BlogWell Seattle Case Study: Boeing, presented by Bernard Choi

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In his BlogWell presentation, Boeing's Web Strategy and Content Lead, Bernard Choi, shares how they used social media to maximize their presence during the Paris Air Show.

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BlogWell Seattle Case Study: Boeing, presented by Bernard Choi

  1. 2. Using Social Media to share the 2011 Paris Air Show August, 2011
  2. 3. Bonjour Paris….
  3. 4. Bonjour Paris….
  4. 5. Bonjour Paris….
  5. 6. Boeing’s online hub for the show… <ul><li>Pictures </li></ul><ul><li>Articles </li></ul><ul><li>YouTube videos </li></ul><ul><li>News releases </li></ul><ul><li>Links to blog entries </li></ul><ul><li>Downloadable wallpaper </li></ul><ul><li>Links to Twitter, FB </li></ul>
  6. 7. Boeing’s online hub for the show… <ul><li>Pictures </li></ul><ul><li>YouTube videos </li></ul><ul><li>Links to blog entries </li></ul><ul><li>Downloadable wallpaper </li></ul><ul><li>News releases </li></ul><ul><li>Links to Twitter, FB </li></ul><ul><li>Articles </li></ul>
  7. 8. Deconstructing the hub… <ul><li>Rather than wait for completed stories and videos </li></ul><ul><li>Break news into bits and pieces </li></ul><ul><li>We post pictures and updates as soon as possible </li></ul><ul><li>Post the full-length summary, video later </li></ul>
  8. 9. Our social media platforms….
  9. 10. Saturday: When nothing is happening…
  10. 11. Saturday: When nothing is happening…
  11. 12. Sunday: the Queen arrives…
  12. 13. Sunday: the Queen arrives…
  13. 14. Sunday: the Queen arrives…
  14. 15. Sunday: the Queen arrives…
  15. 16. Sunday: the Queen arrives…
  16. 17. Sunday: more airplanes arrive
  17. 18. Monday: the show begins…
  18. 19. Monday: the show begins…
  19. 20. Monday: the show begins…
  20. 21. Monday: the show begins…
  21. 22. Monday: the show begins…
  22. 23. Tuesday: the show continues…
  23. 24. Tuesday: another big arrival…
  24. 25. Tuesday: more orders…
  25. 26. Tuesday: more orders…
  26. 27. Tuesday: another big arrival…
  27. 28. Tuesday: lunch time…
  28. 29. Tuesday: lunch time…
  29. 30. Tuesday: Red Hot…
  30. 31. Wednesday: one more arrival…
  31. 32. Thursday: Tweetup…
  32. 33. Dinner: Calf’s head, brain, tongue, snout, cheek
  33. 34. Results: some numbers… <ul><li>Flickr and yfrog views: 149,000 </li></ul><ul><li>YouTube video views: 378,000 </li></ul><ul><li>Website page views: 96,000 </li></ul><ul><li>Twitter usage: 3.2% increase in followers </li></ul>
  34. 35. Results: a little award…
  35. 36. Lessons Learned…. <ul><li>Could devote more time to social media </li></ul><ul><li>Respond faster and more often </li></ul><ul><li>Do more sourcing of user-generated content </li></ul><ul><li>Use social media more systematically as Media Relations </li></ul><ul><li>Spread responsibility for Twitter and social media tools </li></ul>

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