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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