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BUILDING DIGITAL INFLUENCE

BUILDING DIGITAL INFLUENCE. @ KCraigwell GE Corporate Digital Media. Guiding Principles. Increasing “flow of interestingness” Right message, right audience, right time Bringing out personality Engagement as competitive advantage. GE Digital Footprint. eco- magination.com Readers: ~130K.

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BUILDING DIGITAL INFLUENCE

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  1. BUILDINGDIGITAL INFLUENCE • @KCraigwell • GE Corporate • Digital Media

  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- • magination.com • Readers: ~130K • GE.com • Visitors: ~1.4M • Txchnologist.com • Readers: ~130K • The GE Show YT Channel • Video Views: ~2.5M • healthy- magination.com • Readers: ~50K • Twitter • Followers: ~115K • Instagram/ Tumblr • Followers: ~51K • Facebook • Fans: ~350K • Experts • Followers: ~18K • Pinterest • 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.

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