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GE's Jon Lombardo presents how GE became a con
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GE's Jon Lombardo presents how GE became a con

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GE has fascinating social content across virtually all the platforms and they achieved this by knowing their context, thinking about why people share and letting go of the brand (kind of). The result …

GE has fascinating social content across virtually all the platforms and they achieved this by knowing their context, thinking about why people share and letting go of the brand (kind of). The result has been increased engagement and content creation across all their social presences.

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  • 1. HOW@GENERAL ELECTRICBECAME ACONTENT COMPANY @JonLombardo
  • 2. HI, I ’M@JONL OMBARDO
  • 3. I T’S A LLA BOUT A TTENTION
  • 4. 22% OF TIME SPENT ONLINE IS NOW SOCIAL 16% 4
  • 5. A NDR E-THINKING O UR‘MEDIA MANIFESTO ’
  • 6. SEVEN PRINCIPLES 1. The media is the message 2. Think like a publisher 3. Beyond eyeballs: passions 4. Beyond interruption: context 5. Owning moments 6. Products are marketing 7. Beyond integration: coherence 6
  • 7. HOW W E’RET HINKING A BOUTCONTENT
  • 8. KNOW YOUR CONTEXT1 32 8
  • 9. THINK ABOUT WHY PEOPLE SHARE1. Prominent Branding Puts Off ViewersThe solution: Utilize “brand pulsing.” Unobtrusively weave the brand imagethroughout the ad. Experiments have shown that this can increase viewership byup to 20%.2. People Get Bored Right AwayThe solution: Create joy or surprise right away.3.People Watch for a While but Then StopThe solution: Build an emotional roller coaster.Viewers are most likely to continue watching avideo ad if they experience emotional ups anddowns. This fits with psychological-researchfindings about human adaptability. 9
  • 10. DESIGN FOR STREAM STORYTELLING 10
  • 11. LET GO OF THE BRAND (KIND OF) 11
  • 12. PLAY WITH NEW FORMATS 12
  • 13. ‘THE EXPERIENCE IS THE BRAND’ 13
  • 14. #CONVERSE, DON’T CAMPAIGN 14
  • 15. HOWW E’RE T HINKINGA BOUT D ISTRIBUTION
  • 16. NOT ALL IMPRESSIONS ARE EQUAL TY GE! TY GE! TY GE! • 12,000 unique users engaged • 4,700 engagement (37% response rate) • 2,000 gifts sent • 1,400 organic posts • 1.4M Peer To Peer impressions 16
  • 17. SHARING IS CARING Users who discovered the GE content through a friend sharing the content were 83% more likely to consider GE “creative,” compared to users who found the content from within BuzzFeed. 17
  • 18. BUILD ON NETWORKED PLATFORMSTumblr receives 135M+ MUVs, has 72M+ blogs and sees 59M+ posts daily.
  • 19. NATIVE ADVERTISING (aka CONTENT) 19
  • 20. METRICS THAT MATTER Screenshot from Metrics that Matter, an internal tool aggregating key metrics across the digital platforms where GE operates. 1. Shares 2. YouTube Likes/Dislikes 3. Engagement rate 4. Cost per engagement
  • 21. OPTIMIZING BRAND LIFT 21
  • 22. #A sk Jon