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How to effectively add Blogs and Twitter to your existing Website August 7, 2014

Posted by ludozone in Aerospace, eBusiness Applications/Services, International Business Development, Internet Marketing, LinkedIn, Social Media, Twitter.
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Several marketing executives from small to medium aerospace companies have recently asked me how to combine multiple internet communication channels most effectively. Most companies have an official “classic” and established website but find it difficult to integrate blogs and micro-blogs (Twitter) effectively with it. Most of them have simply added two “appendages” to their homepage: a blog section and a link to their Twitter account. Without coordination and planning, this inevitably creates a three-headed communication monster.

But it does not have to be. The way I see it, the three channels represent an information pyramid with Twitter at the top, blogs in the middle and websites at the bottom. Here is how each element fits in this model:

  • Website: This is your reference library. This is the “big bucket” of information about your business. It contains practical information (contact, eServices login, support, events) which will be the most accessed. It also contains reference information (solutions description, customer testimonials, press releases, documentation, white papers) that can be voluminous. Even though it will hopefully have a basic navigation and search feature, the website will still be too massive and intertwined to be useable directly by your curious/novice prospects.

    Take for example the Crane Aerospace website: they make a (very cool) tire pressure monitoring system called SmartStem. This system is both used in commercial and business aviation, is a landing gear system and a sensing system, and has a unique brand. A search for “Tire Pressure” on the site returns 50 hits. In these days of information overload, chances that someone will dial-up their homepage and start sifting to the many reference pages, navigation menus, and search results is very slim. Prospects will need a reason to get there and have a pre-existing functional interest. For example in this case, extended tire life and safety. That is why well tagged/keyworded reference pages will get visitors from the main search engines: Google “Tire pressure Business Aviation” and SmartStem pops up as top choice, but search for “Tire Life Extension Aviation” and the results get fuzzier.

    This means that today, it is more likely someone will type a query and then jump into the middle of your website rather than come through the home page. But competing for attention based on Search Engine Optimization (SEO) is more an art than a science. A good website should be organized like a good library (or Wikipedia). Start from any point and navigate through related information, subjects and keywords (even to external sources like a good article about your product). It should answer questions like: what are the advantages of the product, what are other people saying about it, and at what trade show can I see it?

    However, some prospects will still come to your home page to see “what is going on” with your company. They are not coming to “watch a commercial”, but rather find some thought leadership, strategic direction and news about your company. And these days, the best way to convey this information is through blogs.
  • Blogs: These brief “discussions” are no more than one or two pages (a dozen paragraphs MAXIMUM) and provide highlight of ideas or news events that are easy and fast to consume. To be successful, blogs should be educational and thought provoking rather than commercial. They should focus on quality rather than quantity (1 to 2 posts per month is more than enough). They should definitely contain links to reference information on your website, so if someone is interested they can “dig deeper” to, for example, a white paper or a customer testimonial. Blog entries should discuss all relevant subjects of interest in hope of positioning the company in the role of a trusted source of information and expertise. This means the blog should also discuss news that may not translate directly into a product sale, but rather in reader education. There should be plenty of external references and links to other sites to encourage “exploration”.

    To increase exposure, blog titles and short summary should be posted on the website homepage. They should be appropriately tagged and keyworded as well as made available as an RSS feed so they can be integrated into other sites from news organizations and industry associations. Links to blog entries should also be posted on other forums such as LinkedIn discussion groups, FaceBook pages, or in comments to articles in news websites such as AviationWeek. Surprisingly, blogs can have a fairly long shelf live, especially when they are linked back from future entries. Keeping old blog posts up to date is a good practice. Most importantly, they should be created to solicit feedback and “engagement” with prospects. Comments and poll answers from potential prospects are excellent audience barometers. But how do you make sure your blogs are noticed? That is where Twitter comes in.
  • Twitter: Think of this as the “Headlines News” channel to your company and blog. Unlike blogs and websites, Twitter entries will only have a very brief life. People that follow you or a particular subject (like #aerospace), will rarely read an entry that is more than 36 to 48 hours old. This should be used as an “alert” system for your community that there is something they should pay attention to. It could be a new relevant blog post (from you or someone else), a new document on your website, or some related breaking news. Because of this, quality is much more important than quantity. Unless you are at an important event where many things are happening (e.g. Farnborough AirShow), companies do not need to post every day. I would say that a minimum of once or twice a week is a good measure. As with the blogs, don’t just post news about your company and never post blatant advertising (FAIL example:”With @PAirmotive you get a world leader in the manufacturing of fuel controls for general #aviation.”) Posting other relevant information such as partner or customer news is as important. Re-Tweeting other posts can also be an effective way to stay “interesting”. The bottom line is to stay in the forefront of your prospect’s mind with little gems of interest without become boring, irrelevant or, worst, annoying!

I often get push back from Marketing Executives that think adding Blog and Twitter communication to their strategy is “too much additional work”. Instead, I encourage them to think about transitioning or reassigning resources from “traditional” marketing (brochures, mailers, printed ads) to these “internet” marketing ideas. They should slowly transform from “Marketing Managers” to “Online Prospect Community Managers”. The ideas in this blog post can be implemented by dedicating as little as two/three work days a month to writing and publishing. And if they don’t feel up to it themselves, they can always outsource this activity as a service. (Full disclosure: that is one of the services I offer).

So, what has worked well for you in combining these three elements? What has not worked? Please leave your comments and suggestions here for further discussion.


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.


Farnborough International Airshow 2014: Online Coverage Review July 22, 2014

Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, International Business Development, Internet Marketing, Social Media, Twitter.
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Although 100,000 trade visitors attend the Farnborough International Airshow every 4 years, a majority of the Aerospace and Defense industry is forced to stay tuned to the show from afar. This review is intended to analyze the information available from the respective websites of the main industry news outlets. Specifically, I will discuss:

Let’s start by looking at the amount of news shared online and 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 coverage.

AIN AviationWeek FlightGlobal
Dailies Produced 4 4 4
(+3 online)
Articles 237 167 146
Blog Entries N/A 16 4
Photos 50 6 63
Videos 7 14 21
Tweets 180 46 73
Twitter Followers 12K 83K 53K
Twitter Klout 61 66 63

AIN made a strong case for the most complete airshow information online. For starters, their website was simple but functional. It had all the important functions: searching, sharing, tagging, headlining, and commenting. They published the majority of their daily articles online in addition to a complete “print online” version of the daily magazines. That was almost 100 more free articles than Flight Global and almost 200 more than Aviation Week. They had categorized photo albums as well as a number of strong videos with good content, editing and journalistic integrity (i.e. not sponsored).

Despite the best content, the execution of the coverage disappointed. The online app regressed compared to previous version, headline dumping (aka robo-tweet) continued to be the main activity on Twitter, and blogs remained nonexistent. In addition, a lack of attention to details made part of the website annoying: the overlay ad that didn’t close properly; some misfiled content such as the Farnborough videos not available in the multimedia section; the forgotten tab selection when using the back button; the lack of seamless navigation such as the inability to come back to the Farnborough coverage after navigating to some parts of the site. It left you with a “meh” feeling. It was like receiving a really badly gift wrapped present: if you manage to get past the ugly paper and the difficult knots, you will really enjoy the content. AIN should go back to its old app and hire a digital media manager for the website so it can leverage and organize the great content generated by its journalists and video editors.

Except for the disappointing “print online” version of its daily news, AviationWeek was firing on all cylinders at this show. The iphone app was good, the website was good, and the content was good and varied (including 14 videos). Several members of the AvWeek staff stepped up in front of the camera and produced good results. For example, I liked the exclusive video of the A350 demo flight from inside the cockpit. They also posted several blogs and a few photos (ATW had an additional 43 unlinked photos on its own site). Their Twitter presence was “human driven” with the Farnborough AvWeek team augmenting the official stream content counted above with 87 additional posts (almost half of them from social media director @avweekrupa, but why was ATW not posting in #FIA14?). This organized twitter strategy is why they have the most followers and the highest klout. And that is why they were the only specialized news organization making the top twitter influencers list for the show.

My only (small) issue with Aviation Week continued to be with the available content. They made a good effort to force the integration of ATW and SpeedNews articles in the website, but though a inconvenient virtual “aggregated content”. About 100 articles from the Show News did not make it to the website. The content remained focused on the big companies (aka advertisers?). I wish I could see more integrated and free content including the use of infographics as well as more photos from ShowNews.

However, I have to name Aviation Week as Best Coverage for Farnborough 2014. They also definitely deserve the “Best Social Media” nod they received at the Aerospace Media Awards.

In my coverage of the 2010 Edition of the show, Flight Global was definitely the leader. Four years later, I felt really disappointed by their performance.

They seemed to have lost the drive and vision they possessed before and are rapidly falling behind the other organizations when it comes to online coverage. More specifically:

  • iFlight – this online newsletter had very little content and was mostly a gimmick. It was in conflict with the “print online” version of the daily news and its content was not re-purposed (e.g. why were the cutaways not also in the designated section of the site?)
  • Articles – Like Aviation week, Flight Global only posted a fraction of its articles in the free section. It was too bad because one of the thing FG did well was Infographics which the others didn’t do. They seemed confined to the iFlight and daily news. What made it a lot worse was that you could not comment or share the articles once you opened them.
  • Blogs – This was the old strength of FG but they were now nonexistent (only 4 produced). They were not even linked from the Farnborough page.
  • Photos and Videos – The photo section was never updated when pictures were added, so you only saw new pictures by swiping through the previewer. FG posted the most videos but they were mislabeled and not posted in chronological order. In addition, they were sponsored by Airbus so for example, none of the daily briefs mentioned ANY orders for Boeing aircraft.
  • Twitter – Most of the FG posts from the main publishing engine and from the staff were sent outside #FIA14 thus not visible for most of the show watchers. The rest of the posts seemed to be out of personal habit rather than driven from a strategic plan.

I think FG needs more leadership and discipline when it comes to online coverage. They must rethink their content like iFlight but should use more of their great infographics. They could also use better website technology and must think about their mobile presence (they no longer have an app for example).

Although Aviation Week has come a long way in 4 years and AINOnline continues with really good content, all three organizations must progress in reinventing themselves in the age of online coverage. As I explained in this post regarding the information available on twitter, the old way of reporting the news is no longer competitive. Large corporations produce their own news site for the show and traditional media produce specialized coverage of their own (WSJ produced a dedicated Farnborough section with 60 articles and 120 tweets to up to 4.7 Million accounts!). The industry audience is getting younger and is not gathering information in the same manner as before. Therefore, the industry news organizations must focus less on news reporting and more on “added-value” (e.g. mash-ups, analysis and opinions) and how to deliver it online to their (new) readers. If they do a good job at that, the sponsors will follow. If not, they will be replaced by new leaner providers.

What did you like/not like about the Farnborough online coverage. What should be done differently?


My Favorite Non-Flying Photos of Farnborough 2014 July 18, 2014

Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, Internet Marketing, Social Media, Twitter.
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If you search for photos of Farnborough 2014 online, you will find tons of fantastic aircraft pictures. While these are best left to be judged by professionals like at the AviationWeek Annual Photo Contest, I wanted to showcase pictures of things that don’t fly. Although there were a lot of them, I excluded any selfies from my selection (this is a new category in AvWeek’s contest BTW). So here is my selection, you can click on the pictures to see a larger version.

This photo from the show organizers (@FIAFarnborough) was retweeted almost 500 times.

The ATR static display featured the best automobiles at the show: the DeLorean from “Back to the Future” (photo by @RAFNewsReporter) and an aircraft shaped electric golf cart (photo by @Raytheon).
Delorean ATR cart

And of course, every little boys’ dream: a flight stealth buggy! (Photograph by Simon Dawson/Bloomberg)
Flying Buggy

This picture from Carl Court at Agence France-Press (@AFP) captures the passion for aircraft photography.

This photograph by Leon Neal/AFP (Tweeted by @BloombergNews) captured an incredible next generation military helmet. Who would mess with this pilot?

Sometimes a photographer has to been at the right place at the right time!

Did you see other non-flying pictures from Farnborough that should make this list? Email them to me at ludozone@yahoo.com and don’t forget to attribute the source/credit the photographer.


Farnborough 2014 Daily News Magazines – Online Review July 18, 2014

Posted by ludozone in Aerospace, eBusiness Applications/Services, International Business Development, Internet Marketing, Social Media.
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If you have been to an international air show like Paris or Farnborough, you have probably picked up several of them: the printed daily news magazines published by the three main Aerospace news organizations (Aviation International News (AIN), Aviation Week, and Flight Global). They are each printed in thousands of copies and handed out for free at multiple locations. It was no different at Farnborough this year where each organization produced 4 issues. In fact, together in total, they published a colossal 800 magazine pages with more than 700 articles (See all the statistics here). These publications are great for attendees, but they are also available online. Here is my review and opinion of each of them.

Aviation International News (AIN) Farnborough Airshow News
DN-AINAt 112 pages of content over the 4 editions, AIN produced the smallest of the three magazines, but still managed to publish about 190 articles. The online version was linked promptly and directly from the AINonline Farnborough Coverage website. The content was pretty standard fare keeping up with AIN’s tradition and editorial style. The ISSUU viewing technology which AIN has been using since 2010 was very responsive and simple to use. It had all the functions you need: search, share, zoom, and clip. It was fully usable on iPad without an app. You can create an account and “save” magazines or clips for later use, emailing or sharing. In addition, AIN posted most of its Airshow News articles directly on the website and on twitter, so it was a good reuse of the content online.

Aviation Week ShowNews
DN-AWThe team at Aviation Week published the most content pages (150) including 266 articles. Each edition was linked from the Aviation Week Farnborough Coverage website and I liked that they embedded multimedia in some of the editions by replacing static pictures with video. The magazine contained some in-depth interviews with big players but also news from SMEs as the week went on. However, the Zinio viewing technology was disappointing compared to the others. First of all, the publications were not indexed so the search feature did not work. Secondly, there was no clipping or sharing functions so any information found here could not be reused elsewhere. Thirdly, because Zinio is using Adobe Flash technology, it was not available on iPad. Finally, the content of the magazine was not available on the Aviation Week website (although I am told that some of the articles are published in the subscription-only area).

FlightGlobal Flight Daily News
DN-FGFlight global decided not to publicize the fact that they had their Flight Daily News available online (other than for a couple of direct tweets from staff), and instead promoted their three web-only iFlight Daily News briefs. I wonder what the purpose of this publication really was. With about 10 news items for each edition it was hardly comprehensive. Each edition had an interactive cut-away, some video content, and some good infographics (e.g. Order Tracking). But between the content posted directly in their Farnborough Coverage website and the electronic version of the Daily News linked at the end of each iFlight edition, this seemed redundant. In addition, iFlight requires an app to be viewed on iPad. It would have been much better for them to incorporate this content in the online Daily News (e.g. cut-away) or on the website (e.g. video). However, once you finally accessed the actual electronic version of Daily News in the PageSuite technology, it was actually very nice. The content was varied and pleasantly layed-out. The “Face the Facts” interview series with a number of CEOs should have its own section on the website. There were some content gems buried in there (e.g. Boeing vs Airbus infographics) that would have deserved greater exposure on the website and on Twitter. Like AIN’s viewer, this viewing tool had all you needed: search, zoom, share, clip and was fully usable on iPad without an app. This technology was easier to use but it did not allow me to set-up a personal account online. In terms of content, Flight Global produced the largest amount of pages (306) and articles (281) of the three organizations. They too decided to post some of this content in their subscriber only section of the website.

I understand the need for these magazines at the show and, with 400 pages of advertising (estimated revenue $4 million), they probably pay for the news organization’s complete on-site presence. But, if you are going to bother putting these together, I think you should get the most bang for the bucks:

  • If you are going to publish the magazine “as-is”, be sure to promote it (website and twitter) and use a good viewer that as a minimum includes a search engine (nobody is going to read these cover to cover online – unless they print it).
  • If you are handing out this magazine for free on-site, and making an electronic version available for free on-line, why would you publish the content in a subscriber-only section of your website? This seems like a far-fetched way of boosting subscriber “exclusive”. Instead make the content available for free or under free registration.
  • A lot of content (articles, pictures and videos) is being created around these publications. Consider re-purposing this content on the website directly. Why keep this content only for one day? Post it and open it up to the rest of the world.

Based on that, I must declare that AIN Farnborough Airshow News did the best out of the three organizations on this part of their online coverage (See also Full Review of FIA14 Online Coverage). As for the others, AviationWeek should pick a new viewer and Flight Global should reconsider iFlight Daily News.

Please leave a comment below to share your impression of these magazines. Your ideas, replies and suggestions are always welcome.


FlightGlobal Burries Great Boeing vs Airbus Infographics July 15, 2014

Posted by ludozone in Aerospace, International Business Development, Internet Marketing, Social Media, Twitter.
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In the first edition of the Flight Daily News at Farnborough 2014, Flight Global published two great infographics depicting the order book race between Boeing and Airbus in terms of the A320neo vs 737Max and the A350 vs the 787. You can click on the images below to see a larger version.

320-737 infograph 787-350 infograph

I hope you’ll agree that these depictions sum up all the information in a very concise (and beautiful way). I am just surprised that Flight Global is not using these graphics more. They should have been:

  1. Prominently featured in the online Flight Global Farnborough Coverage. This information is nowhere to be found. There is not even a link to the online version of the Flight Daily News.
  2. Sent over Twitter as the Boeing vs Airbus battle was the highest trending subject at the show.
  3. Used to update the order tracking during the show. Flight Global did provide a fully detailed order tracker (by registration only) but these infographics would be a perfect tease to get reader to sign-up.

The lesson here is that regardless of if you are a news organization or a company, you should have another set of eyes watch the content being produced in your organization and have this “digital media manager” fan the flames of your online presence with great content such as this.

Do you agree? Did you notice any other missed opportunities with news coming out of the Farnborough Air Show?


Drinking out of the Farnborough 2014 news fire hose July 13, 2014

Posted by ludozone in Aerospace, International Business Development, Internet Marketing, Social Media, Twitter.
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With 1500 exhibitors at the Farnborough 2014 Airshow this year, the amount of news coming out of the show is daunting. A quick look at the special coverage section of the leading aerospace news providers gives you a sense of how much information is being generated at this event:

Beyond these specialized news providers, information comes fast and furious from all corners including more and more “traditional” news outfit like Reuters, WSJ or CNN Business. So how do you sort through this massive amount of news and find out the information you need to know?


The problem with such large industry events is that they assemble so many interests, categories, technologies, businesses, and geographies. Trying to find out “Australian Helicopter Engine News” across all the various sources of news coming out of the show is impossible. You would have to browse through many articles, publications and news sources to find just the information you need. You can see this happening every morning on the way to the show when people flip rapidly through the three different show news publications on the train and bus ride. Sure you could search the specialized websites (one at a time) for specific keywords or, God forbid, use Google News (e.g. Number of results: 100 Million)!

But because all the news organizations as well as many exhibitors are also well connected online, the majority of the news from Farnborough is posted on Twitter. And judging by these twitter statistics, it will be a record year for #FIA14. Critics will say that professionals should stick to their favorite specialized news source as simply following the #FIA14 hashtag on Twitter is “Like Drinking From a Fire Hose”. I say that it is time to connect the Farnborough fire hose to specialized technology and take advantage of this UNIFIED GLOBAL STANDARD AND COMPLETE NEWSFEED to find just the information you need.


The prerequisite to access the “news fire hose” is to have a Twitter account. If you don’t already have one, register for one. It is free and takes two minutes to set up. I would recommend to keep your professional twitter account separate so get an extra account if you already have a personal account.

To manage this account and to really take advantage of the information coming out of Farnborough, you will need a basic tool like Hootsuite. Once again it is free and easy to register a new account. Be sure to login using the Twitter account you just set-up. There are other tools and utilities out there that can do the same thing (e.g. Dassault Systèmes NetVibes Dashboard), but this is my favorite. The principles explained below can be used on other platforms.

Think of Hootsuite as a giant filter that you can apply to the information being shared globally on Twitter. By applying filters to the information that is coming across the stream, you will be able to get just the news you need with links to more details, regardless of the source it originated from. To do so, you will set-up this tool to show you customized streams (filters) in side by side columns, allowing you to track specific information. I recommend that you set-up Hootsuite through a browser first. There is a full “Getting Started” manual available online. You can always access your account through a mobile app later.

You can close (X) the standard columns that are created in Hootsuite and directly go to the “add stream” column on the right side of the screen. Select the “Search” stream and type “#FIA14” in the search query. Click “Save Changes” and you will see a new column with all the posts from Farnborough streaming in it. You can set-up as many filters (columns) as you need and you can change them anytime you want. To refine the filter, you can use the “Preferences” function in the (V) menu on the top right of your column, to modify the search.
Basic stream
There are three options there:

  • Keyword – Use this function for simple searches containing up to three terms. For example, if you want any posts containing “Boeing” or “Airbus”, use these two terms as keywords.
  • Search – Use this function for more advance searches combining multiple criteria. For example, if you want posts from Farnborough about “helicopter”, use “#FIA14 Helicopter” (without the quotes). Click the “Show Examples” button to see other operators you can use in the search string.
  • Lists – Use this function to set up a filter to only receive the posts from certain sources, especially if you want to regroup a larger number of feeds together. For example, you could create a list of your top suppliers and create a column that would only show news from them. To create a list, follow these instructions in Twitter. Once your lists are created in Twitter, they will be available for selection in HootSuite.

Once you set-up your stream, your screen might look like this and you will be ready to go! This will give you not just the news you want but ALL the news you want.
Let me know if you found this useful, what tricks you might have used, or some of the other platform and tools you prefer.


Tracking the #FIA14 twitter onslaught (UPDATED) July 13, 2014

Posted by ludozone in Aerospace, International Business Development, Social Media, Twitter.
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With all of the news organizations as well as many of the 1500 exhibitors and tens of thousands of attendees of the 2014 Farnborough International Airshow take to Twitter to share their news, record activity numbers are expected throughout the week. Using tracking technology from Keyhole, I will report the numbers here throughout the show.

FRIDAY July 18 18:00 UK TIME
The trade portion of the Farnborough Airshow just concluded and it has been an historical event by all counts. Amongst these counts, the Twitter tracking has now registered over 40,000 tweets (10,500 original posts) from the show reaching a mind boggling 42 Million unique accounts. The posts came from all over the world and key influencers stayed the same throughout the week (See Tuesday’s update below). If you though that social media was not for the Aerospace companies, thing again.

I had honestly expected the intensity of Twitter information seen on Monday to decline dramatically. However, to my great surprise, it has not been so. Tuesday and Wednesday have seen 16,000 posts from 6,300 users reaching a total of almost 32 Million accounts. If you count the “impressions” (total number of tweets containing #FIA14 received by all the accounts reached), you get to an astonishing 111 MILLION MESSAGES. With the help of the excellent Dassault Systèmes NetVibes Dashboard, you can also see that the conversation has been dominated by the Airbus vs Boeing subject. That is not really a surprise, but now we can quantify it. (Click on the picture for a larger version).

Twitter continue to be abuzz with posts from the show today. Numbers were similar to yesterday (see MONDAY update below) with again a peak of almost 1000 tweets per hours in the afternoon. I will post weekly numbers in a few days, but I wanted to see who were the biggest influencers on Twitter so far.
If you look at it in terms of the numbers of average re-tweets (meaning what you say is being repeated by others), 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 on the list at all.
From the point of view of “Twitter Klout” (a score calculated to determine a poster’s influence on the community), the picture changes. WSJ takes the lead and corporations still occupy the majority of the list. But you notice that Aviation Week is the only specialized outfit appearing. Two ex-bloggers from Flight International (@jonostrower and @runwaygirl) also figure prominently in their new capacity.
Now that Twitter information can be filtered efficiently, this data seems to confirm that the industry is going directly to the corporate source for raw data, but will turn to trusted commentators or added value providers to interpret it.

Twitter has seen historical numbers for an Aerospace show today, with over 12,000 tweets in the last 24 hours! Because heavy hitters WSJ and CNN were posting, news of the show reached OVER 23 MILLION twitter accounts. The only reason #FIA14 was not trending on Twitter is because of the lagging FIFA World Cup posts. As far as business events go, this is a huge reach! Note that during the first three hours of the show, tweets were coming in at an astonishing rate of 1000/hour!
Day 1-tweets

The event does not even start until tomorrow, but there has already been over 8000 tweets in the official #FIA14 stream.
FIA 14 pre-tweet

This show has now provided the richest online content ever seen in our industry, and it was a great opportunity to tailor information to individual needs in a completely new way (See “Drinking out of the Farnborough 2014 news fire hose“). And if you were at the show, I hope you got to check out my “Six must-have apps for Farnborough 2014“. Finally, you can also read the “Farnborough Online Coverage Review” for a complete summary.


Six must-have apps for Farnborough 2014 July 10, 2014

Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, International Business Development, iPhone, Social Media, Twitter.
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The Farnborough International Airshow (July 14-20 – #FIA14) is a huge tradeshow with over 1500 exhibitors, dozens of aircraft static displays, as well as aerial demonstrations. To get the maximum out of the show, it is important to get well prepared and organized. To help with that, here are the six smartphone apps you should pre-load before heading out to Farnborough:

AWEvents IconAfter evaluating the various offerings from the main aerospace news providers, I think the best show app is “Aviation Week Events” (See the full review). This app will give you a map of the site and exhibit floors, a list of participants with location, the news headlines, a twitter feed as well as many other features. This is the main app you will use at the show.

FIA14_hootsuite “HootSuite” is a free social media management tool that has become indispensable to sort through the online traffic generated at a show like this. This tool will allow you to create “streams” that can be used to filter the data coming over Twitter and pick just the right information for you. Even if you don’t tweet, set-up a free account on Twitter and download this app. Before you head out to the show, set-up streams like #FIA14 or for the list of sources that are important to you. This will help you tremendously if you want to listen or participate to the “virtual show” happening online in parallel with the physical show.

FIA14_evernote “Evernote” is an easy-to-use, free app that helps you remember everything across all of the devices you use. Stay organized, save your ideas and improve your productivity. Evernote lets you take notes, snap photos, create to-do lists, scan business cards, record voice reminders–and it makes everything searchable, whether you are at the show, at the hotel, or when you are back at work. It even searches for words inside the images! I chose this application because it is vastly superior to the notes capabilities of the Aviation Week app and solves the main problem of that app: all your notes are accessible securely on-line once you sync them.

FIA14_metoffice When you are going to spend a fair amount of time outdoors in the middle of July in the UK, it is important to keep an eye on the weather. Not just to find out what to wear, or what to bring, but also to know when not to venture outdoors. As the UK’s national meteorological service, the “Met Office” app provides accurate and timely UK weather warnings and forecast. Be sure to set-up Farnborough in your preset locations and to subscribed to notifications.

FIA14_journeypro The best way to get around London as well as to and from the show is via public transportation. “Journey Pro” is a free app that will allow you to manage the London tube and National Rail like a native. The app’s interactive maps will provide you with the best route using various combinations of available modes. Live service updates and departure boards are also available.

FIA14_london With “London Official City Guide” say goodbye to roaming charges and find the top ten best things to do in London no matter where you are. Make the most of your time in London with full offline access to maps and guides, as well as walking distance indicator. Use great local tips to find top attractions, things to do and restaurants in the city.

Don’t forget to check on your cell-phone carrier data plan prices and options before heading over to the UK. If there are other apps you think should be on this list, please feel free to make a recommendation in the comments below.


Farnborough 2014 iPhone Apps Review July 8, 2014

Posted by ludozone in Aerospace, Conference, eBusiness Applications/Services, International Business Development, iPhone, Social Media, Twitter.
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Two editions ago (Farnborough 2010), there were two iPhone apps available. When I reviewed them at the time, the Aviation International News (AIN) app was superior and seems a good match for attendees. FIA10 Apps Things evolved for the next show and by then there were four apps available. I was an attendee at that show and did not review the apps but they were in general a definitive improvement over the 2010 versions. For this year, however, there are now only two apps left: “AINonline” and “Aviation Week Events” (search for these terms in your App Store to download the apps).

AINonline Icon This “new” version of the AIN app is very disappointing since it as lost a lot of what made the old version so much better (see video of old app). This is now a very basic app with small but complete articles organized in “Latest News” plus 18 unique channels like “Defense” or “Rotorcraft”. The AINtv videos are also accessible through a menu. The (only) great thing about this app is that it is totally self-contained and does not require internet access. You can load the updates from your hotel room WiFi connection in the morning and read the news from the app on the way or at the show. Unfortunately, there is no longer a search feature to find the information you want nor is there a way to customize the bottom menu for quick access to the news channels you are most interested in. This app is now more akin to drinking from a fire hose.

AWEvents Icon The new version of the AviationWeek app is based on the highly rated Genie-Connect platform and has been used for multiple shows by AviationWeek. The functions available in the app vary from show to show based on the information available to Aviation Week to configure a particular event. For example, there were a lot more interactive functions at MRO Americas 2014 than there are for FIA14. So even though the platform could do a lot more, I will focus only on the functions available for this show. Please note that this application is very good but not ground breaking. In fact, if you look at the NBAA 2011 app, it already had most of these features over 3 years ago. Nevertheless, it is good to see Aviation Week stepping up their game.


AvWeek Events

  1. Exhibitor list and interactive map – You can find exhibitors easily through an alphabetical and searchable directory. This is very efficient. Each exhibitor has a description as well as a booth location. You can link to a zoom-able interactive map that will allow to find them on the site. Some exhibitors also have contact information and downloadable content. The map also work in reverse, meaning you could click on a location and find more information on a particular exhibitor. All 4 halls as well as the chalet row are included in the app.
  2. Booth Tagging, Tracking and Notes – In preparation for the show, you can tag the booths you would like to visit and create notes for the topics you would like to discuss. The exhibitors you have selected appear in red on the map, so you can easily plan your path through each hall. Once at the show, you can update the notes as you visit the exhibitors and un-mark the booths you have visited.
  3. Integrated QR Code reader – The square bar-code like tags (QR Codes) are becoming more prominent in international trade shows. You can scan them with your phone and they usually translate into a URL or some other coded information. Rather than having to use a separate app for that, the QR reader is integrated in the app and saves all the scanned information for you in a simple list.
  4. Headlines Central – The app also includes the headlines from Aviation Week ShowNews, the Check 6 Podcasts, the static display aircraft list (although inexplicably incomplete at the time of this review), as well as the @AviationWeek and #FIA14 Twitter feeds. The nice thing about this content is that it can be downloaded when a WI-Fi connection is present and accessed offline. The bad news is that the full articles, the flickr photo stream, and the YouTube videos which can also be opened directly in the app require a full connection.
  5. The “My Event” organizer – This features allows me to access in one spot my personal notes, flagged exhibitors, QR codes as well as the events I have selected from the official calendar. This makes an easy reference for the information that I prepared before the show, the information I collected during the show, and the information I need to prepare my report after the show.

Despite all of these great features, there are still some major issues with the way the app has been configured for this show. Some of these issues stem from features available on the Genie-Connect platform that have not been enabled by Aviation Week, some others, are things I would like to see.

  • No personal data download – This is my biggest problem with the way the app is set-up: there is no way for me to download the notes , URLs and other lists I have collected in the app. To access this information elsewhere, in my trip report for example, it will have to be retyped. It is too bad that there isn’t a way to export or email all my collected content to myself.
  • Poor exhibitor contact info – In most of the cases, the contact info consist only of the exhibitor’s home country. I understand that the Farnborough organizers are not going to hand out the exhibitors’ phone numbers and contact details to a competitor so easily, but it would have been nice to have at least each website available. And when in a few places, a telephone number is available is should be coded with the standard international country code (e.g. +1) so the direct dial feature of the app can be used. Finally, the app platform offers a great “categories” feature that allows you to see the exhibitors by business type (e.g. implemented in the MRO Americas 2014 Event). Unfortunately, the information was not made available to Aviation Week, so it is not turned on.
  • Limited search capability – Although a good amount of data is downloaded in the app (4MB at the beginning of July), the search capability of the app does not include the ShowNews articles or the Twitter feed. It would be great to be able to save such searches in “My Event” and provide a link from the exhibitors profile to a search for their names in the news feeds. Also, the general search is useless for the exhibitor list because it indexes the full description instead of just the exhibitor name as it does in the directory section of the app. For example, typing “Boeing” in the main search page returns 40 exhibitors.
  • No social interaction – Other than the integrated ability to tweet/re-tweet directly from the app (which is really nice), there is no social interaction possible between visitors an exhibitors. I know this is not directly an Aviation Week show and that personal visitor and exhibitor information is not available as it is at MRO shows for example, but there are other ways to use this app platform to do it (Message me if you want my ideas).

In conclusion, I am pleased to see the progress made by Aviation Week with this app, and I definitely recommend that you download it and configure it before you head to the show. AINonline continues to have rich and in-depth content, but their app is a disappointment. They should simply provide an RSS/Twitter feed or actually go back to the old app if they want their content to be useable at all on a smart phone.