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PRESENTED BY: Todd Blecher, Communications/Social Media Director at Boeing
RECORDED AT:’s Crash Course conference in Austin, TX on May 10, 2012
—————————————————————————————————————————————————— is where you’ll learn to be a great word of mouth marketer.

To see more great case studies like this one, check out our upcoming Word of Mouth Crash Course conference at

Below is live coverage from the presentation:

— “Why is Boeing using social media”?

— We are using it to raise brand awareness.

— “Text from Hillary” is based on a photo taken on a Boeing C-17.

— The founders road the wave of popularity to great success.

— Bruce Springsteen has E Street nation as a crowd engagement network.

— Bruce loves his audience. When performs he crowd surfs and chugs beers with fans.

— When you trust your fans that creates great word of mouth.

— Treat community members as partners.

— PR and marketing need to work together.

— One of the 787 test flights was flown in a pattern of the numbers 787 and the Boeing logo.

— This was not announced, but discovered on FlightAware.

— It got over 10,000 recommends online five days later, and got in the New York Times.


Q: Does Boeing do any outreach in the community or with education groups?

A: We do, but we need to do it more. We participate in STEM, but we haven’t a good job giving them access to more of our engineers.

Q: How do you determine what content is interesting to your audience?

A: They tell us. They like to see a lot of planes and pictures. One of the most successful post was a picture of a security dog in a seat on the 787. Earth day posts and working in developing countries are items we want to get out, but they get very little attention.


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