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Engagement at work
- 1. General Electric: Engagement at Work
- 2. -How General Electric Currently Connects With Us-
- 3. Think Big, Dream Big, Believe Big, and the Results Will Be Big The Big Picture: Nothing Changes If Nothing Changes
- 4. Target Audience “Where ideas are incubated”
- 5. Targeting Through Social Media “A brand is no longer what we tell the customer it is it is what they tell each other it is.”
- 6. WebPage Modifications and Adoptions ● Industry Specific Newsletters ● Q & A Section
- 7. Online Advertising Is This Native Enough...Too Much?
- 8. Inbound Marketing & Mobile “Forget about getting in your customer's’ face when they’re not looking at you... Focus on getting found where they are looking”
- 9. KPI and Budget “If You Can’t Measure it, You Can’t Improve it” No! Half of Your Money Spent On Advertising Will Not Be Wasted
Editor's Notes
- General Electric has been the leader in innovation since the late 1800s. Since their founding they have been revolutionizing nearly every aspect of the world in which we live. Whether it be aviation, energy, or healthcare; General Electric is sure to be at the forefront of that industry. What General Electric presents to its public through its various digital P.R. outputs is an image in which they can and will do anything to advance mankind. Given what they have done and are doing have earned that right. However, as it is with any business, improvements can be made. Let’s take a look at what currently works.
- Regarded by Entrepreneur Magazine as the most strategic brand on social media, General Electric has tremendous reach in every social media hub available. The message General Electric conveys to their public is easy and understandable. The efforts they make to put their complex endeavors in layman’s terms display both a commitment and willingness to educate their public. As we all know, social media can be a double-edged sword. From looking at practically any post on General Electric’s Facebook page, you see the problem. With every post we see complaints, the complaints however, are never about the post which General Electric published, but about problems experienced with their appliances. The most disheartening aspect about my research was that General Electric simply took a copy and paste approach to each customer’s problem. Ignoring your public can be hazardous to your brand, while participating as a member allows you to reap rewards. This only angers the customer and in all actuality, gives you the feeling that your being disregarded by the company all together.
- What General Electric is lacking is acknowledgement with its followers as well as true brand identity. The Facebook page does very little to recognize the various thoughts and concerns people have about the company. The Facebook page and adjoining posts are riddled with complaints about General Electric’s appliance division, which should be both handled as well as put on a separate profile page. And most importantly, the company lacks engagement with its followers. By further expanding General Electric's use of Inbound Marketing, we can drive awareness to, increase new media traffic, and inform about worldwide contributions by the company. Engagement at Work, the phrase coined to help launch this new strategy, is based around the central idea that the company’s followers will be the main drivers behind the message of General Electric.
- Industry enthusiasts are the primary target for our strategy. Our messengers don’t even have to be experts, just interested. Ages will vary among followers. On one end you may have a kid in high school who was enlightened about climate change via an #emojiscience lab in school. On the other you may have an industry expert, working hands on in the field of aviation. Or a college student majoring in engineering with a minor in alternative energy who blogs on the subject. As General Electric touches every major continent, as will our followers.
- The new campaign takes social media a step further and enables the public to be the messenger for the company. The Facebook account will now have adjoining pages, specific to various industries. For example, we will see lone Facebook pages dedicated to aviation, healthcare, digital, predix, power & energy, transportation, etc. New Facebook pages allow followers to directly post and engage with the company as well as one another. Through this interaction, the company can nurture its follower’s opinions while allowing the company’s message to grow. Snapchat is trending upward in the world of social media marketing. General Electric already uses the platform quite well with Bill Nye the Science Guy and his #emojiscience channel. General Electric will publish simple and quick experiments to be done in the classroom. We will take this a step further and allow classrooms to snap back to General Electric with their own #emojiscience snaps of the experiments in action. Through this initiative General Electric is able inspire the next generation of forward thinking individuals.
- Implementing Q & A sections on the webpage will allow for similar interaction between the company and visitors of the website. The question might be the simplest one, however, with a carefully crafted response and link to a newsletter signup, General Electric may gain a new follower and possible advocate. Further progressing the idea, Q & A sections on industry specific pages further allows the company to engage with its public.
- How to inform industry potential brand ambassadors on the internet was initially a tricky question, however, we plan to directly target via blog sites specific to General Electric’s various industries as well as Facebook advertising. By advertising directly on blogsites we are targeting industry enthusiasts. The take away should be that online content is to target the specific buyer/follower persona we have crafted for each industry. The redirection once a viewer clicks on the ad will re-route them to the specific industry’s page within the General Electric website. To go even further, we will incorporate the companies YouTube channel by linking videos which display our industries in action.
- Being the basis for the new campaign, each step will be briefly discussed. Attract is the primary step in the new campaign, centered around driving followers to the company. This step involves moving industry specific bloggers to the website through use of content offers on those websites as well as social media. The convert step is to be achieved via alteration of the newsletter and its mailing list. What is proposed is that we expand the sign-up process to include areas of interest as well as delivery frequency. This way we are able to better craft our message without overloading the audience with information they may consider impractical, as well as not flooding their inbox. The close step is used as a contingency plan for the previous step. If a prospect is only curious about General Electric they will have the option to be put on a generic mailing list, which features newsletters giving an overview of the company or to be removed all together. Follow-up will be the primary focus of the delight phase. We will implement a survey as a way to track user experience, likes, dislikes, and areas for improvement. Mobile: Use of this medium is interwoven into how users will connect General Electric to the unknowing public.
- We hope to have a market test length of General Electric’s 2017 fiscal year in order to accurately measure the strategy. We plan to launch the campaign in the fall of 2016 in order to penetrate the college audience at the beginning of their semester which allows the strategy to build traction. Without a considerable length of time there is no way to allow the strategy to snowball among the public. Through the industry specific blogs and General Electric’s integration into said blogs, we hope that the message will lead bloggers to the newly implemented Facebook pages. Regardless of the origin of a new follower, they should land on the General Electric website with ease. We will easily be able to measure the new strategy. Posts on the Q & A sections of GE.com, likes on the new Facebook pages, newsletter sign-ups, and keyword searches on blogs will allow General Electric to track any trends relating to the Engagement at Work strategy. The monitoring of our various Facebook accounts will be done through each industry’s specific media relations and PR teams, who are on company salary. With the Q & A section have to create a whole new section on the main webpage as well as adjoining industry webpages. Total cost has been reported in 2015 ranging anywhere form $14700-$29900, depending on complexity and requirements. Online display ads, typically measure by cost per thousand impressions for a leaderboard display ad are running at $55 for a 728x90. The easiest route would be a home page lead feature at $1500/week. Email newsletter cost tend to vary depending on vendors. One quote for cooperate e-newsletters is pricing at $500/million emails.
- Engagement at Work. The play on words of the existing General Electric slogan embodies exactly what we hope to achieve. Through engagement of our target audience we will drive people to want to know more about General Electric and all they do for the betterment of our world and mankind.