Communications without Borders: The Boeing Experience Charlie...

Copyright © 2012 Boeing. All rights reserved.

Communications without Borders:The Boeing Experience

Charlie MillerVice President, International Corporate

Communications

The Boeing Company| International Corporate Communications


The world’s largest aerospace company

175,000 employees 10,000 outside the United States

The United States’ largest exporter

Commercial business – airplane sales

Defence business - military aircraft and products

Research & Technology organisation

Environmental stewardship



Thailand

NewZealand

Japan

Russian FederationEstonia

Latvia

Finland

Kazakhstan

Trinidad & Tobago

Greenland

Guatemala

Costa Rica Panama Aruba

Dominican RepublicVirgin Islands (British)

Barbados

Angola

Canada

Yemen (Republic)Djibouti

Turkey

RomaniaBosnia-HerzegovinaBulgaria

CroatiaHungary

NorwaySweden

Iceland

SwitzerlandLiechtenstein

France

AustriaSlovenia

SpainTunisiaMorocco

Italy

Albania Macedonia

Greece

Cyprus LebanonAlgeriaLibyan ArabJamahiriya

Fiji

Rwanda

Vanuatu

PapuaNew Guinea

Nepal

Nauru

Bolivia

CaymanIslands

Ecuador

El SalvadorHonduras

USA

Uruguay

Tanzania

Swaziland

Surinam Somalia

Sierra Leone

Seychelles

Madagascar

Lithuania

Sudan

Germany

Iraq

Kyrgyzstan

Mongolia

Turkmenistan

Gabon

Ivory Coast

Benin

Ghana

Georgia

Guam

HongKong

CzechRepublic

Denmark

Luxembourg

Afghanistan

Eritrea

Nigeria

Burkina Faso

Brunei

Azerbaijan

PolandSlovakia

Bangladesh

ColombiaEthiopia

Kenya

QatarBahrainJordan

ArgentinaChile

Peru Brazil

Mexico

Bermuda

South AfricaAustralia

Indonesia

SingaporeMalaysia

Philippines

Sri Lanka

Taiwan

South Korea

India

China

Pakistan

Oman

Uzbekistan

SaudiArabia

Egypt

Senegal

UkraineIrelandBelgium

Israel Kuwait

NetherlandsUnited Kingdom

VietnamUnited ArabEmirates

Isle of Man

Bahamas

Cambodia

Cameroon

Central AfricanRepublic

Chad

Congo

Congo(Democratic Republic)

Cape VerdeIslands

Equatorial Guinea

Macau

Malawi

Mali

Mauritania

ZimbabweZambia

Uganda

Togo

TajikistanSerbia

Reunion

Portugal

Paraguay

NigerNetherlands

Antilles

Namibia

Mozambique

Armenia

Belize

Venezuela

LaosJamaica

Guyana

At a Glance: Boeing’s Global Presence (Total)

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Boeing Australia Holdings Boeing Aerostructures Australia Boeing Defence Australia Boeing Training & Flight Services Aviall Jeppesen Insitu Pacific Boeing Research & Technology-Australia

5

Cairns

Townsville

Amberley

OakeyBrisbane

Williamtown

SydneyNowra

RiverinaAdelaide Canberra

Melbourne

Perth

Geraldton

Darwin

Tindal

3,000 employeesat 27 sites

Community Engagement

Environment & Sustainability

Partners & Suppliers

Technology, Innovation, & Manufacturing

Customers

Foundation ForYouth Development

Boeing’s largest international footprint



From global sales to global presence

Historically strong international focus through aircraft sales

Essentially a “Fly in, fly out” approach to international operations

Transformation from Seattle-based commercial airplane manufacturer to integrated aerospace company headquartered in Chicago

International Corporate Communications established in 2000

Boeing International division established in 2001 - initially with presence in about 20 countries.



From ‘PR’ in its simplest sense to Business Partner: Moving Up The Value Pyramid

Solutions/Offer

Creating and Advancing Business Relationships that Add ValuePartnering to define and execute business strategies

Strong Overarching Global Media & Brand Presence

Improved Interlock between Communications and business strategies

To Support Global Leadership and Growth we must understand and touch the right Stakeholders and Capture Mind-share

Integrated Communications Management across Boeing and across functions (inc. government and community relations)

More relevant global & local communications strategies; aligned with the business + well-targeted & executed



Integrating Communications: Getting Smarter with a ‘One Company’ Approach



An international communications function

Prior to 2000 … a US company “looking out” to the world with a US-led communications function

Since 2000 … international communications team with genuine two-way communication and perspective

Locally-based communications function in 17 major markets 27 local and expert communicators Communications Director in Brazil most recent

addition


Copyright © 2012 Boeing. All rights reserved. 10

325+ communicators29 U.S. cities17 countries40+ markets

Working together to protect Boeing’s reputation around the worldWorking together to protect Boeing’s reputation around the world

An international communications function



Global function - local expertise

Local knowledge and expertise Communicators with wide range of backgrounds and experience

Effective relationships with customers and stakeholders Media networks combined with depth of stakeholder relationships

True partnership with local country

Understanding and shaping local markets Leveraging global metrics for local context

Strengthening and enhancing the culture of communications Drawing on local awareness and perspective



Local expertise - global impact

Affecting cultural shift across The Boeing Company Increased diversity and global perspective

Providing a truly global communications function that can anticipate, act/react & message with one voice globally 24/7

Leverage digital/social media platforms globally Twitter, Facebook, Sina Weibo, Flipboard, YouTube Local language websites in 15 key markets, including Australia



Implemented disciplined Twitter use─ 139,562 Twitter followers; 65,465 Weibo followers─ Accelerates attention to Boeing news activities─ Enables rapid response to hot issues

Facebook Pages─ Boeing Careers: 92,600 likes─ Boeing Store: 355,209 likes

Boeing YouTube Channel─ 21,837 subscribers─ 5.9 million views

Channeling to media, customers– Digital media, customer websites re-publishing and

re-purposing Boeing contento “Air India delivery” picked up by India Timeso “Apache 3.5 million flight hours” picked up by

army.mil

Building credibility– Storytelling approach earning industry accolades

* Figures as at 13 November 2012

Communications without borders: Social Media


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│14

Communications without borders:Global approach to air shows



FRANKFURTER ALLGEMEINE ZEITUNG

FINANCIAL TIMES DEUTSCHLAND

Communications without borders:WTO coordinated messaging

BOEING PROPRIETARY Author, 11/23/2012, Filename.ppt | 16



With apologies to my friends at Airbus



Communications without Borders: The Boeing Experience Charlie...

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