How Do You Create Long-Term Content Strategies for Brands?
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This document discusses GE's digital media strategy and footprint. It outlines guiding principles like increasing interesting content and engagement. It then summarizes GE's presence across various digital platforms like websites, YouTube, Twitter, Instagram and Facebook which attract millions of visitors and followers. It also describes successful video and photo campaigns that drove significant engagement and new fans. Finally, it discusses plans to build audience for a sustainability site through a new video partnership with VICE.
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How Do You Create Long-Term Content Strategies for Brands?
- 1. BUILDING DIGITAL INFLUENCE @KCraigwell G Cor ae E por t Digit lM a edia
- 2. Guiding Principles • Increasing “flow of interestingness” • Right message, right audience, right time • Bringing out personality • Engagement as competitive advantage
- 3. GE Digital Footprint eco- GE.com magination.com Visitors: ~1.4M Readers: ~130K The GE Show Txchnologist.com YT Channel Readers: ~130K Video Views: ~2.5M healthy- Twitter magination.com Followers: ~115K Readers: ~50K Instagram/ Facebook Tumblr Fans: ~350K Followers: ~51K Experts Pinterest Followers: ~18K Followers: ~2K
- 4. Opening our Doors Through Video In 2011, The GE Show took an episodic look at our most innovative technology across our businesses. We closed the year with a celebration of advanced manufacturing, including aerial footage from three of our U.S. plants, along with our very own creation in Minecraft, a growing online construction game. Supported by a specific distribution campaign, the episode earned over 1 Million video views in aggregate, an all time high for the show.
- 5. Finding Advocates At the end of 2011 we launched a contest looking for our next Instagram photographer. With the help of 3 YouTube influencers, we asked users to snap photos inspired by the ways GE Works in the world – Moving, Curing, Powering and Building – for a chance to shoot at GE Aviation in the UK. The results: • 468K video views (3 YT influencers + 1 GE vid) • 3,710 photos submitted • 89,706 Facebook new fans The winner, Adam Senatori, is a former commercial pilot with 17K of his own IG followers. He called the shoot ‘the experience of a lifetime’.
- 6. Building Audience with Portable Assets ecomagination.com explores energy and infrastructure technology at large, focusing on global developments, rather than the GE story alone. The site currently receives just over 100K MUVs. In April, we’ll launch our first video in partnership with VICE, exploring developments in sustainable technology, looking specifically ARPA-E. We’ll leverage VICE’s existing distribution partnerships with sites including CNN, Popular Science and The Huffington Post, to build audience around the content.