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

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Riding the wave

Copyright © 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/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

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


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, 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

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.


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

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


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!


Painting the sky – earned media

 http://youtu.be/eeCRm7RCfmU
 NBC Nightly News, Feb. 11, 2012


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

Copyright © 2012 Boeing. All rights reserved. BOEING PROPRIETARY Author, 10/19/2012, Filename.ppt | 22

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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