Army Seeks Recruits in Social Media

06 JUN 2011

Social Media Campaign AnalysisRon Algood & Tony Stickeler

Social Media Campaign

SITUATION:

Traditional advertisement methods (television commercials, radio, and news print) are not as successful at reaching a target audience as the emerging social media sites.

When our country is at war or involved in overseas conflicts, recruiting numbers tend to drop.

It has become more imperative to broadcast the Army message correctly and efficiently, but also to distribute the message by people of similar age groups that are already involved (in this new media.)

Campaign Objectives

• RAISE AWARENESS • CHANGE ATTITUDES & BELIEFS towards the U.S. ARMY by highlighting the positive aspects of a soldier’s life to include:

I. EducationII. Leadership, andIII. Opportunity

MAIN OBJECTIVE: To build onto the current campaign theme/image “Army Strong,” that was introduced in 2006 and add a stronger focus on the Army uniform as a “symbol of strength” as well as gain new members in social media sites to “extend the dialog.”

Social Media SitesY

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Twitter Home Page

Social Media Sites

Social Media Sites

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Social Media Sites

Interactive Websitewww.goarmy.com

Social Media Sites

EvaluationSWOT ANALYSIS (Strengths, Weaknesses, Opportunities, Threats)

INTERNAL

Strengths:• Campaign has a well established target market (potential recruits are age 17-24 years old)• The uniform = a strong symbol of patriotism / coincides with “Army Strong” campaign• Solid financial resources (The Government) to fund the campaign• Co-op advertising with Hollywood films during the summer / peak movie season

Weakness:• Seven agencies participating in campaign / strategy could become fragmented• Army Accessions Command are not Twitter savvy / could lack source credibility• The movie portion of the campaign lacks control / what happens if the movie flops?• Real soldiers communicating with potential soldiers / relinquished oversight and control

EvaluationSWOT ANALYSIS (Strengths, Weaknesses, Opportunities, Threats)

EXTERNAL

Opportunities:• Chance to expand target audience beyond typical demographics • As unemployment remains high, the military continues to be an attractive option• Good timing / the interactive media market is growing at a blistering pace • The growth of PR (24 percent over the next ten years) reinforces the campaign validity

Threats:• Campaign funding could be affected by defense budget cuts• Campaign could be subjected to clutter / too much information in the digital world• Extended foreign wars abroad could negate a positive military image• A change in leadership (like the 2012 elections) could lead to a change in policy

EvaluationUsing Professor Kirk Hallahan’s Integrated PR Media Model

CHARACTERISTIC PUBLIC MEDIA INTERACTIVE MEDIA CONTROLLED MEDIA EVENTS/GROUPS ONE-ON-ONE Key use Build awareness Respond to queries;

exchange information Promotion; provide detailed information

Motivate attendees; reinforce attitudes

Obtain commitments; resolve problems

Examples Newspapers, magazines, radio, TV

Computer-based: WWW; databases; email listservs; newsgroups; chat rooms; bulletin boards

Brochures, newsletters, sponsored magazines, annual reports, books, direct mail, point-of-purchase displays, video-brochures

Speeches, exhibits, meetings/conferences, demonstrations, rallies, sponsorships, anniversaries

Personal visits, lobbying, personal letters, telephone calls, telemarketing

Nature of Communication

Nonpersonal Nonpersonal Nonpersonal Quasi-personal Personal

Direction of Communication

One-way Quasi-two-way One-way Quasi-two-way Two-way

Technological Sophistication

High High Moderate Moderate Low

Channel ownership Media organizations Common carrier or institution

Sponsor Sponsor or other organization

None

Messages chosen by: Third parties and producers

Receiver Sponsor Sponsor or join organization

None

Audience involvement Low High Moderate Moderate High

Reach High Moderate-low Moderate-low Low Low Cost per impression High Moderate-low Moderate-low Low Low Key challenges to effectiveness

Competition, media clutter

Availability, accessibility

Design, distribution Attendance, atmosphere Empowerment, personal

CHARACTERISTIC INTERACTIVE MEDIA Key use Respond to queries; exchange information Examples Computer-based: WWW; databases; email

listservs; newsgroups; chat rooms; bulletin boards

Nature of Communication Nonpersonal (DON’T AGREE!)Direction of Communication

Quasi-two-way

Technological Sophistication

High

Channel ownership Common carrier or institution Messages chosen by: Receiver Audience involvement High Reach Moderate-low Cost per impression Moderate-low Key challenges to effectiveness Availability, accessibility

EvaluationPERSONAL OVERALL ASSESSMENT

The U.S. Army is gaining hundreds + of fans (Facebook), followers (Twitter), and bloggers DAILY through the vast amount of social media sites.

According to Kantar Media, the shift to this new media unit is saving the Army $168.7 million in 2007 to $41.8 million last year.

The personal nature of communication in advertisements and the interactive sites increases the likely hood of accomplishing the campaign objectives.

Main Objectives: To enhance the current campaign theme/image “Army Strong,” that was introduced in 2006 and add a stronger focus on the Army uniform as a “symbol of strength” as well as gain new members in social media sites to “extend the dialog.”

ENDQuestions? Tony Stickeler

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Ron AlgoodWordpress https://ralgood.wordpress.com

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