GE has a total monthly audience of 3.5 million followers and visitors across various platforms. They have experimented with using Instagram to highlight GE technologies using filters and staging to create a steampunk aesthetic. This received positive coverage on technology sites. GE also held a contest for the next GE Instagram photographer, receiving thousands of submissions. GE produces video and illustration content to humanize concepts like big data and the industrial internet in an entertaining way. They leverage networks like Tumblr and partner with sites like Buzzfeed to maximize the reach of their content. GE tracks key metrics like content shares, YouTube likes/dislikes, and Facebook engagement to monitor performance.

1. Visual
Storytelling @ GE
@KCraigwell
GE Corporate
Digital Marketing
#CSForum13

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7. Enthusiasts The WorldDecision MakersInsiders
GE’S PLATFORM & AUDIENCE MAP
Total opt-in audience of 3.5MM monthly followers & visitors…

8. Try Everything Once
In April 2011, we recognized the momentum of Instagram,
and decided to experiment.
The Brief
Highlight 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 Instagram
iii. Ongoing earned coverage on sites including, PSFK, Popular Science, Engadget, The Next
Web, Gizmodo, Fortune

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10. The Next GE Instagrapher
At 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 Submissions
ii. 127,000 Page Views on
Facebook
iii. 500,000 Campaign video
views across GE video
and partner videos

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12. The Next GE Instagrapher
In 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.

14. *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.

19. 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 Internet
Leverage 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
#6SecondScience
Build real time marketing around audience passion points.

22. Plug-in to Networks
Tumblr 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 Overview
Leveraging 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 Content
Extend 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

27. Nostalgia Month w/ BuzzFeed
BuzzFeed 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.

28. Metrics
Statigram: Tracks helpful engagement trends on Instagram.

29. Metrics
Union Metrics: Tracks nodes of influence on Tumblr and Twitter.

30. Metrics
Across programs, the following KPIs are a focus for us:
1. Content Shares
If the end user hasn’t shared the content with a friend, we haven’t quite succeeded
2. YouTube Likes/Dislikes
The YouTube Like/Dislike ratio is a quick way to monitor sentiment against a piece of content
3. Facebook Engagement
We consider 2-3% a comfortable place to be, and benchmark against 5%, which is an industry
best

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