Video: How Boeing makes fans a part of the family, presented by Todd Blecher

Making your fans feel like they are a part of a family gives them something to talk about.

But, how do you help your fans feel like they are a part of something larger? In the video below, Boeing’s Todd Blecher explains how they’re able to do it by finding ways to show fans and customers they trust them.

Todd also gives examples of how other brands do it — including how 63 year-old Bruce Springsteen crowd surfs and chugs beer with fans to inspire the E Street nation. The key, Todd says, is to deepen your relationships with customers by making your brand more accessible.

In his presentation, Todd also explains:

  • Why a BtoB brand is using social media
  • How “Texts from Hilary” humanized their band
  • What word of mouth marketing can learn from surfing


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  1. JK

    Video didn’t show what the speaker was pointing. So didn’t find very helpful and engaging.

  2. Dave

    No charts to see …

  3. Kristen Platt

    Hey guys,

    Sorry we forgot to post the slides. The post has now been updated with Todd’s slide deck so that you can follow along during his presentation. Thanks for the heads up!



  1. GETTING THE WORD (OF MOUTH) OUT « - October 21, 2012

    […] blog entry, Boeing’s Director of External Communications, Todd Blecher explains why a large Fortune 500 company should concern itself with word of mouth marketing. Word of mouth channels help humanize these large companies in the minds of their customers, says […]

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