GE Engages Visually - BDI 9/20/12 Visual Social Media Leadership Forum

GE Engages Visually - BDI 9/20/12 Visual Social Media Leadership Forum

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  Visual Storytelling @ GE @KCraigwell GE Corporate Digital Media
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  WHAT WE’RE THINKING ABOUT
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  The New Scienceof Viral Content 1. Prominent Branding Puts Off Viewers The solution: Utilize “brand pulsing.” Unobtrusively weave the brand image throughout the ad. Experiments have shown that this can increase viewership by up to 20%. 2. People Get Bored Right Away The solution: Create joy or surprise right away. 3.People Watch for a While but Then Stop The solution: Build an emotional roller coaster. Viewers are most likely to continue watching a video ad if they experience emotional ups and downs. This fits with psychological-research findings about human adaptability. 3 GE Title or job number 9/25/2012
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  Social Distribution To evaluatethe success of co-created custom content, GE and BuzzFeed analyzed its impact on users’ perceptions. The “Social Brand Lift Study” found that branded content creates significant lifts in brand perception, which are amplified when the content is discovered through social media and sharing. Furthermore, users who discovered the GE content through trusted recommendation (Facebook posting, Tweet, email link, etc.) were 83% more likely to consider GE “creative,” compared to users who found the content from within BuzzFeed. 4 GE Title or job number 9/25/2012
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  WHAT WE’RE WORKING ON
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  Informing Through Entertainment In2010 and 2011, The GE Show took an episodic look at our most innovative technology across our businesses, from our aviation flight paths, to our solar panel technology, to scenes from our factory floors. 6 GE Title or job number 9/25/2012
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  Try Everything Once InApril 2011, we recognized the momentum of Instagram, and decided to experiment. The Brief Highlight GE’s technology in a fun and engaging way by using new platforms and pivoting off of cultural trends. Using Instagram’s filters and our staging to create a steampunk aesthetic, we’ll highlight GE’s latest innovations as technology enthusiasts may have imagined them in the past. We’ll also surface some of GE’s vintage creations and materials to share what ‘imagination at work’ has looked like throughout GE’s lifetime. The Results i. 123K followers to date (more than @generalelectric on Twitter) ii. GE ranked among Top 10 Interbrand 100 brands on Instagram iii. Ongoing earned coverage on sites including, PSFK, Popular Science, Engadget, The Next Web, Gizmodo, Fortune
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  The Next GEInstagrapher At the end of 2011, we launched a search for the next GE Instagram photographer. Results: i. 4,000 Submissions ii. 127,000 Page Views on Facebook iii. 500,000 Campaign video views across GE video and partner videos “…though this idea may seem a bit ludicrous to the skeptical eye, realize that GE is actually doing better at engaging with a social media audience than the vast majority of comparable megabrands. Don’t believe me? Just wait and see how many people actually participate in this contest.”
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  The Next GEInstagrapher Our winner, Adam Senatori, is a former commercial pilot and talented aerial photographer. He shot at GE Aviation in Wales, UK and went on to shoot events for Aviation throughout 2012.
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  Surfacing GE’s Impact Aswe open our doors to illustrate more of what we do, we give people the opportunity to connect very personal experiences with GE technology. These users represent the ‘impact’ of GE Works.
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  Plug-in to Networks Tumblrreceives 135M+ MUVs, has 72M+ blogs and sees 59M+ posts daily.
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  Playing With NewFormats In January, we visited GE Aviation in Wales for a special Instagram shoot. In addition to a series of photos, our photographer created 10 animations (or ‘cinemagraphs’), elegantly illustrating scenes from the factory floor. (Results: 1,700 social shares on Buzzfeed, 250 social shares on Tumblr.)
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  … and Partners There’sa great enthusiasm online around celebrating our collective past. This month, we parterned with BuzzFeed for ‘Nostalgia Month,’ celebrating everything from awesome 90s foods, to famous geeks from the 1900s, to gorgeous Instagram photography of vintage GE technology.
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  Letting Go ofthe Brand (Without Losing It) Pinterest is one of our favorite platforms for experimenting with content. From playing with our own messaging to participating in a meme or two, it’s a great reminder that content should be built around users.
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  Thinking Mobile This springwe launched the official GE feeds on Viddy and SocialCam. We’re sharing a few things on our feeds: 1. Clips of robotic machinery from across our facilities 2. Behind the scenes footage from our Instagram and GE Works shoots 3. Socialized cut-downs of existing content GE’s inaugural Viddy post was named one of the 10 best Viddy clips by Mashable. GE was the only brand to make the list. 15 GE Title or job number 9/25/2012
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  #ThankYou