Navy Recruiting

and Social MediaAlvin “Flex” Plexico, PhD, Commander, U.S. Navy

Public Affairs Officer for Navy Recruiting Command

alvinplexico@gmail.comdrplexico.com

facebook.com/drplexicotwitter.com/drplexico

linkedin.com/in/drplexico

http://www.youtube.com/watch?v=fRl3hPl5sko

The “Calling”

What isSocial Media?

Our Connected World…

A Day in the Life of Social Media

http://www.youtube.com/watch?feature=player_embedded&v=iReY3W9ZkLU

• It’s communication, just like we do everyday with e-mail, telephone, face-to-face, etc.

• It’s more than just channels like FaceBook, Twitter, and Linked-In

– Channels are kind of like languages

– Languages can be mastered easily, but content and conversation are what really matter

Credit: Tim Ho, Digital Strategist, Ogilvy PR, Hong Kong, http://facebook.com/timho http://twitter.com/timho

Social Media

Nearly 80 percent of the college institutions reported using the social-networking for admissions purposes.

More than half of the respondents said they considered Facebook to be a “very important” admissions tool.

Sixty-three percent of the colleges described Facebook as an integral part of their marketing strategy.

More than half said it had had a significant impact on recruiting students.

Source: Chronicle of Higher Education, November 16, 2011

Social Media and College Recruiting

%Cum

% SNS Usage

35 35 Several times daily

22 57 Once a day

13 70 3-5 times a week

11 82 1-2 times a week

5 86 Every few weeks

6 92 Less often

8 100 Never

8

% Created on-line profile

93 Yes

7 No

82% of recruits use social networking sites at least 1-2 times a week

Only 8% have never used a social networking site

Social Media Use in the Navy

Military’s policies encourage participation in social media and require commands to allow access. The “default setting” is open for social media and burden of proof is on the command to get permission to close off access to social media.

Social media is a great platform for starting a conversation, but we still need face-to-face for anything beyond general recruiting questions.

About 100,000 fans & 15 Facebook pages designed to foster open dialogue and focused different recruiting priorities and interests (Special Forces, Healthcare, Diver, Chaplain).

Background

We’re still hiring! More than 40,000 Sailors needed every year. Only the best and brightest qualify to fill the most-

challenging careers (medical, dental, engineering, chaplain, Navy SEAL)

Quality of young people who join the Navy has never been better 98.7% High School Diplomas in FY11 86.9% Highest Test Score Categories on ASVAB

Only 1/3 of total eligible population is qualified to the join the military.

Recruiting Challenges

Social media use among key demographics continues to grow

Our future Sailors’ preferred means of communication

Control of social media conversation is impossible. “Avoiding participation only protects the illusion of control”

Effective use of social media requires even more risk

With social media, all Navy stakeholders – Sailors, Navy civilians, families, retirees, and others – are communicators

Policy enables use of social media

Today’s Environment

Allows recruiters to establish more genuine relationships and be sought after as a community resource

Enables recruiters to tell their story and share information without making a “sales pitch”

Extends recruiters’ networks to easily reach existing contacts’ friends, acquaintances and colleagues

Establishes a comfortable space for information gathering and Q&A among those interested in joining the Navy

Raises recruiter awareness of local activities and interests of people within a particular community

Social Media

Social media as part of broader communication plan

Need to be familiar with multiple tools to find right one

Ask yourself these questions in planning:

What are your goals? Where are your

stakeholders? Can you cross-purpose? How will you measure

success (qualitative and/or quantitative)?

What’s Available

Navy Recruiting Social Media Directory: www.cnrc.navy.mil/pao/socialnet.htm Navy’s directory: www.navy.mil/media/smd.asp Navy Chief of Information social media: www.chinfo.navy.mil/socialmedia.html

Where are we in Navy Recruiting?

Example:Women (Re)Defined

Used powerful imagery and personal stories to change the image of Women in the Navy Encouraged others to share their stories Fostered discussion around a broadly appealing topic: “Applauding women Who define life on their own terms,” not just a Navy issue.

“Applauding women who define life on their own terms. Intermingling the stereotypically feminine and masculine. Women in the Navy are amongst those paving the way in redefining femininity in the 21st Century. Show your support or share your story.”

Appeal to Target Audiences by Tapping Into a Broader Range of Interests Unique to that

Audience

Example: JAG Corps Start discussions with your fans/followers about topics they care about like “tips on how to apply for JAG Corps” Create a space for users to help each other and discuss topics among themselves Put an approachable and personal face to your command

“I was wondering if anyone could offer any advice. I'm currently about to start my 2L year at a fairly new law school (Drexel University in Philadelphia) and hoping to be able to serve in the JAG Corps…”

Be a Resource to the Public

Launched February 2009

Provides a forum for prospects to interact with Nuclear Propulsion Officers

Gain insight into nuke life

Videos, photos, and links to navy.com/nuclear

13,000+ fans as of November 2011

11% per monthGrowing at

Facebook.com/NavyNuclear

Launched in March 2008 More than 40,000 members today Averages 1,200+ new members per month More than 10,000 ongoing discussions

This is the perfect venue to engage on a local level with parents and influencers.

Participation in local events

18

NavyForMoms.com

1. Risk - Leaders and communicators will need to accept more risk in our communication efforts as we engage in social and emerging media.

2. Control - Increasing the voices and the credibility of our message comes with a decreasing control of the content. Dialogue augments and, in some cases, replaces press releases. All voices have the opportunity to heard.

3. Agility - We will have to be even more agile than we already are, but avoid the temptation to go after every bright, shiny object

Three Keys to Success

Moving Forward: More targeted engagement

with key influencers and champions

Real voices from the individuals who are doing the work of America’s Navy

Telling the story of America’s Navy—what we do and why America needs a Navy

Provide unique content to unique audiences-geographic, interest, etc…

Remain credible and relevant

Moving Forward: More targeted engagement

with key influencers and champions

22

Examples of Social Media Branding

Questions?

Backup

“The Calling”http://extensis.cnrc.navy.mil/videos/calling_LR.mp4

“100%” http://www.cnrc.navy.mil/Video/100_Percent.wmv

“Power” http://www.cnrc.navy.mil/video/power.wmv

“Until” http://extensis.cnrc.navy.mil/videos/until.wmv

Other videos and posters at… www.cnrc.navy.mil and http://extensis.cnrc.navy.mil

Navy Commercials

55 percent watch TV

47 percent visit Facebook

37 percent listen to the radio

22 percent read newspapers

Source: Nielsen

Social vs. Traditional Media Daily Use