Mobile Insider Summit: GE Mobile and the Heart of Brand Storytelling
These are my notes from a lecture given by Paul Marcum at the Mobile Insider Summit. I really enjoyed this lecture, it was truly inspiring to hear from someone who is carrying on the work of Thomas Edison! It doesn’t get more innovative than that.
GE: Mobile Is Now the Heart of Our Brand Storytelling with Paul Marcum
Recently called the number one “early adopter brand”, GE has not held back. Paul Marcum, GE’s Director of Global Digital Marketing & Programming, explained how GE views mobile marketing, how they define success and what he’d like to see next.
Founded by Thomas Edison, he once said
“I find out what the world needs, then I proceed to invent…”
This quote encapsulates the beliefs of GE. They don’t build things for the sake of it.
“Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas Edison
About 120 years ago, GE was founded. There is a true history of invention from the start. More recently GE has become known as a conglomerate, which Marcum says is better known as “big and evil.” I do agree that the depiction of GE on 30 Rock didn’t help much with the image department. Although who doesn’t love 30 Rock? Today GE has 45,000 Engineers, 5 research centers and 40,000 US Patents. Marcum said his job is to claim the credibility that the company has earned. Wow, what a fantastic job to have!
There are a few core principles:
GE started looking at mobile very early on because of the ability to connect with people, it’s a great way to get stories into people’s hands – large or small.
“Mobile is at the center of everything we do.” Marcum commented.
GE began posting on instagram in April 2011 and quickly ended up with 141,000 followers and were susequently invited to launch videos. The humanity of what it takes to build machines has compelled people. The images they show are truly powerful and evocative. GE’s content is prolific. There is no shortage of opportunity to link and create content.
GE launched on the second day of Vine and now has 62,724 followers. They are most known for their #6secondscience fair that features vine celebrities. The growth will be through new channels, not necessarily ad networks. Mr. Marcum showed us “tapestry” which is a spin-off of media works. It’s an app where you tap through a story, slide by slide.
“There is something fun about the haptic sensory thing,” Marcum commented. “There’s a lot of room for other companies to get involved.”
GE has said they won’t do mobile banners with advertising. They don’t believe that it is a unique way to meet people. They are looking to pursue more organic avenues. Way to go GE! This was an awesome lecture.