GE hired us to build social communities that would engage with and contribute to its ecomagination clean technology business division. In conjunction with this launch, we were tasked with developing and execution social engagement campaigns in support of GE’s $200 million ecomagination Challenge.
We developed the overarching social strategy for ecomagination brand, including the brand voice, publishing cadence, and a social media monitoring and response plan.
We launched, grew and cultivated a dedicated community of clean technology stakeholders + advocates across a wide variety of social properties, including Facebook, Twitter and Foursquare.
We forged relationships between the client’s in-house marketing and PR teams, and managed the external media, creative and PR agencies.
Our efforts built GE’s ecomagination communities from non-existant to tens of thousands of passionate, highly active ecomagination fans that could be continuously tapped for conversation, event activations, and sales opportunities.
ecomagination Innovation Challenge
We concepted + executed influencer engagement programs, online and offline, with targeted community platforms Meetup, Klout, BlogHer and TED.
We managed on-the-ground realtime coverage and social engagement of all events and product announcements, including a massive 8 person digital + social control room as part of a day-long live web event.
The ecomagination Challenge resulted in over 20 long-term investments and business partnerships for new ecomagination go-to-market products.
We guided digital + social strategy during two pivotal crisis periods for GE: the nuclear reactor rupture in Japan, and the U.S. tax payment flair-up. During these periods we developed a comprehensive monitoring, measurement and response plan. We also oversaw GE’s external digital agencies, including building out and management of the paid search strategy.
Neither highly volatile event lead to major fall-out, and the social media was never found to be an area of concern.