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Living Proof That Defense Contractors Can Rock at Social Media

Authors: Jay Baer Lori Marino
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

LaneTerralever
Jay Baer

Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

Sponsored by: ICUC

To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at leanna@convinceandconvert.com.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!

@Will31C

This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!

@Simonstone95

Love the podcast - informative, in depth and spot on for any business size.

@MissTriathlon

Lori Marino, Senior Manager for Digital & Social Media at Raytheon, joins the Social Pros Podcast to share how she strategically incorporates social media to help keep America safe.

Lori Marino - InstagramSocial Media Targeting

Raytheon is a technology and innovation leader specializing in missile defense, civil government, and cybersecurity solutions. With an astonishing $23 billion in sales and 61,000 employees worldwide, they have established an impressive presence in the field of national security.
So why would a business such as Raytheon need social media? Well up until 2012, company leaders didn’t think it did. But when their tune changed, it was Lori who helped launch its entry into the social space.
Building a social program from scratch is no easy task—especially when your target audience consists of engineers and rocket scientists who may not be all that interested in social media. However, Lori had a plan to make social media not only relevant to their audience, but an important tool in helping Raytheon meet its business goals.

In This Episode

  • How creating defined strategies for each social channel leads to an effective and targeted marketing plan
  • Why a classified environment means more effective listening
  • How secondary audiences can shape a company’s future
  • Why a comprehensive digital and social media plan means including HR
  • The importance of tying metrics to business goals

 

Quotes From This Episode

“I work with a lot of engineers and rocket scientists that saw social media as something their kids did. Each one of us have had to take that challenge on and try to show its relevance.” —@lmarino
“We try to dovetail digital and social media to help the business achieve its goals.” —@lmarino
“It’s amazing how creative you can be if you’re just curious and follow what your customers are doing on social media.” —@lmarino
Before you engage and before you begin to speak or publish content, you listen.” —@adamcb
“We need good scientists and we need coders. So we’re trying very hard to recruit them and we’re using social media and the website to do that.” —@lmarino
“Having an internal social tool is critical for the success of any business. It encourages collaboration and without it, doing your job would be so much harder.” —@lmarino
“We always tie our metrics to our goals.” —@lmarino

Resources


See you next week!

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