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