3. Owned Contents: 10/10
● Website and Mobile sites
○ easy to navigate
○ easy to find where to purchase
products
○ clean and sleek
○ reads like a technology site
● Blog
○ answers any questions about GE
news
○ on brand - science/innovation
related article
● Social Media
○ announces company news
○ shareable content
5. Earned Contents: 7/10
Overall: not too many evangelists and mentions are mostly neutral
Social Media Mentions, Shares, Reposts
● 40 - 500 shares per post
● mentions - consumer product issues, news,
Media Articles
● news about GE selling their finance branch
● stock news
● no disaster news, mostly business related
12. Digital Campaign 10/10
GE successfully blurs the line between B2B and B2C
through 3 main consumer networks:
Facebook, Twitter, and Pinterest.
13. GE owns many different pages specified in each business.
Mix of • Questions
• Images
• Videos
• Links relating to a wide
range of topics,
including jet engines,
medical science, outer
space and data science.
< Good content
^ quick response
14. #IWantToInvent
Ask followers to post their ideas with
hashtag #IWantToInvent
• more than 70
images posted in
under 7 hours
• increased brand
conversations
over 4x the daily
average.
17. DISRUPTIVE TECHNOLOGIES
3D Printing
Aircraft Parts
7.5/10
+ GE Connected
LED Bulbs
iBeacon & GE LED+
Competitors have also created similar products. Philip’s Hue is more intriguing to consumers.
The automated world has huge potential for further exploration.
Consumer section has room for improvement.
20. COMMUNITY MANAGEMENT
CRISIS MANAGEMENT
REPUTATION MANAGEMENT
9.5/10
Timely response to both negative and positive feedbacks
Use open questions to engage with followers.
Protect brand image by using data and facts.
25. POSITIVE EFFECTS NEGETIVE EFFECTS
employee satisfaction Company downsizing
quality, good positioning Staff resignation
customer satisfaction / loyalty High CRM systems cost
Improved performance /
productivity
Intruding customers privacy
Increased profit, shareholders'
wealth, market value
Loss of customer through
segmentation
Hinweis der Redaktion
In 2016, GE Aviation will introduce the first 3D-printed parts in an aircraft engine platform.
2. GE Connected LED Bulbs allow you to control lighitng from your mobile whenever you want, where every you want.
3. GE integrates iBeacons in new LED lighting fixtures rolling out in Walmart & other retailers
http://9to5mac.com/2014/05/29/ge-integrates-ibeacons-in-new-led-lighting-fixtures-rolling-out-in-walmart-other-retailers/
4. Philipp has similar products such as Hue, Samsung has been integrating ibeacon into their LED.
B2B companies can often struggle to make social work as people don’t tend to use Facebook and Pinterest for professional reasons.
While GE receives exponential engagement, they do their best to respond to questions, comments and complaints. All-in-all, GE's overall social strategy along with their many small (and large) campaigns have fostered a huge community of forward-thinking and innovative individuals while truly transforming GE into a human brand.
After you get a subscriber you want to keep them. Let your subscriber choose what emails they wish to receive from you and how often. This is not only a great best practice but can also save potential unsubscribes. Here is a great example of an email from GE toting their preference center.