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General Electric social media shaping strategy

Challenge

Use social media to gather information rapidly on product development.

Problem

When using user feedback to shape future product development, 80% of the time is typically spent gathering information before analysis can start. Using well-managed social media feeds can create dynamic datasets to reveal information quickly and in real time.

Solution

General Electric used such an approach to solicit new ideas for improving the experience of flying in conjunction with Virgin Atlantic. Prizes were offered for the best ideas through social media tools such as Twitter. Over 90,000 people follow GE’s @ecomagination Twitter account that covers the sustainable innovation portfolio for the company. This community generated thousands of ideas in only a few hours such as solar powered aircon, social-networked flights, waste heat recycled to warm seats, LED lighting and filtered water.

Benefits

Direct, rapid feedback from customers
Low-cost approach to data gathering
Building community over time

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