HTW Berlin │ International Business (B.A.) │ Marketing Project │ GE Germany │ InnovationsForum © GEeks. All rights reserved. GEeks Invitation To Innovation Management Report A Student Marketing Project for the GE InnovationsForum 19. February 2014 1 Source cms.ipressroom.com.s3.amazonaws.com/149/files/20125/168040_66-7.jpg Jonas Fleischer 533633 Ha Nhat Minh 537037 Farrukh Javaid 541360 Anna Michalowska 537039 Valeriia Shablinova 545522
GEeks for GE (General Electric Deutschland)
Nov 01, 2014
This is the output of the project "GEeks for GE" realized at HTW Berlin (Hochschule fuer Technik und Wirtschaft Berlin) with cooperation of GE Deutschland.
The mgmt report demonstrates student's suggestion of marketing strategy as well marketing analysis of GE's internet platform www.ge-innovationsforum.de
The mgmt report demonstrates student's suggestion of marketing strategy as well marketing analysis of GE's internet platform www.ge-innovationsforum.de
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HTW
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GEeks Invitation To Innovation Management Report
A Student Marketing Project
for the GE InnovationsForum
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1 Source cms.ipressroom.com.s3.amazonaws.com/149/files/20125/168040_66-7.jpg
Jonas Fleischer 533633 Ha Nhat Minh 537037 Farrukh Javaid 541360 Anna Michalowska 537039 Valeriia Shablinova 545522
HTW
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│ I
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B.A
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Ge
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│ In
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Management summary
• GEeks ― the name of the project team helped to identify potential users for the GE
InnovationsForum
• InnovationsForum ― GE‘s tool for professional collaboration and dialogues on innovation
• According to Seitwert.de GE’s homepage notes better results in the social media presence, compared to Siemens
• The content shared by GE in social media is visible to search engines, however, it is not engaging
its audience
• The InnovationsForum is not visible at the moment and there is room for improvement in SEO,
social media and technical details
• Technical challenges, such as registration process, might have a negative influence on the
number of registrations
• The most interesting stakeholders are shareholders, customers, NGOs and experts
• Four members of GEeks conducted interviews with 12 experts in the relevant industries of GE to gain user insights
• The key finding gained from the interviews is
that lack of trust is the biggest barrier for sharing ideas
• The major sources of information for our interviewees are e-mail, online sources, industry
journals, conferences and colleagues
• “I am willing to share - but only with people I know and trust”
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Management summary (cont. 1)
• GE Global Innovation Barometer identifies drivers and deterrents of innovation and analyzes
perceptions around innovation
• Top drivers of Innovation are: access to new markets and technology; Top barrier is a lack of
trust in the partner company
• While the global drivers to innovation differ to the drivers in Germany, the global barriers to
innovation are the same in Germany
• GE competitors focus partly on academia/students and experts in the field of open innovation
• GE can use strong relationships with its industry partners to overcome the trust barriers for
cooperation
• The objective is to achieve the development of a marketing strategic for the GE
InnovationsForum
• The goal of the project is to increase the number of registrations at GE InnovationsForum by 400
within a year
• The mission of the project is highly connected to GE’s history and pursuits the idea of open
innovation
• Existing & potential clients, NGOs, experts and the media are the four segments for the
InnovationsForum
• Experts are the main target because they have the highest potential to deliver ideas
• The InnovationsForum is positioned as a trustworthy platform for an open dialogue on
innovation
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Management summary (cont. 2)
• The marketing campaign is split into three consequent stages: attention, InnovationsTag and
follow up
• The attention stage creates interest in the InnovationsTag and is an invitation to the event
• The InnovationsTag is a one day conference about open innovation at GE and is the basis to build up trust
• The follow up stage picks up the participants of the InnovationsTag and brings them to
InnovationsForum
• In order to acquire one active user for the InnovationsForum,
2000 E-Mails must be sent out
• A Light Bulb is the universal symbol for a new idea and the symbol of our campaign
• A mailing campaign will help GE reach its target audience effectively
• The light bulb sent to participants as an invitation makes the intangible tangible
• Sponsored InMails via LinkedIn increase the number of potential B2B partners
• LinkedIn is a professional platform giving multiple corporate advertising possibilities
• The magazine advertising creates the interest and positions the InnovationsForum as a platform
for a open dialog on innovation
• To have the maximum impact on the target audience further testing is needed
• The online display advertising is shown on reliable internet sources to increase campaign
performance and click through rates
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Management summary (cont. 3)
• With the online display advertising it is also easier to evaluate performance when the campaign
is already live
• The display advertising possibility is also offered by LinkedIn
• The blogging campaign is an interesting possibility to increase the spotlight among the researchers
• GE Global Research Centre as a symbol of prestige and innovation
around the globe
• The Munich facilities allow to hold discussion sessions, work shops, presentation stand and
coffee break
A diverse agenda will ensure dynamic and engaging day for the participants
• GE award for the best contributor on the Innovationsforum will shows it’s deep commitment
towards innovation
• Collection and analyzing feedback from participants are the tools ensure the success of the InnovationsForum campaign
• GE‘s consistent collaboration with users on the InnovationsForum will generate trust for the
users
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Table of contents
1. Management Summary
2. Introduction to Marketing Project
a. Team
b. InnovationsForum
3. Marketing Analysis
a. Website
b. Stakeholder
c. Innovation Process
d. Competition
e. SWOT
4. Marketing Goals & Objectives
a. Goal
b. Mission
5. Marketing Strategy
a. Segmentation
b. Targeting
c. Positioning
6. Marketing Campaign
a. Action Program
b. User Journey
c. Implementation
d. Controlling
e. Budget
7. Appendix
a. Marketing with Design Thinking
b. Project Blog
c. Budget
d. Sources
e. Authors
f. Project Reflection
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Introduction to Marketing Project
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7 Source screenshot from www.ge-innovationsforum.de
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Basic information about the markeing project executed by HTW students in cooperation with GE Germany
• This management report shows the findings of a marketing project created by a student group
called the “GEeks“
• The report was developed in the context of the B2B marketing project course at the Hochschule
für Technik und Wirtschaft Berlin under the supervision of Prof. Dr. Holger Lütters
• The projects industry partner is General Electric Germany
• The objective of this marketing project is to develop a strategy to raise the traffic on the
www.ge-innovationsforum.de website
• The work on the project can also be seen online at www.geeksproject.wordpress.com
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HTW
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GEeks ― the name of the project team helped to identify potential users for the GE InnovationsForum
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GE eks
Source: http://wallisty.com/nerd-glasses-clip-art-vector-clip-art-online-royalty-free-public/
Jonas Fleischer
Anna Michalowska Valeriia Shablinova
Farrukh Javaid Ha Nhat Minh
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InnovationsForum ― GE‘s tool for professional collaboration and dialogues on innovation
• An online platform that aims to enable
dialogues about innovation by bringing
together GE with its partners and customers
• Anybody interested in the subject can register on the InnovationsForum for free
• The InnovationsForum is an online platform
which allows global access, yet the main
target is Germany
• Furthermore it is:
• An aggregator of internal and external sources
• An incubator for ideas
• A branding tool to position the GE brand as innovative and open
• Fostering Collaboration
• Collaboration between businesses is
emerging as a way to surpass competitors
by enabling faster access to new
technologies and markets, particularly in emerging markets
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10 Source screenshot from www.ge-innovationsforum.de
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Marketing Analysis
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11 Source http://www.webseoanalytics.com/blog/wp-content/uploads/2010/09/market-research.jpg
HTW
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According to Seitwert.de GE’s homepage notes better results in the social media presence, compared to Siemens
GE Homepage Score Siemens Homepage Score
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Seitwert.de is an internet platform offering search engine optimization rankings. It checks
company’s homepages and ranks them according to their positions in search engines. Highly
ranked pages appear more frequently on the search results, which brings more visitors from search
engine users. The score is a value between 1 and 100. Source screenshot from www.seitwert.de
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The content shared by GE in social media is visible to search engines, however, it is not engaging its audience
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44.1%
It’s
so
cia
l me
dia
, be
so
cia
l wit
h it
!
55.8%
Klout.com is a website which ranks its users according to their online social influence via the „Klout
Score”. The score is a numerical value between 1 and 100 and measures the size of a user’s social
media network and how other users interact with the content they create.
Source: sreenshot from klout.com
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The InnovationsForum is not visible at the moment and there is room for improvement in SEO, social media and technical details
InnovationsForum‘s Score GEeks Blog Score
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14 Source screenshot from www.seitwert.de
A two months old student blog, about this marketing project, achieved similar result at Seitwert.de.
Both websites are almost invisible .
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Technical challenges, such as registration process, might have a negative influence on the number of registrations
1. The user does not see the direct
advantage of registration to the
InnovationsForum
• E.g. more content
2. The message of the forum is not self
explaining
3. The lack of contributors does not support
initial trust
4. Modern design might be seen as difficult to navigate by GE’s target group
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Suggestions • Provide users with brief description upfront
on the main page which indicates the
advantages for registration
• Create a possibility to log in with open-ids (connection to LinkedIn or Google accounts)
• Implement internal promotion of
InnovationsForum among GE employees
Source screenshot from www.ge-innovationsforum.de
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The most interesting stakeholders are shareholders, customers, NGOs and experts
• Stakeholder that are affected
by InnovationsForum:
• Shareholders
• Customers
• NGOs
• Experts
• Suppliers
• Government
• Employees
• Media
• General Public
• Competitors
• Students
• Based on the opinions of the project group the stakeholders
were ranked on their influence
on GE‘s decision making and
their interest in the
InnovationsForum
• It shows the direction for
further analyses
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Meet Need Key Player
Least important Show Consideration
Experts
High Influence
Low Influence
Low
In
tere
st
Hig
h I
nte
rest
Employees
Shareholders
Suppliers
Customers
NGOs
Media
Students
General Public
Government
Competitors
Source aggregated group opinion
HTW
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Four members of GEeks conducted interviews with 12 experts in the relevant industries of GE to gain user insights
• 12 in-depth interviews were conducted:
• 5 experts from the healthcare industry
• 4 experts from the bio chemistry industry
• 3 engineers form the field of ‘Machinenbau‘
• Respondents were between the age of 25 – 35
• The duration of each interview was between 30
min to 45 min
• The interviews were conducted by:
• Valeriia Shablinova
• Jonas Fleischer
• Ha Nhat Minh
• Farrukh Javaid
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17 Source http://image.shutterstock.com/display_pic_with_logo/587221/128211305/stock-vector-interview-icon-128211305.jpg; Edited by Jonas Fleischer
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The key finding gained from the interviews is that lack of trust is the biggest barrier for sharing ideas
• 80% of respondents perceive the concept of open innovation as positive, because it gives
access to ideas from other people in different industries and is a good way to facilitate
involvement
• However, the issue of sharing over the internet can be still observed due to the lack of trust
• Although the idea of sharing usually receives positive feedback, experts are reluctant to
participate in it themselves
• Experts are reluctant to share their ideas because:
• They are bound by they work
• They are afraid of loosing their image
• They want to share only with people they trust
• They want to keep the ideas for themselves
• They only share ideas with somebody they trust and know for a long time. The sharing process
occurs when the initial trust barrier is broken down by a two way communication
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Barriers to sharing that need to be eliminated
Souce Interviews conducted by project group
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The major sources of information for our interviewees are e-mail, online sources, industry journals, conferences and colleagues
• The majority of respondents use their e-mail
accounts to get in contact with other
professional people they do not know
• In addition, over a half of respondent are subscribed to more than 5 different newsletters
• The respondents inform themselves about
the newest trends in their industry through communication with their colleagues, on-
line sources, industry journals, or
participating in conferences
• Beside some internal platforms, the most mentioned internet platform used and trusted by respondents is LinkedIn. Moreover, 90% of the respondents have an account on LinkedIn
• Industry journals and magazines are very
good sources of ideas for the respondents
• Many stated that they find interesting facts or information in those journals and magazines, that they did not expect to find
Information Mail
Internet
Industry Journals
Confrences
Colleagues
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19 Souce Interviews conducted by project group
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“I am willing to share - but only with people I know and trust” 1
9. F
eb
rua
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01
4
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‘I always use books to research. I go to the library and research with books. To find out about the new trends, three to four times in a year I visit conferences and workshops.‘
- Mike T., age 28, expert in the healthcare industry
‘Great! More about that! I think a more interdisciplinary exchange of ideas is really valuable. I see a problem in sharing thoughts in the internet because a lot of scientist especially engineers are not so good in appropriate communication. So I often read comments from “smartasses” . I think that an online exchange is better when the people know each other before that. But I think that’s not what you aspire.‘ - Cuong N., age 29, engineer form the field of ‘Machinenbau‘
‘I am willing to share - but only with people I know and trust. I don´t share ideas when I am not really sure if my thought is stupid or I have to read more about the respective field – so I only exchange with scientists I know for a longer time.‘ - Cristine H., age 35, Biology chemistry researcher
‘Open innovation is a good way of facilitating customer involvement and opening up for new ideas. I would be reluctant to conduct an open innovation project in any environment that touches the core competitively relevant information. as an industry leader open innovation can help to overcome myopia but at the same time sometimes the lack of outside input forces you to create a certain need with a customer rather than look for existing ones.‘ - Martin K., age 45, expert from the aviation industry
‘I share my ideas on an everyday talk with my friends or colleaguess, that I trust. They don‘t even need to be in the same field of research‘ - Johana M., age, 42, expert from the transportation industry
Souce Interviews conducted by project group
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GE Global Innovation Barometer identifies drivers and deterrents of innovation and analyzes perceptions around innovation
• GE Global Innovation Barometer was conducted by StrategyOne, an independent research and
consulting firm, and funded by GE
• In 2012, telephone surveys were conducted with 3,100 senior business executives in 25 different markets
• All respondents are directly involved in the innovation strategy or process within their company
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21 Source: GE Global Innovation Barometer 2013
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Top drivers of Innovation are: access to new markets and technology; Top barrier is a lack of trust in the partner company
Top Drivers of Innovation Top reasons to collaborate with other companies
Top Barriers of Innovation Top reasons not to collaborate with other companies
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22 65% 70% 75% 80%
Access to new technology
65% 70% 75% 80%
Access to new market
Improve existing
product or service
Speed up time to
market
Lack of IP protection
Lack of trust in the
partner company
Talent knowledge poaching
Lack of test
collaboration process
Source: GE Global Innovation Barometer 2013
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While the global drivers to innovation differ to the drivers in Germany,
the global barriers to innovation are the same in Germany
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95% of German respondents report that innovation is a strategic
priority for their business
German business executives seem less convinced by the driving
power of business model Innovation; only 32% of German
respondents expect this activity to drive the performance of their business in the future
The barriers to collaborative Innovation in Germany are
also clearly identified:
• Lack of protection of confidentiality/IP (80%), • Lack of trust (49%)
• Talent/knowledge poaching (46%)
Innovation as strategic priority for German Businesses
yes
no
The development of new business models would drive the performance of my business in the future
I agree
I disagreeThe barriers to collaborative innovation are
lack of protectionofconfidentially/IP
lack of trust
knowledgepoaching
Data from: Innovations Barometer Germany report 2013
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GE competitors focus partly on academia/students and experts in the field of open innovation
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24 Source of logos: http://www.brandsoftheworld.com/; http://www.samsung.com/global/business/semiconductor/aboutus/business/open-innovation/overview; http://www.hpi.uni-potsdam.de/d_school/partners/current_partners.html?L=1; http://www.cki.tu-berlin.de/; http://www.hu-berlin.de/press-portal/nachrichten-en/nr1101/nr_110106_01
For Samsung, open innovation is an initiative to identify and grow the technologies and infrastructure of the future. It focuses on four
areas:
• Cooperation between industry and academia
• Operation of overseas research centers
• Participation in Global Consortiums
Siemens is cooperating with the Hasso-Plattner-Institut School of Design Thinking in Potsdam, which is a key player in developing innovation
capabilities.
It also operates the Center of Knowledge Interchange at the TU Berlin.
Where students can work with Siemens on challenging problems.
Google funded the Digital Humanities Research program, the research is
done by Humboldt-University Berlin (HU), The Berlin University of the
Arts (UdK) and Berlin Social Science Center (WZB). The research is aiming
to find out how the internet changes society. A fund of 4,5 million EUR
will be available for the research team over the first three years.
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GE can use strong relationships with its industry partners to overcome the trust barriers for cooperation
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Internal perspective External perspective
Own Strengths Own Weaknesses
Opportunities
• GE can use its expertise in
SEO and social media to
apply to the
InnovationsForum in order to make it more visible
• If the InnovationsForum stays
invisible; it cannot communicate
its message clearly and it may
not explore its full potential to access new markets and
technology
Risks
• GE has a strong brand and
industry partner network,
which can be use to overcome the trust barriers
for cooperation
• Compared to its competitions,
GE has little focus on
academia/students; this could lead to a lack in new
talent/human resourses
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Marketing Goals & Objectives
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26 Source http://askjeremyjones.com/wp-content/uploads/2013/01/SMART-Goals-Image.jpg
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. Sources of Information
GE Innovation Barometer, GE social media channels, GE employees, in-depth interviews with experts, research magazines, design-thinking approach
Potential Challenges
Technological barriers, lack of trust in partner
companies and collaboration process,
redundancy of online platforms, age of target group
Success Factors
Increase in the number of:
• Visitors
• Registrations • Contributors
• Time spent on page
Background and context
The idea is to advertise for the platform
without actually advertising (not spending
media budgets)
Development of a strategic plan with creative input in order to advertise GE InnovationsForum
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1
4
Stakeholders
Shareholders, Customers, NGOs, Experts,
Suppliers, Government, Employees, Media,
General Public, Competitors, Students
2
3
5
To be achieved
Development of a strategic plan with creative input in order to advertise GE InnovationsForum www.ge-innovationsforum.de
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The goal of the project is to increase the number of registrations at GE InnovationsForum by 400 within a year
Stretch Goals • Increased awareness among specialists
• Increased traffic
• Increased number of registrations
• Increased number of active users
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Increase the number of registered users at the GE InnovationsForum by 400 within a year by implementation of a marketing strategy.
Specific Measurable Action-oriented Relevant Time-bound
G
O
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The mission of the project is highly connected to GE’s history and pursuits the idea of open innovation
The mission is to bring innovation to a new level of online collaboration at the InnovationsForum. By this, GE empowers their target audience by
giving them the tool to experience their own light-bulb moments.
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M I S S I O N
„With power and light, GE provided the basis of modern life, quickly redefining everything from the length of the day to our knowledge
of the human body.”
Source http://www.ge.com/about-us/history/1878-1904
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Marketing Strategy
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30 Source http://www3.gehealthcare.de/de-DE/Produkte/Kategorien/Interventionelle_Bildgebung/Interventionelles_Rontgen_fur_die_Kardiologie/~/media/Images/Product/Product-Categories/Interventional-X-ray/Discovery%20IGS%20730/Tab-4-HOR---Free-ceiling.jpg
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Existing & potential clients, NGOs, experts and the media are the four segments for the InnovationsForum
• The market for the InnovationsForum is segmented. GE‘s offerings are capable of matching the needs of one or more segments
• The segmentation variables that best deliver defined target groups are:
• Client status
• Occupation
• Industry
• This results in 4 relevant segments that show an internal homogeneity and an external heterogeneity
• This reflexes a change over GE‘s original segmentation. The existing & potential clients of GE are considered to be one segment because they have very similar wants and needs and will respond to the same marketing mix
• Experts, such as researchers, scientist, engineers, doctors, have to be addressed separately due to different wants and needs, as well as response to incentives
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Existing & Potential Clients
NGOs
Experts
Media
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Experts are the main target because they have the highest potential to deliver ideas
• The importance of each segment is
evaluated in relation to the interest in the
innovation process, ability to contribute on
the InnovationsForum, size and growth opportunities of segments and the extent, to
which competitors serve them
• Experts are of the highest interest due to
their ability to deliver and develop innovative
ideas
• They are most likely to contribute on the
InnovationsForum
• GE’s reputation may appeal to the target
segment and help establish productive
dialogue
Experts
Clients
NGOs
Media
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The InnovationsForum is positioned as a trustworthy platform for an open dialogue on innovation
• The InnovationsForum is positioned as a trustworthy platform for an open dialogue on innovation
Key terms are
• Open Innovation
• Dialogue
• Colaboration
• Trust
• The InnovationsForum is a source of diverse content on innovation, as well as a platform for idea exchange and development
• Members get an opportunity to interact with GE specialists, voice their ideas and learn from others. This makes the InnovationsForum a professional social network that is popular among specialists and is a source of information on trends and cutting-edge developments
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GE Experts
InnovationsForum
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Marketing Campaign
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34 Source http://upload.wikimedia.org/wikipedia/commons/9/9d/Thomas_Edison2.jpg; Edited by Jonas Fleischer
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The marketing campaign is split into three consequent stages: attention, InnovationsTag and follow up
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Controlling • Controlling takes part through out the campaign to constantly improve the performance
• The attention stage tests what creates the biggest interest • The information on what participants discuss about is gathered during InnovationsTag
• In the Follow Up stage, feedback is collected on participant’s perception of InnovationsTag
• The critical test is conducted to identify whether or not it met the initial goal of building the trust
Attention • The first stage is used to
generate interest in the
InnovationsForum and the InnovationsTag in
particular
• It is a teaser and should
build up tension and
provide enough information for the user to
be „hooked“ and stimulate
further interest
1 InnovationsTag
• This is the main stage; It is a
one day conference about
open innovation at GE • It is a platform for experts
and GE to meet and start a
dialogue on innovation
• The goal is to build up a
relationship and a foundation of trust
Follow Up • This stage is used to bridge
the gap between offline
and online communication and continue the
conversation on the
InnovationsForum
2 3
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The attention stage creates interest in the InnovationsTag and is an invitation to the event
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Message • One message is used through-out the Attention Stage and it reflects the positioning of the
InnovationsForum
• The message invites experts to the InnovationsTag and redirects them to the InnovationsForum for more information and the possibility to register for the event
• Invitation To Innovation is the slogan of the campaign
• The light bulb is the symbol of the campaign. It has a historical connection with GE, but also is
commonly used as a symbol for a new idea and innovation
• The content of the message gives an insight to what the exciting project by GE can potentially bring
Channels • Selected channels are based on where experts get the information on the newest trends in their
fields identified in the marketing analysis
• A Mailing Campaign reaches experts that already have a connection with GE. It is an inexpensive
way of communication and it can be personalized
• Social Media is employed to enlarge the potential user base
• Magazine Advertising is used in industry journals to reach the target audience • Online Display Advertising is used on web sites from industry journals, industry bloggers and
professional networks
• Sponsored Articles are used to increase the SEO ranking
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The InnovationsTag is a one day conference about open innovation at GE and is the basis to build up trust
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Concept • The InnovationsTag is a one day conference about open innovation at GE
• It is a platform for experts and GE to meet and start a dialogue on innovation
• The goal is to build a relationship and the foundation of trust, which was the key insight gained through the marketing analysis
Participants • Participants of the event are
mainly the target group of
experts, but also GE employees,
media, NGOs and customers of GE
Location • The location for the event is GE‘s Global Research
Center in Munich; it reduces cost to host the event at a
GE facility and Munich is an attractive travel location
for visitors • A Webinar version will also be available through the
InnovationsForum
Partners • GE will partner up with NGOs and
customers for the InnoationsTag
• It shows GE‘s openness and helps to create trust by using the
credibility of the partners name
Content • The conference content will be made up of workshops,
open and closed talks and an awards ceremony
• It gives GE and its partners the chance to show their newest developments to a selected audience
• All the content is presented to be the basis for an
discussion that can later be continued online
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The follow up stage picks up the participants of the InnovationsTag and brings them to InnovationsForum
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Channels • Send participants a follow up e-mail
• Have them sign up for a newsletter
• Send our questionnaires to participants
with further instructions
Concept • Pick up the participants of the InnovationsTag and bring them to the InnovationsForum
• A constant stream of content is then released
• Increase level of controlling; collect data about the success of the InnovationsTag
Partners • Give the event partners the option to also
become partners of the InnovationsForum
• Start to show projects that are co-developed
with industry partners • Their name helps to create an atmosphere of
trust and openness on the forum
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In order to acquire one active user for the InnovationsForum, 2000 E-Mails must be sent out
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1 Active User
2000 E-Mails
4000 Banner
5 Bloges
3000 Magaziens
40 Click
1000 Read
1000 See
40 Scan
20 Register
4 Online Participants
2 Offline Participants 10 Sign Up
1000 Read
This graph shows the user journey and how much input it takes
to generate one active user.
Each input should be read separately; e.g. 2000 E-Mails generate
one active user – but not all inputs together generate only one.
To fulfill the goal of 400 new registrations; e.g. 40000 E-Mails have to be sent out within one year or 25200 Banners shown,
12600 E-Mails sent, 5 Blogs posted and 18900 Magazine Ads
printed.
1000 Read
Source aggregated group opinion
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A Light Bulb is the universal symbol for a new idea and the symbol of our campaign
• A Light Bulb is the universal symbol for a
new idea
• Connected with an idiomatic sentence "to
have an light bulb moment" which means to have an new idea
• Can be connected with the goal of
empowering the company’s image of being
innovative
• Directly connected to companies history with Thomas Edison innovation of the light
bulb, which revolutionized the world and is
still with us up to now
• Creation of a tangible good, which has a
story behind and which would stay in customers minds for a longer time period
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40 Source cms.ipressroom.com.s3.amazonaws.com/149/files/20125/168040_66-7.jpg
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A mailing campaign will help GE reach its target audience effectively
• uuj
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• The mailing campaign is sent to clients and partners of GE, that are already on GE mailing lists
• When the receiver clicks on the light bulb image or the link in the text, they open a sub-page of
the InnovationsForum with detailed information about the InnovationsTag
• To register for the event, the registration to the InnovationsForum has to be conducted • MailChimp is one possible tool to use; It is easy to set up the mail list and mail, but most
importantly it has extended tracking options Source srceen shot from mailchimp.Com; Image crated by jonas fleischer
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The light bulb sent to participants as an invitation makes the intangible tangible
• By registering for the InnovationsTag and the InnovationsForum the first 250 users are able to get a personal invitation to the InnovationsTag in the form of a tangible light bulb that is sent to them to their home
• It doubles as a tangible invitation and as a ticket for the event. The light bulb is a real-size light bulb produced by GE
• After receiving the light bulb, the client will have to re-confirm his attendance to the event by either scanning a QR code or typing in an access code on InnovationsForum
• The event is limited to 150 people on a 1st come, 1st served basis
• By this, we will be able to control the number of actual participants, and exclude the people who only wanted to receive the light bulb
• The package should be ecofriendly to support the sustainable and ecofriendly image of GE
• The overall weight of the product should not exceed 300 grams, in order to reduce costs
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42 Source cms.ipressroom.com.s3.amazonaws.com/149/files/20125/168040_66-7.jpg
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Sponsored InMails via LinkedIn increase the number of potential B2B partners
• InMails follow the same logic as the
Mailchimp campaign and are conducted
simultaneously
• The platform makes sure that the customer will actually open the message at least once,
otherwise the message would be re-send
Expected outcomes
• Raise in awareness of GE brand and association with innovation
• The aim is to attract experts to participate
in the webinar for the InnovationsTag
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43 Source sreen shot from linkedin.com; Image crated by Jonas Fleischer
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LinkedIn is a professional platform giving multiple corporate advertising possibilities
• Once GE creates InnovationsForum page on
LinkedIn, the Sponsored Updates feature can
be used to sponsor either a new or existing
post from this page. The company simply creates a campaign to promote the post,
and from there, the filtering options become
available
• Filters available assure GE that the posts
would reach desired audience
• Since, LinkedIn allows companies to target
an audience on a much more narrow level,
GE can reach diverse audience with
different tools- some with InMail, some with
sponsored updates or sponsored groups
• We would like to have in on CPC (cost-per-
click) basis, because choosing the CPM
model doesn’t allow the promoter to specify
where on the page an ad will be placed
• Sponsored updates should be also connected with Twitter (the tool is available
on spot)
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44 Source sreen shot from linkedin.com
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Source http://ses.jrc.ec.europa.eu/sites/ses/files/documents/smart_grid_projects_in_europe_lessons_learned_and_current_developments.pdf; http://www.e-c-m.ru/magazine/authors/fulli.jpg; Ad created by Jonas Fleischer
The magazine advertising creates the interest and positions the InnovationsForum as a platform for a open dialog on innovation
• Printed in industry journals that are a reliable source of information to the target group (experts)
• Gianluca Fulli is an example of a marketing testimonial for the advertising • He is a is project leader in the "Smart Electricity
Systems and Interoperability" group at the European Commission, Joint Research Centre, Institute for Energy and Transport, conducting research and providing scientific support to Community policies on power systems and smart grids
• The testimonial is an external expert; This is in line with the positioning of the InnovationsForum as a platform for open innovation
• The advertising is content driven; It creates the interest and motivation needed to encourage the user to find out more • It should feel natural in the environment of the
media; It is presented more as an shot article than an advertisement
• The QR code directs the user to a sup-page of the InnovationsForum with information about the InnovationsTag
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To have the maximum impact on the target audience further testing is needed
• The content of the alternative advertising
has a strong connection to GE‘s history and
Thomas Edison was a renowned inventor
who stands for innovation
• It is more addressed to the readers emotion
• To test the impact of both ads on the target
audience the respondents from the
marketing analyses stage were contacted
again, in order to ask them about their opinion of the two ads
• Initial testing results showed a more positive response to the ad with a testimonial
• The interviewees stated that it created more interest, because of the information given
• The interviewees did not have an emotional connection to Thomas Edison
• Further testing is needed before the
campaign goes live
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46 Source http://upload.wikimedia.org/wikipedia/commons/9/9d/Thomas_Edison2.jpg; Edited by Jonas Fleischer
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Source http://ses.jrc.ec.europa.eu/sites/ses/files/documents/smart_grid_projects_in_europe_lessons_learned_and_current_developments.pdf; http://www.e-c-m.ru/magazine/authors/fulli.jpg; Ad created by Jonas Fleischer
The online display advertising is shown on reliable internet sources to increase campaign performance and click through rates
• The online display advertising is shown on industry
journal websites and internet sources that are relevant
to the target group
• This helps to increase campaign performance and click through rates
• It follows the same guidelines as the magazine
advertising and the attention stage in total
• The content is shortened and the slogan is dropped for spatial reasons
• The advertising has purposefully no animation and
more text than usual to be perceived as reliable source
of information directing to article rather than
advertisement.
• When users click on the advertisement it redirects them to a sup-page of the InnovationsForum with information
about the InnovationsTag
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The performance of the online display advertising is easier to evaluate once the campaign is live
• The alternative online display advertising
follows the same style as the alternative
magazine ad with Thomas Edison
• The performance of the online display advertising is easier to evaluate once the
campaign is live
• Both versions can be displayed and performances can be compared
• Based on the results, visions can be exchanged, edited and targeted (shown only to) to the sub-segments that they were most effective in 1
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48 Source http://upload.wikimedia.org/wikipedia/commons/9/9d/Thomas_Edison2.jpg; Edited by Jonas Fleischer
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The display advertising possibility is also offered by LinkedIn
• LinkedIn Standard Display ads reach an action-oriented, professional audience in a context where they actively seek advice and recommendations from brands and companies.
• Through standard display ad formats such as the MPU, Skyscraper and
Leaderboard, you can easily extend existing creative across the LinkedIn network, whilst LinkedIn text ads provide an affordable option for engaging the attention of your target audience when they first log in.
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The blogging campaign is an interesting possibility to increase the spotlight among the researchers
• We would like to propose GE to lead at least 5-7 blogs which would indirectly promote the InnovationsForum
• The blogs content should be filled with the topics connected to GE InnovationsForum, even taken directly from there
• The posts should be tagged, what whould increase the number of visitors on the blog, who are researching on topics, about which GE writes
• There should be a page within the blog, with the informaton about InnovationsForum and pointing the advantages of registration
• The Blog should not contain the logo of GE or should not be called „InnovationsForum”.
• Should be rather related to a certain topic for example „Energie” or „Maschinenbau” creating the content according the newsest trends within these industires
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INVITATION INNOVATION INSPIRATION GE InnovationsTag
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GE Global Research Centre as a symbol of prestige and innovation around the globe
• It will take place at the GE Global Research Centre in
Munich which is a symbol of prestige, innovation
and history of GE
• It is widely renowned and should be easily
accessible to the media and participants, helping to
cut the cost of facility rent for the event
• There will be 150-200 participants and speakers
that are specialists in fields of engineering, ecology,
energy, medicine etc.
• Partner companies and top universities will be
offered to present their own stands at an exhibition
area
• Strong media coverage on the venue will allow non-
participants follow the event on various on-line
media channels, primarily on the InnovationsForum
• There will be a big advertising campaign to support
the event and ensure wide awareness among top
specialists that are strong influencers in their field
• The campaign will create a high-class impression
about the event and make people desire to be there
or watch it live on-line
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52 Source http://fdgatlanta.com/wp-content/uploads/2013/01/GE-Munich-2.jpg
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The Munich facilities allow to hold discussion sessions, work shops,
presentation stand and coffee break
The diagram shows the complete arrangement for the GE Innovationsforum Conference
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A diverse agenda will ensure dynamic and engaging day for the participants
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Time Activity Notes
9:00 Reception of Guests Honorary Guests received at the Reception Of GE research Centre
9:30 - 10:00 Breakfast Guests would be offered refreshments before start of the main event
10:15 - 11:15 Plenary Session Welcome Speech by the CEO of GE. Thanking for taking part in Innovationforum conference and explaining the idea of Innovationsforum.
11:30 – 12:30 Innovation Round Guests are shown GE’s modern and state of the art research and innovation Centre
12:30 – 13:15 Lunch
13:15 – 15:45 Specialists’ Meetings GE specialists and invited experts are invited for discussions on R&D in their fields and particular topics
15:00 – 17:00 Design thinking workshop Shows how GE’s Works out its design based on Stanford University Approach
17:15 – 18:00 Awards, closing ceremony Awards to the most Active and effective user in respect of their contribution and Final word from the GE management
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GE award for the best contributor on the InnovationsForum will shows it’s deep commitment towards innovation
1. The task for university competition is to improve or invent an everyday item, that every household has (eg. a bowl, a mirror, an electric device)
2. Each participating univerity has to submit the idea and the item they developed to the forum. Once it has been submitted, it cannot be changed
3. The documentation and discussion on the item development has to be recorded on the InnovationsForum
4. GE makes the final decision on the winner
5. The best items will be presented at the conference where universities can voice their ideas to the participating specialists
6. The most active users of the InnovationsForum will be defined depending on the amount of posts, comments, likes and contribution to ideas presented on the Forum
7. The winners will be the only users invited to the conference
8. The Award will give a sense of recognition to the winners and stimulate further on-line discussions on the InnovationsForum
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Collection and analyzing feedback from participants are the tools ensure the success of the InnovationsForum campaign
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Collecting and analyzing data
• It is important to collect feedback and opinions from the InnovationsTag‘s participants to learn from the findings; In addition, the gathered data will be used to measure the success of the InnovationsForum campaign and the InnovationsTag conference
• The feedback and opinions of the InnovationsTag‘s participants are collected at the conference; Additionally, after the conference an email will be send to each participants with a survey asking their opinions, emotions, and thoughts about the InnovationsForum campaign; This email will be repeatedly sent to the participants, it will stop sending once the participants has opened the email
• Furthermore, based on the analyzed data an assessment of newly registered users in the InnovationsForum will be made, which is used in the later stage to improve the selected channels
Comparing results
• The data from the feedback and the survey will help to choose the most effective channel to target GE‘s audience; This is achieved by comparing the actual number of newly registered users and the assessment number of registered users
• If the actual number of registered users are much lower than the number of assessed users, new channels need to be implemented and the method of acquiring new users for the InnovationsForum need to be revised
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GE‘s consistent collaboration with users on the InnovationsForum will generate trust for the users
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Further collaboration
• An important step to expand the awareness of GE‘s InnovationsForum is to further collaborate with participants of the InnovationsTag conference on the InnovationsForum platform; If this collaboration will consistently continue, in the long term this action will generate trust among the users of InnovationsForum and it will help to acquire new users
Annual conferences
• If the success of InnovationsTag is proven to be right; Holding the InnovationsTag conference annually with awards will show a positive impression of GE‘s commitment toward the InnovationsForum
• Annual conferences will also help GE to increase their brand awareness among the target audience, this on the other hand can be used to improve the traffic on the InnovationsForum
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Thank you for reading!
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Appendix
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59 http://www.quick-break.net/c/2013/07/12/Book_got_it_s_appendix_removed.jpeg
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Design Thinking was used to create an effective Marketing Campaign
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Understand
Observe
Prototype
Ideate
Point of
View
Test
• The Geek team used design thinking to improve the creative output and the relevance for the target audience of our marketing campaign.
• Design thinking is an iterative human-centered approach to innovation. It uses the tools and methods of design in a diverse team. In a series of workshops we went through its process.
• First the team established an understanding of what the challenge is about. • What is the audience of the
InnovationsForum? • Who are the stakeholders involved? • What is the team trying to archive?
• The Geek team then went out and conducted qualitative interviews with researchers, engineers and medical professionals to observe what the pain points are, when it comes to sharing ideas and professional collaboration.
• The insights the team gained, helped them to create a relevant persona and a precise point of view.
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The work-flow of the project team of GEeks can be seen under www.geeksproject.wordpress.com
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61 QR code generated at:http://www.qrstuff.com/
• The blog was created on 6th of December
• The initial purpose was project documentation
• The content shared on the blog relates to information about InnovationsForum latest team
news, information about the project, information
about team members
• Anna Michałowska was the author of blog
Source screenshot from www.geeksproject.wrodpress.com
Please scan the QR code in order to be taken to www.geeksproject.wordpress.com
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The project blog has generated surprising results of over 600 views in less than 3 months
• Until 19th of February, there was 639 views, out of which 476 came from Germany
• Other „most active” countries were: Poland (68), UK (15) and Spain (14)
• The sub page about InnovationsForum was opened 29 times
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62 Source screenshot from www.geeksproject.wrodpress.com
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Budgeting For GE InnovationsForum Marketing Campaign 1
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• Master budget contains the overview of the whole marketing campaign.
• It is divided in the three main parts as followed:
1. Marketing budget 2. Event budget 3. Webinar adobe connect budget
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Event Management Budget GE Innovations forum Conference
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• Budget related to the event management of GE InnovationsForum in Munich at the GE Research and Innovations Centre.
• The first budgetary expenses Includes the site organization of the event. Since this event is held in GE’s own Innovation Centre, conference hall is not required.
• But other expenses includes the welcome staff, multiple equipment's for the food and beverages. This also includes the tables and chairs in a setting of 5 persons per table.
• Decorations include the candle and flower arrangements as two candles per table allocation, miscellaneous decoration parts and paper supplies for house keeping. Flowers allocation is also on the basis of one bouquets per table.
• For publicity at the conference special graphics work such as press kts are being made and delivered to the participants.
• Additional miscellaneous expenses are added to facilitate the participants and Reminding them for the prestigious event and to make sure that specified numbers should attend the conference
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Event Management Continued 1
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• Refreshments are further dissected on the per person basis. This includes:
1. Refreshments for 170 People 2. Drinks 3. Linens
• Refreshments includes a 3 menu cuisine
which includes Italian, Vegetarian and Sweet dishes with average cost of 40€ per person
• Drinks includes the red wine , Mineral water and juices of different tastes
• 15 speakers are invited • Travel expenses and hotel charges are
given, which might include the overnight stay at the hotel and the transportation cost from the airport and escorting to the lodging place and then transportion to the event place, which amounts to the average of 60 € per person
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• Mailing Campaign Medium is LinkedIn • LinkedIn has the capability to be traced afterwards
whether the recipients have already opened the add or email that has been sent to them. After 7 days we are offered to send the email again at no extra cost.
• The cost of One In Mail is 7.95 Euros and we have targeted 150 Participants which would be directed and invited through this email campaign.
• Display Advertisement is Interesting In the marketing campaign as we have selected only ………………………………
• The Advertisement Add has o be designed and the per hour cost of the designer is 200 Euros per hour and total 20 Hours spent on it .
• Then the ………………………..is selected • Cost per add is …………….. And frequency of
appearing are 10 times or………………. Depends on the medium
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Sources
• cms.ipressroom.com.s3.amazonaws.com/149/files/20125/168040_66-7.jpg
• screenshot from www.ge-innovationsforum.de
• http://wallisty.com/nerd-glasses-clip-art-vector-clip-art-online-royalty-free-public
• http://www.webseoanalytics.com/blog/wp-content/uploads/2010/09/market-research.jpg
• screenshot from www.seitwert.de
• sreenshot from klout.com
• aggregated group opinion
• http://image.shutterstock.com/display_pic_with_logo/587221/128211305/stock-vector-interview-icon-128211305.jpg; Edited by Jonas Fleischer
• Interviews conducted by project group
• GE Global Innovation Barometer 2013
• http://www.brandsoftheworld.com/;
• http://www.samsung.com/global/business/semiconductor/aboutus/business/open-innovation/overview;
• http://www.hpi.uni-potsdam.de/d_school/partners/current_partners.html?L=1; http://www.cki.tu-berlin.de/;
• http://www.hu-berlin.de/press-portal/nachrichten-en/nr1101/nr_110106_01
• http://upload.wikimedia.org/wikipedia/commons/9/9d/Thomas_Edison2.jpg; Edited by Jonas Fleischer
• screenshot from mailchimp.Com; Image crated by jonas fleischer
• sreenshot from linkedin.com; Image crated by Jonas Fleischer
• http://ses.jrc.ec.europa.eu/sites/ses/files/documents/smart_grid_projects_in_europe_lessons_learned_and_current_developments.pdf; http://www.e-c-m.ru/magazine/authors/fulli.jpg; Ad created by Jonas Fleischer
• http://fdgatlanta.com/wp-content/uploads/2013/01/GE-Munich-2.jpg
• https://www.rsowens.com/galleries/custom/product.asp?ITEM_ID=1594
• http://www.quick-break.net/c/2013/07/12/Book_got_it_s_appendix_removed.jpeg
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Please do not hesitate to contact us 1
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GE eks
Source: http://wallisty.com/nerd-glasses-clip-art-vector-clip-art-online-royalty-free-public/
Jonas Fleischer
Anna Michalowska Valeriia Shablinova
Farrukh Javaid Ha Nhat Minh
HTW
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Jonas Fleischer 1
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73 Source screenshot from www.linkedin.com; QR code generated at:http://www.qrstuff.com/
Current occupation Full-time student at HTW Berlin Bachelor of International Business
and HPI School of Design Thinking
E-mail [email protected]
Nationality German
Role in the Team Project planning and co-ordination, design thinking trainer, marketing
strategic, design, advertising and
presenting
HTW
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Current occupation Full-time student at HTW Berlin
Bachelor of International Business
E-mail [email protected]
Nationality Vietnamese
Role in the Team Editoring, primary and secondary research
Minh Ha Nhat 1
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74 Source screenshot from www.linkedin.com; QR code generated at:http://www.qrstuff.com/
HTW
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Current occupation Full-time student at HTW Berlin
Bachelor of International Business
E-mail [email protected]
Nationality Pakistan
Role in the Team Budget planning, support activities
Farrukh Javaid 1
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75 Source screenshot from www.linkedin.com; QR code generated at:http://www.qrstuff.com/
HTW
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Anna Michałowska 1
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76 Source screenshot from www.linkedin.com; QR code generated at:http://www.qrstuff.com/
Current occupation Full-time student at HTW Berlin Bachelor of International Business
E-mail [email protected]
Nationality Polish
Role in the Team Team leader, design thinking co-
trainer, planning & tracking, documentation, website analysis,
advertising, presenting
HTW
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Valeriia Shablinova 1
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Source screenshot from www.linkedin.com; QR code generated at:http://www.qrstuff.com/
Current occupation Exchange student at HTW Berlin
Full-time student at International
Banking Institute
E-mail [email protected]
Nationality Russian Role in the Team Event planning, editing, presenting
HTW
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Critical process review by the team leader
This is the critical review of our project from perspective of team leader. Throughout the Bachelor Degree, we had to deal with multiple small projects, and few bigger ones. Most of the time, we were able to choose our own team, the time was very bound and if the project was bigger, we were tracked more often. The marketing project, with the cooperation of GE Germany, was definitely more mature, but also challenging from the perspective that we had to organize ourselves and manage our time well. For me, personally, the project task itself, was something abstract and unknown. Nevertheless, I find it very valuable, because in the perspective that very soon, we will all leave for internships, we cannot really predict what tasks we will be given. Looking back at the project, I recall it as an intense experience. From the beginning on we have put a certain pressure on our team, starting with design thinking workshops, blogging etc. Some people might say, that these things did not help us; that we could have easily come up with same stuff without spending so much time preparing and taking parting part in the workshops as well as working a lot at home. Nevertheless, I strongly believe that what matters at the end was the experience we have made and what we have taken out of it for our future. My personal three key learning points are: that tracking team members is essential, and that it is extremely easy to hide among 5 people, secondly that not everybody has the same expectations towards the project, and even though we have checked it at the beginning, it does not necessarily mean that these expectations stay until the end, thirdly that the trust among team members is very important. We have worked very well as a team until the end of December; we were very organized, had time to meet up frequently and also spend time together during workshops. The Design Thinking process enabled us to enjoy our time together and develop unique creative idea. Nevertheless, this method had also some drawbacks such as time consumption and the fact, that due to different approach we were able to somehow “skip” the marketing analysis part, what we have realized almost at the end of the project. The initial problems within the team started at the beginning of January with uprising occupation with other projects as well examination period. Although it costed us some nerves and misunderstandings, we became more efficient and were still able to deliver the presentation at the end. Taking the whole project critically, I would agree that we have lost our main focus at some point, but nevertheless, I believe that we were doing this project to develop ourselves further and that nothing we have done can be considered as useless. I have personally learnt a lot from this project, so, I believe, my team members. ― Anna Michałowska
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79 • Source screenshot from www.twitter.com
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