1. Achieving Diversity Through Social Media 11 December 2014

2. New Real World
“If you are not online, you are completely out of the loop – you don’t have a life, you don’t really exist.” is how one thirteen-year-old describes the importance of being online
80% of our target market spend an average of 31 hours per week online and much of that time is devoted to social networking

3. Tic-Toc Tic-Toc 41% are online in the morning and between classes
UNCLASSIFIED
Tic-Toc Tic-Toc
41% are online in the morning and between classes
68% are online before bed
79% are online after school
31% actually speak with classmates after school and have a meaningful interaction
Tip – “Sweet spot” is between hrs
Facebook - 86% like to get information here

4. Reach the Target Market
UNCLASSIFIED
Reach the Target Market
Give a genuine experience, be real
Let them be heard
Recognition (a heart, a like, or a retweet)
Give them updates on new stories about the Guard
Learn what’s cool
Tip -Be encouraging when “followers” post status updates and pictures, 63% of our target market say it’s the main thing they do on social media.
Make them feel special

5. Social Media Platforms
Tweeter – 50% of our target market have accounts, 30% have more than 100 followers:
Fandom, gossip and chatter – Females 2x
from a celebrity or teen idol to increase popularity
Twitter is now the “digital” autograph book
Tip – private accounts, no parents, anonymity (no bully), no unwanted peers.

6. Social Media Platforms
Facebook – 91% of teens have an account, it’s the phonebook, teens would never dream of being “unlisted”!
Tip – don’t engage with your child, just lurk and gather information.
Youtube
Instagram
Tumblr
Vine
Google+
LinkedIn
Pinterest
Reddit
4Chan
Kik
Snapchat
Pheed
Wanelo
Shots

7. Social Media Platforms
Reddit – Controlled by users and male oriented
4Chan – forum, no account, virtual aggression
Kik – smartphone messenger system, think of emojies on steriods. No real danger here
Snapchat – 10 second video to “Capture the moment”
Pheed – Own Channel, full service broadcasting, live-stream your day, charge for access to a channel, what could possibly go wrong?
Wanelo – Want, Need, Love, it’s instagram-meets-shopping. Some serious threats to your bank balance here
Shots – Very much like instagram, you control sharing

8. Be, Know, Do! Be real, it’s what our target market wants
UNCLASSIFIED
Be, Know, Do!
Be real, it’s what our target market wants
Know the “sweet spot”
Use the right platform
Understanding where, when, and what to post has the greatest impact on reaching our target market and maintaining diversity through social media.
Remember it still comes down to real life conversations and a little snooping around your kids phone.
It’s Complicated: The Social Lives of Networked Teens -Danah Boyd

9. CW4 Lisa Bryan
New Media Integrator
GSS, ARNG

10. Happy Birthday!
#Guard378

11. Background Target: Non-Prior Service individuals ages 17-24 Challenge:
Share the National Guard’s message with year olds who are planning for their future. These individuals are asking themselves where they want to go to college, what do they want to do as a career and most importantly, how are they going to achieve that goal and pay for it.
Communication Objective:
Communicate that the Guard is part time and can help you pay for college, while you serve your community at home part-time you can attend college full-time.
Strategy:
Align ARNG with personal interests of the prospect in order to prove relevancy.
Media Tactics:
Apply a mix of print, online and lead acquisition
Utilize contextual targeting in order to message users surrounding relevant material
Target users demographically by age and/or profile registration information
Constantly measure program results through advertising metrics in order to optimize for best performance