Download - Recruiters Conference

Strength in Planning The Army Strong Way

David A. Lee Twitter: @DavidALee

#MNRec

Agenda

  Who am I?

  Branding

  A fun case study about marketing planning

  Planning…a way

  Thoughts about social media as you plan

Who am I?

  West Point grad with masters in business and strategy.

  Artillery officer

  Worked for Secretary of the Army

  Secretary of Defense Corporate Fellow (DuPont)

  Director of Marketing (Army Strong campaign)

  Now running my own consulting business and a social media advocate

  What’s the point?? If I can do it…so can you!

What’s my brand???

US Army

What’s my brand???

Our Website

Our Website

I didn’t want to have to pay to be in 1st

position!

My experience with most marketing teams

Event Social Media Television Digital Print

Case Study

The boss invited me to a Twins game this afternoon and I’d like to bring him to the

house for dinner. I’ll get my jersey when I come home for lunch. Could you get some

steaks for us to grill?

We have nothing in the house. Mauer jersey is dirty! Need a snack for the boss while we grill. Gonna need some wine too.

Case Study…in real life

Shopping Cleaning Cooking Entertaining Cleaning

Case Study…how that translates in marketing

Event Social Media Television Digital Print

Case Study…in real life

Shopping Cleaning Cooking Entertaining Cleaning

Why isn’t marketing more like real life?

What does that mean??

Extra labor and additional resources

Guess what…when we don’t plan we do it too!

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

STEP 1: Develop a position for your marketing effort

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

STEP 2: Develop a strategy

STEP 3: Develop a communications plan

- Who are you talking to? -  Prospects -  Parents

- What are you saying to them?

Become Become Seek Become Contract Affirm Aware Intrigued Info a Lead Decision

STEP 1: Receipt of Mission STEP 2: Mission Analysis

1.  Analyze the requirements 2.  Review available research and performance data 3.  Determine specified, implied and essential tasks 4.  Review available resources 5.  Determine constraints 6.  Identify critical facts and assumptions 7.  Conduct risk assessment 8.  Determine initial critical information requirements for CMO 9.  Determine additional research requirements 10.  Plan use of available time 11.  Conduct a mission analysis presentation 12.  Develop the initial CMO’s intent 13.  Issue the CMO’s guidance 14.  Issue a warning order 15.  Review facts and assumptions

STEP 3: Course of Action Development

1.  Analyze research data, resources and tasks 2.  Generate options 3.  Develop pre-launch PR plan 4.  Develop the Essential Media/Outreach Tasks and Integration Matrix 5.  Assign responsible execution agent 6.  Prepare COA statements and sketches

STEP 4: Course of Action Analysis (War-gaming = Mind Mapping +)

1.  Gather the tools 2.  List all available assets 3.  List assumptions 4.  List known critical events and decisions 5.  Determine evaluation criteria 6.  Select the war game method 7.  Select a method to record and display results 8.  War-game the engagement and assess the results

STEP 5: Course of Action Comparison STEP 6: Course of Action Approval STEP 7: Orders Production

Marketing Decision Making Process

STEP 4: Conduct Plan

Develop :

Essential Media Tasks Essential Outreach Tasks Integration Matrix

COPYRIGHT by DAL Social Marketing

Essential Media Tasks

TASK: Start with one of the key words below (what you are doing) and who you are doing this with. Objective (Start every task description with one of the following words) - Listen - Broadcast (this cannot be used for social media) - Educate - Engage - Listen then Engage - Share - Sell Target Audience(s) (what service are you providing to each audience)

PURPOSE: This explains why you are doing this. METHOD: This is the where you are doing something (which media), how you will do it and when.

Priority – In the event of reduced resources later, priority will help decide what to eliminate. Allocation – Resources allocated (people, time and $) Restrictions – Things that require CMO approval or that are not allowed to be done

EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing this. Make it something you can measure in order to determine if this has worked. Measurement could just be tracking numbers at first and then establishing a value that you feel is acceptable to continue this task.


Essential Outreach Tasks

TASK: Start with one of the key words below (what you are doing) and who you are doing this with. Objective - Engage - Educate/Inform - Develop or enhance brand ambassador relationships - Generate leads - Generate pledges of support (if applicable for your brand) Target Audience(s)

PURPOSE: This explains why you are doing this. METHOD: This is the where you are doing something (which media), how you will do it and when.

Priority – In the event of reduced resources later, priority will help decide what to eliminate. Allocation – Resources allocated (people, time and $) Restrictions – Things that require CMO approval or that are not allowed to be done

EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing this. Make it something you can measure in order to determine if this has worked. Measurement could just be tracking numbers at first and then establishing a value that you feel is acceptable to continue this task.


Website Blog Gaming

Sites Or Apps

Sample Integrated Marketing Matrix

1

2

3

4

Social Media Networks

• Hub, modular & widgetize content for people to put on their own sites, blogs, etc.

• Facilitate to Interact/ connect with our prospects and influencers.

• Help people to learn about the brand.

• Use as appropriate for younger customers

• Demonstrate the reality of being in the Army to include use of NASCAR and NHRA teams.

• Demonstrate elements of the marketing campaign.

• Help customers connect with clients or customer service

• Allow to ask deeper questions

• Real time response

• Provide content to learn about life and experience in the company or its products.

• Drive to website

• Give a flavor of life and experience of certain products

• Drive to website

Role

Sales Funnel Stages

1

2

3

4

: which stage each programnetwork plays a role at

Drive people to website


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

Print (Ads, OOH)

• ADS, OOH: Generate awareness of our website.

• PR: Generate positive impressions about the company.

Television

• Generate awareness of our website.


Drive people to website or engage with them on the site using discussion board

Drive people to appropriate location based on their questions


website should provide links to other social media networks

Outreach

•  Generate leads by allowing people to experience our brand.

• Generate sales at location.

1.  Appeal to the broadest segment 2.  Experience 3.  Customer Relationship Management 4.  Sales

Insert your own sales funnel steps here.

TV, Channel 1

Print

Direct Marketing

Website

Regional Radio, OOH, Print Online Media

Local Events

Become Become Seek Become Contract Affirm Aware Intrigued Info a Lead Decision

Public Relations

Nationally Driven Events

Local Traffic Driving Ads

Recruiter Station Merchandising

Recruiter Sales Materials Future Soldier Activities

Local Events

Dave’s 2 cents on social media

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

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.

Working Definition

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

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痴 Technology, Media and Telecommunications practice, August 2007 5.  State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007

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

26

Exposure Metrics

•  Page Views •  Visits • Unique

Visitors •  Time on Site • Referrers • Reach

Actions

•  Search Engine Entries

• Clicks • Downloads • Ongoing

Usage • Ratings •  Pass Along

Conversations

• Mentions • Comments •  Advocacy •  Influencers •  Attitude Shift •  Brand

Favorability/Sentiment

Strategic Plan sets ROI expectations

ROI Traditional Media-driven Metrics

Progressive, Participatory Metrics

Social marketers must shift ROI focus from traditional, media-driven metrics to more progressive, participatory metrics

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??

Questions?