The use of Social Media by

Presentation for

Advanced Social Media course

NYU-SCPS

Ivon Basterrechea

May 2012

General Electric

Official Social Networks:

• Facebook: 302,386 likes• Twitter*: 63,666 Followers• Tumblr• Pinterest: 1415 Followers

Other networks:• Google+• Linkedin• Youtube*• Blog• Flickr• Stumbleupon• Slideshare• Klout

*Several verified accounts of channels

Social Media is not only for consumer brand: 90% of B2B decision-makers consult Social

Media in the buying process.

Linda Boff.Executive director-global digital marketing at GE Co.

- Business is Social: allow a circle of communication between customers and GE. Rule #1 Listen hard

- Social media doesn’t require a big budget: If GE has a small social team generating results, small companies could do so.

-Content requires context to be effective: The best content has a strong social component and vice versa. There must exist

Social media as part of their business model

Facebook and social engagement:“People talking about this*” vs “Likes”

Apple1%

Walmart2%

GE6,6%

*People talking about this: number of unique users that have interacted with your page in the past week

B2C

B2C

B2B

“Stock and Flow” approach to marketing via social

Stock:more traditional content-marketing : i.e. video episodes, games… with longer shelf lives. Fully shareable engaging content

Flow: simple games to help our brand be more human, more approachable, more accessible

The GE show

As part of GE's healthymagination initiative, GEWomenFirst is encouraging the women in Wyoming to get screened for breast cancer. Let's increase early detection and prevention

one mammogram at a time throughout the state of Wyoming.

Healthymagination

A shared commitment to creating better health for more people. Together.

Leveraging the company’s experts

GE just launched their GE Experts site, which highlights all the tweets, photos, videos, and blog posts from individuals

(experts) who work at GE.Employee’s are natural brand ambassadors and GE encourage

them to engage on emerging social platforms.

GE goes beyond a Facebook Like or Retweet

On Dr. Suess’s birthday, GE pinned some neat Dr Suess quotes in his honor. Finding the quote applicable to my Work Life Inspiration board I repinned it. The next day,

GE reached out to me via Twitter to thank me for repinning their work. Then they went an extra step

with surprise and delight. Coming in from my first day back at work from vacation, I found a package on my

desk with a book and card inside. To further show gratitude for one of their community members, they

actually hand wrote me a note (in Dr. Suess voice) and sent a copy of The Cat in the Hat for repinning their Dr.

Suess quote.

Nobody buys a jet engine online, but when you think about it, nobody buys a can of Coke

online either"

Linda Boff.Executive director-global digital marketing at GE Co.

The EndThank you