A LESSON IN PAID, OWNED &

EARNED

GE CONTENT

MARKETING

LOOKING BACK

THEN NOW

3

SHIFTING TOWARDS EARNED &

OWNED

EARLY STRATEGY TODAY

PAID EARNED OWNED PAID EARNED OWNED

80

%

15

% 5

%

40

% 30

% 30

%

4

GE + FULLSCREEN

CHANNEL MANAGEMENT

Grow subscription base & earn

viewership through constant optimization of content & channel

Optimize YouTube media campaigns for shares & conversions

by applying targeting at the channel & content

level

Match GE with influential creators to

leverage existing communities native to

the platform

MEDIA CONTENT

5

Social analytics & YouTube insights

informed a careful analysis identifying the

audience most inclined to share content

within GE’s wheelhouse.

Insights & Analytics

HOW GE GOT IT

RIGHT

1

# OF SHARES

SCIENCE & TECH

ENTHUSIASTS

HOW GE GOT IT

RIGHT

Potential influencers for partnership

were evaluated through two filters:

-Which creators on Youtube index

against the desired audience?

-Which creators in that list meet the

qualitative benchmarks for GE’s

content brand?

Influencer Matching 2

+

7

HOW GE GOT IT

RIGHT

GE invested in building a relationship

with the selected partners in order to

align on the overall objectives of the

content initiatives.

Building a Partnership 3

8

HOW GE GOT IT

RIGHT

The partners were trusted to develop content that’s both organic to their audience while matching GE’s

communication strategy.

Letting Creators Create 4

THE RESULTS - THE SLOW MO GUYS

THE SLOW MO GUYS

+ = 3 PART VIDEO SERIES

SERIES PERFORMANCE

5.1MM VIEWS ACROSS 3

VIDEOS

20% GROWTH IN SUBSCRIPTIONS

400K+ SOCIAL IMPRESSIONS

GE teamed up with TheSlowMoGuys (3.5 MM

Subscribers) for a 3-part series that aired on

the influencer’s channel and drove to GE’s.

The series resulted in the greatest week-long

subscription growth on the channel to date.

THE RESULTS - ASAP SCIENCE

ASAP SCIENCE

+ =

VIDEO DRIVING TO TUMBLR

SERIES PERFORMANCE

1.9MM VIEW

S

80K CLICKS TO GE’S

TUMBLR

23K+ LIKES ON YOUTUBE

GE teamed up with ASAP Science (2.1 MM

Subscribers) around a 3D Printing initiative that

drove from their YouTube page to GE’s

Tumblr.

The series converted 80,000 clicks to Tumblr.

11

GROWING OWNED & EARNED

VIEWERSHIP

In 2013, 350 videos resulted in

6.8 MM owned & earned views on

the GE Channel.

The 3 Slow Mo videos have

already resulted in 5.1 MM earned

& owned views.

IN 2013

EARNED & OWNED

SLOW MO SERIES

7.1 MM 6.8 MM

The ASAP Science video has

resulted in 1.9 MM earned views.

ASAP SCIENCE

THE RESULTS