective, 2. MARKETING Objective, 3. Strategies and 4. Tactics.
Experts and masters in the business, on the scale of international tourism are requested to comment and contact us via our Executive Director, Mr. David Sherrill at dave@revwarexperience.com
We have particular needs of global scaling, language skills and interpretation, multi-lingual professionals and world players to scale of 20+ countries. World scale-capable individuals and corporations in tourism, tours, travel sectors and groups are welcomed. We are building our international resort to faciliate six languages.
LFPR knows the most effective way to make that happen is by connecting your narrative with the lives of real people—whether it’s through traditional print, television, radio, social, or digital media.
We believe in the power of storytelling.
HAS THE WORLD HEARD YOUR STORY YET?
This presentation shows entrepreneurs and small business owners how to create a simple, targeted, and powerful brand that builds customer engagement and drives sales. This presentation was given at the Decatur Morgan County Entrepreneurial Center in Decatur, AL at the Motivate! Conference on November 9, 2012
I am seeking a full time opportunity with an established or start-up company in need of an experienced executive leader who can direct a broad range of multi-platform advertising initiatives including strategic branding, public relations, corporate communications, social media and web marketing.
Storytelling and social media - your talent engagement toolkitUniversum Global
Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.
This presentation shows entrepreneurs and small business owners how to create a simple, targeted, and powerful brand that builds customer engagement and drives sales. This presentation was given at the Decatur Morgan County Entrepreneurial Center in Decatur, AL at the Motivate! Conference on November 9, 2012
I am seeking a full time opportunity with an established or start-up company in need of an experienced executive leader who can direct a broad range of multi-platform advertising initiatives including strategic branding, public relations, corporate communications, social media and web marketing.
Storytelling and social media - your talent engagement toolkitUniversum Global
Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
4. 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
5. Director of Marketing
Responsibilities 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 Los
Angeles,
-overseas communications plan to make sure public relations are integrated into new advertising and
digital campaigns as well as outreach events,
-although not an assigned responsibility we identified that education has become a strategic issue in our
country and leveraged our cost efficiencies to shift money into building an alliance with
national education organizations.
Advertising Digital Outreach
6. 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
7. 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
8. 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
9. 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
This is a sample of the main value proposition. We have more than one.
10. 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.
11. 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 Officer
Other value propositions require for special missions.
12. 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.
13. 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.
14. National Event Marketing
All-American Bowl
Regional Mobile Exhibits
Virtual Army Experience
NHRA/Yes Program
NASCAR/ED Program
Spring Break
15. 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)
16. Decision & Communications Continuum
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
18. 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
19. 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
20. 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
21. 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 questions
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
22. 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
23. Connectivity & Conversation = You
1980s 1990s 2000s
Mass Precision Social
Marketing Marketing Marketing
• Tell & Sell • Demonstrated • Publishing
Characteristics
• 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 • Format
Vehicles
• General Interest • Search Engine independence
Magazines Optimization • Blogging
• Radio & Outdoor • Direct Response TV • Social Applications
• Threading tools
Differentiation • Creativity • Analytics • Dialogue
Primary Supplier • Advertising • Interactive Agencies • The Company
Agencies
24. 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 24 ROI
Participatory Metrics
34. Social Media – The “Big Army”
Social Media Rules and Regulations
Public Affairs vs. Recruiting
“The Army Experience Center”
35. Social Media – The Army Experience Center
This is why you
need rules, policies
and a trained
community manager
36. 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??