leelaw
Posts: 4520
Joined: Sat May 29, 2004 4:13 pm

Randy Baseler Talks About His Blog

Sun Jul 23, 2006 11:13 pm

Flight International spoke recently with Randy Baseler about his blog:

He says it started as "kind of a lark" but has "exceeded our expectations" (with 16,000-18,000 hits per month) and now he clearly regards it as an integral part of Boeing's marketing - letting them engage with people in a way that is otherwise difficult for a big corporation. In some ways though, you can trace its genesis back to Boeing's tactics to counter a perceived Airbus lead in marketing a few years earlier.

"...Airbus was always out there telling their story but also telling the Boeing story according to Airbus. So why were we letting Airbus tell our story? There was a conscious decision to get out and tell it ourselves. The blog was a natural extension of that change in philosophy..."


http://www.bizbuzzmedia.com/blogs/flight_international/default.aspx

Some interesting insights and back-story about this controversial blog directly from the horse's mouth.

[Edited 2006-07-23 16:17:55]
Lex Ancilla Justitiae
 
EI321
Posts: 4788
Joined: Tue Jul 07, 2009 4:43 pm

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 12:43 am

I hope he gives his opinion on the A350 in the next blog. Airbus should have a blog too!
 
zvezda
Posts: 8891
Joined: Sat Aug 28, 2004 8:48 pm

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 12:51 am

Quoting EI321 (Reply 1):
Airbus should have a blog too!

Sometimes more of a good thing is bad e.g. a pinch of salt in a bowl of soup is good, but a kilogram of salt in a bowl of soup is bad. Sometimes more of a bad thing is good e.g. two biased opinions might be better than one.
 
Rheinbote
Posts: 1103
Joined: Sun May 21, 2006 9:30 pm

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 1:02 am

Quoting Leelaw (Thread starter):
16,000-18,000 hits per month

Unless this is a typo and he really means 16-18K hits per day, there's nothing to brag about.
 
glacote
Posts: 357
Joined: Thu Jun 02, 2005 1:44 am

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 8:50 am

Point is: corporate blogs have been popular on thsi side of the Pond for some time. They are definitely not int Europe yet.

Otoh I am glad that it is now public knowledge that "Randy's blog" is not the blog of Randy Baseler but rather is an integral part of Boeing's marketing.

I am still unsure as to what purpose this serves since airlines do not care, customers have no impact on the choice of airplanes and journalists most often just reproduce PR without any grain of salt that could be supposedly bent towards your side.

Or maybe it's just a mean of giving birth to many new A.net threads - with A.net being "an integral part of [Boeing's] marketing... (just joking here - I do not claim any bias on A.net moderators).
 
NAV20
Posts: 8453
Joined: Thu Nov 27, 2003 3:25 pm

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 9:15 am

Quoting Glacote (Reply 4):
am still unsure as to what purpose this serves since airlines do not care, customers have no impact on the choice of airplanes and journalists most often just reproduce PR

You can say that about almost any element of a marketing programme. People do all the time, at 'strategy' meetings. Especially the accountants.  Smile

I'm reminded of the British company boss who said it best, many years ago:- "I am quite convinced that fully half our marketing budget is being wasted. It only remains to decide WHICH half......."
"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
 
jacobin777
Posts: 12262
Joined: Sat Sep 11, 2004 6:29 pm

RE: Randy Baseler Talks About His Blog

Mon Jul 24, 2006 12:18 pm

Quoting Rheinbote (Reply 3):

Unless this is a typo and he really means 16-18K hits per day, there's nothing to brag about.

Given how few people are "aviation geeks"..I think 16-18k hits/month is correct and actually a good number...

what I liked about his blog though was this...

"You may recall that last year at Paris it made for a fun photo op when BCA executives posed inside the A380 with Airbus, and Airbus execs visited the 777-200LR Worldliner as well"

and...

"Today being our last day at Farnborough, we took a walk over to the exhibit hall where Airbus has some of their mockups, including a double-decked section of the A380 interior. Our gracious counterparts took me through their various cabin interior concepts."

http://www.boeing.com/randy/

while their is a fierce rivalry between the two, like many other industries, its a small world..and its nice to see them get along...unlike some A.net members..
"Up the Irons!"
 
Rheinbote
Posts: 1103
Joined: Sun May 21, 2006 9:30 pm

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 6:40 am

Quoting Jacobin777 (Reply 6):
Given how few people are "aviation geeks"..I think 16-18k hits/month is correct and actually a good number...

let's agree to disagree  Smile

Quoting Jacobin777 (Reply 6):
while their is a fierce rivalry between the two, like many other industries, its a small world..and its nice to see them get along

well said.
 
glacote
Posts: 357
Joined: Thu Jun 02, 2005 1:44 am

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 10:39 am

Quoting NAV20 (Reply 5):
You can say that about almost any element of a marketing programme. People do all the time, at 'strategy' meetings. Especially the accountants.

Definitely not.

Marketing towards airlines persons-in-charge make sense. But I doubt Randy's blog is directed to them - seeing the low-level and easily debunked claims made there. They best fit A.net audience - not $1m+/year execs.
 
atmx2000
Posts: 4301
Joined: Wed Oct 13, 2004 4:24 pm

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 10:58 am

Quoting Glacote (Reply 8):

Marketing towards airlines persons-in-charge make sense. But I doubt Randy's blog is directed to them - seeing the low-level and easily debunked claims made there. They best fit A.net audience - not $1m+/year exec

I'm sure Leahy was making all sorts of "low-level and easily debunked claims" regarding the old A350 to the "$1m+/year execs." Obviously some of them bought it, but the shrewder ones didn't, hence the new A350.

Quoting Glacote (Reply 4):
Point is: corporate blogs have been popular on thsi side of the Pond for some time. They are definitely not int Europe yet.

Well, first they would have to decide what language it would be in. And Sarkozy aside, it would be just too much for some to bear if it were in English.  Wink
ConcordeBoy is a twin supremacist!! He supports quadicide!!
 
flydreamliner
Posts: 1928
Joined: Sat Jan 07, 2006 7:05 am

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 11:30 am

Quoting Glacote (Reply 4):
Otoh I am glad that it is now public knowledge that "Randy's blog" is not the blog of Randy Baseler but rather is an integral part of Boeing's marketing.

Unfortuneately for him, it makes it sound like Randy Baesler and Boeing marketing are the same thing....lol
"Let the world change you, and you can change the world"
 
NAV20
Posts: 8453
Joined: Thu Nov 27, 2003 3:25 pm

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 12:49 pm

Quoting Glacote (Reply 8):
Marketing towards airlines persons-in-charge make sense.

Glacote, that's an over-simplification. A vital part of 'marketing', when you are selling longterm capital assets like aeroplanes, is about getting the makeup and atmosphere of your whole organisation over. My guess is that the airlines come to the manufacturers as 'clients', much more than mere 'customers.' In any field of that sort, there's scope for 'soft-sell' as well as 'hard-sell' - I suspect that, for a long time, people like Forgeard forgot that.

Baseler's blog gets the message over that, from top to bottom, Boeing's people have a clear sense of direction, believe in their product range, and are dedicated to achieving 'excellence' in whichever field they are personally involved in. In so doing, besides making money for Boeings' shareholders, they also help the airlines to survive and make money.

And Randy's blog has spawned others which also contribute to the theme. Among other things, there's this one (which I'll bet WAS read by the '$1m+/year execs' to whom you refer):-

http://www.boeing.com/commercial/777family/200LR/flight_test/
"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
 
kanebear
Posts: 852
Joined: Tue May 28, 2002 12:06 am

RE: Randy Baseler Talks About His Blog

Tue Jul 25, 2006 1:18 pm

An Airbus blog? Written in half French, half German. Translated into Italian, Spanish, Greek, Dutch, Gaelic, Welsh, Estonian, Hungarian, Polish, Portuguese, Slovak, Swedish, Latvian, Lithuanian, Croatian, Serb, Turkish, and then translated into English from one of the above or multiple translations. Utterly incomprehensible and without proper structure, much like Airbus itself. Big grin:D *DUCKING*

Who is online