NAVYForMoms.com Social media magic
If you think recruiting new Sailors is a tough job, try getting past their mothers.
When a son or daughter begins to consider a career in the Navy, most mothers have an instinctive response that goes something like this: NO WAY. NOT MY CHILD.
How do we change their minds? “We” don’t. What “we” do is get out of the way and provide a platform for moms to talk to each other and find answers in a credible, non-threatening environment — and then watch as social media works its magic.
KEY RESULTS:
- The site was an instant success. More than 44,000 moms are using the site to connect and find information. A new mother joins the site every 21 minutes. Moms have uploaded over 850 videos and 125,000 photos.
- Invaluable understanding: Ethnographic research has helped us pinpoint the exact reason a mother will change her mind about the Navy, how many mothers she will talk to before she reaches that decision, and most importantly, which other moms are most influential in that process.
NAVYForMoms™ has won dozens of awards and is now a featured case study referenced by dozens of social media speakers.
