Tags: Aerospace, Association, eBusiness, International Business, Marketing, Social Media, Twitter
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Last week in Barcelona marked the annual general assembly of the European Region Airlines Association (ERA). This group represents the interests of intra-European aviation in Europe. ERA’s membership is composed of 51 airlines (mostly low-fare and/or regional), 21 airports, 10 manufacturers and 116 suppliers. Although this event is always well attended, this industry in particular is strapped for time and resources, leaving many to watch the proceeding from afar. In this post, I analyze how the event was covered online.
THE ORGANIZER @ERAAorg
The organizers did a good job setting up an informative and dedicated section of their website before the event as well as promoting the hashtag “#ERA14” well ahead of time. [See what happens to conference organizers that don't do that]. As a result, the online chatter was good with 171 users mentioning the event in their posts, reaching an audience of just under 750,000 users.
The organizers posted 49 updates on twitter throughout the event both aimed at attendees as well as the broader audience watching from home. It is for them that I wish ERA had posted daily summaries as promised (only day 1 was posted), perhaps even in video. But news was also delivered by specialty publication Low-fare and Regional Airlines (@news_LARA) and its team attending the event. It was disappointing that FlightGlobal did not report on the event at all.
Although the association counts 51 airlines in its membership NONE of them reported anything online. They were called out explicitly in some tweets (for example for winning awards) but did not seem to be listening. Even the airports in the association did better than the airlines (especially Shannon Airport after winning Airport Achievement award). So I guess that the airlines are limiting their Twitter and other online interactions for customer service.
But my question is: if there is so much benefit and requirement to interact online with customers, how could there be apparently no benefit in interacting with suppliers and manufacturers? I am not suggesting mixing the two conversations (B2C for passengers and B2B with suppliers), but it is strange to see this dichotomy between the two sides of the house at most airlines.
Out of the 29 exhibitors at the event, two-thrid have Twitter accounts. But for strange reasons only 4 of them decided to use it for ERA14. @ATRaircraft and @PWcanada where the most active, as you can see from their influence in the topic cloud above. Pratt & Whitney also cleverly used the occasion to promote the 30th anniversary of the PW100 engine series. @Bombardier_aero and @SuperJetIntl (Sukoi) also jumped into the conversation but there was no sign of Embrear or Saab. It is sad to see that other exhibitors that usually do a good job at covering other events online, did not bother to participate, especially when their competitors are there!
What did you think of the online coverage at the show? What was missing? What would you like to see in the future? Feel free to leave a comment below and start the conversation.
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National AeroSpace Week Online Coverage: Let’s make it better next year September 22, 2014Posted by ludozone in Aerospace, Social Media, Twitter.
Tags: Aerospace, AIA, Association, eBusiness, Social Media, Twitter, Website
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According to the National Aerospace Week website, this event was established by the Aerospace Industries Association in 2010 as “an opportunity for the aerospace industry and its supporters to recognize the enormous contribution that the industry makes to America’s economy, competitiveness and national security.” To support the effort, both houses of Congress issued a resolution on September 13, 2010 establishing the third week in September annually as National Aerospace Week. AIA subsequently launched the hashtag #AeroWeek to facilitate the exchange of information online during this event. On the occasion of its fifth edition, I wanted to see how well the event was covered online. I tracked National AeroSpace Week activity online during the week of September 14-20, 2014 and tried to assess how well the event was promoted; who were the main influencers; and how companies as well as government entities took part. Here are my findings.
AEROWEEK 2014 ONLINE COVERAGE
In terms of numbers, there was descent activity online during the week, with over 300 twitter posts reaching 715,000 users and 1.6M impressions. These are not bad results, especially because there was very little traffic about this event online prior to September 14.
AIA, the event organizer, did a good promotion effort throughout the week, posting and re-tweeting information from various sources, posting on FaceBook, as well as keeping the dedicated website updated. Adam Kostecki, Manager of Communications for AIA reported that the event website received 2,182 unique visitors for 3,902 pageviews during the 7-day period. “It was the level of online coverage we expected for this event”, said Kostecki, “on par with what we saw in the last couple of years.” When looking at who else was talking about National AeroSpace Week online, three groups were represented:
- Government: The week started with an official statement from the US Secretary of Commerce “applauding the Aerospace industry.” The state of Utah also embraced the event with Governor Gary Herbert speaking at the Air Force Association’s quarterly Industrial Associates luncheon. He also proclaimed September 15 “Young Women in Aviation Day” in Utah.
- Business: Honeywell, Deloitte, Wire Masters, and ATK were the most active businesses throwing their support behind the event. @Honeywell was particularly good with many uplifting and fun posts throughout the week. Out of the other major AeroSpace companies, there were only a couple of “timid” posts from Boeing Defense and Rockwell Collins. I noticed a glaring absence of online support from Lockheed Martin, UTC AeroSystems, Northrop Grumman, Raytheon, and GEAviation, just to name the top AeroSpace companies in the US. Asked about this absence, Kostecki explains that “each of these companies support the industry in many ways throughout the year. Because this is a US Government established event, they probably feel that it is best for the AIA, the association in charge of representing their interests on Capitol Hill, to be active on their behalf.”
- AeroSpace Media: Other than coverage of a Lord Corporation event by a local news station, Aviation Today was the only US Industry News outfit to cover the event. There were absolutely NO words from AIN Online or AviationWeek on their websites or their twitter feeds.
So, overall, this was a good event for AIA, but I cannot help but feel that it could have been a lot more. If the US Government proclaimed that the third week of September should highlight AeroSpace, I think the industry should take that opportunity to show the rest of the country what it is all about in a much more prominent way.
SUGGESTIONS FOR NEXT YEAR
I think the AeroSpace industry already has enough “physical” meetings, so National AeroSpace Week could very well be a “Virtual” event happening online and with the purpose of being picked-up by the mainstream media and educational institutions at all levels. Here are a few ideas that could be considered for AeroWeek 2015:
- AIA could create an online committee of volunteers to prepare and coordinate #AeroWeek online. Volunteers should be recruited from the most active users from industry and media this year.
- #AeroWeek should be promoted online well ahead of the actual event. There should be a series of online activities scheduled throughout the week. For example, AIA could promote “Why AeroSpace matters to the economy?” Day to financial media, “The benefits of an career in AeroSpace” Day to high school students and science media (Pehaps using the #AskACurator example with Engineers?), or “The Impact of AeroSpace industry on day-to-day travel and commerce” Day to main stream media.
- AIA could launch the week with a “State of AeroSpace” broadcast and an online inventory of all the outreach initiatives by its members throughout the year. AeroWeek should not be the event itself, but rather a chance for the industry to shine the spotlight on what it does for the USA and the world during the other 51 weeks of the year.
- The committee should enroll, in advance, the support of the main aerospace businesses and industry media to support the event online. They should be asked to post articles around the theme “Why is AeroSpace important for the USA?” from corporate CEOs, government representatives, and major personalities (e.g. Harrison Ford and John Travolta?).
Do you have other feedback from this year’s AeroWeek? Do you have other ideas for AeroWeek 2015? Please leave your comments below.
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NBAA 2011 Online Coverage October 19, 2011Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, International Business Development, Internet Marketing, iPhone, Management, Social Media, Twitter.
Tags: Aerospace, Association, BizAv, eBusiness, Marketing, NBAA, Social Media, Twitter
A week ago today, the2011 edition of the annual NBAA convention came to an end in Las Vegas. Although the show was a great success “by every yardstick” with over 26000 registered attendees, many business aviation professionals also rely on online coverage to figure out what are the industry trends. So, as I have done in previous years, here is my take on how the show fared on the internet.
News Outlet Coverage
As always the main aviation news outlet were out in force to cover the show. There were no less than 4 production rooms at the convention center where teams from Aviation International News, Aviation Week, Flight Global and NBAA relayed important information online. The content numbers were impressive:
First of all, it was interesting see how NBAA stepped up in its own news coverage of the show with a team of freelance journalists and photographers. They produced quality material throughout the show and took advantage of their website and social media to distribute their content (some of it exclusive). Their website is a bit poor in potential interaction, but in my opinion, they did a better job than AviationWeek. AvWeek’s team continues to disappoint with the least amount of innovation, the smallest online content output and their ill-timed decision to part ways with their star reporter Benet Wilson (@AvQueenBenet) right before the show (although she did a very professional job covering the event for them from Washington).
For innovation, you had to look at AIN and Flight which both released a new version of their websites in time for NBAA. Both companies have recently invested heavily to upgrade their content management capabilities behind the scenes, which will allow them to grow the usability and features they can provide their online readers. At Flight, the changes were both cosmetic and premium user focused. It resulted in a redesign of the navigation features and (at last) in the introduction of a good comment function. As huge as these changes were internally, they left me and many other users underwhelmed by the new website. It is “OK”. I am sure the PRO users will get more for their money, but I did not get a chance to review that part of the site. For AIN however, the change in internal content management provided some much needed improvement to their old website. Because they switched to open platform Drupal, they were able to immediately take advantage of off-the-shelf widgets for twitter, Facebook and trending (showing the most popular article). It is definitely the most improved website of the four I reviewed and I really liked it. Because AIN continued to provide the most extensive content, in a well-designed new website, I think for the first time in my reviews, they have actually edged Flight Global for “best in show” (by the slimmest of margins).
With that said, all these news organizations continue to ignore the iPad as an important delivery platform at the show and off the show. These devices were everywhere in Vegas, and must be included in the content delivery plans of many aviation companies. Testing all websites for iPad compatibility is now a must. None of the four sites’ videos could be accessed directly (other than by jumping to the YouTube app). Furthermore, the daily magazines, available online on each respective websites, were not viewable on the iPad. And even though Flight Global and AIN have iPhone apps that work on iPad, but they have not been upgraded to take advantage of the content features of their new websites, nor do they feature conference specific filtering.
Twitter was once again very active with over 2700 posts in the #NBAA11 during the show. The statistics from the archive show a healthy proportion of original content versus retweets as well as a crossover of users. Compared to last year the numbers are similar, but businesses were more directly involved with good interaction. A lot of companies took the opportunity to jump in for the first time, unfortunately most of them simply tweeted “Come see us at booth CXXXX”. Hopefully they have learned something by watching the event stream, joining others at the NBAA sponsored Tweet-up, or reading my advice (shameless plug!).
Amongst the companies most active in Social Media, Duncan Aviation continues to show exemplary behavior. They have been active on Twitter (@DuncanAviation) before and during the show, posted multiple blog entries, and deployed a show specific landing page that increased interactivity online as well as at the booth.
Technology continues to play a growing role in the world of aviation exhibitions. As mentioned before, the iPad was omnipresent both in delivering solutions, in marketing products and services, but also as an effective tool for attendees. The superior NBAA mobile app was also an interesting step towards changes that are upon us. For future shows, I think that the world of online and on site are headed for convergence with much activity taking place before the show online, while the actual onsite presence will become more efficient but will be shared online with others at the show and watching from afar.
Do you have any thoughts about NBAA or the future of this kind of show? Is there anything I missed online? Let me know what you think.