Larry Hinebaugh: I’m Larry Hinebaugh, I’m the founder of V-Log. And I think you know a lot about it already because of Jerry but it is a digital log book company, and we are tasked with the challenge of changing the paradigm and the aviation world, and that’s not only using paper to record maintenance on airplanes but backing up that paper electronically and then using all the tools that we have when we do that, search engines and all the things available to us.
It is the way to go in maintenance and we’re looking forward to getting there, but right now, we’re trying to drive that forward. And we’re using social media to do that. And so I will admit I’m not a big social media user.
But Paula, who’s our marketing person. convinced us that social media was the way to reach people through of our message in trying to change this paradigm. And it’s successful. I first went on social media, learned about it just simply to see what she was saying about V-Log and I found out there’s a lot of good information on LinkedIn and Google Plus.
Those are my two favorites but I use it, and I’m one of those people that use it everyday.
Paula Williams: Fantastic. Do we have any other CEO’s or founders today in the audience? Gene, I know you are. Yup absolutely anybody else? Founder of a company or CEO of a company.
All right. So, you know, it was interesting in our survey. A lot of people who are CEO’s are actually using social media. That’s a change over the last couple of years. It used to be just the sales folks, just the marketing folks. But, a lot of the upper level executives are directly connecting with people.
So that’s great. Thank you very much.
Paula Williams Genaro Sanchez. We’re really happy to have him from Cutter Aviation
Genaro Sanchez: Hello. My name is Genaro Sanchez, the marketing director for Cutter Aviation. We use a variety of different media, social media channels. We use Facebook, we use LinkedIn, we use Twitter, we use Google Plus, some Pinterest.
I think that it all depends what you want to accomplish with your social media strategy. If you’re looking for leads, we have found out that LinkedIn is a great tool to connect with new leads. If you’re looking to promote new services, if you want to brag about your staff.
If you’ve done a new installation, a new modification, we have different lines of services so each line of service works different with different social media strategies. So we have found out that Facebook and Twitter is really good if you just need, let’s say a retrofit on an airplane.
So this is what we do, one of the things that I will encourage you to do is to connect your communication throughout the company. If you have a blog on your website, make sure that blog is posted also to the social media channels. I would also encourage you to use hashtags but please, please, please for whatever you do, do not over use hashtag.
That’s not cool. Don’t talk with hashtags. Be conservative with it, and make them make sense. The use of video on social media it also huge, it gives a very good results. So we have found that social media is not our only channel of communication but it’s most definitely a very important one.
Paula Williams: All right. Excellent, thank you. Thank you so much. Anybody else from FBO’s or other businesses that are local? Local businesses? All right. Most of us could get better results from using that targeting and things like that. And Matt Steward, we’re glad to have you.
Matt Steward: Thank you. My name’s Matt Steward, I’m the vice president of marketing and sales for Applied Composites Engineering.
I just started in this role four months ago so I’m coming into this industry as a newbie if you will. And my years of experience go back to a lot of political advisory and consulting, also the tech sector. And one of the things I realize probably the most, is the fact that we have to be reminded that social media is not just for the younger group of users.
As you saw there with the statistics that were result of the surveys taken, and I’m 40 years old. I’m the first group of students who would’ve gone through college with the internet. So when we think about that, everyone 40 and under has grown up of course with the internet then therefore are following social media.
So, understanding that that’s a part of our daily lives, you also saw the fact that people admit to using the social media more than twice a day or multiple times a day, it’s probably ten or 12 times a day if we were to be honest about it.
Matt Steward: So, just understanding that this is a legitimate marketing tool, it’s not an extra. And so then investing the time and effort and the expense into actually doing a good job of it. So, my tips are simply this. My favorite. Right now is Twitter and not Facebook but Twitter and LinkedIn.
But understanding to not take the social out of social media. So don’t just be throwing up all your press releases, telling everyone about your business. Because quite frankly no one cares. And social media’s for entertainment with a mix of that business story. So, make sure that you’re sprinkling that in.
You remain a professional, but at the same time find ways to actually keep the social in social media. And then, lastly, research your customers or the people you’re trying to reach out to. You’ll learn so much about them through their social media feeds. And that will give you a lot of insight before meetings and as you’re reaching out to them so you can customize your message as you’re looking to make new contacts.
More than happy to chat with all of you afterwards but thank you for having me today. Yes sir.
Bert Botta: Now, you say you make it personal. Do you find it challenging to findthe line between personal and professional and how do you determine how personal to make it?
Matt Steward: Sure, that’s a great question. What’s your name? Paula Williams: Bert Botta.
Matt Steward Bert?, so Bert from a personal standpoint what I mean by that is if we were connected on LinkedIn, I wouldn’t just choose my mode of communication with you being a blast announcement or my post daily. I would learn about you, Bert, by seeing what you talk about, what you like, what you do on social media and then therefore we could have a little bit better understanding of each other as we start a relationship, or build upon our relationship.
And, so that’s what I’m kind of meaning by that. But also, when I talk about the social, don’t take the social out of social media. I don’t always make it about business. You know, your a person, I’m a person, people make business decisions, not nameless, faceless corporations and that’s extremely important and I think that’s the advantage of using social media for business.
Paula Williams: Right, very true, thank you so much. We would actually like to do questions at the end and then you can ask all the panelist and I think a great way to make this interactive. So thank you. And John Kosak, NBAA.
John Kosak: Hey, how’s everybody doing? Paula Williams: Great, how are you, John?
John Kosak: I am fantastic. I woke up breathing. That’s always a good start to the day. Yeah. So I actually work two accounts. I do the one for the air traffic services desk at the command center. You’ve heard some people talk about focusing things and we try and focus that Twitter account on just TFR’s, presidential TFR’s they’re going to have an impact on business aviation.
Hurricanes, and or major weather events. Things that are going to have an impact on our folks. My personal account, and like Mr. Steward, I like to keep the fun in it, so I try and share my four passions. Which are aviation weather, hockey and more aviation usually.
Paula Williams: I thought that was a typo when you gave that to us.John Kosak Nope I put that up there on purpose. And like Mr. Sanchez, I also encourage the responsible use of hashtags in whatever form that you’re using them. This week I’ve been using just two hashtags really which are #bizav and #NBAA15 to try and let everybody know where ,I am and what I’m doing.
From a business standpoint, trying to use the. Twitter to get information out there about some of things that I’m doing on the weather subcommittee but also, again, keeping it fun. My tip would be kind of along the same lines. Figure out who you are. Don’t take the fun out of it but figure out who you are, what message you want to deliver.
I don’t talk about politics or religion on any of my feeds, but other people do. So, I just wanna keep my message kinda centered, and I’ve made a choice to do it that way. And I think that’s it, yeah.
Paula Williams: Great, yeah, so you did show your tips and that’s great to promote the event and things so great thank you. John Kosak Yeah, the space weather that we did yesterday was fantastic, thank you.
Paula Williams: Fantastic, all right, and we’ll take questions for all these guys at the end and thank you, Bill Johnston?
Bill Johnston Hi, my name’s Bill Johnston, President of V-Log. I basically oversee the operation of the company in regard to sales, production, operations, finance, quality assurance of the product that we provide to our customers. I think my most favorite social media tool is LinkedIn. I have well over 500 to 700 contacts my past life as a DOM for a major corporation and president of the professional aviation maintenance association for years.
I have a lot of contacts and, I use that to help develop new contacts for my sales department but don’t necessarily come from the aviation background. And so, I’m helping them learn this trade that they’re in right now. And so, I use this to reach out to past friends acquaintances ,I had probably twelve meetings here that I set up today over the last three days with those past people that I’ve known over the years.
In regards to issues. I do research before coming to a meeting using LinkedIn and other social media, making appointments like I mentioned. Assist the sales department in making contacts, and just keeping in contact on a day to day basis. With people is a real help for us from a company standpoint.
Because, they understand what they’re all about. I don’t know, there’s probably been 30 or 40 people that walked up to me and I said, you know what I’m doing now? They go oh yeah, your the log book guy.
You know, so they know what it is that I’m all about because I’m linking with New people, old people on an ongoing basis and one of the big things that I like to just as a closing remark and I get this from wife as family’s first.
Remember don’t get lost in this social media world because you may be finding yourself on the end of a set of divorce papers if you can’t keep it straight. So, anyway, remember families first.
Paula Williams Put it down for date night, right?
Bill Johnston: Right.
Paula Williams: Absolutely. Thank you, Bill. That’s wonderful. And Beth, our own Beth of NBAA, right?
Beth Sanders Hi again, everyone. So like I said, I am the social media manager for NBAA. NBAA is on Facebook, Instagram, Twitter, Google Plus, LinkedIn, and YouTube, so I am hoping you follow us on all of those platforms.
Our objective with social media is pretty simple. It is just to inform everybody what is going on in the business aviation industry, what is going on in the association. We use it to advocate on behalf of the association, and we use it to present ourselves as the thought leader in the business aviation industry.
So, I have said that Instagram is my favorite one. It’s our newest social media platform. We started it about a year and a half ago, and it’s just been fun to watch it grow and seeing what kind of pictures really resonate with people and what people want to see.
But I think that every social media platform has its own value and its own use. Things you would do on Twitter, you would never do on Facebook. We at the show, we use Twitter to send out very regular updates. This session’s started, registration’s open, the opening general session’s starting, those kind of things.
So it comes out very regularly. You would never do something like that on Facebook, because it would just be very annoying on Facebook, whereas people expect that on Twitter. So in terms of the show, specifically, we use social media to tell a story about the convention. We push out articles and videos and pictures and everything about the show, and the main thing is creating a hashtag about the show, so it’s #NBA15, which hopefully you’re all using in all of your social media posts.
We use the hashtag to basically create a virtual community around the show. If you’re on Twitter, on Instagram, and even to a lesser extent on Facebook, you can search for that hashtag, and you can see what everyone else is saying about the show, what’s going on at the show.
You can get ideas about what you want to see at the show, so it really creates a community around a specific idea. Just to give you a good example of how it worked, yesterday I was walking around the show floor, and I was just doing just quick Twitter interviews with people, taking pictures, posting their comments on Twitter, are you having a good show, that kind of thing.
And I was looking through our Twitter feed, and I happened to see that the governor of Kansas was at the show. And we didn’t know he was coming. He just happened to be in Las Vegas, I guess, and he came by. So I immediately went over to the booth, introduced myself, said, hey, I’d love to get a quick picture and a quick Twitter comment from the governor of Kansas.
Sure, no problem, he told me. Aviation is great. It’s important to his state. It’s the future of Kansas. Got it on Twitter, and we got that message out that the highest executive in a key aviation state thinks aviation is important, and it’s the future. And within 20 minutes, we got that message out there.
So I guess my basic tip for social media is consistency. You have to keep up with it. You can’t post you know once a month and expect anyone to follow you. If you want to be the thought leader of your followers and you want people to keep coming back to see what your saying, you need to post regularly.
I guess going into that are two other things is that not every social media platform will work for every company or every organization. I’ve had people ask me within NBA, oh, why we aren’t we on Pinterest or why aren’t we on Snapchat? And those platforms, just they’re great and I personally love Pinterest, but they don’t make sense for NBAA, at least at this time.
So, if I can’t keep up with them and I can’t provide a constant flow of information, there’s no reason for me to be on there. And then, the other thing going into that, is content is really key also. You have to have good content or else you’re not giving anyone anything worthwhile to look at.
And retweeting things is great and sharing things is great, but you also wanna have your own original content. And you want people to see what you have to say, because you want to be the thought leader, and you want people to go to you for the information they need.
So, those are my tips.
Paula Williams: Fantastic! Yeah, I’ve noticed a lot of NBAA stuff, and it’s all really good, that’s cool. How many people found out about this event from a social media platform of some kind?
Speaker from audience: I did!
Paula Williams: Anybody else? Okay, fantastic. All right, John. I have no idea what John’s going to say, and I am actually married to him.
John Williams: Yeah, well maybe I won’t get fired after this.
Paula Williams: Here we go.
John Williams: Personally I do not use anything but LinkedIn. Corporately speaking, you better be on everything, all these folks said were good, assertive marketing stuff, but remember two things.
One, it’s all public. You’re on CNN and NBC, everything. When you talk, it’s out there. And the reason you need to be on everything is because you never know what somebody else is saying about your company. You need to know. And there are some really good stories like the American Airlines and the guitar situation and others, and that waited almost too late to figure out.
LinkedIn? Great. I had a CEO of a company call me, and he was in the area and wanted to meet me at Park City. And I said, sure. I’d never met him before. Looked him up on LinkedIn, got his picture, he did the same for me as I found out later, and we met at the very nice restaurant he chose.
And just like we knew each other, walked in, shook hands, the first time we’d ever met. It’s great stuff. So research, that’s it. That’s about all I have to say.
Paula Williams: That’s it? All right, prevents those awkward blind date moments when you’re meeting someone for a business meeting and you don’t know what they look like, they don’t know what you look like.
If you look them up on social media ahead of time, you can find out their kids like soccer. Or you can find out a lot about a person, and there is never any reason to do a cold call or anything else these days because everybody has something out there.
So, thank you John. All right, we want to leave a lot of time for questions because I know you have them, but before we get there, we do have a door prize. And this, this is our social media guide. It includes the survey that we talked about earlier, and it also has a hashtag guide for hashtags relevant to the aviation industry with statistics of how often they’re used, a lot of good stuff like that.
So, we’re going to do a social media experiment. How many of you have a cellphone today? Let me try that again. Does anybody not have a cellphone?
Okay, how many of you have one of these little bookmarks?
Does anybody not have a little bookmark? Okay, let me pass those over.
Speaker from audience: Thank you.
Paula Williams: Okay, what I want you to do is take your cell phone in your right hand and this bookmark in your left hand, turn it over to the white side and there’s a QR code there. If you zap that with your cellphone, you should have a little form pop up.
Put in your postal address, and we will send you this book. If you don’t know how to do that, ask a younger person sitting close to you. Anybody? Okay, all right. So that’s our book, and we would like to make sure that works for you.
You do need a QR reader, if you have the NBAA app, there is a QR reader inside the app, which is really handy. Thank you Beth for being so considerate to put the QR reader in there. So it’s very likely that you do have some sort of a QR reader on your phone.
Okay so carrying on while you work on that. Okay another thing that we would like you to do after the session is to give us a grade. And the way that you do that is if you have the NBAA app on your phone you can, you’ll get this little icon, since you put this on your agenda of course, and then you can go ahead and give us a rating.
And you can rate all of the sessions that you’ve been in that gives NBAA some great information about who to have back next year and who not to have back next year. And that’s really good information. That’s another thing you can do in you business, is get immediate feedback from people.
You know did they like what happened? Did they not like what happened? You know, can we do better?
So Ed Bolen at the very beginning of this session talked about the Wright brothers book, has anybody read that? Let’s see if I can get it to show up on the screen.
We’re having fun today. There we go. The David McCullough book, The Wright Brothers, anybody read that? Well I’ll have to tell you the whole story then since none of you read it. It’s actually, the Wright brothers were using innovative, disruptive technology at the time. You know, they were using bicycle parts and bicycle technology, and they did not just put something together and go jump off a cliff, right?
They didn’t just take this new technology and say, well, theoretically, this is going to fly, so let’s go put something together and commit fully to this. What they did is they put things together, they tested them, they tweaked them, they tested them, they tweaked them. They did short little test flights, they found out what they did wrong, they took it all apart, they put it back together.
Tested, tweaked, tested, tweaked. So whenever you are using a disruptive technology you do not want to bet the farm on something that you don’t know anything about. You want to do a couple of things. One is to get hold of somebody who knows what they’re doing. You may have some people in you organization, most of us have what we call digital citizens.
People who have grown up online, whether they’re younger or older doesn’t matter, the fact is that they’re comfortable with technology. So that might be one of the things you want to hire for, when you are looking for people to include in your organization and on your team. Is to have someone who is comfortable with technology.
Another thing that you may want to do, is to do small tests. We like to do 90 day tests. One example is, if you are thinking about should I be using this particular platform, look at your top ten most desired customers, and your top ten most wanted or your, yeah your top ten most wanted customers and your top ten most feared competitors.
If they are on that platform then you should be too. If they are not on that platform it may not be worth your time. That’s a really good rule of thumb.
People in aviation are really great innovators, that’s how we got where we are, and that’s how we stay where we are, and to stay on top of things as things are changing.
So what I’d like to do is just if anybody has questions for the panel or questions for me, if you could raise your hand and I’ll bring you the microphone. We’re recording this and we’re going to transcribe it, so we want to make sure we get the questions recorded as well.
So, questions for the panel? All right, let’s get James first.
James: As they read in the future, video is going to be so much more prevalent with social media. Maybe this is for Paula, or John, or Beth to answer, do you agree with that and if so what are ways we can capitalize on video in our businesses.
John Williams: I think T-mobile pretty much answered that. T-Mobile’s got free video and television going to all their cell phones right now regardless of what the FCC says or anybody else. They just did it and it’s open to anybody that wants to supply content. All you have to do is conform to their network requirements and you’re good.
Paula Williams: Oh. That is a good answer, all right so lets get Gene.
Gene: Jerry when you were talking about your Facebook account are you there on your personal name or did you put that as a company name or do you do both?
Jerry Buccola: Thank you excellent question cause I was just thinking about that I’m on both and Paula helped me, what’s the word, bifurcate my presence on Facebook. I do both, yes, I’m not sure what else to say about it but.
Gene Clow: Well can I make the assumption that if you do Facebook under a company name it’s pretty much the same guidelines that you would use on LinkedIn?
Jerry Buccola : Not sure.
Paula Williams: I would say no. Facebook is a more personal platform. So even though you may be using a company account on Facebook it’s going to be a lot more visual. You also have more room for text and you can use video on Facebook and you cannot on LinkedIn, so I would suggest having a slightly different strategy for Facebook as opposed to LinkedIn.