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BAE SYSTEMS AND SOCIAL MEDIA
Problem
BAE Systems is failing to adequately utilize its social media as a means of marketing and communication.
Our goal is to employ social media practices in order to increase branding and recognition.
Agenda
• Problem Statement• Defining Social Media• Current State of BAE’s Social Media• Background Research• Recommendations for Improvement• Goals• Questions
What is Social Media• “Media for social interaction, using
highly accessible and scalable communication techniques” – Wikipedia on Social Media
•Connecting people around the globe like never before
•Changing the way people communicate, interact, and relate to each other
Types of Social Media
• Facebook• YouTube• Twitter• LinkedIn• Wikipedia• Second Life• Etc.
Benefits
• Increased Branding/Recognizable
• Facilitate Employee Connections
• Professional Networking• Better access to
potential employees• Unity• Free source of marketing
and employee outreach
What We HaveSocial Media
BAE Systems, Inc.
LockheedMartin
Northrop Grumman
Boeing General Electric
Facebook 5,561 (likes)
10,340 (likes)
8,486 (likes)
14,976 (likes)
17,663 (likes)
Twitter 4,264 (followers)
12,361 (followers)
6,825 (followers)
14,234 (followers)
1,629 (followers)
YouTube 144 (subscribers) 5,508 (subscribers)
744 (subscribers)
518 (subscribers)
1,721(subscribers)
LinkedIn 28,828 (followers)
47, 440 (followers)
32 ,569 (followers)
53,173 (followers)
116,202(followers)
What BAE Systems, Inc. Does Well
1. Being involved in social media
2. Quick turn-around time for updating social media sites
3. Utilizing applications on Facebook
4. Provide links to company site/social media feeds
5. Has a wide variety of social media outlets
What BAE Systems Can Improve On
1. Messy2. Lack of branch
Participation3. Overall need for
creating awareness of our Social Media Sites.
4. Needs more exciting content
Survey of BAE Employees
• Sent to all employees at 80 M Street and Mt. Laurel locations
• Gave us insight on how BAE employees viewed social media
– How many of them use social media– What sites they use– How they connect with BAE outside the office– Improvements– Concerns
27%
73%
Does BAE Systems Effectively Use Social Media?
YesNo
80%
20%
Is Social Media an Effective Marketing Medium?
YesNo
Survey of BAE Employees
BAE Employees believe that social media should be used to advertise our company, but do not think that we use this market to its fullest potential.
Recommendations on how toimprove
Restructuring Social Media Strategy
How Can We Use Social Media?• Social media acts as a billboard to advertise BAE Systems– Reach a large audience quickly– Highlight the most exciting aspects of projects, contracts &
events, etc.– Gain attention and provide easily located links to official BAE
Systems pages with more in-depth information
• Separate social media sites to target demographic– Examples:– LinkedIn
• Business experienced professionals• 50 million working adults
• Management and higher level positions
– Facebook• College students/recent grads
• 85% of college students use Facebook• Little to no career field experience• Highlight career paths & list entry level/intern positions
Restructuring of BAE Systems Social Media Sites
Restructuring of BAE Systems Social Media Sites
• Keep information Concise, Current and Appealing– Update Facebook profile picture
Current Profile Picture
Restructuring of BAE Systems Social Media Sites
• Keep information Concise, Current and Appealing– Add information about future projects and contracts– Update regularly with photos and videos of our
military products in action• Provide quick links to official BAE Systems pages– Followers can determine what aspects of BAE Systems
they like the most , and access more information quickly
Links provided by Social Sites
Charity
Even
ts
Current/U
pcoming E
vents
Info on BAE
Socia
l Eve
nts
Announcemen
ts
Personal
Awards
New Em
ployemen
t
Milesto
ne/Contra
ct Info
No Socia
l Med
ia05
1015202530354045
Desired Social Media Content from our Employees
• National BAE Systems sites
• Career/job search sites
• Technologies and programs
• New employee/Intern experience
Other Beneficial Information:
Internal Push for Social Media Participation
L & D Course
• A training module to demonstrate how to use social media as a means of:
• Professional Networking• Connecting With Fellow Employees Outside of the
Office• Career Growth• Keeping connected with others
• LinkedIn and Facebook Tutorials
L & D Course
• An overview of how to correctly use social media sites in order to maintain professional and personal safety
• Ensuring social media does not interfere with workplace productivity• Educating employees on how to responsibly display
personal and professional information– Privacy settings, filtering work-related content, personal info
such as address, vacations, etc…
Example Slide
1. Go to http://www.linkedin.com/
2. Fill in the appropriate information in the boxes.
3. Then click on the Join Now button
(as shown in the picture)
How to Get Started Using LinkedIn
Example Slide
Incentives to Join
Groups on Facebook/LinkedIn– Allows for each branch to have their own page
without concerns of interrupting the company page.
– Advantages include…• Social event information• Allows for input on charities/fund raising events• Etc.
Incentives (continued)
• BAE Systems Fan Page– Remain targeting a specific demographic– Along with company wide important updates
• Group Page– Used for events specific to you in your area
• Charities events/Polls• Social Meetings/Events• Building announcements• For those who can’t get their email access out of the office
– Allows for employee input at a faster rate
Myths about Social Media
MYTH• Lack of Privacy• Only one way
communication• Not effective marketing tool• Set It and Forget It (SM leads
to instant success) • Social Media Is a Waste of
Time
FACT• Privacy Settings are available• Allows for input and user
interaction • Emerging advertising medium• Needs to be continually
updated• Useful for business promotion
How do I know these sites exist?
19%
58%
23%
Followers
Yes No Don't have an account
We can increase corporate visibility by means of L&D Courses, Posters around Office Locations, Placing links on SES intranet, E-
mail communication, and Word of Mouth.
GoalsGOALS
Goals
Current 3 Months 6 Months 1 Year
Facebook 5490 7137 8784 10980
3,500
4,500
5,500
6,500
7,500
8,500
9,500
10,500
11,500
As an international company, BAE can utilize Facebook and Linkedin to reach prospective employees. Our goal is that the number of Facebook followers will increase to 11,000 and the number of Linkedin followers will reach 57,700 in 2012.
Current 3 Months 6 Months 1 Year
Linkedin 28828 37476.4 46124.8 57656
27,500
32,500
37,500
42,500
47,500
52,500
57,500
Goals
Goals
Current 3 Months 6 Months 1 Year
Twitter 4,587 5,963 7,339 9,174
4,500
5,500
6,500
7,500
8,500
9,500
4,587
5,963
7,339
9,174
Goal of Increase in BAE Systems Twitter followers
Goals
• An increase in the number of followers on BAE’s Social Media sites, which will boost the company’s visibility and brand recognition.
• Attract talented potential employees to BAE through the use of Linkedin and Facebook.
• A significant increase in the number of employees who join BAE System’s Social Media Sites
Goals
Closing Remarks
Questions
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