How Do You Create Long-Term Content Strategies for Brands?
BUILDINGDIGITAL INFLUENCE @KCraigwell G Cor ae E por t Digit lM a edia
Guiding Principles • Increasing “flow of interestingness” • Right message, right audience, right time • Bringing out personality • Engagement as competitive advantage
GE Digital Footprint eco- GE.com magination.com Visitors: ~1.4M Readers: ~130K The GE Show Txchnologist.com YT Channel Readers: ~130K Video Views: ~2.5Mhealthy- Twittermagination.com Followers: ~115KReaders: ~50K Instagram/Facebook TumblrFans: ~350K Followers: ~51KExperts PinterestFollowers: ~18K Followers: ~2K
Opening our Doors Through VideoIn 2011, The GE Show took an episodic look at ourmost innovative technology across our businesses.We closed the year with a celebration of advancedmanufacturing, including aerial footage from three ofour U.S. plants, along with our very own creation inMinecraft, a growing online construction game.Supported by a specific distribution campaign, theepisode earned over 1 Million video views inaggregate, an all time high for the show.
Finding AdvocatesAt the end of 2011 we launched a contest looking for ournext Instagram photographer. With the help of 3YouTube influencers, we asked users to snap photosinspired by the ways GE Works in the world – Moving,Curing, Powering and Building – for a chance to shoot atGE Aviation in the UK. The results: • 468K video views (3 YT influencers + 1 GE vid) • 3,710 photos submitted • 89,706 Facebook new fansThe winner, Adam Senatori, is a former commercial pilotwith 17K of his own IG followers. He called the shoot ‘theexperience of a lifetime’.
Building Audience with Portable Assetsecomagination.com explores energy andinfrastructure technology at large,focusing on global developments, ratherthan the GE story alone. The site currentlyreceives just over 100K MUVs.In April, we’ll launch our first video inpartnership with VICE, exploringdevelopments in sustainable technology,looking specifically ARPA-E.We’ll leverage VICE’s existing distributionpartnerships with sites including CNN,Popular Science and The Huffington Post,to build audience around the content.