Pratt & Whitney Canada (P&WC) is a global aerospace leader, providing advanced aircraft engines and services for general aviation, regional airlines, business aviation and helicopters. P&WC approached w.illi.am/ to find ways to leverage social media to engage pilots, operators, aircraft manufacturers and enthusiasts around the company’s legendary PT6 turboprop engine. Using Radian6 and w.illi.am/’s own proprietary methodology called IMR to help find conversations online around the PT6 engines, the team discovered that there were thousands and thousands of people online discussing the product and sharing their experiences.

1. Case Study / PT6 Nation
Pratt & Whitney Canada and w.illi.am/
create the PT6 Nation
The Challenge and uncoordinated pockets across the web
with audiences ranging in size from dozens to
Pratt & Whitney Canada (P&WC) is a global thousands. The team saw a great opportunity to
aerospace leader, providing advanced aircraft create a unified community where all these people
engines and services for general aviation, regional could come together to share their stories and
airlines, business aviation and helicopters. P&WC ideas, thereby amplifying the message.
approached w.illi.am/ to find ways to leverage
social media to engage pilots, operators, aircraft After identifying key influencers, the team began
manufacturers and enthusiasts around the promoting the PT6 Nation to these people and
company’s legendary PT6 turboprop engine. The invited them to join. The community is based
goal was to maintain P&WC’s brand leadership at PT6Nation.com, which revolves around the
in this market, while offering customers the “Ecosystem” of social sites that feed the website.
opportunity to act as brand ambassadors by The ecosystem includes Twitter, Facebook,
telling their story about how they use the PT6 YouTube and Foursquare, and will continue to
engine every day. As a recognized leader in evolve with the addition of Instagram, Google+
digital marketing, w.illi.am/’s goal is to help their and other tools.
clients define, develop and optimize electronic
business solutions so they maximize their return “Social media has opened a whole new world for
on investment and achieve measureable results. us,” says Antonio Faraggi, E-Communications
Working together, the teams at P&WC and w.illi.am/ Leader at P&WC, “we are so pleased that we can
developed an exciting B2B social media strategy offer our customers and fans a place to share
and the idea of the PT6 Nation was born. stories, connect with other operators and fans, and
get the latest information about the PT6 engine.”
The Approach
The Results
Using Salesforce Marketing Cloud and w.illi.am/’s
own proprietary methodology called IMR to help “The success of the PT6 Nation campaign is
find conversations online around the PT6 engines, a testament to the thousands of passionate
the team discovered that there were thousands operators who fly PT6-powered aircraft every
and thousands of people online discussing the day,” said Matthew Perra, Manager, Marketing
product and sharing their experiences. The team Communications for P&WC. “The community
identified top influencers and developed reporting has grown to more than 30,000 members across
processes that showed there was large network all social platforms, more than 22,000 likes on
of influencers already online, talking about the Facebook, and over 55,000 unique visitors to the
PT6 engine and the everyday impact the product PT6 Nation website in its first year. We look forward
has on their lives. The challenge was that these to continuing to connect with our customers in this
conversations were happening in disparate forum, which is unique in the aerospace industry.”
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2. Case Study / PT6 Nation
The PT6 Nation has inspired Pratt & Whitney explains Matyas Gabor, Vice President Consulting
Canada to consider other opportunities for social at w.illi.am/.
media in the organization and look at the many
ways that it could offer value to their brand and The PT6 Nation will remain a place for sharing and
communications strategies internally and externally. storytelling, but the teams at Pratt & Whitney and
w.illi.am/ are excited to expand on its success.
“We are excited to continue to support Pratt & “The PT6 Nation is a great example of the power
Whitney Canada and develop strategies for other of social media for B2B, because regardless of
uses of social media. We are proud to work with whether your business is B2B or B2C, it is still all
P&WC throughout their shift towards Enterprise 2.0, about human interactions. It is business to human
where social is a part of every business units, from (B2H),” concluded Matyas.
marketing to customer service and other areas,”
www.radian6.com
1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Salesforce Radian6