Genereal Electric’s Instagram Strategy
“Imagination at work” constitutes GE’s promise in the fields of science — be it healthcare, finance, industrial engineering, energy or SOCIAL MEDIA! Creating a stand for itself since the days of Edison, 1889, GE has not held back in creating its space in the media mammoths like facebook, twitter, etc. Now comes, INSTAGRAM — the social hub for creating and sharing pictures and videos in real time! GE’s presence on Instagram? 170,445 FOLLOWERS!
How is it possible for a company as scientifically boring as GE to come up with images that capture minds of the masses? What is That content strategy that makes contest that engages the world? How can a company that deals with manufacturing windmills and healthcare and industrial gadgets make people on the social media wait anxiously for a campaign created called Instawalk — #GEInstaWalk and #GEInspiredMe
The Content Strategy
The 120 year company deals in designing and building aeroplanes, power turbines locomotives, and molecular imaging equipment. Every single day, those products are used by people all over the world. GE uses social media to share its story and engage its global audience. Instagram has become the hub of its visual storytelling allowing GE to connect with its followers in a new way.
1. Focus on high quality photos
Since 2013, GE has prioritized on generating great content for its Instagram profile. It keeps up with the trend of high quality images, planning photo shoots at its most innovative facilities in the world.
2. Real Time feeds
Giving its viewers the a never-seen-before experience and access to its facilities that only a few people have, GE’s Instagram posts create images that make GE’s loyal followers crave for more. These photo shoots took place in locations like the GE Aviation Engine Testing Center in Winnipeg, Canada, Ohio, and GE Transportation’s Manufacturing Facility in Fort Worth, Texas. The loyal followers got in real-time feeds of the most popular airshow where GE boasts of its talent, displaying some of its most cutting edge technology at Dubai and Paris. GE takes their fans all over the world and immerses their followers in the beauty of innovation.
3. Developing interest by the mass — CROWD SOURCING
General Electric’s most popular campaign, the first one launched in November 2011, called Instagrapher, is highly sought after ever since.General Electric asked Instagrammers to take photos inspired by three areas of GE innovation and tag them with ‘#GEinspiredme’. More than 5,000 photos are submitted in every contest under the hashtag. The winner of the contest becomes the next official GE Instagram photographer and gets the opportunity to visit the GE facilities around the globe. The content is created — BY THE MASSES!
4. Giving customers the personal touch
GE’s Instagrapher contest winners are invited by large to visit the brands magnanimous properties in London and this time at Cape Cod Air Force Facility in Massachusetts.
5. Being ‘IN’ communication with the end user
Linda Boff, the company’s executive director of global digital marketing, believes that Social started because we wanted to be having conversations with people: consumers, employees, investors, and anybody else that shares our passions. If that’s what you’re looking to do, then you’ve got to be we’re people are now spending 22 percent of their time. GE uses Instagram to keep the customer engaged and up to date!
How to effectively imbibe the GE strategy
1. Keep it personal
The entire scheme behind adapting to Instagram for content marketing would be share ‘real-time’ — ‘within premises’ images of your company. This will create a bonding between you and your customer, giving them a glimpse of what a few have the access to.
2. Professional Photography — NOT A MUST!
Investing into professional photography can cost a big whole in the pockets many times and if it falls out of your budget, you can safely close your eyes against it. A good picture at the right angle can always be edited with various softwares, including instagram’s edit features to give your images a beguiling feel.
3. Handling risks on Social Media
Brands often use the excuse of not participating on social media in highly regulated industries like GE stating it could be too big a legal risk to be publishing on the social media. The fear of losing control of what is ‘apt’ to messaging holds them back. A solution to this was executed by GE which creates teams that consists of a strategist, producer, designer and a lawyer, who help it conceptualize and promote its social feeds on Instagram and other hubs.
4. Create a story
An example of this would be the Instagrapher campaign by GE. Here users update pictures of products made by the brand on a hashtag promoted by GE. This way, great stories are made increasing the interest and involvement of the end user!
Therefore….
When brands like General Electrics hold on the Instagram and make it count, other larger companies must not shy away. Instagram is explored to show the consumers, what;s happening behind the curtains of the company. While there are GE’s posts showing team mates work in the aviation department, there is also a Burberry that posts images of its facilities and NOT just the apparel. “Photos can be so emotional,” says Amy Cole, Head of Business Operations, Instagram. “It’s a great way for users to really connect with a brand in a way that ‘s different from text posts.”
“We love the idea that Instagram lets us share this intersection of science and technology, but doing it from a very visual, artistic point of view,” said Linda Boff. “When you’re as complicated as GE, how you tell the story and how you bring the company to life is incredibly important.”
