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At Farnborough, Airbus, Boeing and 5 Other Large AeroSpace Companies Broadcasted Directly Online July 23, 2014

Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, International Business Development, Internet Marketing, Management, Social Media, Twitter.
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In a sign that information dissemination is changing rapidly in the Aerospace and Defense industry, Airbus, BAESYSTEMS, Boeing, Lockheed Martin, Raytheon, Thales, and Saab set up there own web pages on the occasion of the Farnborough International Airshow. It is not the first time for this kind of communication strategy: Airbus, Boeing, and Raytheon did it in 2010. What is unique about it is that using Twitter in combination with the webpages, they have been able to draw online traffic to their site in volumes never seen before.

First, let’s look at what information was available on these “micro-sites”:

Company News/Features Videos Photos Other
Airbus 21 21 159 N/A
BAE SYSTEMS 13 1 32 Twitter Feed, Media Contact, Show Schedule, Stand Tour, Products on Display
Boeing 15 9 17 Presentations, Briefing Schedule, Biographies, Media Contacts
Lockheed Martin 8 0 16 Media Contacts, Briefing Schedule, Featured Programs
Raytheon 8 2 11 Infographics
Saab 4 15 71 Media Contacts, Twitter Feed, Presentations
Thales N/A N/A N/A Posted Articles, photos and videos directly on Twitter and published on flashboard (ThalesLive)

Out of the companies that created these micro-sites, Airbus went all out on videos and photos. As a result, they trended on the Twitter stats for most of the show. It was great that, along with Raytheon, they continued to cover the public part of the show to try to leverage enthusiasm for the industry from younger fans. I also liked BAESYSTEMS stand tour, Saab posting its presentations, and Raytheon’s infographics.

As I explained before, it is now possible to narrow the Twitter feeds to just the interest you might have (e.g. #FIA14) and get just the news you want. In the past businesses counted on the industry press to “relay” and aggregate their press releases to their readers. Now, Twitter can be the aggregate and companies are broadcasting directly. After all, they have the best information about themselves. And the industry is responding. In the table below you can see the growth in followers for the major A&D companies. In comparison, @AviationWeek has “only” 83,298 followers (@AINOnline 12,274 – @FlightGlobal 53,864).

Twitter Account Followers at 2009 Paris Air Show Followers at 2010 Farnborough Followers at 2014 Farnborough Tweets on #FIA14
Airplane Manufacturers
@Airbus N/A N/A 215,094 66
@AirbusGroupLive N/A N/A 18,976 107
@Boeing N/A N/A 173,757 26
@BoeingAirplanes 0 7,256 174,026 37
@Bombardier_aero 53 1,419 60,228 93
@EmbraerSA 3 1673 11,577 12
@Saab Not On Not On 5,549 79
Engine Manufacturers
@GEAviation Not On N/A 71,103 12
@PrattandWhitney 351 1,485 45,616 45
@RollsRoyce Not On Not On 20,083 13
@Snecma Not On Not On 4,530 2
Defense Companies
@BAESystemsplc 0 1,146 18,873 55
@LockheedMartin 268 4,339 110,637 24
@NorthropGrumman 680 3,139 57,942 0
@Raytheon 625 2,909 58,532 74
@ThalesGroup 76 728 20,437 50

This shift to Twitter, embraced long ago by other industry and finally gaining traction in Aerospace, will force industry news to change their coverage of shows like Farnborough and focus on delivering added value and not just be a “relay” for the news. It will be important for them to provide opinion pieces, mash-ups, and contrasts (e.g. Infographic on Airbus vs Boeing orders from FlightGlobal). For other Aerospace companies not yet using micro-sites, blogs and twitter to directly manage their corporate communication, it is time to seriously think about it.

What do you think of this communication strategy? Should these companies do something more or different? Are there other companies doing things worth mentioning here? Please comment below.



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Comments»

1. Tracking the #FIA14 twitter onslaught (UPDATED) | Aerospace eBusiness - July 23, 2014

[…] it is interesting to see that corporation come at the top and form the majority of the list (Boeing, GE and Airbus are the top 3), followed by traditional news media (WSJ and CNN). The specialized aerospace media does not appear […]

2. Farnborough International Airshow 2014: Online Coverage Review | Aerospace eBusiness - July 23, 2014

[…] how it was shared. You can read my other posts for Farnborough iPhone App Reviews, Twitter Statics, Aerospace companies use of Twitter, and Daily News Reviews. This post will focus instead on the overall […]


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