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 1. You’re interested in exploring new ways to engage with Veterans through channels such as the internet and social media 2. You have a desire to syndicate and broadcast varied content to multiple audiences (observance programs, meetings, forums, summits, and interviews) 3. You’d like to integrate Diversity & EO materials and messages in unique ways, more effectively. 4. You’d like to talk about sharing strategic communication messages from senior staff and others at external venues.
How We Can Help, Tactically • CREATING LINKAGE BETWEEN DEPARTMENT OF INTERIOR/NPS AND THE DMEO h"p://issuu.com/dakarinterac=ve/docs/army_sustainment_command
• CURATING IMAGERY AND BRAND AWARENESS FROM HISTORICAL ARCHIVES OF ARMED FORCES h"p://www.forloveofliberty.org
• PRODUCING BOOTCAMP/WORKSHOP FOR INTERNAL PRODUCTIVITY WHILE BRANDING AS A CENTER OF INFLUENCE IN SOCIAL MEDIA h"p://issuu.com/dakarinterac=ve/docs/smb_2013
How We Can Help, Tactically, Additional properties
• FALLEN 66 h"p://s172518151.onlinehome.us/fallen/site/
• UNSUNG HEROES
h"p://unsungheroespresenta=on.com/index.html
•
FOR MY COUNTRY
h"p://www.youtube.com/watch?v=jiascxU9qwA
How We Can Help, Tactically • SHORT STORIES CONNECTING SERVICE AND SACRIFICE TO CELEBRITIES/ATHLETES WHO SERVED h"p://issuu.com/victorybyvalor/docs/heroes • USER GENERATED CONTENT PLATFORM TELLING & SHARING STORIES OF THE MILITARY ECO-SYSTEMS. h"p://americastandunited.org • PARTNERING WITH ORGANIZATIONS THAT PRODUCE GLOBAL • CROWDSOURCING OPPORTUNITES
h"p://issuu.com/dakarinterac=ve/docs/social_media_week
BUT YOU SHOULD KNOW WE SEE A
BIGGER
Times are changing, rapidly 2006 -2011
2012+
COLLECTIN G
CONNECTIN G
People interact in the digital space in an entirely different way
Times are changing, rapidly 2006 - 2011
2012+
COLLECTING
CONNECTING
Data
Insights
“Friends”
Interests
Followers
Ideas
Comments
Stories
Likes
Passions
Breadth
Depth
Connection points are expanding
SO HOW DO WE POSSIBLY MAKE SENSE OF IT ALL?
We leverage our options BOUGHT MEDIA
EARNED MEDIA
OWNED MEDIA
And we stand on principles The Principle of
One Voice The Principle of
Deeper Engagement The Principle of
Storytelling The Principle of
Social Good
“we have an inconsistent voice” or “silo’d methods of communication”
The principle of One Voice
AUDIEN CE
=
the cause
“we have an inconsistent voice” or “silo’d methods of communication”
THE PRINCIPLE OF DEEPER ENGAGEMENT
Deeper Engagement Secret Sauce
Passion & sInterests
Put the Service member first. Their experience should be the center of our intention.
RECRUIT CIVILIAN LIFE ENLIST TRIP ENDS
SERVICE MEMBER
CONSIDER
EXIT
TRAIN DEPLOY THE SERVICE LIFECYCLE
HE’S COUNTING ON US.
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
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
Social
Stand Downs
THE CORE
Phone
Partners
THE MASSES
THE FRINGE
Care
Family & Friends Flash Mobs
Community Groups