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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
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SocialMedia.orgVideo Case Studies
Jon Lombardo
Surprise and Delight @GeneralElectric
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
September 12, 2012socialmedia.org/blogwell
Surprise & Delight @GeneralElectric
@JonLombardo Social Media COE Leader
HEALTH IS A KEY PILLAR FOR GE
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EVOLUTION OF HEALTHYMAGINATION
A shared commitment to creating better health for more people. Together.
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INTRODUCING HEALTHYSHARE
PARTNERSHIP: GE & Facebook
VISION: Improved health through the power of sharing
BELIEF: Friends are good for your health
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CREATE AN EMOTIONAL CONNECTION AROUND HEALTH CONTEXT
The “Surprise and Delight” initiative extends this emotional connection; building GE’s brand equity as a whole
We build communities through creating relevant and meaningful conversations with fans on one-to-one basis
1 2
MICRO EARNED MEDIA Earned media that resonates on personal and emotional level, causing it to spread organically through one’s social network
TY GE!
SURPRISE & DELIGHT TO SCALE
MICRO EARNED MEDIA & APP USAGE
TY GE! TY GE! TY GE! TY GE!
Not all impressions are equal
HOW WE DID IT
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ASSEMBLE THE TEAM
Strategic Council & Engagement
Fulfillment & Logistics
Strategic Lead
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SELECT GIFTS THAT ALLOW US TO ENTER COMMON HEALTH CONVERSATIONS
Gifts Personalized
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IDENTIFY, ENGAGE, & CONVERT LEADS
Create context with user around health
Engage user to accept gift
Fulfill gift and receive social acknowledgment
Crimson Hexagon CoTweet
DO THAT AT SCALE! 100 ADDRESSES PER DAY TARGET
THE REWARD IS TRUSTED MICROCONTENT AND EARNED IMPRESSIONS
THE RESULTS
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THE RESULTS
TY GE! TY GE! TY GE! TY GE! TY GE!
• 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
22
A NEW WAY TO MARKET
• 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
The experience is the brand
#ThankYou
@JonLombardo
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
September 12, 2012socialmedia.org/blogwell
