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SocialMedia.orgVideo Case Studies
Chris Hawley
Brand Journalism on the Flight Line: How Raytheon Covered the
Farnborough Airshow
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellLos Angeles
December 5, 2012socialmedia.org/blogwell
Copyright © 2012 Raytheon Company. All rights reserved.
Customer Success Is Our Mission is a registered trademark of Raytheon Company.
Brand Journalism on the
Flight Line: How Raytheon Covered the Farnborough Air Show
Chris Hawley
Managing Editor of Digital Content,
Raytheon
Dec. 5, 2012
Operation: Brand Journalism
The Assignment: Create a Farnborough Air Show microsite offering near real-time features, news, videos and photos.
The Challenges: – Much of what we sell and who we sell it to is secret
or sensitive
– Event is closed to public most of the week
– Governments must approve many of our stories
– Arms export laws
– Visual restrictions (we can’t show uniformed military officers, for example.)
– Weapons are a delicate subject when writing for the public
– Show was smaller than previous years, our budget for show tighter
– “Scrubbed” computers and tight security complicated live reporting
– Time difference complicated posting
– Six autonomous divisions unaccustomed to collaborating on stories.
– Corporate culture not used to writing for general public
12/18/2012 2
The air shows in
Farnborough, UK and
Paris, France (alternating
years) are the most
important trade shows for
the aerospace and
defense industry
Our Strategy
www.raytheon.com/media/fia12
Started planning two months in advance with weekly calls involving PR, trade show folks, etc.
Most content prepared before the show and topped off with breaking quotes and color as soon as approvals could be secured.
On-site PR folks secured approvals (in one case securing permission to quote a Royal Air Force officer within 24 hours)
One dedicated reporter on-site
Clearly communicated the need for speed and journalistic standards – Insisted on real interviews
– Asked company presidents not to tinker with quotes
– Candid photos
12/18/2012 3
Microsite Editorial Calendar
Content/Channel Monday, July 9 Tuesday, July 10 Wednesday, July 11 Thursday, July 12 Friday, July 13
Main FIA12 Feature Aviation Warrior ISR story (off briefing)
Hawley
ATM/order new skies Int'l Business (Hawley) Tweetup #meetRay
(Hawley)
2nd FIA12 Feature SM-3 CDU/RACR/F-16s MilCom TARC set up TARC
3rd FIA12 Feature NASAMS Tweetup Primer GPS OCX Mini-Munitions Aviation Warrior
Videos/YouTube SM-3 test footage;
Aviation warrior video
CDU video 24 hours of flight Culligan interview clips
Photography
SM-3 photo gallery; 2
NASAMS/ESSM images;
Aviation Warrior model
images; EKV
Tweet gallery Indian ATC hub gallery Business Presidents
photo gallery (int'l travel);
mini-munitions art
Tweep Photo Gallery;
Group shot; TARC
competition photos
Infographics/Graphics
SM-3 evolution
infographic & NASAMS
infographic
AESA Infographic Gate-to-Gate Infographic Patriot Infographic
Wallpaper SM-3 Learjet Patriot at sunset Twitter bird
SM-3 package data link
news; Aviation warrior
video; ADAS comic strip;
Culligan broadcast
interviews
Tweetup Primer; DDR
news w/Hawley story;
news coverage; CDU
video; WHS media
coverage
news coverage; WHS
media coverage; 24
hours of flight
Int'l Business; News
coverage;
Tweetup #meetRay;
TARC (MMU lead)
Aviation Warrior package
w/ indy elements
CDU video; Pilot's
account of AESA
24 hours of flight TARC set up; Patriot
Wallpaper; Patriot
Infographic
TARC competition
Google+
Aviation Warrior; SM-3
data link news;
NASAMS/ ESSM news;
Culligan broadcast
interviews
DDU news w/Hawley
story
24 hours of flight Int'l Business TARC competition
12/18/2012 4
F A C E B O O K Rocketry contest
Chalet Gallery
Photos
L I N K E D I N Major News
Rocketry contest
T W I T T E R “Headline News”
Videos
Photography
Interactives
Rocketry contest
Tweetup
G O O G L E +
Major News
Cool Tech
Videos
Interactives
Y O U T U B E
Videos
Interactives
Leverage Digital & Social Media Channels
F A R N B O R O U G H
M I C R O S I T E
(internal only)
12/18/2012 6
Responsive Design
12/18/2012 7
Design With Multimedia Focus
Raytheon official
social media account
stream (Facebook,
Twitter, Google+ and
YouTube)
Continually refreshed
multimedia assets on
home page
Clean, simple
design 2012 Farnborough-
specific navigation
Emphasis on visuals
Strategic tags for
each post and ability
to sort stories by tag
Daily sub-stories
12/18/2012 8
Sub-Pages
Sub-pages for multimedia, news releases
and wallpaper downloads.
Farnborough Airshow Week
Farnborough Tweetup amplified impact
23 participants, 21,000+ followers
US (Arizona, Illinois, Ohio, Washington), UK, Belgium, Germany, the Netherlands
218 people sent 1,200 tweets using #meetRay
> 3 million impressions
Net reach 488,000 people
Security folks had some misgivings at beginning
(confidentiality, protests, liability) --
communication was key to getting them on board
12/18/2012 10
New Content Each Day
With a robust editorial calendar, content was refreshed each day of the show according to the
day’s priorities on site.
12/18/2012 11
Content-rich feature stories
Feature stories included related multimedia –
photos, videos and infographics.
Editorial quality improved, increasing average
visit duration on site from 11 minutes last year
to over 18 minutes this year.
Enhanced readability with use of pull quotes.
Results: More impact with less content
2011
Paris
Airshow
2012
Farnborough
Airshow
Change
Total Posts 53 27 -49.1%
Videos 49 13 -73.5%
Infographics 5 8 +60%
Visitors 8,385 12,690 +51.3%
Average Visit
Duration 12:05 18:34 +53.7%
Int’l Visits 12.22% 22.86% +87%
* 10-day metrics taken from Sunday pre-show to Wednesday post-show
Lessons Learned
Get all stories written ahead of time, top off with fresh quotes
as necessary
Quality over quantity
One-company stories and big-picture context
Make sure photographers understand journalistic focus
(candid shots, etc.) and don’t over-program them with
assignments
Plan time for dumping photos and video
Give the audience what it wants!
12/18/2012 13
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellLos Angeles
December 5, 2012socialmedia.org/blogwell
