ISM Episode 19: Katrina Craigwell, GE's Digital Content Strategy Leader - Rick Mulready

rick mulready

ISM Episode 19: Katrina Craigwell, GE’s Digital Content Strategy Leader

July 21, 2013

Katrina Craigwell GE

GE’s Katrina Craigwell

Katrina Craigwell, GE’s Digital Content Strategy Leader, is my guest this week on The Inside Social Media Podcast.

Click here to subscribe to the podcast on iTunes

My journey to connect with the biggest brands in the world to share with you their social media stories, insights and strategies continues with GE this week!

With the show, I simplify the fundamental principles of the GE social media strategy so that we can model and apply them to our own small business with little to no budget.

I had an AMAZING time chatting with Katrina.

If you took the best tips and strategies from the past 18 shows of this podcast, and wrapped them up into one social media strategy, that’s what Katrina and her team are doing at GE.

They’re doing such an amazing job there.

In the show today with Katrina, you’re gonna learn about: 

  • Why GE is consistently one of the first brands to try out new social platforms like Vine and Instagram video and how they stay on that cutting edge of social media.  I also ask Katrina straight up – Vine or Instagram video.  She shares some great insight there.
  • We talk about how GE is crushing it with Tumblr and why they decided to move for their popular Technologist blog to Tumblr from WordPress.  This was a particularly interesting conversation for me as we’ve not really talked much about Tumblr here on the show.
  • Katrina shares how to find your voice on social media and also what trends in social media are important for small businesses to know about.

That’s just the tip of the iceberg of what you’ll learn, too.

Links Discussed During the Show

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INSIDER SHOW NOTES: Katrina’s GE Social Media Strategy Tips

  • Digital is a great way to reach people with common passion points and create moments of value
  • Find the human value proposition of your business and lead with that in your social media efforts.
  • Social media is a great way to take people behind the scenes of an “unapproachable” brand.
  • Look at your business to see what YOU get most excited about.  How could you share that with people to create as much of a human connection as possible?
  • Always consider: how could you create feelings of wonder, joy, trust with people?

On Establishing Your Voice on Social Media…

  • What is the ultimate end action I want someone to take?  That is the basis from which you build your voice.
  • Choose 1 or 2 platforms, ask yourself how you want to bring value to people on that platform and then how does that conversation sound?  You build from there.
  • At the end of the day, success when using any digital medium comes down to a face to face meeting.

On Content Creation…

Be thinking:

  1. How do you create additional value for your customers?
  2. Exchange opportunities and ideas with your customers?
  3. What platforms will allow you do that?
  • How can you capture the spirit of what you’re trying to drive with your business in the content you create?
  • Surprise and delight campaigns can be a fun way to reward people with real world items.  Have fun!  Give pies away on pie day, for example, even if that’s not your business.
  • People often relate more to your business when you let your guard down and have some fun.
  • Be human.  Understand what’s going on in the world and be involved.  Remember, it’s all about you sharing content with other human beings.
  • For GE’s “Txchnologist” blog, for example, the goal was to create a valuable platform that dealt with the future of science and technology in the industries that GE is in, without talking about GE very much.

On How to Know Which Social Platform to Be On…

  • If telling your business story through visual content is important, for example, how could you use platforms like Instragram or YouTube or Tumblr?
  • It’s about understanding your objectives, choosing a platform that aligns with those objectives and the audience you’re trying to reach, testing to see what works/what doesn’t work and learning from it.
  • Digital isn’t about being on every social platform available. It’s a tool to help you meet a certain objective.
  • As a small business, social is about: what is my story, what kind of connection do I want to make/what point do I want to get point across, and then what platform helps you do that the most?
  • When starting on a social channel: focus, have attention to detail, planning and don’t sacrifice quality.

On Measuring Social Media Efforts…

  • Whether someone shares your content or not might be one of the best key performance indicators.  If people like it enough, they’re going to share it with people.
  • Think about how you can create high value engagement and exchanges with a smaller set of people.
  • A/B test.  Meaning, if you start some sort of social media effort and you notice an increase in revenue or sales or whatever during that time compared to when you were not doing that effort, you could safely make an assumption that what you’re doing is working.

3 Tips for Small Businesses Starting Out in Social Media…

If you’re choosing social media from among all the available channels, determine your objective…  

  1. What action are you trying to drive?
  2. Identify what messaging is going to help you drive that action.
  3. What channel is going to help you drive that messaging.
  • If you have a business with a physical location, you may want to look at Google’s products — search, Google+.
  • Facebook is also likely a good place to consider having a presence.
  • For Twitter, there’s a lot of brand equity.  It can be a great way to build a relationship with your customers, share lots of information and grow the accessibility around your business.

On Trends Affecting Small Businesses…

  • Mobile!  People are consuming content on mobile at an increasing rate.
  • Create content that works well in the mobile stream (as people scroll through things on their device).
  • Mobile offers great geo-location marketing opportunities to drive people to specific locations.
  • Keep your content short and sweet.

Tips on Using Tumblr…

  • can be smart, visual, playful network.
  • Tumblr tip: Don’t make your posts longer than 2 ½ swipes on a mobile device.


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