How Big Companies Use Social Media

Sean Gannon & Megan Parker General Electric

New York City | April 29, 2009

“Telling Our Story”

GE Reports

And now for somethingAnd now for something completely different …p y

( t l t it i f )(at least it is for us)

We cover a lot of topics…

Appliances Aviation biogas careers China citizenship communications customers

digital diversity ecomagination Energy Energy Financial Services

financial markets GE C it lfinancial markets Fleet Services GE Capital GE Foundation

GE Money GE Research global Healthcare hulu.com hybrid

innovation i t J ff I lt b h li h i i fiinnovation investors Jeff Immelt Jenbacher lighting microfinance

nanotechnology NBC Universal Oil & Gas olympic games policy productsRail renewables Security services strategy training Transportation WaterRail renewables Security services strategy training Transportation Water

But finance draws the most interest

Some of the most-visited stories:Some of the most-visited stories: – World’s largest Jenbacher engine order

GE Capital sells $6 5B of debt– GE Capital sells $6.5B of debt– Moody’s rating review

d d– Dividend– CEO compensation

We want to:

• Continue to meet financial news needs• Continue to meet financial news needs

• Aid GE’s breaking news efforts

• Expand with technology innovation stories • Demystify the science• Demystify the science

Our current audience

• Major news and financial sites/blogs• Major news and financial sites/blogs

• Investors

• Some of the most commented stories: – CEO Compensation 134

i id d d d 68– Dividend reduced 68– ‘25 Random Things’ 41

CEO di id d t 37– CEO dividend comments 37

Customize your consumption

GEreports.com – Reader commentsI dont see a blog site [other companies] set up for us shareholders to rip into em, … can you tell me another company thats set up a site where all of us can chip these board members or have our say…Comment on “Jeff Immelt on 2008 compensation”

Was glad to hear the positive info from Keith Sherin and want to say how much I like the "gereports";. I am a retired 73 year old and have half of my retirement in GE Stock and have for over 35 years… Comment on “Keith Sherin says GE Capital concerns are ‘overdone’”

I ld thi k th t GE ld d t d b th t investors only want to see information about GEI would think that GE would understand by now that investors only want to see information about GE Capital… Take a poll and I am sure you will find that your marketing stories are not well received and actually upset the investor…Comment on “Ready for take-off in China”

Nano coating on airplane engines wings could reduce the problem of de-icing, and save energy and more important lives. With GE nothing is impossible…Comment on Superhydrophobic-expialidocious

I’m curious how the efficiency of the Jenbacher engine (when it runs on ordinary natural gas) compares with highI m curious how the efficiency of the Jenbacher engine (when it runs on ordinary natural gas) compares with high-end central station technology such as the GE "H" series turbines. I understand that in areas without a well-developed grid the Jenbacher may be a good solution, but I’m wondering how much these places will be able to upgrade their efficiency when they *do* have a grid in place.Comment on GE completes world’s largest Jenbacher engine orderp g g

Audience we want to grow

• General• General• Tech & science enthusiasts• Non traditional non mainstream media• Non-traditional, non-mainstream media• GE Reports’ ‘voice’ offers a great opportunity

Increased use of video and photos– Increased use of video and photos– No frills, simple, informal messages– Tone that’s optimistic first-person where possibleTone that s optimistic, first person where possible– Humor, when we can

Technology & innovation stories

• Breakthroughs & science: “Wow” factorBreakthroughs & science: Wow factor• Applied technology (now & potential)• People behind the innovation• People behind the innovation• Big & small stories to create many entry points

– Steady stream of interesting news– Steady stream of interesting news– Show how diversified our portfolio is– Allows “small stories” to get the spotlight tooAllows small stories to get the spotlight, too– Links to other media & blogs

Serious stuff, but having fun

Our vaunted Vulcan logic

Humor, when we can

tktk

We’d like to

• Be trusted credible accurate ethical• Be trusted, credible, accurate, ethical

• Have our own personality– Passion for the cool technology– Eager to join other conversations about GE– Unearth stories lost in the shuffle– Make the big stories accessibleMake the big stories accessible

How Big Companies Use Social Media

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