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Boeing hires experienced video journalists and writers to create helpful, truthful stories that humanize the company and show how its work intersects people's lives. Patience is needed as building a brand takes
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- 1. Chapter 26: Boeing Company BY: Amanda Hanks, Jessica V., and Matt
- 2. 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
- 3. 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
- 4. 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
- 5. 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
- 6. 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
- 7. 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