In his BlogWell New York presentation, GE's Social Media Manager, Jon Lombardo, shares how they build and extend emotional connections with consumers around health.
Jon talks about how they use "surprise and delight" tactics to engage customers and reap the benefits of increased brand equity in the process.
Watch the video of this presentation here: https://vimeo.com/51963005
Memorándum de Entendimiento (MoU) entre Codelco y SQM
BlogWell New York Social Media Case Study: GE, presented by Jon Lombardo
1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
BlogWell Jon Lombardo
New York
September 12, 2012
Surprise and Delight @GeneralElectric
socialmedia.org/blogwell
5. INTRODUCING HEALTHYSHARE
PARTNERSHIP: GE & Facebook
VISION: Improved health through the power of sharing
BELIEF: Friends are good for your health
4
6.
7. CREATE AN EMOTIONAL CONNECTION
AROUND HEALTH CONTEXT
1 2
We build communities The “Surprise and Delight”
through creating relevant and initiative extends this
meaningful conversations emotional connection; building
with fans on one-to-one basis GE’s brand equity as a whole
6
8. SURPRISE & DELIGHT TO SCALE
MICRO EARNED MEDIA & APP USAGE
MICRO EARNED MEDIA
Earned media that resonates
on personal and emotional
level, causing it to spread
organically through one’s
social network
TY GE! TY GE!
TY GE! TY GE! TY GE!
Not all impressions
are equal
10. ASSEMBLE THE TEAM
Strategic Strategic Council & Fulfillment &
Lead Engagement Logistics
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11. SELECT GIFTS THAT ALLOW US TO ENTER
COMMON HEALTH CONVERSATIONS
Gifts Personalized
10
12. IDENTIFY, ENGAGE, & CONVERT LEADS
Create context with user around health
Engage user to accept gift
Fulfill gift and receive social acknowledgment
Crimson Hexagon
CoTweet
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13. DO THAT AT SCALE!
100 ADDRESSES PER
DAY TARGET
14. THE REWARD IS TRUSTED MICROCONTENT
AND EARNED IMPRESSIONS
22. THE RESULTS
• 12,000 unique users engaged
• 4,700 engagement (37% response rate)
• 2,000 gifts sent
• 1,400 organic posts
• 1.4M Peer To Peer impressions
TY GE! TY GE! TY GE! TY GE! TY GE!
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23. A NEW WAY TO MARKET
The experience is the brand
• Better experiences – better distribution through people
• Better engagement - we knew the content was consumed
because the consumer informs us through a like, re-tweet,
share, etc…
• Better sentiment - volume of conversation pushed our
overall sentiment to 53% positive
22
25. SocialMedia.org
This video is from
Case Studies Learn more about past and
BlogWell
San Francisco
June 20, 2011
upcoming BlogWells
This presentation is from
socialmedia.org/blogwell
BlogWell socialmedia.org/blogwell
New York
September 12, 2012
socialmedia.org/blogwell