2013 Defense News Top 100 Aerospace & Defense Companies

Posted: 22nd July 2013 by Douglas Burdett in Defense & Aerospace Industry, Social Media, Trends
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Despite declining defense budgets, revenues for the top aerospace and defense companies are up, in part due to diversification to commercial markets.

Defense News Top 100

While total revenues for the Defense News Top 100 are up +3%, defense-related revenues are down -3%. This is the second year of declining defense-related revenues.

This revenue paradox for defense contractors is emblematic of a trend toward diversification toward commercial markets:

Five years ago, 38 percent of total revenue listed by the top 100 companies was derived from defense. For 2012, that number is just 28 percent, a tremendous drop and sign of how the industry is pushing to diversify.

Five companies are new to this year’s list:

  1. DeNA (Japan)
  2. ViaSat (U.S.)
  3. Denel (South Africa)
  4. IHI (Japan)
  5. Komatsu (Japan)

These companies fell off the list:

  1. Goodrich (now part of United Technologies)
  2. Teledyne (U.S.)
  3. SRA International (U.S.)
  4. SRC (U.S.)
  5. ARINC (U.S.)

Vago Muradian and Zachary Fryer-Biggs from Defense News discuss the Top 100:

As defense contractors diversify into commercial markets, their marketing is becoming more important.

Since a defense contractor’s website is one of its most important marketing assets, I ran each of the websites of the Defense News Top 100 through Marketing Grader. This free tool analyzes a website based on the 3 pillars of inbound marketing: 1) getting found online,  2) converting visitors to leads, and 3) measuring effectiveness.

Please note that Marketing Grader is a “tough grader.” A score in the 80′s is very good (congratulations to Boeing, Booz Allen Hamilton, GE, CACI and Hewlett-Packard). And if your site’s score is currently low, there are a number of things that can be done to improve it in a relatively short period of time. In fact, when you run your own site through Marketing Grader, a comprehensive report is generated outlining how to improve your site’s marketing effectiveness.

One of the best things a defense contractor can do to improve their marketing effectiveness is to start a company blog. This post explains the benefits of blogging for defense contractors:

Why Defense Contractors Can’t Afford Not to Have a Blog

This year’s Top 100 list has a growing number of defense contractors adopting social media. Perhaps surprising to some, much of the interest in social media is being driven by the C-suite:

Why Defense Contractor CEOs Are Getting Serious About Social Media

My research shows that 62% of the Defense News Top 100 have Twitter accounts. For reference, 74% of the Fortune 500 companies have Twitter accounts (“2013 Fortune 500 Are Bullish on Social Media,” UMass Dartmouth Study). For both the Fortune 500 and the Defense News Top 100, the larger firms tend to be using Twitter. On the list below, I have included links to the Top 100 with Twitter accounts.

Using Twitter has enormous benefits, is free and easy to use. One of the biggest benefits of using Twitter includes media relations. If your company is not reaching out to the media with Twitter, you’re doing it the hard way.  This post explains more:

How Defense Contractors Can Improve Public Relations With Twitter

Another simple, inexpensive social media platform that a growing number of defense contractors are using is LinkedIn Company pages. With the new LinkedIn company page, defense contractors can increase awareness of their company and products, improve search engine rankings and generate more leads. LinkedIn Company pages are also helpful for employee recruitment. In the list below, I have included those LinkedIn Company pages for the Top 100 that have them.

Here’s more on how to properly set up and use a LinkedIn Company page:

How Defense Contractors Can Use LinkedIn Company Pages for Marketing

2013 Defense News Top 100
    1. Lockheed Martin (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 79%
    2. Boeing (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 83%
    3. BAE Systems (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 74%
    4. Raytheon (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 54%
    5. General Dynamics (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 52%
    6. Northrop Grumman (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 65%
    7. EADS (Netherlands) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 59%
    8. Finmeccanica (Italy) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    9. United Technologies (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 56%
    10. L-3 Communications (U.S.)  LinkedIn_Logo16px Website Grade: 52%
    11. Thales (France) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 50%
    12. SAIC (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 66%
    13. Huntington Ingalls (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    14. Almaz-Antey (Russia) Website Grade: 38%
    15. Honeywell (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 57%
    16. Rolls-Royce (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 58%
    17. Booz Allen Hamilton (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 81%
    18. Textron (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 75%
    19. Exelis (U.S.) twitter-bird-white-on-blue Website Grade: N/A
    20. GE (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 89%
    21. Oshkosh (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 46%
    22. DCNS (France) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 68%
    23. CSC (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 61%
    24. Russian Helicopters (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 44%
    25. Safran (France) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    26. URS (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 43%
    27. Babcock International (U.K.)  LinkedIn_Logo16px Website Grade: 44%
    28. DynCorp (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 44%
    29. ATK (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 67%
    30. Saab (Sweden) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 58%
    31. Rheinmetall (Germany) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 40%
    32. CACI International (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 80%
    33. Mitsubishi Heavy Industries (Japan)  LinkedIn_Logo16px Website Grade: 42%
    34. Harris (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 69%
    35. Elbit Systems (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 36%
    36. Hewlett-Packard (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 80%
    37. Hindustan Aeronautics (India)  LinkedIn_Logo16px Website Grade: 39%
    38. Rockwell Collins (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 49%
    39. Israel Aerospace Industries (Israel) Website Grade: 41%
    40. Bechtel (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 49%
    41. Mantech (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 40%
    42. General Atomics (U.S.)  LinkedIn_Logo16px Website Grade: 48%
    43. Aviation Holding Co. (Russia) Website Grade: 45%
    44. NEC (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    45. Serco (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 41%
    46. Cobham (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 63%
    47. ST Engineering (Singapore) Website Grade: 40%
    48. Fluor (U.S.) LinkedIn_Logo16px Website Grade: 54%
    49. United Engine (Russia) Website Grade: 44%
    50. GKN (U.K.) LinkedIn_Logo16px Website Grade: 47%
    51. Kawasaki Heavy Industries (Japan)  LinkedIn_Logo16px Website Grade: 58%
    52. Rafael Advanced Defense Systems (Israel) LinkedIn_Logo16px Website Grade: 38%
    53. Mitsubishi Electric (Japan) Website Grade: 60%
    54. DeNA (Japan) Website Grade: N/A
    55. Dassault Aviation (France) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 72%
    56. Jacobs Engineering (U.S.) Website Grade: 50%
    57. QinetiQ (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 74%
    58. Kongsberg (Norway) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 49%
    59. Fincantieri (Italy) LinkedIn_Logo16px Website Grade: 46%
    60. Chemring (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 46%
    61. Embraer (Brazil) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    62. Irkut (Russia) LinkedIn_Logo16px Website Grade: 38%
    63. Krauss-Maffei Wegmann (Germany) LinkedIn_Logo16px Website Grade: 15%
    64. Navistar (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 41%
    65. Samsung Techwin (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 62%
    66. Meggitt (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 32%
    67. RUAG (Switzerland) LinkedIn_Logo16px Website Grade: 38%
    68. Ultra Electronics (U.K.) LinkedIn_Logo16px Website Grade: 35%
    69. Bharat Electronics (India) LinkedIn_Logo16px Website Grade: 28%
    70. Nexter (France) Website Grade: 48%
    71. AAR (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 49%
    72. Wyle (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 49%
    73. Cubic (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 45%
    74. Aselsan (Turkey)  twitter-bird-white-on-blue LinkedIn_Logo16px  Website Grade: 70%
    75. Accenture (Ireland) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 63%
    76. Moog (U.S.) LinkedIn_Logo16px Website Grade: 47%
    77. LIG Nex1 (South Korea)  LinkedIn_Logo16px Website Grade: 23%
    78. Patria (Finland)  LinkedIn_Logo16px Website Grade: 42%
    79. CAE (Canada) LinkedIn_Logo16px Website Grade: 49%
    80. RTI Sistema (Russia) Website Grade: 44%
    81. Mission Essential (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 41%
    82. Curtiss-Wright (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade:39%
    83. Alion Science and Technology (U.S.) LinkedIn_Logo16px Website Grade: 41%
    84. Diehl Stiftung (Germany) LinkedIn_Logo16px Website Grade: 73%
    85. Turkish Aerospace Industries (Turkey) Website Grade: 62%
    86. Battelle (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 64%
    87. Korea Aerospace Industries (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: N/A
    88. FLIR (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    89. Toshiba (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 53%
    90. Ball Aerospace & Technologies (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 53%
    91. Indra (Spain) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 51%
    92. Nammo (Norway) LinkedIn_Logo16px Website Grade: 40%
    93. RSK MiG (Russia) Website Grade: 38%
    94. ViaSat (U.S.) LinkedIn_Logo16px Website Grade: 52%
    95. Israel Military Industries (Israel) Website Grade: 46%
    96. Denel (South Africa) Website Grade: 17%
    97. Fujitsu (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 64%
    98. Day & Zimmermann (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px Website Grade: 53%
    99. IHI (Japan) LinkedIn_Logo16px Website Grade: 39%
    100. Komatsu (Japan) "Linked<br Website Grade: 37%

Website grades are based on running the above URLs through Marketing Grader on July 22, 2013. If a different URL should be used, please notify me and I will run another report and update the score. Similarly, if an adjustment should be made to the Twitter or LinkedIn Company page, please post a comment below or email me.



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Defense News Top 100 on Twitter