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

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PRESENTED BY: Todd Blecher, Communications/Social Media Director at Boeing ...

PRESENTED BY: Todd Blecher, Communications/Social Media Director at Boeing
RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

See the video of Todd's presentation here: https://vimeo.com/45853968

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    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, presented by Todd Blecher Presentation Transcript

    • HwBe g i s n o oi F d ad n n Bis n xtg uz ud o Eii Bz l sn tC a Fn sc o r t at t ee ai W roM u o f ot d h M ri a! o ds ee Td odw r foto o o u .g dm hr B ce lhr e
    • Riding the waveCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |1
    • 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/boeingchinaCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |2
    • Content that connects people to usCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |3
    • And reminds them of thisCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |4
    • WOM Today WOM is now instantaneous, global, affordable, and an equalizer, socially, economically, and politically Success requires excellence, engagement, accessibilityCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |5
    • “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 SchoolCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |6
    • The Secretary of State surfed the wave Texting with Secretary Hillary ClintonThanks to @CapitolHillKid and@AdamConner for finding the photo.Original image by Kevin Lamarque A submission fromfor Reuters. Secretary Hillary Clinton Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |7
    • The wave gently crests and fadesCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt |8
    • 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
    • Trust your wave Bruce Springsteen, Wells Fargo Center, Philadelphia, March 28, 2012 Video courtesy thenycbrucecommittee and blogness.wickedlocal.com/ springsteenBruce Springsteen, Verizon Center,Washington, D.C., April 1, 2012Photo courtesy Pete Souza andBackstreets.comPS – Souza’s day job is officialWhite House photographer Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 10
    • 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 cooperativeCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 11
    • Case study: Painting the sky Feb. 9, 2012, 7:13 PM Central TimeCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 12
    • The wave begins Jon Ostrower, FlightBlogger, 7:20 PM Feb. 9, 2012  Im sitting at gate C34 at Houston Intercontinental Airport waiting for my flight to DCA and was tipped to 787 ZA236s 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. Todays flight path, like the creative skywriting weve 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
    • 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 sharesCopyright © 2012 Boeing. All rights reserved. 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 retweetsCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 15
    • 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 youve 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
    • 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 yall 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 dont 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
    • Painting the sky – earned media http://youtu.be/eeCRm7RCfmU  NBC Nightly News, Feb. 11, 2012Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 18
    • 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
    • The New York Times, Feb. 16Copyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 20
    • Riding the wave We monitored, we engaged, we benefittedCopyright © 2012 Boeing. All rights reserved. Author, 10/19/2012, Filename.ppt | 21
    • 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 itCopyright © 2012 Boeing. All rights reserved. BOEING PROPRIETARY Author, 10/19/2012, Filename.ppt | 22
    • Fr o g ai a o om r r t es n ee d w rom u ,it o f ot vi d h s w w o o oto w . r f u .g w d m hr M ri a! o ds eew r foto o o u .g dm hr