1 Online Chat Marketing Washington D.C. 10 April 2007
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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
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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
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• 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
AIRFORCE.COM
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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
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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
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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)
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POTENTIAL FUTURE CHATS
Increase in parents asking questionsfor their children since the recent addition of the parents section
Delayed Entry ParticipantsNeeding to know what to do to get Ready to become an Airman