GE Presentation their Four Pillars of Business: Moving, Caring, Powering, and Building

1. GE HEWAR PLAN
GE Middle East

2. Reference
Source
Awareness • The company page will serve as a source of
information about GE
• It will also serve as a initial starting point in regards
to information about the 4 pillars, product offerings,
career opportunities, as well direct contact to key
leaders within GE
Fact Checking
Reference
Source
Learn More
&
Verify
Sharing
Content
Awareness
Take Action
&
Share More
Widely
• The group page is where GE’s engagement will take
place with key influencers and affluent group
members
• The group will facilitate conversations, encourage
interaction between members and empower organic
member growth (and organic conversations)
• Unlike the company page, members will be allowed
to launch their own conversations directed around
the 4 pillars, experience viral awareness and
maintain relationships between those within the
group
Company Page
Group Page
GE LinkedIn Pages
Before
Conversation
During
Conversation
After
Conversation

3. • Since content has now been set up
the GE company page- audience &
target driven advertising will begin
on August 12th
• We will target group advertising for
GE through a business network of
professionals based on actual
knowledge of who the visitor is
• Custom audience segments will
allow GE to recruit and inform
potential group members through
an array of advertising efforts
GE Company Page- Setup

4. • Enhanced Groups are enriched with a
full multimedia experience,
comprehensive media plan and
customizable co-branded membership
drivers
• This group allows GE to segment
advertising to different industry
professionals (depending on which
pillar they fall under) and road block
competition from appearing on the
page
• Promote key blog posts they would
like to feature that day or week
• Have “sub-groups” dedicated to each
pillar- with advertising directed
towards it- depending on the target
audience
• And utilize the overview page, which
will display the topical posts or articles
we would like to highlight that week
ENHANCED
2 x Ad units owned by advertiser
Chosen Group

5. • A 10-15 day lead will also be needed for the page’s
official launch after the company page launches in
August
• A September start for the group is recommended
• Unlike the company page, the group allows users to
launch their own conversations and questions
• In the lead time to the group page being launched-
GE can amend conversations and posts around the
programming calendar
• Share relevant news, videos and etc.
• Ask members who may have joined the corporate
page first what content they are interested in most
and then optimize on that
• Announce content changes to members to keep
them coming back
Learn More
&
Verify
Sharing Content
Take Action
&
Share More Widely
GE Group Middle East Page

6. Mike Ohshita
IT Manager, Internet Software Inc.
London, United Kingdom I Computer Software
Follow Ads
1st week of launch
Polls
After 2-3 weeks of activity
Recommendation Ads
2nd week of launch
Ad Units or White Paper Ads
After 1st month of activity
LinkedIn Ads
Drive users to opt-in to continued engagement
Unique targeting ensures followers are relevant to GE & the 4 pillars

7. Run of Professional
“In Crowds”
Small &
Medium
Business
Professionals
Business
Decision
Makers
Financial
Service
Professionals
Sales
Professionals
Marketing
Professionals
Startup
Professionals
Corporate
Executives
IT
Professionals
Professionals
working in
companies with
between 50 and
500 employees
Manager &
Above at
Any Size
Company
Finance
Professionals, or
those who work in
the Financial
Services Industry
Professionals
whose job
Function is
Sales or
Business
Development
Marketing
Professionals,
or those who
work in the
Marketing &
Advertising
Industry
Professionals
working at
companies with
1-50
employees
Directors &
Above At
Companies
With More
Than 500
employees
Professionals
whose job
function is IT or
Engineering
Custom Audience Segments
Job function Industry Company Size Seniority
Gender # of Connections Geo Age
Company Group
Audience Segmentation

8. Blog Optimization: Overview
Traffic that feeds into the blog will be sourced via GE’s
LinkedIn pages, but also strong combination of SEO, Direct
and SMO factors that contribute to the blog’s overall
optimization.
Optimization:
• Survey or poll GE’s readers to assess their interests and
to determine the blog’s future direction
• Schedule guest bloggers to bring a different perspective
and new energy to the site
• Study and analyze your most popular previous posts
• Post interviews with prominent people in each pillar niche.
With diversified content so readers aren’t bored
• Responding to comments
• To cultivate an active blog community, it’s crucial to be
responsive to readers’ questions and comments

9. Twitter Engagement
• Twitter will be utilized as an open source platform to
connect with social influencers
• Profiling and selection of social ambassadors to engage
on Twitter will occur week on week
• 5-10 social influencers from different regions is
recommended
• Influencers who are a part of conversations directed
around the 4 pillars will be engaged and ask to follow
GE’s pages
• This will enable us to streamline stronger content to an
audience unaware of GE’s LinkedIn community, as well
as better manage the community across MENA
collectively
• This will also enable GE to gain better insight into their
audience
• Also from a client facing standpoint, it provides GE with a
social presence that looks stronger

10. optimal
Pinpointed
targeting
Reaching
critical mass
Measurement
and reporting
Paid Media as part of Ecosystem

11.  Use existing inventory from the corporate campaign
• “Other GCC”– 15% of all inventory to the Blog
 Add new customized assets in our current inventory
• Specific banners with messaging relating to blog
 Paid Search
 Platform specific advertising
• LinkedIn
 Incorporate into wave 2 corporate campaign
• Bookmarking/linking to platforms
What are your Options?

12. o LinkedIn in-Group advertising
o LinkedIn in-Page advertising
o Advertising Support to drive
page and group
Driving traffic within the platform
itself…..
o Social Bookmarking/linking
Driving traffic from the corporate
banners to the social platform by
including icons that allow you to
be redirected to page or blog
Linked in MENA users –
4,238,626
Platform specific advertising Incorporate into corporate
campaign
LinkedIn

13. GROUP
These 300x250 and the 728x90
on the enhanced group are
Corporate branding assets and
will be provided by OMD
Branding Assets Example for Group

14. o Incorporate social bookmarks in the wave 2 creative assets
Bookmarking in action

15. o Use existing campaign inventory- custom assets
o Specific banners with messaging relating to blog (TBWA to advise)
Use existing campaign inventory
Blog

16. Featured blog
articles go live
Entry
Tweets, status
updates, posts
through owned
social editorial
Insert client ads, geo-
targets,
prep social media
channels, local media
outlets, CRM
Further Media &
Blogger support
July August September October
Creative
and design
phase
Bookings,
logistics and
planning
Choose social
Influencers
CAMPAIGN LIVE
Evaluate
July 2012 Aug 2012 Sept 2012
Overall Timeline