4:32 — “Why is Boeing using social media”?
4:33 — We are using it to raise brand awareness.
4:35 — The founders road the wave of popularity to great success.
4:37 — Bruce Springsteen has E Street nation as a crowd engagement network.
4:40 — Bruce loves his audience. When performs he crowd surfs and chugs beers with fans.
4:41 — When you trust your fans that creates great word of mouth.
4:43 — Treat community members as partners.
4:44 — PR and marketing need to work together.
4:45 — One of the 787 test flights was flown in a pattern of the numbers 787 and the Boeing logo.
4:46 — This was not announced, but discovered on FlightAware.
4:47 — It got over 10,000 recommends online five days later, and got in the New York Times.
4:49 — Q: Does Boeing do any outreach in the community or with education groups?
4:50 — 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.
4:51 — Q: How do you determine what content is interesting to your audience?
4:52 — 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.