GE Status Report Their Four Pillars of Business: Moving, Caring, Powering, and Building

1. GE Middle East & North Africa
LinkedIn Status

2.  Review GE’s company pages campaign
 Review of GE’s engagement rate
 Insights regarding GE’s LinkedIn activity
 Next Steps on unlocking value from GE’s new followers
 Review GE’s Polls campaign
 Next steps on the transition into group engagement
 Listening Report: Professional LinkedIn Groups
Agenda

3. GE Company Pages on LinkedIn :
 Start 23rd of August until 17th December
 Followers: 2,369
 Recommendations: 1,579
 Overall Engagement Rate: 0.2%
Recommendations Campaign :
 Impressions Delivered: 1,588,160
 Clicks Delivered: 3,772
Where we are now?

4. Before (Over 1,000 Followers) (08/27/2012 – 09/30/2012) & Now (Over 2,000 Followers) (09/30/2012 – 12/08/2012)
1,357 2,369

5. Percent Acquired
181%
Total Acquisitions
1,357
Acquisition Goal
750
GE’s campaign successfully attracted the desired number of followers
(08/27/2012 – 09/30/2012)
Paid Acquisitions
994
Paid Kick starts Organic

6. GE’s campaign successfully attracted the desired number of followers
(09/18/2012 – 12/08/2012)
Paid Kick starts Organic
Percent Acquired
100%
Acquired
850
Acquisition Goal
850

7. The Analytics panel helps you understand who your current followers are and
help them segregate them by (Job Function, Industry, Seniority, Company Size
& Company)
Who are they? Job Function (08/27/2012 – 09/30/2012)

8. The Analytics panel helps you understand who your current followers are and
help them segregate them by (Job Function, Industry, Seniority, Company Size
& Company)
Who are they? Job Function (08/27/2012 – 12/08/2012)

9. Industry (08/27/2012 – 09/30/2012)

10. Industry (08/27/2012 – 12/08/2012)

11. Seniority (08/27/2012 – 09/30/2012)

12. Seniority (08/27/2012 – 12/08/2012)

13. Company Size (08/27/2012 – 09/30/2012)

14. Company Size (08/27/2012 – 12/08/2012)

15. Paid Followers by Geography, Seniority & Industry

16. Paid Followers by Function, Company & Country

17. Paid Followers by Company & Job Title

18. A Closer lookat...
FollowerValue

19. Unique people that received your updatesReach
Page Views that show your update, may be more than
one per personImpressions
Interactions with your updates: clicks, shares, likes,
and commentsEngagement
Non-follower impressions from a follower adding your
update to their feed by sharing, liking or commentingAmplification
What are our metrics?

20. 3,660 unique people reached
53.0% followers saw at least 1 update
Reach
Impressions
94.1K update impressions generated
Engagement
2.30% unique engagement rate
84 unique members engaged
Amplification
329 non-followers reached
29.6% amplification rate
Scores are percentile ranks for your updates against other companies
The Scorecard (08/27/2012 – 09/30/2012)

21. Your update performance scorecard
3,025 unique people reached last 4 weeks
44.0% followers saw at least 1 update
Reach
Impressions
47.2K update impressions generated
Engagement
2.12% unique engagement rate
64 unique members engaged
Amplification
2,031 non-followers reached last 4 wks
35.5% amplification rate
Scores are percentile ranks for your updates in the last 4 weeks against other companies

22. Summary
 Against other pages we are doing well but not
necessarily compared against innovators
 The Unique Engagement Rate(2.12%) is currently
double the standard average of 1%.
 The followers are those that are interested in GE,
not specifically targeted by job/seniority
 Followers are composed of middle and senior
management (the focus)

23. A Closer look at...
Engagement

24. Popular Buzz Keywords
GE Target Audience

25. 7,657 impressions
22 clicks
2 shares
0.44% engagemen
t
7,657 impressions
22 clicks
2 shares
0.44% engagement
7,491 impressions
14 clicks
2 shares
0.32% engagement
7,222 impressions
12 clicks
2 shares
0.30% engagement
8,018 impressions
26 clicks
2 shares
0.52% engagement
Popular Posts

26. Amplification Impact (08/27/2012 – 09/30/2012)

27. Amplification impact (Last 4 Weeks)

28. Engagement (Last 4 Weeks)

29. Engagement (Last 4 Weeks)

30. GE Metrics (08/27/2012 – 09/30/2012)

31. GE Metrics (For last 4 weeks)
31

32. Summary
 Conversation is reaching beyond the page and that
engagement is beyond the page
 Interaction from non followers in higher than
followers due to importance of “social value” and
peer engagement
 As size of company page gets larger the importance
of targeted communication increases

33. A Closer look at
Recommendation Ads Report

34. Recommend
See More
Image
Number
Name
Share
Ad Description

35.  125 out of 162 recommendations are through Paid Media.
 The remaining 23% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 28% of the users who engaged with the ad, wanted more information about the GE Pillar (“See
more link”+ “Product name” clicks)
Building (08/27/2012 – 09/30/2012)

36. Powering
 186 out of 230 recommendations are through Paid Media.
 The remaining 19% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 22% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more
link”+ “Product name” clicks)
Powering (08/27/2012 – 09/30/2012)

37. Curing
 105 out of 181 recommendations are through Paid Media.
 The remaining 42% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 27% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more link”+
“Product name” clicks)
Curing (08/27/2012 – 09/30/2012)

38.  120 out of 200 recommendations are through Paid Media.
 The remaining 40% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 35% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more link”+
“Product name” clicks)
Moving (08/27/2012 – 09/30/2012)

39.  66 out of 170 recommendations are through Paid Media.
 The remaining 60% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 20% of the users who engaged with the ad, wanted more information about the GE Pillar (“See
more link”+ “Product name” clicks)
Building (Last 4 Weeks)
10
66
24
22
142
20
305,150 0.05%

40. Powering
 22 out of 304 recommendations are through Paid Media.
 The remaining 90% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 20% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more
link”+ “Product name” clicks)
Powering (Last 4 Weeks )
2
5
22
8
5
44
29,350 0.15%

41. Curing
 73 out of 155 recommendations are through Paid Media.
 The remaining 50% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 20% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more link”+
“Product name” clicks)
Curing (Last 4 Weeks)
933
17
73
29
27
179
340,483 0.05%

42.  46 out of 181recommendations are through Paid Media.
 The remaining 70% comprise of:
• Organic Recommendations; and
• Informed recommendations made after clicking on “Product name” or “See more link”.
 30% of the users who engaged with the ad, wanted more information about the GE Pillar (“See more link”+
“Product name” clicks)
Moving (Last 4 Weeks)
9
23
46
23
22
123
207,979 0.06%

43. Summary
 Paid media driving majority of recommendations
from the ad itself
 Health and Powering the two pillars that are
receiving the most recommendations

44. A Closer Look at
The Polls Report

45. Overview - Polls
 Impressions – 150,454
 Clicks – 1,420
 Campaign CTR – 0.94%
 Votes – 1,303
 Comments - 69

46. General
 34,051 Impressions
 325 Clicks
 CTR of 0.95%
 171 Votes
 11 Comments

47. Moving
 17,760 Impressions
 82 Clicks
 CTR of 0.46%
 74 Votes

48. Curing
 29,872 Impressions
 208 Clicks
 CTR of 0.70%
 192 Votes
 5 Comments

49. Powering
 33,807 Impressions
 510 Clicks
 CTR of 1.51%
 470 Votes
 28 Comments

50. Building
 34,964 Impressions
 295 Clicks
 CTR of 0.84%
 396 Votes
 25 Comments

51. Summary
 Adding Polls has resulted into a further increase in
Engagement for the overall campaign which has
currently achieve a CTR of 0.94%
 So far, the Powering Poll has been the best
performing in terms of Engagement (Maximum
number of Votes & Comments achieved)
 80% of Professionals who engaged with the Polls
were males.

52. Next Steps

53.  Buzz around
Project Kingdom’s
activities
increased GE’s
social presence
across the web. It
showed the
significance of
highlighting more
localized material,
as well subjects
not directly related
to GE.
 Posts that focused
on healthcare and
renewable energy
had higher a
impression and
engagement rate.
 Product
recommendations
seems to be heavy
traffic driver, which
each pillar
acquiring reach
numbers within the
hundreds.
 A large number of
the site’s traffic
levels are a result
of GE’s activities
on Twitter and
LinkedIn.
 Although the GE’s
LinkedIn Page is
the first online
source of it’s kind
in the ME, there’s
a positive
sentiment for the
site's subject
matter.
 The interaction
between fans and
followers has
been strong on
GE’s social
presences.
 Many of the blogs
traffic are a direct
result of GE’s
activity.
Positive About the crowd Worth Mentioning About the campaign Negative
 Engagement is
heavily needed
on the Twitter and
group page. This
will increase
exposure and
launch needed
debates.
 It is also
recommended
that GE now have
a promoted
account.
Bringing it Together

54. 1. Leverage Followers with Updates/Frequency
2. Leverage Targeting
3. Leverage Group Listening
4. Launch Group to Increase Engagement
Recommendations

55. Leverage
Company
Presence
1
Attract
Followers
2
Engage
Followers
Amplify
through
Network
4
Analyze
and Refine
53
Update quality and frequency
unlock value of followers
• Followers are only potential until you message them
• Increased Engagement (at least once per date) through regular interaction
(For example asking questions)
• Feedback on the above would help target the audience for Group
Leverage Followers

56. • Unique Targeting Dimensions
54,534 targeted followers
(out of 236,031total followers)
Introducing Targeted Status Updates
Targeted Status Updates

57. • Administrator View
Choose to send
to all followers or
create a targeted
audience
New analytics
tabs
New analytics
summary
modules
Creating Targeted Updates

58. 58
• Administrator View
Targeted
followers count
dynamically
adjusts as criteria
are selected*
Choose all
followers or
exclude
employees
Multi-select
across all tabs
* Target audience must contain at least 100 followers
Select Targeting Criteria
Across Multiple Dimensions

59. Understand Detailed Performance
by Status Update
• Administrator View
View impressions
and engagement
metrics
Clicking on
“targeted
audience” within
a status update
reveals targeting
dimensions

60. • Self-serve follower dashboard
Track
company status
update
engagement
metrics
Segment
followers on
targetable
dimensions
Track new
follower
acquisition
New Follower Analytics

61. • Actionable follower and status update insights
Improve follower engagement
Company Update Engagement
Assess follower acquisition efforts
New Followers
Increase message relevance &
hone follower acquisition strategy
Follower Demographics
New Follower Analytics

62. Group Listening

63. Building
Samples

64. Diversity - A World of Change
http://linkd.in/VLRMJN
Synopsis:
An open global networking group for professionals, managers,
executives, entrepreneurs, moms/dads, the employed and
unemployed, and others to discuss diversity ,inclusion and
multicultural topics impacting job, hiring, workplace,
marketplace, health, wealth, and national culture worldwide.
Relevance to GE Hewar:
Group discussions often involve the importance of diversity
within the workplace, with targeted subjects concerning race,
gender and affirmative action. However, topics such as ‘What
makes a diverse work environment?’, are the subject matters
that have a large response rates. Alternative subject matters
include employee resource groups, the importance of multiple
languages within the office and senior female staff mentoring
their younger counterparts.
436 discussions this month ·
13,741 members
65 members in MENAT
United Arab Emirates (23)
Turkey (20)
)Saudi Arabia (5)
Egypt (4)
Morocco (4)
Algeria (3)
Qatar (3)
Bahrain (1)
Kuwait (1)
Libya (1)
Afghanistan (0)
Armenia (0)
Iraq (0)
Iran (0)
Oman (0)
Palestinian Territory (0)

65. Human Capital Institute
http://linkd.in/QHhvjs
Synopsis:
Strategic Human Capital Management is the most powerful lever
for innovation and growth in today's knowledge economy.
Relevance to GE Hewar:
The group covers subject matter that includes retaining a
company’s workforce and bringing back old employees. The group
serves as think tank for professionals within upper management
and human resource positions who are looking for advice on best
practices, encouraging ideas, and standard practice procedures to
maintain an international workforce. There are a few obvious
thought leaders within the group, however, there response rate is
low, which highlights the need for newer members to highlight their
own discussions that relate to their work.
274 discussions this month
13,004 members
480 members in MENAT
United Arab Emirates (170)
Saudi Arabia (101)
Turkey (114)
Qatar (21)
Lebanon (18)
Bahrain (16)
Iran (0)
Kuwait (32)
Algeria (0)
Tunisia (0)
Afghanistan (1)
Morocco (9)
Oman (6)
Armenia (0)
Iraq (0)
Palestinian Territory (0)
Other Targets: SME groups, youth employment
groups, entrepreneurism groups, business groups,
and so on. Please consult GE Listening presentation
for the full list of examples.

66. Moving
Samples

67. Aviation Professionals
http://linkd.in/Uuume6
Synopsis:
A home for all professional aviation staff to network, share
ideas and promote the aviation Industry in general.
Relevance to GE Hewar:
The group notes changes within the industry from thought
leaders within sales, engineering and aviation cabin crew
(pilots). Technical and financial changes occurring in the
industry within the Middle East were also brought up on
the wall. Changes in airport equipment have also been
brought up on the wall several times, including the
changes to TSA regulations and the new equipment being
brought into the airport for inspections and passenger
control.
786 discussions this month
78,298 members worldwide
35,606 members in MENAT
United Arab Emirates (2270)
Turkey (3,172)
Saudi Arabia (3,630)
Qatar (4,015)
Egypt (4,234)
Algeria (4,278)
Oman (94)
Kuwait (108)
Iran (69)
Morocco (86)
Tunisia (62)
Jordan (249)
Iraq (28)
Bahrain (185)
Lebanon (51)
Libya (19)
Syria (29)
Sudan (22)
Yemen (7)
Armenia (11)
Western Sahara (0)

68. Linked Aviation
http://tiny.cc/3cuslw
Synopsis:
Middle East Airlines and aviation group aims to bring together
airline sector professionals who are involved with or have a
strong interest in the Middle East aviation industry. The group
is an ideal platform not only to share best practices, tips, and
strategies, but also to discuss latest news and trends, as well
as help one other with career guidance and opportunities.
Relevance to GE Hewar:
The group largely focuses on technology advancements.
There is also a large focus on the need for high powered
parts, best suppliers, techniques, and advances in
technology. Discussions regarding the aviation industry in
Africa were also noted on the group’s wall. The technical
advancements the industry will need within the continent
were highlighted, as well as what it means for aviation
competitors and suppliers.
677 discussions this month
5,414 members worldwide
2,023 members in MENAT
United Arab Emirates (941)
Turkey (83)
Saudi Arabia (268)
Qatar (175)
Egypt (82)
Algeria (12)
Oman (38)
Kuwait (73)
Iran (8)
Jordan (111)
Iraq (3)
Bahrain (120)
Lebanon (39)
Libya (6)
Syria (10)
Sudan (5)
Yemen (6)
Armenia (1)
Western Sahara (0)
Morocco (18)
Tunisia (24)
Other Targets: Groups focused on urban
planning, transportation (rail) and so on.

69. Powering
Samples

70. Linked Energy
http://linkd.in/LyHkQv
Synopsis:
The Group includes all the needed elements involved
within the energy Industry including production and sale of
energy, renewable energy, wind, solar, hydro, biomass
and others. The group also covers electrical power
industry, including electricity generation, electric power
distribution, as well as subjects surrounding the coal
industry, the nuclear power industry, and gas.
Relevance to GE Hewar:
Conversations generally surround US related topics.
However, as of late, there seems to be an interest in the
renewable energy solutions, LED lighting and the
importance of natural gas. It is also important to note that
questions regarding market research and queries about
energy solutions in Asia have sprung up and have caused
sleeping users to interact and engage with the page.
The page also has large number of members from the
MENAT region, are spread across various positions within
the energy industry – this includes business development,
engineers, marketing managers, academic researchers
and etc. Finally, we’ve noticed that those developing
groups of their similar to subject of energy, list their group
on the page in hopes of obtaining new followers.
Powering
United Arab Emirates (2084)
Turkey (1939)
Saudi Arabia (688)
Qatar (387)
Egypt (365)
Algeria (210)
Oman (189)
Kuwait (155)
Iran (148)
Morocco (106)
Tunisia (106)
Jordan (104)
Iraq (89)
Bahrain (82)
Lebanon (64)
Libya (32)
Syria (27)
Sudan (16)
Yemen (12)
Armenia (11)
Western Sahara (0)
54 discussions this month
149,112 members worldwide
6,814 members in MENAT

71. LED Lighting
http://linkd.in/ULiIWx
Synopsis:
The group encourages all members to post discussions and to be
actively involved in networking with others in the group by offering
support, advice and recommendations.
Relevance to GE Hewar:
The group discussions involve advancements in technology,
different wattage types and the importance of sourcing the right
disturber. Group members seem to be quite eager to share
research they have found or are conducting themselves. The
subject of outsourcing has also been placed on the wall several
times. This is in regards to the types of installation as well as the
best manufacturer to get LED lighting from.
The page doesn’t have a large number of members from the
MENAT region, however, there are varied conversations
throughout the page from members who are placed throughout the
world, some with varied feedback.
Turkey (140)
United Arab Emirates (131)
Saudi Arabia (36)
Egypt (21)
Iran (21)
Qatar (16)
Morocco (14)
Jordan (10)
Lebanon (9)
Kuwait (8)
Oman (6)
Bahrain (4)
Armenia (3)
Syria (3)
Algeria (2)
Sudan (2)
Tunisia (2)
Western Sahara (0)
Iraq (0)
Yemen (0)
260 discussions this month
13,498 members worldwide
425 members in MENAT
PoweringPowering

72. Global Energy Profs l Oil & Gas, Wind, Solar, Power, Green
http://linkd.in/UtXO3O
Synopsis:
This group is created for Professionals and Engineers who work or
want to work within the energy sector. Including Oil & Gas,
Renewable, Green Energy (Wind, Solar, Bio), Mining, Nuclear,
Power and Marine. Besides the platform can be used to share
market knowledge, developments and other related subjects.
Relevance to GE Hewar:
Conversations on the group’s wall involve solar energy solutions,
turbo wind solutions, alternative energy advancements, and the
importance of governmental politics within the energy sector.
Topics concerning distribution of energy solutions in and out of the
United States as a manufacturer is a frequented post on the
group’s wall. We have also taken note that energy solutions within
the Brazil have come up often as well as US President Obama’s
plans for renewable energy solutions. Group posts has varied
engagement levels from all users and seems to have the
occasional focus on MENA related topics.
United Arab Emirates (794)
Turkey (534)
Saudi Arabia (258)
Qatar (129)
Egypt (118)
Oman (87)
Algeria (67)
Kuwait (57)
Jordan (40)
Iran (36)
Morocco (30)
Iraq (29)
Lebanon (19)
Bahrain (15)
Libya (13)
Sudan (12)
Armenia (6)
Palestinian Territory (5)
Yemen (1)
Western Sahara (0
3,975 discussions this month
39,087 members worldwide
2,250 members in MENAT
Powering

73. Gas Turbine Users Group
http://linkd.in/R30WAq
Synopsis:
A forum where professional Gas Turbine operators within the
Marine, Oil and Gas and Power Generation can discuss and share
ideas and experience of how to operate as efficiently and as
optimal as possible. In today's world where natural resources need
to be managed, this forum acts as one single point for all industry
professionals to gather and share ideas and experience to be able
to gain the maximum from the minimum.
Relevance to GE Hewar:
Group topics center around challenges concerning product and
repair solutions during outages and breakdowns. The importance
of how turbine will work within various power plants and practical
ways to improve efficiency usage in both and on and offline
settings.
Powering
169 discussions this month
8,550 members worldwide
Member breakdown currently unavailable
Other Targets: Groups on sustainability,
water conservation, transportation, and
so on.

74. Curing
Samples

75. Global Public Health
http://linkd.in/SLeTyO
Synopsis:
A group for those working professionally in areas of international
public health importance. Membership is restricted to those
working in fields directly related to public health, including but not
limited to those working for health-related NGOs, governmental
bodies and medical services, as well as well as individuals
involved in public health research, policy or reporting and/or
holding related professional degrees such as an MPH.
Relevance to GE Hewar:
Group discussions largely focus on the importance of public health
systems, standards practices and appropriate patient care. These
discussions usually come from those who do not reside with the
USA or Europe and involve alternative topics of treating patients
with non-traditional medical treatments. Topics concerning
improving healthcare values in over populated countries are also
brought up from time to time.
315 discussions this month
31,699 members
697 members in MENAT
Turkey (89)
Egypt (87)
United Arab Emirates (85)
Iran (81)
Saudi Arabia (67)
Lebanon (60)
Afghanistan (48)
Jordan (46)
Armenia (36)
Qatar (25)
Tunisia (22)
Morocco (16)
Oman (15)
Kuwait (12)
Algeria (9)
Bahrain (6)
Iraq (4)
Libya (4)

76. Health 2.0
http://linkd.in/ULtmga
Synopsis:
Creating the future of healthcare. The group focuses on the value
of healthcare by finding new ways to empower patients,
physicians, providers and payers.
Relevance to GE Hewar:
In comparison to similar groups, Health 2.0, covers the importance
of understanding the healthcare system and its advancements via
digital marketing solutions such as social media and even
blogging. One of the important elements the group notes is as
technology advances within the healthcare system, patient
understanding must do as well. Which means providing as much
B2C information as B2B to the wider public
195 discussions this month
25,613 members worldwide
225 members in MENAT
Turkey (71)
United Arab Emirates (65)
Saudi Arabia (31)
Egypt (14)
Jordan (7)
Qatar (7)
Tunisia (7)
Lebanon (6)
Bahrain (5)
Morocco (5)
Iran (3)
Algeria (1)
Iraq (1)
Libya (1)
Palestinian Territory (1)
Afghanistan (0)
Armenia (0)
Oman (0)

77. Digital Health
http://linkd.in/QHdgUM
Synopsis:
The group serves as an ethical, curated forum for advancing
professional knowledge and relationships between individuals
interested in the super-convergence taking place between eight key
digital technology trends and the medical cocoon. The group’s
purview further encompasses consumer-focused sports, fitness, and
wellness solutions, which can be considered preventive medicine.
Relevance to GE Hewar:
With obvious thought leaders driving many parts of the group’s
conversations, subjects such as technology and the improvement of
health and patient care often were brought up. One interesting topic
that seem to appear on the page, concerned the advancements of
health care systems in Asia, and how Indian and Chinese patients in
particular were not concerned with paying higher medical bills out of
their own pockets. This was a subject often brought up when topics
including countries within Asia was concerned. Another interesting
topic within the group, covered how patients are no longer seeking
medical advice from professionals as a first step when they are
unwell and are seeking medical sites via their smart phones as an
alternative.
272 discussions this month
13,008 members
120 members in MENAT
United Arab Emirates (27)
Saudi Arabia (18)
Egypt(12)
Turkey (48)
Qatar (2)
Lebanon (0)
Bahrain (1)
Iran (2)
Kuwait (4)
Algeria (1)
Tunisia (0)
Afghanistan (0)
Morocco (1)
Oman (2)
Armenia (o)
Iraq (2)
Palestinian Territory (1)
Other Targets: Groups on obesity,
nursing, breast cancer, fitness,
and so on.

78. Thank-you