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BlogWell New York Social Media Case Study: GE, presented by Jon Lombardo

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In his BlogWell New York presentation, GE's Social Media Manager, Jon Lombardo, shares how they build and extend emotional connections with consumers around health. …

In his BlogWell New York presentation, GE's Social Media Manager, Jon Lombardo, shares how they build and extend emotional connections with consumers around health.

Jon talks about how they use "surprise and delight" tactics to engage customers and reap the benefits of increased brand equity in the process.

Watch the video of this presentation here: https://vimeo.com/51963005

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  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Jon Lombardo New YorkSeptember 12, 2012 Surprise and Delight @GeneralElectric socialmedia.org/blogwell
  • 2. Surprise & Delight@GeneralElectric @JonLombardo Social Media COE Leader
  • 3. HEALTH IS A KEYPILLAR FOR GE
  • 4. EVOLUTION OF HEALTHYMAGINATION A shared commitment to creating better health for more people. Together. 3
  • 5. INTRODUCING HEALTHYSHARE PARTNERSHIP: GE & Facebook VISION: Improved health through the power of sharing BELIEF: Friends are good for your health 4
  • 6. CREATE AN EMOTIONAL CONNECTIONAROUND HEALTH CONTEXT1 2 We build communities The “Surprise and Delight” through creating relevant and initiative extends this meaningful conversations emotional connection; building with fans on one-to-one basis GE’s brand equity as a whole 6
  • 7. SURPRISE & DELIGHT TO SCALEMICRO EARNED MEDIA & APP USAGE MICRO EARNED MEDIA Earned media that resonates on personal and emotional level, causing it to spread organically through one’s social network TY GE! TY GE! TY GE! TY GE! TY GE! Not all impressions are equal
  • 8. HOW WE DID IT
  • 9. ASSEMBLE THE TEAM Strategic Strategic Council & Fulfillment & Lead Engagement Logistics 9
  • 10. SELECT GIFTS THAT ALLOW US TO ENTERCOMMON HEALTH CONVERSATIONS Gifts Personalized 10
  • 11. IDENTIFY, ENGAGE, & CONVERT LEADS Create context with user around health Engage user to accept gift Fulfill gift and receive social acknowledgment Crimson Hexagon CoTweet 11
  • 12. DO THAT AT SCALE!100 ADDRESSES PERDAY TARGET
  • 13. THE REWARD IS TRUSTED MICROCONTENTAND EARNED IMPRESSIONS
  • 14. THE RESULTS
  • 15. THE RESULTS • 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 TY GE! TY GE! TY GE! TY GE! TY GE! 21
  • 16. A NEW WAY TO MARKET The experience is the brand• Better experiences – better distribution through people• Better engagement - we knew the content was consumed because the consumer informs us through a like, re-tweet, share, etc…• Better sentiment - volume of conversation pushed our overall sentiment to 53% positive 22
  • 17. #ThankYou @JonLombardo
  • 18. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell New YorkSeptember 12, 2012 socialmedia.org/blogwell