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Online Chat MarketingWashington D.C.

10 April 2007

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RECRUITING PROCESS

DSA.com AF.com

Chat session

Visit a Recruiter

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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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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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AIRFORCE.COM

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AIRFORCE.COM HITS50,000 per month

15,000

15,000

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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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LEAD FORM

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CHAT INFO

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CHAT REGISTRATION FORM

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CHAT DIALOGUE WINDOW

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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

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NEXT: MOBILE PHONE CHATS?

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Online Chat MarketingWashington D.C.

10 April 2007