BlogWell Los Angeles Social Media Case Study: Raytheon, presented by Chris Hawley
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This document summarizes a presentation given by Chris Hawley of Raytheon about how the company covered the 2012 Farnborough Air Show using digital and social media. The challenges included security restrictions and the need to get government approvals. Raytheon created a microsite with multimedia content refreshed daily. Through efforts like a Tweetup, the coverage reached over 3 million people. Lessons included writing stories in advance and prioritizing quality over quantity of content.
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BlogWell Los Angeles Social Media Case Study: Raytheon, presented by Chris Hawley
- 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell Chris Hawley BlogWell Los Angeles Brand Journalism on the Flight Line: December 5, 2012 How Raytheon Covered the socialmedia.org/blogwell Farnborough Airshow
- 2. Brand Journalism on the Flight Line: How Raytheon Covered the Farnborough Air Show Chris Hawley Managing Editor of Digital Content, Raytheon Dec. 5, 2012 Copyright © 2012 Raytheon Company. All rights reserved. Customer Success Is Our Mission is a registered trademark of Raytheon Company.
- 3. Operation: Brand Journalism The air shows in The Assignment: Create a Farnborough Air Show microsite offering near real- Farnborough, UK and time features, news, videos and photos. Paris, France (alternating The Challenges: years) are the most – Much of what we sell and who we sell it to is secret or sensitive important trade shows for – Event is closed to public most of the week the aerospace and – Governments must approve many of our stories – Arms export laws defense industry – Visual restrictions (we can’t show uniformed military officers, for example.) – Weapons are a delicate subject when writing for the public – Show was smaller than previous years, our budget for show tighter – “Scrubbed” computers and tight security complicated live reporting – Time difference complicated posting – Six autonomous divisions unaccustomed to collaborating on stories. – Corporate culture not used to writing for general public 12/18/2012 2
- 4. Our Strategy www.raytheon.com/media/fia12 Started planning two months in advance with weekly calls involving PR, trade show folks, etc. Most content prepared before the show and topped off with breaking quotes and color as soon as approvals could be secured. On-site PR folks secured approvals (in one case securing permission to quote a Royal Air Force officer within 24 hours) One dedicated reporter on-site Clearly communicated the need for speed and journalistic standards – Insisted on real interviews – Asked company presidents not to tinker with quotes – Candid photos 12/18/2012 3
- 5. Microsite Editorial Calendar Content/Channel Monday, July 9 Tuesday, July 10 Wednesday, July 11 Thursday, July 12 Friday, July 13 Aviation Warrior ISR story (off briefing) ATM/order new skies Int'l Business (Hawley) Tweetup #meetRay Main FIA12 Feature Hawley (Hawley) SM-3 CDU/RACR/F-16s MilCom TARC set up TARC 2nd FIA12 Feature NASAMS Tweetup Primer GPS OCX Mini-Munitions Aviation Warrior 3rd FIA12 Feature SM-3 test footage; CDU video 24 hours of flight Culligan interview clips Videos/YouTube Aviation warrior video SM-3 photo gallery; 2 Tweet gallery Indian ATC hub gallery Business Presidents Tweep Photo Gallery; NASAMS/ESSM images; photo gallery (int'l travel); Group shot; TARC Photography Aviation Warrior model mini-munitions art competition photos images; EKV SM-3 evolution AESA Infographic Gate-to-Gate Infographic Patriot Infographic Infographics/Graphics infographic & NASAMS infographic SM-3 Learjet Patriot at sunset Twitter bird Wallpaper SM-3 package data link Tweetup Primer; DDR news coverage; WHS Int'l Business; News Tweetup #meetRay; news; Aviation warrior news w/Hawley story; media coverage; 24 coverage; TARC (MMU lead) Twitter video; ADAS comic strip; news coverage; CDU hours of flight Culligan broadcast video; WHS media interviews coverage Aviation Warrior package CDU video; Pilot's 24 hours of flight TARC set up; Patriot TARC competition Facebook w/ indy elements account of AESA Wallpaper; Patriot Infographic Aviation Warrior; SM-3 DDU news w/Hawley 24 hours of flight Int'l Business TARC competition data link news; story Google+ NASAMS/ ESSM news; Culligan broadcast interviews 12/18/2012 4
- 6. Leverage Digital & Social Media Channels LINKEDIN GOOGLE + Major News Major News Rocketry contest Cool Tech Videos Interactives (internal only) YOUTUBE Videos Interactives FARNBOROUGH MICROSITE TWITTER FACEBOOK “Headline News” Rocketry contest Videos Chalet Gallery Photography Photos Interactives Rocketry contest Tweetup
- 7. Responsive Design 12/18/2012 6
- 8. Design With Multimedia Focus Clean, simple 2012 Farnborough- design specific navigation Emphasis on Raytheon official visuals social media account stream (Facebook, Twitter, Google+ and YouTube) Strategic tags for each post and ability to sort stories by tag Continually refreshed Daily sub-stories multimedia assets on home page 12/18/2012 7
- 9. Sub-Pages Sub-pages for multimedia, news releases and wallpaper downloads. 12/18/2012 8
- 10. Farnborough Tweetup amplified impact 23 participants, 21,000+ followers US (Arizona, Illinois, Ohio, Washington), UK, Belgium, Germany, the Netherlands 218 people sent 1,200 tweets using #meetRay > 3 million impressions Net reach 488,000 people Security folks had some misgivings at beginning (confidentiality, protests, liability) -- communication was key to getting them on board Farnborough Airshow Week
- 11. New Content Each Day With a robust editorial calendar, content was refreshed each day of the show according to the day’s priorities on site. 12/18/2012 10
- 12. Content-rich feature stories Feature stories included related multimedia – photos, videos and infographics. Editorial quality improved, increasing average visit duration on site from 11 minutes last year to over 18 minutes this year. Enhanced readability with use of pull quotes. 12/18/2012 11
- 13. Results: More impact with less content 2011 2012 Paris Farnborough Change Airshow Airshow Total Posts 53 27 -49.1% Videos 49 13 -73.5% Infographics 5 8 +60% Visitors 8,385 12,690 +51.3% Average Visit 12:05 18:34 +53.7% Duration Int’l Visits 12.22% 22.86% +87% * 10-day metrics taken from Sunday pre-show to Wednesday post-show
- 14. Lessons Learned Get all stories written ahead of time, top off with fresh quotes as necessary Quality over quantity One-company stories and big-picture context Make sure photographers understand journalistic focus (candid shots, etc.) and don’t over-program them with assignments Plan time for dumping photos and video Give the audience what it wants! 12/18/2012 13
- 15. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell