Aviation Marketing: 14 social marketing channels for content distribution

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Know where and how to connect with your audience.

58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers.  Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry:

14 social marketing channels for aviation marketers

Social networks – Facebook, Twitter, Google+, & LinkedIn
Video channels – YouTube & Vimeo
Photo sharing sites  – Instagram & Flickr
Online communities  – Pinterest, Foursquare, & Quora
Niche content sharing sites – Tumblr, StumbleUpon, & SlideShare

Top social marketing channels and tactics for aviation marketers

Facebook – Spend time posting well-edited photos and well-written copy. Volume certainly isn’t everything on Facebook; consistent quality is much more significant.

Who uses Facebook? 80% of B2B marketers, 90% of B2C marketers

Twitter – Present a consistent voice to tell the story of your industry and your brand. Including 1-3 relevant #hashtags with your tweet makes it simple for people to find your content.

Who uses Twitter? 80% of B2B marketers, 69% of B2C marketers

YouTube & Vimeo – Demonstrating your products or services in action is a much more effective way to create compelling videos than talking about what you do. Make sure embedding code is enabled, allowing other users to post your videos to their websites.

Who uses YouTube? 61% of B2B marketers, 65% of B2C marketers
Who uses Vimeo? 12% of B2B marketers, 12% of B2C marketers

LinkedIn – Company pages offer a platform to share diverse types of content; however many brands are absent on the professional network. Encourage people in your organization (especially execs) to connect their personal profiles to your brand.

Who uses LinkedIn? 83% of B2B marketers, 51% of B2C marketers

Google+ – Google+ gives you the ability to create a mixed page experience. Take advantage of it by posting links, text, photos, videos, and infographics for a content abundant page.

Who uses Google+? 39% of B2B marketers, 41% of B2C marketers

Pinterest – Instead of a lone product image or a posed staff picture, show your product or team in action for an image with more personality. Also, if you have a strong repertoire of video content, use Pinterest to drive traffic back to your website or YouTube channel.

Who uses Pinterest? 26% of B2B marketers, 35% of B2C marketers

StumbleUpon – Posting content on StumbleUpon is the way to gain more authority for your links. Place a Stumble button on your content. A few shares from active users could translate to new, targeted traffic for your content.

Who uses StumbleUpon? 10% of B2B marketers, 9% of B2C marketer

SlideShare – SlideShare offers simpler viewing than a PDF in Adobe Reader, doesn’t require a download, is easy to track and measure, and offers a better organic search presence that’s independent of your website.

Who uses SlideShare? 23% of B2B marketers, 7% of B2C marketers

To download the complete 58 Social Media Tips for Content Marketers published by the Content Marketing Institute, click here

photo credit: redteam via photopin cc

Aviation Marketing: Social media extends your reach at tradeshows

Aviation component and system manufacturers can benefit from implementing social media and other online marketing tactics to engage with customers and prospects at trade shows.

In the aviation tradeshow world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.

Progressive aviation marketers are integrating inbound and outbound marketing efforts to achieve tradeshow objectives and standout from their competition.

Tradeshow strategy starts with show objectives

Determining your strategy requires identifying achievable goals that can be reached at the tradeshow. For example:

  • Generate and capture leads
  • Identify new sources of business
  • Increase social media following
  • Increase email or blog subscribers
  • Make contact with new suppliers
  • Gain customer insight for product improvements
  • Demonstrate latest product functionality

Preshow marketing sets the tone

As you are determining the show objectives, also consider preshow marketing activities that will help achieve the trade show goals. Such as:

  • Discover and prioritize customer and prospects’ social media preferences — Twitter, Facebook, LinkedIn, Pinterest — and use these channels to spread your call to action for visiting your location at the show.
  • You can also use these channels to identify key prospects by their profile and group affiliations to send personal invitations.
  • Update your Facebook or Google+ page with a calendar or identify an event or breakout session you will be hosting.

During the show

  • Create an event hashtag (example – #ABCFlightMRO). Place this on preshow and at show materials.
  • Have a social media team member keep the twitter conversation going by tweeting updates, notable booth visitors, photos, and other informative show content for those in attendance and for those that could not make it to the event.
  • Recap the show with daily summaries and post to content sharing sites.
  • Use QR codes on display materials to engage smart phone users, leading them dedicated landing pages. Make an offer for free materials such as white papers, e-books or other relevant material.

Post show

  • Package and repurpose content obtained during the show and send links and summaries to booth visitors and key prospects.
  • Build a database of online visitors and social media participants for use as a prospect list and as an expanded list for the next show.
  • Update social media pages to promote your next event.

Using social media extends the reach of your tradeshow presence and provides new ways to engage with customers and prospects.

Aviation Marketing: Delivering the goods for visual storytelling

Source: generalelectric.tumblr.com via GE on Pinterest

How aviation manufacturers are using content sharing sites to tell their brand story and deliver on the brand promise.

Aviation manufacturers are active participants on content sharing sites. Whether by design or happenstance, photos of their products are shared, commented on, and liked by people that are passionate about aviation.

These sites present a ready-made inbound marketing opportunity for brands to gain a competitive advantage by creating an emotional connection with the viewers and present their brand story through visual storytelling.

8 content sites to watch:

  1. You Tube – A subsidiary of Google.  A free video sharing site where videos  can be uploaded, viewed, and shared .
  2. Twitter – an online social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as “tweets.”
  3. Facebook – the 800-pound gorilla of social networking sites.Facebook has more than 845 million active users.
  4. Flickr – a subsidiary of Yahoo. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media.
  5. Pinterest – Hyper growth social content sharing site. Users of Pinterest curate themed boards, populating them with media found online using the “Pin It” button, or uploaded from their computers.
  6. Instagram – a free photo sharing application that allows users to take a photos and apply a digital filter, then share them on a wide variety of social networking services, including its own.
  7. Tumblr.com – a microblogging service and social networking website that allows users to post multimedia and other content to a short-formed blog, called a tubmlelog.
  8. Google+ – Google’s latest effort to take on Facebook. The site integrates social services such as Google profiles and Google Buss, and introduces new services identified as Circles, Hangouts, and Sparks.

How aviation and airframe manufacturers use these sites:

  • General Electric recognized early on that social media held great potential as an internal and external communication tool. Visual storytelling reinforces their positioning. Check out their Pinterest board: Badass Machines .
  • Gulf Stream Aerospace taps into social networks to showcase their latest über luxury jets as they travel around the globe. Their page on Facebook tells their brand story through an innovation timeline starting in 1959.
  • Cirrus Aircraft, recognized as the most advanced single engine aircraft on the market today, uses their Pinterest boards to tell their brand story through cockpit images of advanced avionics and exterior images of the airframe parachute system of their new personal jet.

Aviation Marketing: How Brands Can Use Pinterest Without Breaking the Law

Just because the Internet gives a brand the ability to pin an image to a Pinterest page doesn’t mean that it’s legal.

Brian Heidelberger, Partner and Chair of Winston + Strawn, LLP’s advertising, marketing, and entertainment law group and Monique Bhargava, Associate in Winston and Strawn’s intellectual property department have written the article “How Brands Can Use Pinterest Without Breaking the Law.”

My interpretation of the article is that aviation marketers should be aware of potential legal liabilities when posting images to Pinterest to protect their brand from copyright infringement lawsuits.

What is Pinterest?

Pinterest offers users the ability to organize images on a virtual pinboard. In practice, users can “pin” images from other’s websites to their Pinterest page (or “pinboard”) which are then visible to and can be “re-pinned” by other Pinterest users (kind of like a “re-tweet” or a “share” on Facebook). The pins use whole images (not just thumbnails) and link the viewer back to the original source of the image.

How Pinterest is different

Unlike Twitter and Facebook, the main use of Pinterest is the posting of photos that the user doesn’t own. In contrast, the main use of Facebook and Twitter is to post content created by the person posting and to link to content the user doesn’t own. And while consumers may be currently “pinning” images that they don’t own to their personal Pinterest page seemingly without repercussion, an aviation advertiser developing a brand pinboard likely won’t have the same luxury.

Risk reduction strategy for aviation marketers:

  • For licensed images, pay special attention to any license usage limitations
  • At a minimum you will want unlimited image usage on the Internet
  • Consider specifically listing “Pinterest usage” in the image license
  • Leverage brand partners’ images (with permission of course), which increases your image library

Following this strategy will limit your ability to pin images to your company’s brand page. However given the brand commercial use, it will be an attractive target for potential plaintiffs.

Using Pinterest for promotion:

Using Pinterest for promotions presents its own practical issues. You have limited space in which to make required disclosures, like the official rules (500 character descriptions). Also keep in mind that Pinterest boards aren’t private and are viewable upon creation. So before encouraging consumers to create a themed pinboard for your promotion, consider what images the consumer may connect to your brand.

Click on the following link to view the complete article “How Brands Can Use Pinterest Without Breaking the Law”