Why Social MediaPrice FloydUniversity of California San Diego

April 18, 2013

BAE SYSTEMS, INC.

Today’s Trivia

• #nowthatcherisdead

Food, Water, Shelter…or Internet?

COLLEGE STUDENTS ANDYOUNG PROFESSIONALS

CONSIDER INTERNET A FUNDAMENTAL HUMAN RESOURCE

OF COLLEGE STUDENTS

OF YOUNG EMPLOYEES

AND

SAY THEY COULD NOT LIVE WITHOUT THE INTERNET

The New Way to Get Around

COLLEGE STUDENTS GLOBALLY WOULD CHOOSE AN INTERNET CONNECTION OVER A CAR

INTERNET CAR

The New Social Life: Internet Over Love and Friendship?

OF GLOBAL COLLEGE STUDENTS SURVEYED SAY…

OF GLOBAL COLLEGE STUDENTS SURVEYED SAY…

*Within certain countries, updating Facebook was ranked as the highest priority, even more than hanging out with friends.

OR OR

OR OR

Importance of Mobile Devices: Your Money or Your Smartphone?

INTERNET

WOULD RATHER LOSE THEIR WALLET OR PURSE BEFORE LOSING THEIR SMARTPHONEOR MOBILE DEVICE

MORE THAN

The Job Search: What the Next Workers Want

INTERNET CARWOULD PRIORITIZE SOCIAL MEDIA FREEDOM, DEVICE FLEXIBILITY, AND WORK MOBILITY OVER SALARY IN ACCEPTING JOB OFFERS

COLLEGE STUDENTS

YOUNG EMPLOYEES

AND

WOULD ACCEPT A LOWER-PAYING JOB WITH MORE FLEXIBILITY WITH DEVICE CHOICE, SOCIAL MEDIA, AND MOBILITY THAN A HIGHER-PAYING JOB WITH LESS FLEXIBILITY

2 of 5

2 of 5$

(45%)

(40%)

The Job Search: What the Next Workers WantInfluence of Social Media and Mobile Device Policies on Job Choice

INTERNET

COLLEGE STUDENTS

1 in 4

OF COLLEGE STUDENTSMore than

half

COLLEGE STUDENTS

2 of 3

IF ENCOUNTERED A COMPANY THAT BANNED ACCESS TO SOCIAL MEDIA, THEY WOULD EITHER NOT ACCEPT A JOB FROM THEM OR WOULD JOIN AND FIND A WAY TO CIRCUMVENT CORPORATE POLICY

IT WOULD BE A KEY FACTOR IN THEIR DECISION TO ACCEPT AN OFFER

PLAN TO ASK ABOUT SOCIAL MEDIA USAGE POLICIES DURING JOB INTERVIEWS

(56%)

(64%) (24%)

AB

OU

T

Summary of Key Findings

Smartphones rival laptops as a preferred device by Gen Y.

60% of Gen Y compulsively check their smart phones for emails, texts or social media updates.

Over two out of five would feel “anxious, like part of me was missing” if they couldn’t check their smart phones constantly.

Two out of three spend equal or more time online with friends than in person

vs.

TEXT

Check smartphone Dress Eat Brush teeth

Gen Y

“It’s an important part of the morning routine getting ready for work or school.

The New Morning Routine? Toothpaste, Toilet Paper, Texting…

Where are smartphones used?

Smartphones: Anywhere, Anytime

Nearly half

Over 1 out of 3

Almost 1 out of 5

3 out of 4

Watch out!

One of Those Apps: Facebook The New Global Phonebook

have a Facebook account

Over 1 in 5 update Facebook several times a day

1 in 10 have Facebook always up.

41% update Facebook at least once a day

Who Are You Really? Online Identity

(81%)“most people

have completely different online

vs. offline identities”

Believe people have different online and offline identities

“my online and offline identities are

the same”

Online Friendship vs. In-Person

of men

Spend equal or more time online with friends than in person

Spend more time with friends online than in person.

of women

GENDER DIFFERENCE

Spend more time with friends

Online Shopping – Gen Y Conflict

57% will share email address to get discounts and sale notices

3 out of 5rely on customer reviews for online shopping

But 75% do not trust most Internet sites to keep data secure

shop online

Adding to the World’s Data…

Almost upload photos to share or store on internet sites.

Video is a big contributor• Over 4 billion hours of video are watched each month on YouTube

• More than 20% of global YouTube views come from mobile devices

• 72 hours of video are uploaded to YouTube every minute

• 70% of YouTube traffic comes from outside the US

upload videos to share or store on internet sites.

have a Twitter account.

tweet at least once a day.

Source: YouTube website

Gen Y in the WorkforceWork, Social, And the Challenge for IT, HR, And Corporate Cultures

40%

“our employees obey the policies on personal use”

don’t obey policies

“know company policy forbids using company-owned devices for personal activities”

71%

50% ofIT professionals believe

almost 3 out of 4

DEFENSE.GOV

Links to DoDSocial Media

DoD Site Re-Launch

Digital Component

NTM-A

Instant social media access

Join the Conversation

What have we done at BAE Systems?

BAE SYSTEMS, INC.

April 2013

Homepage – Global

Homepage – United States

Homepage – United Kingdom

Homepage – Australia

Homepage – Saudi Arabia

BAE Systems, Inc. Twitter & Facebook

BAE Systems, Inc. YouTube & Flickr

30

Digital communications report - 2012 ResultsThis report shows some of the key metrics across all digital platforms (traditional and social) on 21 February 2013

© BAE Systems PLC 2013 BAE Systems

Headlines

31© BAE Systems PLC 2013 BAE Systems

• Total mentions were up 243% on last year• Sentiment was 67% neutral, 30% positive, 3% negative

• Negative mentions were predominantly made up of stories with “weak demand” or “failed merger” in the copy

• Positive mentions were around the share buyback, share price increase, L&G pension insurance deal and outperforming the FTSE 100

• The main sources of mentions were from Twitter (61%), traditional online news (28%) and blogs/forums (7%)

Twitter – driving the conversation

32© BAE Systems PLC 2013 BAE Systems

• On Twitter our mentions reached 1.4m people via 1161 tweets from 898 Twitter users

• The average Twitter user’s Kred influence score was 502/1000. This is very high, the plc and Inc. accounts are in the 700’s

• We utilised our global twitter accounts (plc, Inc., KSA, UAE, Malaysia, Maritime, Air) to seed the messages and reached 224k people through the engagement of our content which means 16% of all mentions on Twitter regarding our results originated from us

Geographic spread

33© BAE Systems PLC 2012 BAE Systems February 11 2013

Twitter examples

34© BAE Systems PLC 2012 BAE Systems

Personal Social Media (No such thing)

Starting in the Middle

Blockers & impediments?

Risk vs. opportunity?

Why is this so hard?

Faster process?

Freedigitalphotos.net

37

Many Headed Hydra of Culture

Outcry on Social Media

What could have been a crisis…

Turned into a win due to joining the conversation

Do’s and Don’ts

• Go slow. It takes time to get comfortable and to gain an audience – no matter how big or small.

• Be careful with what and how you say it.• Context matters.• Don’t get in fights on social media.• Don’t use inappropriate language. Don’t cuss.• Know your audience.• This shouldn’t take a lot of time.• One size does not fill all. Social Media is not the answer for all

challenges.• Chillax, it’s just the future at stake.

TAKE OUT YOUR OWN DEVICE. LAPTOP, SMART PHONE

Find Your Destination

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