GE APPLIANCES • SOCIAL STRATEGY
Social Media
Engaging & Growing Our Audience
A look at how our brand portfolio builds reach, relevance, and results across social platforms.
SOCIAL HOUSE OF BRANDS
GE APPLIANCES TO ENABLE HAPPINESS AND WELLBEING IN EVERY HOME.
MONOGRAM
"Elevate everything"
THE WHO
Discerning Connoisseurs
THE WHAT
Passion for elevating the standard.
SEGMENT
Ultra Premium
COMPETITORS
Sub-Zero, Wolf
CAFÉ
"Invite the unforgettable"
THE WHO
Style Stewards
THE WHAT
Stylish cooking that performs.
SEGMENT
Mass Premium
COMPETITORS
KitchenAid
PROFILE
"Good things, for life"
THE WHO
Traditionalists & Feature Seekers
THE WHAT
Bringing good things to life for you.
SEGMENT
Mass / Low Premium
COMPETITORS
Whirlpool, Samsung
HAIER
"Made for modern living"
THE WHO
Uncommitted Upstarts
THE WHAT
Bring the unexpected to the expected.
SEGMENT
Mass Tier
COMPETITORS
LG
HOTPOINT
"Straight to the point"
THE WHO
Simply Busies
THE WHAT
Affordable appliances without compromise.
SEGMENT
Value Tier
COMPETITORS
Amana
WHY PAID?
“Facebook and Instagram are starting to significantly reduce the organic reach of content, which means budgets need to shift into promoting and boosting content.”
MARIA SIPKA
Co-founder & President, Linqia — in PR Week
Targeting • Brand Awareness • Cross-Platform Optimization
PAID
Strangers
Acquire new audiences and expand reach through targeted ads.
NATIVE
Friends
Engage existing followers with relevant, high-quality organic content.
EARNED
Friends of Friends
Leverage word-of-mouth and social sharing to amplify visibility.
GE APPLIANCES (GE AND GE PROFILE)
Strategy
Reach our audience with specific and targeted, relevant and engaging social content that drives brand awareness and consideration.
Platforms
Audience
Traditionalists
Acquire new audiences and expand reach through targeted ads
Feature Seakers
Acquire new audiences and expand reach through targeted ads.
.
NATIVE INSTAGRAM
YTD 2018 INSTAGRAM STATS
Followers
11K
New�Followers
1K
Posts
138
Engagement Rate
6.05%
Impressions
300K
Avg Daily
Reach
2K
41%
MEN
59%
WOMEN
13-17
18-24
25-34
35-44
45-54
55-64
65+
MEN
WOMEN