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