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BlogWell Seattle Social Media Case Study: Boeing, presented by Todd Blecher

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In his BlogWell Seattle case study presentation, "Obi-Wan and Boeing," Communications Director, Todd Blecher, spoke about the evolution of Boeing's online communication approach. …

In his BlogWell Seattle case study presentation, "Obi-Wan and Boeing," Communications Director, Todd Blecher, spoke about the evolution of Boeing's online communication approach.

Todd explained that by focusing on storytelling, sharing, and video, they have been able to change the tone of their online content from technical and boring to personal and interesting.

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  • 1. Author, 5/12/2010, Filename.ppt| 1
    BOEING PROPRIETARY
  • 2. Author, 5/12/2010, Filename.ppt| 2
    Obi-Wan and Boeing A Jedi’s wisdom shapes our online strategy
    Todd Blecher
    Communications Director
    May, 2010
  • 3. Jedi wisdom
    Author, 5/12/2010, Filename.ppt| 3
    "You must do what you feel is right, of course." – Star Wars, Episode IV
  • 4. Key points
    Doing what’s right for us in digital communications
    Resisted calls to try everything
    Transformed www.boeing.com into a content hub
    Prioritized story telling, sharing, video
    Activated three Twitter accounts…treading wisely
    @BoeingCorporate
    @BoeingAirplanes
    @BoeingDefense
    Content is king and ours has to change
    Become personal and interesting vs. technical and boring
    Humanizing Boeing, mindful of brand attributes
    Strengthening our reputation is the goal
    Changing the way we communicate is what should happen
  • 5. The journey
    Done digital for five years…but didn’t widely embrace it
    Randy’s Journal, unitedstatestanker.com, couple advocacy sites
    Mainly told product vs. people-focused stories
    Didn’t effectively leverage www.boeing.com traffic
    1 million visitors per month weren’t hearing from us. Now they are.
    Realized last year that digital is worth the effort
    Spent months refining our approach
    Made Boeing.com more engaging to leverage traffic
    Implemented broader use of feature elements
    Personalizing stories with employees when appropriate
  • 6. Our transformation in pictures
    Author, 5/12/2010, Filename.ppt| 6
  • 7. Summary
    We had to figure out what was right for Boeing
    Remade www.boeing.com into our digital hub
    Success will take time
    Evaluate at 6 months and 1 year
    Want to see:
    Reputation gains attributable to site content
    Traffic to and time on sites increase
    We’re changing the way Boeing communicates
    This is right for us. It may or may not be right for you.
  • 8. Author, 5/12/2010, Filename.ppt| 8
    BOEING PROPRIETARY