This document outlines GE's shift from a marketing strategy relying heavily on paid media to one focused on owned and earned media. Originally, 80% of GE's strategy was paid media, 15% was earned, and 5% was owned. Now the focus is 30% paid, 30% earned, and 40% owned. GE partnered with YouTube influencers The Slow Mo Guys and ASAP Science to create video content for their channels that also drove viewers to GE's owned channels. These partnerships were successful, generating millions of views and new subscribers. GE's focus on owned and earned media through influencer partnerships has resulted in over 11 million earned and owned views in 2013 alone.

1. GE CONTENT
MARKETING
A LESSON IN PAID, OWNED &
EARNED

2. LOOKING BACK
THEN
NOW

3. SHIFTING TOWARDS EARNED &
OWNED
TODAY
EARLY STRATEGY
80
%
40
%
15
%
PAID
EARNED
30
%
30
%
EARNED
OWNED
5
%
OWNED
PAID
3

4. GE + FULLSCREEN
CHANNEL MANAGEMENT
MEDIA
CONTENT
Grow subscription
base & earn
viewership through
constant optimization
of content & channel
Optimize YouTube
media campaigns for
shares & conversions
by applying targeting at
the channel & content
level
Match GE with
influential creators to
leverage existing
communities native to
the platform
4

5. HOW GE GOT IT
RIGHT
1
Insights & Analytics
Social analytics & YouTube insights
informed a careful analysis identifying the
audience most inclined to share content
within GE’s wheelhouse.
# OF SHARES
SCIENCE & TECH
ENTHUSIASTS
5

6. HOW GE GOT IT
RIGHT
2
Influencer Matching
Potential influencers for partnership
were evaluated through two filters:
- Which
creators on Youtube index
against the desired audience?
- Which
creators in that list meet the
qualitative benchmarks for GE’s
content brand?
+

7. HOW GE GOT IT
RIGHT
3
Building a Partnership
GE invested in building a relationship
with the selected partners in order to
align on the overall objectives of the
content initiatives.
7

8. HOW GE GOT IT
RIGHT
4
Letting Creators Create
The partners were trusted to develop content that’s both organic to their audience while matching GE’s
communication strategy.
8

9. THE RESULTS - THE SLOW MO GUYS
3 PART VIDEO SERIES
=
+
THE SLOW MO GUYS
GE teamed up with TheSlowMoGuys (3.5 MM
Subscribers) for a 3-part series that aired on
the influencer’s channel and drove to GE’s.
The series resulted in the greatest week-long
subscription growth on the channel to date.
SERIES PERFORMANCE
5.1MM
20% GROWTH IN SUBSCRIPTIONS
400K+ SOCIAL IMPRESSIONS
VIEWS ACROSS 3
VIDEOS

10. THE RESULTS - ASAP SCIENCE
=
+
ASAP SCIENCE
VIDEO DRIVING TO TUMBLR
GE teamed up with ASAP Science (2.1 MM
Subscribers) around a 3D Printing initiative that
drove from their YouTube page to GE’s
Tumblr.
The series converted 80,000 clicks to Tumblr.
SERIES PERFORMANCE
1.9MM
80K
23K+ LIKES ON YOUTUBE
VIEW
S
CLICKS TO GE’S
TUMBLR

11. THE RESULTS
In 2013, 350 videos resulted in
6.8 MM owned & earned views on
the GE Channel.
The ASAP Science video has
resulted in 1.9 MM earned views.
6.8 MM
EARNED &
OWNED
IN 2013
7.1 MM
ASAP
SCIENCE
SLOW MO
SERIES
The 3 Slow Mo videos have
already resulted in 5.1 MM earned
& owned views.
11