Royal Air Force recruit marketing Social Media on a mobile platform

Paul Taylor, COI, 2nd June 2011

Agenda

• COI• RAF recruit marketing• RAF digital & social media• Bought, Owned & Earned• Current RAF Communications strategy• Mobile in the marketing mix• #RAFlive• What it is, how it works & what we use• Why does it work?• A corporate context

COI’s Purpose

To use marketing and communications excellence to help public sector achieve policy objectives

Effectiveness Value

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

Working with public sector clients and industry suppliers from a zero budget

And many more

Demand side >>> Broker of capabilities and capacity >>> Supply sideDemand side >>> Broker of capabilities and capacity >>> Supply side

Communications is changing

Command andcontrol

Collaboration

The passive citizen

I inventI direct

I do

I inviteWe invent

We / you do

Active participation

From To

• Much less spend• Broadcast to narrowcast• Supporting and enabling • More focussed, cogent and sparing

• More disciplined planning• More targeted objectives• New model assumptions • VFM driven

“The last government thought the answer to everything was

to launch an advertising campaign…we will look at

new, more efficient ways of delivering government

communications” (Francis Maude, July 27th 2010)

And paradigm shifts change fiscal structures

Less marketing spend but more marketing skill

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

Ou

tco

mes

an

d e

xpen

dit

ure

All requires a rebalancing

More control

Less control

RAF recruit marketing

RAF ‘digital’ activity

RAF ‘social’

Why social?

• Twitter (April 2011, UK only)

5.8 million unique visitors

1.5 million (25.7%) 15 – 24 year olds active on Twitter. The largest demographic share

• Facebook (April 2011, UK only)

30 million unique visitors

7.6 million 25.7 % 15 – 24 year oldsactive on Facebook. The largest demographic share.

Source: Comscore

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

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

Why mobile?

Source: Comscore

- Always online- Pull & push content- Staying connected- Location

The unique qualities of mobile?

Why mobile?

• 3 million (57%) 13 - 24 year olds in the UK have a Smartphone

• 3 million (58.7%) 13 – 24 year olds accessed a social network via their mobile (3 month average as of March 2011)

Source: Comscore

User centricity

User centricity

User centricity

User centricity

A change of approach

Messaging

Audience

Tone

Considerers18% or 1.35m

- Broader audience

- With the right attitude / outlook

- Low hanging fruit

- Considerers

- Connected to the services

- The Life that you’ll have

- What the RAF can offer you

- The Careers / jobs you can do

- What the RAF needs

- Human- Personal- Real

- Cold- Faceless- Official

Key Objective: To open the window to the light blue family

By inviting potential recruits, gatekeepers and pre-eligible's to

RAF communications strategy

Awarenes

s

Considera

tion

Action

Truly integrated multi-channel

Join

TV

Press

Radio

Partner online

Display

Pop-up eventsCareers events

Social media

raf.mod.uk/careers

PR

raf.mod.ukraf.mod.uk/aircadets

Telephone support

Mobile

Offline ATLRich

mediaDirect URLinput etc.

Unprompted discovery Driven traffic

Search

Homepage

Job hub

Social hub

raf.mod.uk

SearchDir Respdisplay

Application zone

Blurred boundaries

Blurred boundaries

Blurred boundaries

Blurred boundaries

Mobile within the RAF activity

Mobile within the RAF activity

Mobile within the RAF activity

Mobile within the RAF activity

RAF, social & mobile – the perfect mix

What is RAFlive?

Benefits of engagement using social media on a mobile platform

• Promote conversation to:• Improve reputation and influence

• Promote inclusivity

• Listen to feedback and improve service, brand or product • Empower users, stakeholders and partners

• Change behaviour

• Provide a new channel to:• Augment traditional channels

• Increase reach and accessibility

• Reflect communication preferences

• Amplify other media

• Always on

Ideas for the corporate sector

Could you use mobile and social

• For recruitment?

• For greater customer loyalty – crowd source ideas or products?

• For investor relations?

• For crisis management?

Thank you

Paul Taylorpaul.taylor@coi.gsi.gov.ukTel: 020 7261 8521Mob: 07989 164 161Twitter: @PaulCTayla