Connecting with DMEO Early strategic thinking
1. What We Heard 2. A BIG Opportunity
Agenda
3. Principles For The Future 4. A Framework For Connections 5. Moving Forward
What we heard You’re interested in exploring new ways to engage with Service Members through digital channels (internet and social media). You want to focus on these 3 things: 1. Video productions of observance programs, meetings, forums, summits, interviews that could be simulcast/streamed to internal Pentagon audiences, external audiences, geographically disbursed organizations or units around the world. 2. Embedded links in DoD, affinity group, Service, and DEOMI home pages delivering ODMEO Diversity/EO materials and messages, e.g., special stories, training tips, policy discussions, and publications (i.e., "African Americans in Defense of Our Nation”). 3. Capability to produce videos with strategic communication messages from senior staff or others for use at conferences, conventions, or observance programs.
The goals you’ve set forth According to the DoD Diversity Strategic Plan for 2012 2017, you’ve set 3 lofty goals: 1. Ensure Leadership Commitment to an Accountable and Sustained Diversity Effort 2. Employ an Aligned Strategic Outreach Effort to Identify, Attract, and Recruit from a Broad Talent Pool Reflective of the best of the Nation We Serve. 3. Develop, Mentor, and Retain Top Talent from Across the Total Force
Aligning goals with tactics How will these goals: 1. Ensure Leadership Commitment to an Accountable and Sustained Diversity Effort 2. Employ an Aligned Strategic Outreach Effort to Identify, Attract, and Recruit from a Broad Talent Pool Reflective of the best of the Nation We Serve. 3. Develop, Mentor, and Retain Top Talent from Across the Total Force
Be realized by these tactics: 1. Simulcast videos of observance programs, meetings, forums, summits, interviews to targeted people around the world. 2. ODMEO Diversity/EO materials and messages embedded into existing web experiences 3. Showcasing strategic communication messages from senior staff or
HUGE
WITH LOFTY GOALS COME
BIG
OPPORTUNITIES
IF EVERYTHING WE DO IS
CENTERED AROUND OUR
Digital experiences are changing 2006 2011
2012+
COLLECTIN G
CONNECTIN G
People interact in the digital space in an entirely different way
We’re seeking relevant connections 2012+
2006 2011 COLLECTING
CONNECTING
Data
Insights
“Friends”
Interests
Followers
Ideas
Comments
Stories
Likes
Passions
Breadth
Depth
Connection points are expanding
The media game has changed BOUGHT MEDIA
EARNED MEDIA
OWNED MEDIA
SO HOW DO WE POSSIBLY MAKE SENSE OF IT ALL?
The secret recipe
DEEPER ENGAGEM ENT
The secret ingredient
Passion & s Interests
The service member at the center. Everything we do should revolve around them.
RECRUIT CIVILIAN LIFE ENLIST TRIP ENDS
SERVICE MEMBER
CONSIDER
EXIT
TRAIN DEPLOY THE SERVICE LIFECYCLE
Building experiences around them It’s a journey comprised of moments across the ecosystem [___].COM [___].communica4on channel
[___].personal interac4on
RECRUIT CIVILIAN LIFE ENLIST
[___].COM TRIP ENDS
[___].marke4ng channel
SERVICE MEMBER
CONSIDER
[___].marke4ng channel
EXIT
[___].social ac4va4on
TRAIN DEPLOY
[___].social ac4va4on
[___].communica4on channel THE VA ECOSYSTEM
And Empowering The Masses
They’re not the only voice
Leveraging Powerful voices Rallying the cause.
RECRUIT CIVILIAN LIFE ENLIST CONSIDER
TRIP ENDS
CAUSE SUPPORTER
EXIT
TRAIN DEPLOY THE SUPPORT LIFECYCLE
Building experiences around them It’s a journey comprised of moments across the ecosystem [___].COM [___].communica4on channel
[___].personal interac4on
RECRUIT CIVILIAN LIFE ENLIST
[___].COM
CONSIDER
TRIP ENDS
[___].marke4ng channel
CAUSE SUPPORTER
[___].marke4ng channel
EXIT
[___].social ac4va4on
TRAIN DEPLOY
[___].social ac4va4on
[___].communica4on channel THE VA ECOSYSTEM
Targeting people in varied states Engaging everyone in the experience
THE CORE
THE MASSES
THE FRINGE
Targeting people in varied states Engaging everyone in the experience Direct mail
Web
THE CORE
Social
Phone
THE MASSES
Crowd Sourcing
Family & Friends
Flash Mobs
Stand Downs
THE FRINGE
Partners
Care
Community Groups