Boeing digital marketing strategy
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Transcript of Boeing digital marketing strategy
BOEING’S DIGITAL MARKETING STRATEGYAmanda Ribitch
ABOUT BOEING
• Founded by William Boeing in 1916 in Seattle
• Leading manufacturer of commercial airplanes
• Second largest manufacturer of defense airplanes
• Largest exporter in the United States by dollar value
THE BIG IDEA!Market Boeing to young students and professionals as the best company to work for
Recruiting Slogan: “First Class Employment”
TARGET MARKETCollege students of all ages- establish “brand loyalty” when it comes to preferred companies for employment- target them while they are looking for an internship or an entry level career
TOOLS AND TACTICS
• Boeing Corporate: 276K followers• Boeing Careers : >10,000
followers• Promote Boeing Careers Twitter
page at least once a month on the Corporate Boeing Twitter
• EX: Boeing Career of the Month or even just a simple “check out our careers page” tweet
• The Boeing Store: 730,000 likes
• Boeing Careers: 210,000 likes
• Promote Boeing Careers on The Boeing Store Facebook
• EX; Employee of the Month post or Day in the Life of a Boeing Employee
• Boeing has the option to sign up for updates on their website
• Primarily give out news updates
• Ask more demographic questions when people are singing up
• EX: age, field of study• Use this additional
information to send out emails with career opportunities
BLOG
• Boeing’s blog that mostly focuses on the business side of the company
• Written by Randy Tinseth, vice president of marketing for Boeing in Seattle
• In the new plan, Randy will make a post weekly called “Life at Boeing” that will be shared to the Boeing Careers Facebook and Twitter pages
• Increase blog traffic AND career interest
KPIPrimary: Increase in number of likes/followers on social media
Secondary: Increase in the number of applications received in our target market