OVERCOMING SEA BLINDNESS -

#BBMN

John Lynche3

HOW TO DELIVER A SUCCESSFUL DIGITAL STRATEGY

Z

Creative digital solutions to

Real world problems

THE NAVY CHALLENGE

The Royal Navy

Maintaining the Capability

7July 23, 2013

“A worryingly low percentage of the British population have any level of understanding as to how relevant the Royal Navy is to the Nation."

8July 23, 2013

Defense spending under pressure

8

Sea Blindness

Purpose of the navy

• Preventing Conflict

• Providing Security at Sea

• Promoting Partnerships

• Providing Humanitarian Assistance

• Protecting our Economy

• Ready to Fight

15 April 2023 11

Changing audiencelandscape

A digitised ring binder – a set of instructional files

The Royal Navy’s 3 challenges

InfluenceRecruitRetain

OUR INSIGHT

Passionate lot PASSIONATE LOT

Opinion leaders

?%

Media advocates

xService personnel

Youth / potential recruits

xDecision Makers

xOpinion leaders

Media advocates

Service Diaspora

Personal Political

Audiences

Lots of NewsGIVE THEM LOTS OF NEWS

Grin and Grip

15 April 2023 20

Dad instead of a story can you read me some branded content

News stories ≠ Stories

Integrity

Loyalty

Commitment

Courage

Heroism

THE SOLUTION

15 April 2023 27

FEWER BIGGERBETTER

29July 23, 2013

Longer shelf life

15 April 2023 30

Authority Over

Adventure

Relevance + Audience

Navy News Zeitgeist

Relevant Navy Stories

Information architecture – story telling

− Defining the top level hierarchy

− Understanding the different user views

− Understanding how content connects

15 April 2023

Long Form & Snackable

15 April 2023 34

Pirate Hunting

Moodboards

Design routes

Content strategy

Content Strategy

Content strategy

Content Strategy

Substance

• The message

Workflow

• Volume and frequency and

people responsible• Updating Process

Governance

• Decisions on strategy

• Responsibility for quality control?

Structure

• Organisation• Priority and format

Content strategy

Content Strategy

15 April 2023 42

Old Site New Site0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

0.60%

2.06%Overall Visitor Conversion to Finished Application

Ove

rall

% o

f vi

s-it

or

that

fill

out

an

appl

icati

on

641%Navy core functions

365% Social Shares

Reaching decision makers

Electorate & Potential Recruits

Traditional mediaPRDecision Makers

Opinion leaders

Ads

Polit

ical in

fluence

Social Media

Media advocates

15 April 2023 45

In Summary website content must…

1. Have a clear audiences

2. Have strong inspirational or informational

value

3. Be in the most appropriate tone

4. Be in the most engaging format

5. Be labelled intuitively

6. Be actionable - Have a clear next step

15 April 2023 46

THANK YOU