Contenu connexe Similaire à How Boeing Finds and Builds on Existing Buzz to Create Fantastic Word of Mouth, presented by Todd Blecher (16) Plus de WordofMouth.org (7) How Boeing Finds and Builds on Existing Buzz to Create Fantastic Word of Mouth, presented by Todd Blecher1. HwBe g i s n
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3. Contact info
Todd Blecher, Communications Director, Boeing
todd.h.blecher@boeing.com
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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |2
4. Content that connects people to us
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |3
5. And reminds them of this
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |4
6. WOM Today
WOM is now instantaneous, global, affordable, and an
equalizer, socially, economically, and politically
Success requires excellence, engagement, accessibility
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |5
7. “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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |6
8. The Secretary of State surfed the wave
Texting with Secretary
Hillary Clinton
Thanks to @CapitolHillKid and
@AdamConner for finding the photo.
Original image by Kevin Lamarque A submission from
for Reuters. Secretary Hillary Clinton
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |7
9. The wave gently crests and fades
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |8
10. 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…
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |9
11. Trust your wave
Bruce Springsteen, Wells Fargo
Center, Philadelphia, March 28,
2012
Video courtesy
thenycbrucecommittee and
blogness.wickedlocal.com/
springsteen
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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 10
12. 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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 11
13. Case study: Painting the sky
Feb. 9, 2012, 7:13 PM Central Time
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 12
14. 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.
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 13
15. 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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 14
16. 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
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 15
17. 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!
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 16
18. 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!
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 17
19. Painting the sky – earned media
http://youtu.be/eeCRm7RCfmU
NBC Nightly News, Feb. 11, 2012
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 18
20. 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…
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 19
21. The New York Times, Feb. 16
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 20
22. Riding the wave
We monitored, we engaged, we benefitted
Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 21
23. 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
Copyright © 2012 Boeing. All rights reserved. BOEING PROPRIETARY Author, 10/19/2012, Filename.ppt | 22
24. Fr o g ai a o
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