GE has hit its stride with social story-telling through visual channels, particularly with their popular #6SecondScience Fair Vines. What began as a series of quick-hit science lessons tweeted out by GE quickly morphed into a user-generated campaign that ignited imaginations across the U.S. This presentation by GE's digital marketing director will feature this and other case studies to show how GE takes advantage of various social channels and the importance of a clear, cohesive distribution strategy.

1. Imagination at work
Visual Storytelling at GE
April 29, 2014
@kcraigwell

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GE Messaging Priorities
Title or Job Number | XX Month 201X 2
1. Increase awareness of the scope of what GE does, and
positive experiences with the brand
2. Support pipeline for young software, engineering and
business talent
3. Drive interest among the next generation of potential
shareholders

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The average attention span of a gold fish is 9 seconds
Source: Statistic Brain

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Source: Statistic Brain
The average human
attention span in 2013
was 8 seconds

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Defining Your Voice
5
Target
Enthusiasts with interests in topics important to GE
Objective
Deepen understanding of GE’s commitment to a better future through
tech and innovation, and human connection to GE
Strategy
Ignite light-hearted curiosity around science and technology, and
create moments of wonder by opening GE’s doors

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GE Owned Platforms
Total opt-in audience of 4MM+ monthly followers and visitors
6
Enthusiasts ConsumersDecision MakersInsiders

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#GEInstaWalk
Title or Job Number | XX Month 201X 7
“They’re the first… As far as we can tell, the #GEInstaWalk is the biggest instawalk of its kind…” –
Social Media Contractors
We invited 6 Instagram
Influencers and 6 GE Super
Fans to take a special tour of
GE Aviation in Peebles, OH:
• 3.5MM Instagram followers
across InstaWalker feeds in
aggregate
• 200K+ social engagements
in first 48 hours

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#GEInstaWalk
Influencer Posts
Title or Job Number | XX Month 201X 8

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@generalelectric

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@generalelectric

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@adamsenatori

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@adamsenatori

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@adamsenatori

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GE & CSX Intermodal Transportation
14
“The CSX Terminal is not a film set from the next Star Trek, but a logistics hub through which nearly 50
million tons of freight passes every year… The whole thing is a futuristic glimpse of landscape-scale
robotics at work… ” – Gizmodo
The story of how GE
locomotives and software help
power CSX Intermodal
Operations:
• Audio visual composition of
terminal operations and
machine sounds
• Focus on size of machinery
and scale of operations
Reuben Wu
Video & Sound
Member of Ladytron
Dan Cole
Photography
443K+ Instagram
Followers
Chris New
Photography
Senior Photographer,
Group SJR

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@dankhole

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@dankhole

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@dankhole

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@dankhole

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@seenewphoto

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@seenewphoto

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The Slow Mo Guys at GE Global Research
Title or Job Number | XX Month 201X 22
/TheSlowMoGuys
Hydrophobic Surfaces
5M+ Views
/GE
MEMS
500K+ Views
/GE
Cold Spray
500K+ Views
YouTube creators Dan and
Gavin used their phantom flex
camera to capture three GE
Global Research technologies
in stunning slow motion:
• 6M+ views across the three
videos (all organic)
• 4.2% engagement rate

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#SpringBreakIt
Title or Job Number | XX Month 201X 24
“Honestly, if they made a 90-minute supercut of things being violently wrecked by machines and
released it in theaters I’d go, and I don’t think I’d be alone.” – Geekosystem
To celebrate innovations in
materials science, we ran
everyday items through our
destructive test labs for one day
during Spring Break:
• 350+ fans received videos
• 2K+ hashtag mentions
• 10MM+ earned media
impressions

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26. Imagination at work

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#GESpringBreakIt: Igniting curiosity about materials science

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#GESpringBreakIt: Inspiring Future Scientists & Engineers
Title or Job Number | XX Month 201X 28

29. Imagination at work
Thank You