The Royal Air Force

Presented by Emma CowanApril 8, 2023

Why?

Open up the RAF

Perception of the RAF

(taggalaxy)

Perception of the RAF

The ‘Real’ RAF?

How?

1. Storytelling

2. Conversation Monitoring

Storytelling

Storytelling

Storytelling on and

• Equipped 7 RAF personnel with Nokia N96 camera phones

• Photos are uploaded using the tag #RAFlive

Conversation Monitoring

Results

Outputs:• Video Views:

1,286,707 • Subscribers: 2069

Outtakes:• 43 comments and 6

emails (in month from 14th Sept – 14th Oct)

• Almost all have 4 or 5 star rating

Outcomes:• High proportion of

return visitors• 234 referrers to RAF

homepage and jobs page in the last quarter

Outputs: • Number of tweets - 847• Number of pictures –

337

Outtakes: • Followers – 750 • Photo views – 13,000

Outcomes: • Conversations with

potential joiners

Outputs: • Number of profile views –

68225• Friends – 4759

Outtakes: • Comments - around 1330

(about 20 in the last month)Outcomes:• 102 people clicked through

to homepage and jobs page of the site in the last quarter. 11 went on to apply

• High number of people reported when / that they’re starting

What we’ve learnedWhat we learned