How Boeing Finds and Builds on Existing Buzz to Create Fantastic Word of Mouth, presented by Todd Blecher

How Boeing Finds and Builds on Existing Buzz to Create Fantastic Word of Mouth

ToddBlecher

More ideas!wordofmouth.org

Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 1

Riding the wave

Copyright © 2012 Boeing. All rights reserved.

Contact info

Todd Blecher, Communications Director, Boeing

[email protected]

www.linkedin.com/in/toddblecher

@boeing

@boeingairplanes

@boeingcareers

@boeingdefense

@boeingstories – curated content for Flipboard

www.facebook.com/boeingstore

www.youtube.com/boeing

www.flickr.com/theboeingcompany

www.weibo.com/boeingchina

Author, 10/19/2012, Filename.ppt | 2

mailto:[email protected]

http://www.linkedin.com/in/toddblecher

http://www.facebook.com/boeingstore

http://www.flickr.com/theboeingcompany



http://www.weibo.com/boeingchina


Content that connects people to us



And reminds them of this



WOM Today

WOM is now instantaneous, global, affordable, and an equalizer, socially, economically, and politically

Success requires excellence, engagement, accessibility



“You can’t stop the waves, but you can learn to surf” -- Jon Kabat-Zinn, founding director of the Stress Reduction Clinic and Center for Mindfulness in Medicine, Health Care, and Society at the University of Massachusetts Medical School



The Secretary of State surfed the wave


A submission from

Secretary Hillary Clinton

Texting with Secretary

Hillary Clinton

Thanks to @CapitolHillKid and

@AdamConner for finding the photo.

Original image by Kevin Lamarque

for Reuters.

https://twitter.com/

https://twitter.com/

http://blogs.reuters.com/oddly-enough/2011/10/20/do-we-get-a-snack-on-this-flight-or-what/





The wave gently crests and fades



Become one with the wave

Decide why you want to surf

Learn the basics

Find the right equipment

Start slowly…build your confidence and instincts

Constantly monitor conditions

Recognize and respond to what’s happening not what you wish was happening

Be ready to adapt as the wave changes

Accept that you can’t control the wave


Now, to stretch this analogy even more, the #1 tip is…


Trust your wave


Bruce Springsteen, Verizon Center,

Washington, D.C., April 1, 2012

Photo courtesy Pete Souza and

Backstreets.com

PS – Souza’s day job is official

White House photographer

Bruce Springsteen, Wells Fargo

Center, Philadelphia, March 28,

2012

Video courtesy

thenycbrucecommittee and

blogness.wickedlocal.com/

springsteen


The Big Ideas

Treat community members as partners

Respect their views

Engage frequently

Provide content they find valuable

Marketing and PR must work together

Integrated and cooperative



Case study: Painting the sky

Feb. 9, 2012, 7:13 PM Central Time



The wave begins

Jon Ostrower, FlightBlogger, 7:20 PM Feb. 9, 2012 I'm sitting at gate C34 at Houston Intercontinental Airport waiting for my flight to DCA and was tipped

to 787 ZA236's flight plan (BOE236) for its systems functionality and reliability tests today. The aircraft is in the last stages of flying certification flights for the 787 airframe pairing with the General Electric GEnx-1B engine. Today's flight path, like the creative skywriting we've seen before from the 747-8, traces 787 and The Boeing Company logo from Washington State to Iowa.

Guy Norris, Aviation Week, 7:37 PM A GEnx-1B powered Boeing 787 is busy writing out the number 7..8..7..-..8 in numerals hundreds of

miles long across at least eight states as it racks up another 19 flight hours as part of the final F&R and ETOPS certification phase.

David Parker Brown, SeattlePI.com, ~7:40 PM This is a live shot (well about 5min old) of flight aware catching a Boeing 787 Dreamliner taking an

interesting route east across the US. It might look a bit like a “787″ and the future path is showing that it might be in the process of making a “-8.”

I gave a quick call to Boeing and they aren’t will to say what is going on (yet), but I expect more details to be released once the plane lands back at 7am at KBFI (where it took off). Until then, you can spend the next 12 hours watching this Dreamliner make an epic flight.


http://flightaware.com/live/flight/BOE236/history/20120209/2100Z/KBFI/KBFI


Riding the wave Feb. 9-11

> 800 tweets with a reach of > 3.4M

> 3,300 Flickr views

> 1,300 Facebook “likes”, with over 400 shares Author, 10/19/2012, Filename.ppt | 14


Our input – Feb. 10, 2012, after landing


BoeingAirplanes Feb 10,

11:54am via HootSuite

Just landed! Talk about putting

the 787 on the map. Check out

this image of one creative flight

plan. ow.ly/8ZRlS #Boeing

#avgeek

80 retweets

http://hootsuite.com/dashboard

http://twitter.com/BoeingAirplanes/status/168014940261715969




http://t.co/vvqZP56j





Three blog comments

Kirsten Liljegren (Alicante, Spain):

Amazing !!! I am the very proud mother of the captain on this testflight. Incredible - 35 years ago I taught him how to use a bicycle in Denmark, where he is born . and now this. Congratulations to the smart and very clever team.

Priscilla M (Seattle):

This is simply amazing. Boeing is becoming more than just a reliable, dependable, but stodgy and serious sort of company. You guys are learning to deliver -- and with a sense of fun! I cannot imagine how your guys pulled this piece of artwork off. But this is something "aviation geeks" will remember and talk about for a long long time to come. Congrats Randy, you run an amaaaazing ship! And congrats to the team that achieved this feat. You make us Seattle folks proud!

Yahya Makuburi (Dar-es-salaam, Tanzania):

The Dreamliner itself is a masterpiece. Randy and the team you've pulled a genius work with this masterpiece to label Boeing as a company to watch. Congratulations! Implementation of the route to draw the Boeing Logo seems to have been the most challenging. But it was so perfectly done that it sets the bar high to the competitors. The Long hour successful testing of this equipment, displays Boeing dedication in delivering reliable and error free equipments. Vema Sana (excellent) Boeing!



Boeing Store Feb. 10 Facebook post

As we noted last night, the Boeing 787 Dreamliner is continuing a fun Boeing Flight Test tradition of 21st century skywriting. This particular trip took almost 19 hours to complete! Be sure to share, and tell us what you think. And special thanks to FlightAware.com for making it possible to share the experience.

1,163 likes, 123 comments, 397 shares

Some comments: Nikhil Ghoshal Did ya'll hook this on as a record with Guinness !! coz as we see it, therez no a/c

which has been able to produce such monumental effort doing 19hrs on a sky-writing job based on a logo !!!....simply commendable !!

Reiley McKendrick I love reading the stupidity that people comment here. Not a waste of fuel. Period. From someone who is the aviation business (me) testing is a very necessary part of the certification process. Why not have a little fun while your doing it? All manufactures do this type of flight. I call it 21st century sky writing. And, if you don't understand it, do some research before you start posting your ignorance on Facebook. Have a wonderful weekend and thanks to Boeing for this wonderful aircraft. I cannot wait to take my first ride on one!


http://www.facebook.com/people/Nikhil-Ghoshal/543585561

http://www.facebook.com/people/Nikhil-Ghoshal/543585561

http://www.facebook.com/reiley.mckendrick




Painting the sky – earned media

http://youtu.be/eeCRm7RCfmU

NBC Nightly News, Feb. 11, 2012


http://youtu.be/eeCRm7RCfmU


The second wave


Yahoo! News article

posted Feb. 15, five

days after the flight

Generated 10,000

recommends on

Facebook, 4,500

comments, and

created a second

wave, including…


The New York Times, Feb. 16



Riding the wave


We monitored, we engaged, we benefitted


Summary

“You can’t stop the waves, but you can learn to surf”

Monitor

Recognize

Engage

Adapt

Trust

Most importantly, focus on riding the wave not trying to control it

BOEING PROPRIETARY Author, 10/19/2012, Filename.ppt | 22

More ideas!wordofmouth.org

For more great ideas on word of mouth, visit www.wordofmouth.org

Business

How Boeing Finds and Builds on Existing Buzz to Create Fantastic Word of Mouth, presented by Todd Blecher