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Pratt & Whitney Canada and w.illi.am/ Create the PT6 Nation
 

Pratt & Whitney Canada and w.illi.am/ Create the PT6 Nation

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Pratt & Whitney Canada (P&WC) is a global aerospace leader, providing advanced aircraft engines and services for general aviation, regional airlines, business aviation and helicopters. P&WC approached ...

Pratt & Whitney Canada (P&WC) is a global aerospace leader, providing advanced aircraft engines and services for general aviation, regional airlines, business aviation and helicopters. P&WC approached w.illi.am/ to find ways to leverage social media to engage pilots, operators, aircraft manufacturers and enthusiasts around the company’s legendary PT6 turboprop engine.

Using Radian6 and w.illi.am/’s own proprietary methodology called IMR to help find
conversations online around the PT6 engines, the team discovered that there were thousands and thousands of people online discussing the product and sharing their experiences.

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    Pratt & Whitney Canada and w.illi.am/ Create the PT6 Nation Pratt & Whitney Canada and w.illi.am/ Create the PT6 Nation Document Transcript

    • Case Study / PT6 NationPratt & Whitney Canada and w.illi.am/create the PT6 NationThe Challenge and uncoordinated pockets across the web with audiences ranging in size from dozens toPratt & Whitney Canada (P&WC) is a global thousands. The team saw a great opportunity toaerospace leader, providing advanced aircraft create a unified community where all these peopleengines and services for general aviation, regional could come together to share their stories andairlines, business aviation and helicopters. P&WC ideas, thereby amplifying the message.approached w.illi.am/ to find ways to leveragesocial media to engage pilots, operators, aircraft After identifying key influencers, the team beganmanufacturers and enthusiasts around the promoting the PT6 Nation to these people andcompany’s legendary PT6 turboprop engine. The invited them to join. The community is basedgoal was to maintain P&WC’s brand leadership at PT6Nation.com, which revolves around thein this market, while offering customers the “Ecosystem” of social sites that feed the website.opportunity to act as brand ambassadors by The ecosystem includes Twitter, Facebook,telling their story about how they use the PT6 YouTube and Foursquare, and will continue toengine every day. As a recognized leader in evolve with the addition of Instagram, Google+digital marketing, w.illi.am/’s goal is to help their and other tools.clients define, develop and optimize electronicbusiness solutions so they maximize their return “Social media has opened a whole new world foron investment and achieve measureable results. us,” says Antonio Faraggi, E-CommunicationsWorking together, the teams at P&WC and w.illi.am/ Leader at P&WC, “we are so pleased that we candeveloped an exciting B2B social media strategy offer our customers and fans a place to shareand the idea of the PT6 Nation was born. stories, connect with other operators and fans, and get the latest information about the PT6 engine.”The Approach The ResultsUsing Salesforce Marketing Cloud and w.illi.am/’sown proprietary methodology called IMR to help “The success of the PT6 Nation campaign isfind conversations online around the PT6 engines, a testament to the thousands of passionatethe team discovered that there were thousands operators who fly PT6-powered aircraft everyand thousands of people online discussing the day,” said Matthew Perra, Manager, Marketingproduct and sharing their experiences. The team Communications for P&WC. “The communityidentified top influencers and developed reporting has grown to more than 30,000 members acrossprocesses that showed there was large network all social platforms, more than 22,000 likes onof influencers already online, talking about the Facebook, and over 55,000 unique visitors to thePT6 engine and the everyday impact the product PT6 Nation website in its first year. We look forwardhas on their lives. The challenge was that these to continuing to connect with our customers in thisconversations were happening in disparate forum, which is unique in the aerospace industry.”www.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Salesforce Radian6
    • Case Study / PT6 NationThe PT6 Nation has inspired Pratt & Whitney explains Matyas Gabor, Vice President ConsultingCanada to consider other opportunities for social at w.illi.am/.media in the organization and look at the manyways that it could offer value to their brand and The PT6 Nation will remain a place for sharing andcommunications strategies internally and externally. storytelling, but the teams at Pratt & Whitney and w.illi.am/ are excited to expand on its success.“We are excited to continue to support Pratt & “The PT6 Nation is a great example of the powerWhitney Canada and develop strategies for other of social media for B2B, because regardless ofuses of social media. We are proud to work with whether your business is B2B or B2C, it is still allP&WC throughout their shift towards Enterprise 2.0, about human interactions. It is business to humanwhere social is a part of every business units, from (B2H),” concluded Matyas.marketing to customer service and other areas,”www.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Salesforce Radian6