1. Internship Summer 2011:
Group Project Research and Information
Members:
Francis C. Heil III Shaun Vasavada
Chris Johnson Ashley Blount
Matt Medick Kara Crittenden
Alex Illuzzi Cynthia Lee
Mick Orlando

2. 2
TABLE OF CONTENTS
Introduction ..…………………………………….……………………………………………………………………………………………….3
 Question ……………………………………………………………………………………………………………………………….3
 Targets .…………………………………………………………………………………………………………………………………3
 Main Goals ..………………………………………………………………………………………………………………………….3
Research ..………………………….………………………………………………………………………………………………………………….4
 Social Media Landscape …………………………………………………………………..…………………………………..4
 Twitter ………………………………………………………………………………………………………………………………….5
 Facebook ………………………………………………………………………………………………………………………………6
 YouTube ……………………………………………………………………………………………………………………………….7
 LinkedIn ……………………………………………………………………………………………………………………………....8
Survey/Results …………………………..………………………………………………………………………………………………………..9
 Conclusion Drawn from Data ……………………………………………………………………………………………….15
Benchmarking …………………………………………………………………………………………………………………………………...16
Ideas/Concepts ………………………………………………………………………………………………………………………………….17
 Restructuring Social Media Sites ………………………………………………………………………………….........17
o Summary …………………………………………………………………………………………………………..18
 Internal Push ………………………………………………………………………………………………………………………..19
o Summary …………………………………………………………………………………………………………..20
Goals .………………………………………………………………………………………………………………………………………………….21
Summary …………………………………………………………………………………………………………………………………………….21
Appendix .……………………………………………………………………………………………………………………………………………21
 Notes on Meeting With Sponsor (Malinda Herrity) …………………………………………………….……..22
 Notes on Meeting With Communication Dept. (Neil Franz) ……………………………………………….23
 References …………………………………………………………………………………………………………………………..24

3. 3
INTRODUCTION
Question:
How can BAE Systems do a better job at utilizing social media?
Targets:
Primary: Potential Employees
Secondary: Current Employees
Though the targets for our social media project have been identified by speaking to our
sponsor (Malinda Herrity), there is a possibility for other targets. Social media has a wide range
of capabilities that can be utilized to reach multiple target groups. Neil Franz, head of the
communication department, even posed the idea that social media could help bring in new clients
for us. The uses of social media are truly limitless, but for the project the targets above fit our
main goal and idea purposes.
Main Goal:
(1) Branding
(2) Reaching out to potential employees.
The main idea behind these goals is that BAE Systems doesn’t really have a large
advertising scheme like Lockheed Martin and Northrop Grumman. The reason we don’t have as
large of a marketing department is because the company would rather give the extra money they
don’t spend on marketing to their employees. The reason social media is key to our marketing
strategy is that it is a free form of marketing. With marketing there is branding, with branding
there comes potential employees, and with employees comes revenue. Thus the circle of business
goes on.

4. 4
RESEARCH
SocialMedia Landscape
Out of the social media landscape BAE is currently involved in:
 Facebook (Social Network) – not utilized effectively
 YouTube (Share) – shows promise
 Twitter (Micro blog) – not utilized effectively
 Wikipedia (Publish) – basic background

5. 5
Social Media we don’t need to become developed in:
 Live cast
 MMO
 Social Games
o All are related to games, so no market there
Possible Media outlets to utilize:
 Virtual Worlds
 Life stream
Twitter
Lockheed Martin:
 12,785 Followers
 1,067 Tweets
Northrop Grumman:
 6,825 Followers
 1,134 Tweets
 Tweets about accomplishments, events, new developments, links to the company
website about new products, link to the Facebook page.
 About 3-5 tweets per day.
 Links on the side of the page for Facebook, Youtube, and LinkedIn
Boeing Defense:
 7,583 Followers
 1,419 Tweets
 Posts links to the Boeing website about new designs and accomplishments. Also
posts many links to YouTube videos
 About 3-5 tweets per day
(*Note: The Boeing Company has a separate page with 13,335 followers which
covers all different subsets of Boeing combined)
BAE Systems, Inc.:
 4,264 Followers

6. 6
 2,408 Tweets
 Following 568 individuals and companies
 Posts links to the BAE website about new technologies and products
 Posts information about charity events and ways to donate to charity
 Information about events involving BAE and the military as well
 About 10-15 tweets per day
Facebook
Lockheed Martin:
 Only an “interest page”
o Has information about the company, but there is no way to post updates or
really keep in contact with anybody interested in the company
 10,340 likes
 Link to display the Lockheed Martin Wikipedia page
Northrop Grumman:
 Normal Facebook Page
o Can post status updates on the page to keep viewers interested, and people
can write on the page to either say something or ask the company a
question
 8,486 likes
 Posts similar information to the Twitter page, but not as often
 Uploads many photo albums of products as well as company events (employee
events, charities, etc.)
 Uploads a large number of videos of product testing, airplanes flying, as well as
speakers/presentations concerning Northrop Grumman
 In the “info” section, posts many links to other company pages:
o Media gallery
o YouTube Channel
o Flickr Photo Albums
o Career Opportunities
 Has an event page, however there are no future events listed

7. 7
o Previous events include charities, competitions, and expos
Boeing Defense, Space, and Security:
 Only an interest page with a very short description
 130 likes
 Link to display Wikipedia page
(*Note: The Boeing Company’s Facebook page is very similar, however it has
14,976 likes and combines all Boeing companies)
BAE Systems, Inc.:
 Shows current information
o Official website- http://www.baesystems.com/
o Product website - http://baesystems.com/ProductsServices/index.htm
 Shows Possible Careers
o Principal Software Developer Engineer
o Windows Server Help Desk Technician
o Business Operations Intern
o Senior Principal Systems Engineer
 Junior Software Engineer
 Normal Facebook page
 5,120 likes
 Posts similar information as the Twitter page, but not as often
 In the info section, has links to the main BAE website along with Product
Services
 Has a section titled “Notes” that contains various blog entries such as a message
from the company CEO, as well as notes from employees to veterans on Veterans
Day.
 Uploads photos of events, products, and projects being worked on by the
company
 Has three sections on the side titled Careers, Twitter, and YouTube:
o Rather than bring you to a new page, these tabs open the websites on the
current page you are viewing, so that you do not have to leave.
o The Careers section opens the BAE Systems Jobs twitter page to display
any available job openings.
o The Twitter section displays all of the recent tweets by BAE Systems
o The YouTube section offers the ability to view videos posted by BAE with
a short description
YouTube

8. 8
Lockheed Martin:
 5,508 subscribers
 206 videos
 Videos of test flights, ships, interviews, and various product descriptions/tests.
 Videos of new products that talk about why they are being made and how they
work
Northrop Grumman
 744 subscribers
 80 videos
 Majority of the videos are of symposiums and expos
 Also has videos of products in action along with descriptions of the product and
how it works
The Boeing Company:
 518 subscribers
 48 videos
 Many videos of air shows
 Videos of advertising, customer stories, and community service
 Some videos showing the building and testing of products
 Combines all divisions of Boeing (commercial, defense, etc.)
 Top of the channel has links to other Boeing social media sites
BAE Systems, Inc.:
 144 subscribers
 55 videos
 Videos of how the various products function and what they do
 Videos of conventions and expos
 Videos on the subject of defense and avionics
LinkedIn
All of the companies have a LinkedIn that is generally the same. The pages contain a
short description of the company and information about new hires as well as positions that may
be open. Recent tweets by the company are also displayed, along with any important news
involving the company.

9. 9
SURVEY/RESULTS
We firstwantto thankall those whoparticipatedinoursurveyand reallyappreciate all the
inputyougave us. The purpose of this surveywasto try and understandhow social mediaisused
internallythroughoutthe company. We decidedtogowitha surveyafterdoingresearchandseeingthat
on Facebookthere are roughly5,000 people whofollow the company onFacebook.Now that’snosmall
numberbutwhenyou’re a companyof 100,000 employeesthere should be acloserrelationship
betweenthose numbers.
So withthe informationof the anonymoussurveywe were able toconclude several reasonswhy
thisnumberisso skewed.Forthat,we thankyoufor helpingtomake thisprojecthave factual evidence
behindourconcepts.
1. Please selectyour age range:
a. 18-24___
b. 20-25___
c. 31-35___
d. 36-40___
e. 41-45___
f. 46-50___
g. 51 and Over___
18-24
25-30
31-35 36-40
41-45
46-50
51 and Over
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Age Range (Years)
Percent(%)
BAE Systems Age Distribution

10. 10
2. What type(s) ofsocial mediado you currently use?(Checkall that apply)
a. None ___
b. Facebook___
c. Twitter___
d. FriendFeed___
e. YouTube ___
f. RSS Feeds___
g. Secondlife___
h. MySpace ___
i. Other(please name) _______________________________
0
10
20
30
40
50
60
Social Media Use

11. 11
3. How familiar are you with usingsocial mediasitessuch as Facebook,Twitter, YouTube,etc.?
(1 – have neverused,10 – very familiar)
4. If you have a personal social media account, are you a follower(orfan) of BAE Systemsin any
of the social mediaspresentedabove?
a. Yes
b. No
c. I don’thave an account
0
5
10
15
20
25
30
1-Have
Never
Used
2 3 4 5 6 7 8 9 10-Very
Familiar
Percentage%
How Familiar are you With Social Media
Sites?
19%
58%
23%
Followers
Yes
No
Don't have an account

12. 12
5. Please specifywhichsitesyou follow.
6. If you had an account in any of the Social Mediasin question2 would you be a follower(or
fan) BAE Systems?(If no why, question7)
a. Yes
b. No
53%
10%
16%
16%
5%
Those who do have an account follow
Facebook
LinkedIN
Twitter
YouTube
MySpace
50%50%
Would You Be A Follower of BAE Systems?
Yes
No

13. 13
8. Do you feel that social mediais an effective marketingmediumfora company?
a. Yes
b. No
9. Do you think BAE Systemseffectivelyusesandpromotesits company social mediasites?
a. Yes
b. No
80%
20%
Is Social Media an Effective Marketing
Medium?
Yes
No
27%
73%
Does BAE Systems Effectively Use Social
Media?
Yes
No

14. 14
10. Wouldyou participate incompany social eventsand charity drivespostedon the BAE social
mediasites?
11. What wouldyou want displayedonBAE’s social media sites?(Please select3)
54%
46%
Would you Participate In Contests or Games?
Yes
No
0
5
10
15
20
25
30
35
40
45
Desired Social Media Content

15. 15
12. Wouldyou be interestedinattending a social mediaworkshop Lunch & Learn to better
understandthe many uses and practices of social media?
a. Yes
b. No
13. Any additional comments or concerns?
ConclusionDrawn From Data:
This data is only relevant to employees who work at 80M Street and Mount Laurel, because they
were the ones who participated in the survey.
 From question 1, a large majority of our employee portfolio grew up in the pre-
information era. Meaning they aren’t as familiar with the internet and social media, as
opposed to the generations growing up into the era now.
 From question 3, 48% of our employees aren’t accustomed to using social media and
therefore need to be educated on how to properly capitalize on it.
 From question 4, 81% of the employees aren’t being utilized to its full potential as
followers on our pages. Meaning we need to do a better job at taking advantage of our
massive company size.
 From question 12, 50% of the employees would like to know how to use these sites.
These are most likely the employees who didn’t grow up in the information era.
50%50%
Social Media Workshop
Yes
No

16. 16
BENCHMARKING
By understanding what other companies do well on their social media pages, we can
learn and improve on ways we can apply certain ideas of communication. Out of the big 3
defense contractors (BAE Systems Inc, Lockheed Martin, and Northrop Grumman), BAE
Systems, Inc utilizes the social media sites much more effectively. However, we lack the number
of followers compared to our competitors. Here are some ideas of how other companies use
social media sites to gain followers:
1. GM
a. They have a blog continually running that allows for customer input on topics
ranging from concept designs to incorporating eco-friendly technology.
2. HP
a. Has used twitter to conduct a scavenger hunt.
3. Dell
a. Belongs to a wide variety of social media sites, even SecondLife. Where they
created a tropical island for customers to visit and engage employees.
4. JetBlue
a. Uses social media sites as a form of training employees at JetBlue University.
5. University of Delaware
a. Created several different sites of social media to engage students and relay
information present with the university. They also created 2 SecondLife Pages
for students to explore a 3D design of their marine biology boat.
There are plenty more companies, organizations, and schools doing all kinds of stuff with
social media sites. These are just a handful of sites that caught our eyes. But what we can take
from this information is that there are many types of uses for social media and what it can be
used for is only limited to ones imagination. From training sessions for new employees to
creating interactive 3D models of products to display on these sites, social media will only
continue to grow and become more developed to a more effective form of communication. It’s
time for BAE Systems, Inc. to start getting the most out of social media sites.

17. 17
IDEAS/CONCEPTS
Restructure certain socialmedia sites to a specific demographic
o Facebook geared toward younger generations, from those who use Facebook on a
daily basis to those who use Facebook as main source for current events.
 Example Demographic:
1. Ages 18-21
2. College Students
3. Wants/Needs:
o Exciting Internship Experiences
 Have the interns create their own blog about
experience they had during their time at BAE
Systems.
o Available job
o Eye-catching
 The social media page is full of exciting pictures
and videos that make potential employees want to
learn more about the company.
o What this company does or products/services
o LinkedIn geared toward a more experienced/aged group of individuals.
 Example Demographic:
1. Ages 28 and over
2. Experienced professionals with a well rounded resume
3. Wants and Needs:
o Stable Job
o Availability of job
o Location of Jobs
o Their work means something
 Meaning the jobs they will be doing will give them
a feeling of importance, that what they do in the
company matters.
o Recognition of a job well done is abundant
o Benefits
o Twitter is geared to the general public
 Doesn’t need a demographic because the main use of twitter is to get
information out as quickly as possible.

18. 18
Restructuring BAE Systems’ use of Social Media is necessary for helping each individual
social media page reach its full potential. For instance, Facebook had a total of 146, 805, 000 US
users as of January 4, 2011. Of that number, 30.9% of the users were between the ages of 18-24,
which was the largest demographic by at least 10%. Now you may be thinking, “Okay so college
students/young adults may have a slight majority over Facebook. But that doesn’t mean we
should cater to them.” Well, to show you how important social media sites are to young adults
another survey published found that 50% of young adults (16-24) on Facebook use it as a main
source for news and current events. Crunching those numbers gives you roughly 22.7 million
young adults in the US alone who use social media to keep up with the changing times.
Knowing this, we can see that one of the best ways to get information out to the younger
generation is to reach them through their most utilized level of communication. Meaning putting
information on BAE Systems jobs, internships, information, and press releases on social media
sites. But in order to communicate with these generations you need to grab their attention first.
Even though we are a very successful company and there are jobs available, that’s not going to
attract the young adults. So what is the incentive for this demographic to want to search us out?
What is the “cheese” to this “mouse”? In order to know what it takes to get them on our pages,
we have to think like them. That’s where the current “interns” are a key asset and can be vital for
engaging this demographic.
From collaboration and discussion, we the interns, as a group have found certain ideas
and techniques that could possibly help in tapping into that demographic. Such as, posting more
exciting pictures of products and services on our social media page, example consists of working
on the F-35, Q-sight, robotic insects, etc. Basically pictures that are “eye-catching,” making
young adults and potential employees want to find out more about the company. Another way to
grab their attention is to add more updates that are exciting to read, like winning a contract about
designing a laser sight that allows for easier targeting. Lastly, is to utilize the interns you have
and new employees is by setting up a link to a blog where they can talk about what they did
during the summer, what they thought about the internship, what new employees think of the
company and what they’re doing. It gives people an idea of what it could be like if they worked
for BAE Systems and potential projects they could work on.
That is an example of ways to restructure the “Facebook” for its main source of users.
This type of restructuring can be used other social media sites like LinkedIn, MySpace,
SecondLife, etc. Each social media site provides its own different set of wants and needs
depending on its main demographic, which need to be considered before thinking about
restructuring that site.

19. 19
Internal Push for SocialMedia Participation
o Company of 100,000 employees and only roughly 5,000 employees following
Facebook and twitter.
 These numbers should be a lot closer than this
1. What is the reasoning behind this? (Found by survey)
o Afraid for security purposes
o Not well educated on the social media policies
o Don’t realize these company social media pages exist
o Get those who are already on social media sites some incentive to become a fan of
the company’s site
 Facebook groups can be utilized as an incentive to join social media sites
to be updated on social events in the office. Whereas, the BAE page can
be used to let you see the company as a whole how they are doing.
 Group Information
o Charity events (in your area)
o Baseball Schedule
o Contests/Raffles
o Etc.
 Our survey results showed most employees are interested in displaying
information on … on our social media pages.
1. Charity Events
2. New employment/Recruitment
3. Information on BAE
o Meaning general information on what it is this company
does.
 “Protecting those who protect us”
 Medical advances
 New technologies
o L & D net course/Lunch-N-Learn
 Introducing those unfamiliar with social media sites to join and then
become fans of our pages.
o Letting Employees Know these sites exist
 The communications department does its best to update information when
they hear something. But they need help and it’s the employee’s job to
take the initiative to send in pictures/information to the communication
department that they feel should be put on these sites. Examples include:
1. DDG super trials pictures (if not classified)
2. Production/ Research pictures and/or updates.

20. 20
Having the internal push to get current employees on Facebook is one idea that has multiple
applications on how it can positively affect a company’s unity, communication, branding, and
even marketing.
The main idea behind the internal push is that if we get more employees onto the social
media sites we can get them to follow, or become a fan of, BAE Systems on the social media
site. In theory the more people we get to follow us on Facebook the more people outside the
company come across us by means of interaction with our fans. One scenario is a father who
works for BAE Systems joins Facebook and becomes a fan of the BAE Systems page because of
the internal push. Well his 3 children who are in high school and who have a loyalty to their
father and family, become fans of BAE Systems because their dad works for the company. Right
there we just increased our branding because their friends might check it out and maybe follow
us as well.
On the Facebook homepage there is a suggestion box that shows friends’ interests, and BAE
Systems, Inc could have a better chance of showing up there with more employees who become
a fan. From there the friends check it out and maybe even apply for a job or become a fan.
Again, these are just some scenarios as to how branding can increase with the use of social
media.
So you maybe be thinking, “Okay but how do we get employees onto these sites?” Well our
survey showed that 80 M Street and Mount Laurel branches of BAE Systems have a high
population of more experienced professionals who are inexperienced in using these social media
sites. However, 50% of those who replied to our survey would like to learn how to use these
sites. Some ways to teach employees about social media practices would be through L&D net
course and Lunch-N-Learns, where they could be taught how to use social media but also how to
responsibly display information onto these sites. We don’t want to scare them into not joining.
Instead we want to show employees how social media site updates is much like sending an
email. At first email wasn’t encouraged because anything sent over the internet has the potential
to get to the public. But now email is common place and frowned upon if documents take too
long to get to the client. Just like email, there are privacy settings that can be utilized to protect
information and your identity. With the given trends these days, it won’t be long till it’s frowned
upon if you’re not on a social media site.
With more people on these sites what’s the incentive to keep them going on and using them
on a weekly basis? This is where groups on social media sites come into play. Yes, you may be a
fan of the BAE Systems company page but the group page is more personal to individuals sector.
So 80 M Street may have its own group site where people in that sector can post charity events,
polls, company social events, nationals games, etc. specific to their area and according to our
poll that’s what people want to see.

21. 21
But another key point for the internal push is letting people in the company know that these
sites exist. We had several responses from our survey stating that people didn’t even know BAE
Systems was on these sites until the survey was given. But also that if employee’s feel that
something should be shown on the social media sites (pictures/updates) it’s their job to take the
initiative and send it to the communications department.
Goals
o 5,000 followers on Facebook now want to increase that to 10,000 by next
summer
The point of setting these goals is to use this as a milestone to insure that these ideas are
utilized properly.
Summary
Based on our review of the survey results, our benchmarking and research, the 2011 intern group
recommends the following for BAE Systems consideration.
 BAE Systems should increase it’s usage of specific social media sites.
 Increased usage of free social media, not only is keeping pace with the times and our
competitors, it can increase BAE Systems exposure to the current pool of future
employees.
 Many current employees have expressed desire to learn more about such social media
usage and increasing BAE use of social media.
 Use blogging as a means to promote BAE Systems on a more personal level to give
potential employees a chance to see what it would be like to work there.
 Educate current employees on responsible social media practices and policies. So
employees won’t be discouraged from following BAE Systems social media pages out of
fear of being fired.
 With paper sales’ constantly decreasing the need for online marketing is steadily rises
and social media sites are the cheapest and fastest way to get that information out there.
We feel that if some of these ideas could be used you could potentially see an increase in our
social media sites activity.

22. 22
APPENDIX
Notes On Meeting With …
Sponsor(Malinda Herrity)
1. Main goal is Branding BAE Systems
a. The reason behind this is because BAE Systems doesn’t really market with
billboards or posters around cities. The company prides itself on being able to
spread its representation by quality of work and by mouth.
b. The main reason as to why there is a lack in branding (or marketing) is the
company feels that the stock options and cash presented to the employees at the
end of the year is a better use of the money.
c. We want the company name to be more recognizable, where at job fairs students
may have heard of the company but not really know what we do. A company
branding scheme such as “Lockheed Martin”. Meaning people know that
Lockheed Martin is a big company but not sure what they do. Whereas BAE
Systems they didn’t even know that they existed in the first place.
d. Basically if we are able to utilize social media for branding purposes we can make
up for the lack in advertisement because social media is free.
2. Another main goal is to be able to reach more job candidates.
a. Such as using the social media to reach more potential employees and be able to
help them in applying for a position here.
3. Another aspect of the project would be doing background research on what already exists
in BAE’s social media.
a. What is currently out there on Facebook, twitter, YouTube, ect…
i. What are we doing well
ii. Is it easily accessible
iii. Why are there so many different accounts for them
iv. What we need to work out
v. How effective in general is our social media
b. What is the current policy on using the social network
c. Who is in charge of updating the social network
i. This is the communications department and we would need to try and get
a hold of them.
4. Some ideas to use social media more effectively
a. Updates discussing upcoming job fairs, events, ect.
b. Getting employees more involved in the social media
i. Facebook

23. 23
ii. Linked In
iii. Ect.
c. Discussing how BAE contributes to society and charities
i. They in fact match whatever you raise
d. Maybe where we want to end up by next year
i. From 5000 followers on Facebook to maybe 15,000 …
5. Be able to utilize LinkedIn
I know that this is still pretty general but Ms. Herrity explained how she just wants to see what
we can come up with and what direction we think the company should take. Since we are the
next generation of employees she wants us to gather information on what it is students and young
people out there are looking for when applying to jobs. So this is much of a free range project.
She also said that for presenting we don’t need to create a write up just a power point. We can
discuss what everyone wants to do about that, if we just want to send the write up out ahead of
time and let people bring it if they want.
We also are going to look into contacting Amy Plummer to see if she can help us place
our survey on the website to try and get an even more in-depth look about the company’s
employees interaction with social media.
We also are going to try and talk to Josh K. or Dana to see how L&D courses can be
made. Maybe we want to create an example course for our presentation?
Communications Department (Neil Franz):
1. What is posted on our Social Media pages are
a. Everything listed in research
2. Where we stand right now in social media
a. We have multiple groups for BAE Systems
i. Messy, however we are working to clean that up and just have on BAE
Systems Inc. page for each social media site. It’s so messy because each
branch wants a personal own page.
b. Our main market is trying to attract more employees and at the same instance give
our current employees information on what we do.
c. They try and get out updates as soon as possible but it usually takes up to a day.
i. Each status they people want posted have to go through a chain of
command.
1. To protect our security

24. 24
2. Make sure the information in vital to keeping our reputation
professional.
d. Employees are allowed to have their own social media pages.
e. Any help on this subject would be welcomed.
REFERENCES
 Malinda Herrity. Personal Interview with Sponsor. June 2011.
 Neil Franz. Telephone Interview with Communications Department. June 2011
 Neal Schaffer. “7 Ways to Sell Social Media to Your Marketing Department.”
Socialmediatoday. August 2010. Social Media today LLC. July 13 2011.
<http://socialmediatoday.com/index.php?q=nealschaffer/164311/7-ways-sell-social-
media-your-marketing-department>
 Corbett3000. “2011 FACEBOOK DEMOGRAPHICS AND STATISTICS…“ istrategylabs .
January 2011. istrategylabs LLC. July 8 2011.
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