Communications without Borders: The Boeing Experience Charlie Miller Vice President, 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
At a Glance: Boeing s Global Presence (Total) Greenland Norway The Boeing Company International Iceland Corporate Communications Finland Denmark Sweden Estonia Netherlands Latvia United Kingdom Czech Russian Federation Canada Isle of Man Republic Lithuania Ireland Germany Poland Ukraine Hungary Kazakhstan Belgium Slovakia France Croatia Mongolia Luxembourg Romania Switzerland Italy Bosnia-Herzegovina Bulgaria Liechtenstein Austria Turkey Azerbaijan Uzbekistan Serbia Kyrgyzstan China USA Portugal Slovenia Albania Spain Macedonia Georgia Armenia Tajikistan AlgeriaTunisia Lebanon Turkmenistan Cyprus Morocco Iraq Pakistan South Korea Bermuda Libyan Arab Israel Jordan Kuwait Afghanistan Nepal Cayman Jamahiriya Bahrain Hong Bahamas Egypt Qatar India Islands Greece Kong Taiwan Mexico Jamaica Cape Verde Saudi Oman Bangladesh Dominican Republic Islands Niger Laos Belize Mauritania Arabia United Arab Macau Guatemala Netherlands Virgin Islands (British) Eritrea Senegal Chad Emirates Vietnam Philippines Burkina Faso El Salvador Antilles Barbados Sudan Yemen (Republic) Thailand Benin Honduras Mali Trinidad & Tobago Costa Rica Panama Aruba Togo Djibouti Sierra Leone Nigeria Central African Cambodia Guyana Ethiopia Sri Lanka Colombia Ivory Coast Republic Malaysia Venezuela Ghana Brunei Surinam Cameroon Equatorial Guinea Uganda Somalia Singapore Ecuador Gabon Congo Kenya Seychelles Angola Rwanda Congo Tanzania Indonesia (Democratic Republic) Peru Brazil Malawi Zambia Bolivia Mozambique Zimbabwe Madagascar Reunion Paraguay Namibia Japan Guam Papua New Guinea Nauru Vanuatu Fiji Chile Uruguay Argentina South Africa Swaziland Australia New Zealand BOEING is a trademark of Boeing Management Company. Copyright 2012 2011 Boeing. All rights reserved. Legend 205408.ppt
Boeing s largest international footprint Darwin Customers Tindal Cairns Geraldton Perth Adelaide Townsville 3,000 employees at 27 sites Melbourne Brisbane Oakey Amberley Williamtown Riverina Canberra Sydney Nowra Technology, Innovation, & Manufacturing Partners & Suppliers Boeing Australia Holdings Boeing Aerostructures Australia Boeing Defence Australia Boeing Training & Flight Services Aviall Jeppesen Insitu Pacific Boeing Research & Technology-Australia Environment & Sustainability Community Engagement Foundation For Youth Development 5 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 Creating and Advancing Business Relationships that Add Value Partnering to define and execute business strategies Integrated Communications Management across Boeing and across functions (inc. government and community relations) Solutions/Offer More relevant global & local communications strategies; aligned with the business + well-targeted & executed Improved Interlock between Communications and business strategies Strong Overarching Global Media & Brand Presence To Support Global Leadership and Growth we must understand and touch the right Stakeholders and Capture Mind-share 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 twoway communication and perspective Locally-based communications function in 17 major markets 27 local and expert communicators Communications Director in Brazil most recent addition An international communications function 325+ communicators 29 U.S. cities 17 countries 40+ markets Working together to protect Boeing s reputation around the world 10
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
Communications without borders: Social Media 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 content o Air India delivery picked up by India Times o 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: Global approach to air shows 14 14
Communications without borders: WTO coordinated messaging FRANKFURTER ALLGEMEINE ZEITUNG FINANCIAL TIMES DEUTSCHLAND BOEING PROPRIETARY Author, 11/23/2012, Filename.ppt 16
With apologies to my friends at Airbus