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Online Chat Marketing Washington D.C. 10 April 2007

Online Chat Marketing Washington D.C. 10 April 2007. RECRUITING PROCESS. Visit a Recruiter. DSA.com. AF.com. Chat session. DO SOMETHING AMAZING. An experiential site that tells the story from the perspective of the Airmen doing their jobs everyday around the world

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Online Chat Marketing Washington D.C. 10 April 2007

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  1. Online Chat Marketing Washington D.C. 10 April 2007

  2. RECRUITING PROCESS Visit a Recruiter DSA.com AF.com Chat session

  3. DO SOMETHING AMAZING An experiential site that tells the story from the perspective of the Airmen doing their jobs everyday around the world Focus on the skill, smarts and heroism of real Airmen Documentary style – not Hollywood, not scripted Drive traffic to DoSomethingAmazing.com

  4. DOSOMETHINGAMAZING.COM

  5. MEASUREMENT • DSA.com 18 Sep 06 – 2 Mar 07 • Visits: 1.9 million • Hits to the site: 11 million • Average time spent: 6.5 minutes • Over 4.4 million videos viewed • Positive halo effect: traffic to AIRFORCE.COM also increased • It’s been a discussion topic in chat sessions

  6. AIRFORCE.COM • The official recruiting site for active duty Air Force • Provides: • Information on career, education, and lifestyle • Communication options: • Chat one-on-one • Find a recruiter in your area • Submit your information to become a lead

  7. AIRFORCE.COM

  8. AIRFORCE.COM HITS 50,000 per month 15,000 15,000

  9. MEASUREMENT • AIRFORCE.COM 1 Jan – 31 Dec 06 • Visits: 6.5 million • Hits to the site: 73 million • Average time spent: 8.5 minutes • Over 140,000 Web leads generated for FY 06

  10. LEAD FORM

  11. CHAT INFO

  12. CHAT REGISTRATION FORM

  13. CHAT DIALOGUE WINDOW

  14. CHAT TEAM OPERATION • Audience: parents, doctors, dentists, nurses, counselors, teachers, psychologists, retired military, wives and girlfriends, and of course potential recruits in high school, middle school, and college • Operating Hours (58 hours weekly) • Mon – Thurs 8am-9pm; Fri 9am-4pm • Online advisor team – 80 years of experience; multiple award winners • Multiple dialogues per chatter – up to 5 at a time

  15. MEASUREMENT • Even with a long registration form and limited hours of operation we still see high traffic • Over 8,000 one-on-one chats per month • Average 40 total chats per hour • Average chat length is 12 mins • Currently testing the possibility of increasing length of operational hours to evening / weekend • Also transitioning from a manual to automated process of appending chat conversations to lead data to enrich the information our recruiters receive (i.e. all pertinent information + entire chat transcript in a single data file)

  16. POTENTIAL FUTURE CHATS Increase in parents asking questions for their children since the recent addition of the parents section Delayed Entry Participants Needing to know what to do to get Ready to become an Airman

  17. NEXT: MOBILE PHONE CHATS?

  18. Online Chat Marketing Washington D.C. 10 April 2007

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