Chapter 26:Boeing Company

BY: Amanda Hanks, Jessica V., and Matt

WHAT IS BOEING COMPANY?

• It is a company that manages airlines and airplanes• Chicago, Illinois• Randy Tinseth: Vice President of Marketing• Todd Blecher: Communications Director

ENHANCEMENT STRATEGY• Brand Journalism: The creation of videos, blog posts, photos,

webinars, charts, graphs, eBooks, and other information that delivers value to your marketplace.

• Brand Journalist: Works inside the company, writing articles, blog posts, or producing videos or podcasts to attract a specific audience.

• Too broad of a company to use ONLY social networking sites• Made their own Web site, and did all enhancement, starting with their

personal Web site.• Geared toward a specific audiece

BYLINED ARTICLES

• Weekly articles by employees of the company• Personalization• Variety of topics• Internal magazines and newsletters• Examples: First-hand look at U.S. Navy, procedures to

avoid volcanic ash, article about a explosive detection dog

VIDEO

• Enhancement to bring the story to life• Employees make the videos-experienced video journalists• No seeding of videos on YouTube-due to the fact that it

could come up right next to a negative video about aircraft or airline services

• Videos are only posted to the Web site

TWITTER

• Active on Twitter• Retweet third party links and responding to followers• Active monitoring• Moving to be less computerized and more human-like

responses• Less biased responses from the public• More respect and credibility

IDEAS WORTH STEALING• Best performing feature-video content about new airplane testing

• Public Perception is better, because of the interesting content

• Find the human angle

• About people and personalized stories from customers and employees

• How does your company intersect the lives of people?

• Truth:

• Hire writers and journalists to work for the marketing of the company

• Mainstream and Corporate: Both must tell interesting TRUTHFUL stories

• Patience:

• It takes time to become known

• Find your voice

• Patience is a virtue