In his BlogWell Seattle case study presentation, "Obi-Wan and Boeing," Communications Director, Todd Blecher, spoke about the evolution of Boeing's online communication approach. Todd explained that by focusing on storytelling, sharing, and video, they have been able to change the tone of their online content from technical and boring to personal and interesting. --- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org

1. Author, 5/12/2010, Filename.ppt| 1 BOEING PROPRIETARY

2. Author, 5/12/2010, Filename.ppt| 2 Obi-Wan and Boeing A Jedi’s wisdom shapes our online strategy Todd Blecher Communications Director May, 2010

3. Jedi wisdom Author, 5/12/2010, Filename.ppt| 3 "You must do what you feel is right, of course." – Star Wars, Episode IV

4. Key points Doing what’s right for us in digital communications Resisted calls to try everything Transformed www.boeing.com into a content hub Prioritized story telling, sharing, video Activated three Twitter accounts…treading wisely @BoeingCorporate @BoeingAirplanes @BoeingDefense Content is king and ours has to change Become personal and interesting vs. technical and boring Humanizing Boeing, mindful of brand attributes Strengthening our reputation is the goal Changing the way we communicate is what should happen

5. The journey Done digital for five years…but didn’t widely embrace it Randy’s Journal, unitedstatestanker.com, couple advocacy sites Mainly told product vs. people-focused stories Didn’t effectively leverage www.boeing.com traffic 1 million visitors per month weren’t hearing from us. Now they are. Realized last year that digital is worth the effort Spent months refining our approach Made Boeing.com more engaging to leverage traffic Implemented broader use of feature elements Personalizing stories with employees when appropriate

6. Our transformation in pictures Author, 5/12/2010, Filename.ppt| 6

7. Summary We had to figure out what was right for Boeing Remade www.boeing.com into our digital hub Success will take time Evaluate at 6 months and 1 year Want to see: Reputation gains attributable to site content Traffic to and time on sites increase We’re changing the way Boeing communicates This is right for us. It may or may not be right for you.

8. Author, 5/12/2010, Filename.ppt| 8 BOEING PROPRIETARY