VisualStorytelling @ GE

@KCraigwellGE Corporate

Digital Marketing#CSForum13

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Enthusiasts The WorldDecision Makers

Insiders

GE’S PLATFORM & AUDIENCE MAP

Total opt-in audience of 3.5MM monthly followers & visitors…

Try Everything Once

In April 2011, we recognized the momentum of Instagram, and decided to experiment.

The BriefHighlight GE’s technology in a fun and engaging way by using new platforms and pivoting off of cultural trends. Using Instagram’s filters and our staging to create a steampunk aesthetic, we’ll highlight GE’s latest innovations as technology enthusiasts may have imagined them in the past.

The Results

i. 143K+ followers to date ii. GE ranked among Top 10 Interbrand 100 brands on Instagramiii. Ongoing earned coverage on sites including, PSFK, Popular Science, Engadget,

The Next Web, Gizmodo, Fortune

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The Next GE InstagrapherAt the end of 2011, we launched a search for the next GE Instagram photographer.

“…GE is actually doing better at engaging with a social media audience than the vast majority of comparable megabrands. Don’t believe me? Just wait and see how many people actually participate in this contest.”

Results:i. 4,000 Submissionsii. 127,000 Page Views

on Facebookiii. 500,000 Campaign

video views across GE video and partner videos

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The Next GE InstagrapherIn addition to shooting at GE Aviation in Wales, Adam went on to shoot events for Aviation throughout 2012 and will continue to cover Air Shows for GE in 2013.

*3 Missions

*18,000+ Votes

*500,000+ Video Views

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Inform Through Entertainment

The GE Show takes an episodic look at our most innovative technology across our businesses, from our aviation flight paths, to power generation technology, to scenes from our factory floors.

Let Go of the Brand (Without Losing It)

Pinterest is great for experimenting with content - from playing with our messaging to participating in memes, it’s a great reminder that content should be built around users.

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Using cliché movie plots, Brilliant Machines came to life in a whimsical illustration of the potential of Big Data. Results:

• 2.3M+ total video views

• 500+ submissions to Datalandify Yourself – we’ll 3D print miniature figurines of 100 lucky fans

• 20+ press hits

De-vamping Datalandia

Invasion of the Cattle Snatchers

Stormageddon

Datalandia illustrates that the internet of things encompasses far more than their refrigerators and thermostats; it's also the data-enabled industrial contraptions used in air travel and healthcare—or the Industrial Internet. - Ad Age

Big Data is one of the hot technologies changing the world but it’s not a super sexy tech that lends itself to an advertisement. So GE got creative and came up

with this really odd (but surprisingly funny) video to show off what big data can do for you …

- Business Insider

Humanizing the Industrial InternetLeverage humor to communicate complicated concepts to a broad audience.

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In August, our week long #6SecondScience Fair invited people to celebrate their inner scientist by posting their favorite experiments on Vine. Results:

• 600+ user generated submissions on Vine

• 700K+ views of #6SecondScience Fair compilation video on YouTube

• 40+ press hits

#6SecondScienceBuild real time marketing around audience passion points.

Plug-in to NetworksTumblr receives 206M+ MUVs, has 136M+ blogs and 60B+ posts.

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Front end view of Txchnologist.com

- 100K MUVs (top sources: direct, GE social, Outbrain paid media)

Txchnologist Content Within the Tumblr Network

- 163K Subscribers (top sources: Tumblr ads, organic content sharing among users)

Txchnologist OverviewLeveraging the Tumblr network to maximize reach.

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Primary Platform: GE Reports• 60K Monthly Unique Visitors• Engagement on Post: 73 Social

Shares

Secondary Platform: Tumblr• 180K Subscribers• Engagement on

Post: 162 Reblogs & 219 Likes

Positive shares increased by 3x

Distributed ContentExtend the reach of a single GE story across owned audiences on content rich platforms.

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• +344% mobile time spent (last six months)

• 3x more growth on mobile than desktop

• ~2 minutes per session

• > ½ total Tumblr traffic to come from mobile by end of year (projected)

Tumblr Mobile Stats

Nostalgia Month w/ BuzzFeedBuzzFeed Insight: There’s great enthusiasm online around celebrating our collective past.

GE Value Add: Content and stories on over a century of geeks and technologies.

MetricsStatigram: Tracks helpful engagement trends on Instagram.

MetricsUnion Metrics: Tracks nodes of influence on Tumblr and Twitter.

MetricsAcross programs, the following KPIs are a focus for us:

1. Content SharesIf the end user hasn’t shared the content with a friend, we haven’t quite succeeded

2. YouTube Likes/DislikesThe YouTube Like/Dislike ratio is a quick way to monitor sentiment against a piece of content

3. Facebook EngagementWe consider 2-3% a comfortable place to be, and benchmark against 5%, which is an industry best

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