Digital Marketing Manager at General Electric
Katrina Craigwell (@kcraigwell) leads content for the Digital Marketing team at General Electric (GE). She is responsible for driving content creation and distribution across GE.com, Txchnologist.com and GE’s corporate properties internationally, as well as GE’s social media presences on platforms including Instagram and Tumblr. Prior to her role at GE, she was Associate Director at social media agency Attention, where she worked with clients including CNN, HLN, WE tv, A&E, The Guardian, and Morgans Hotel Group. Katrina began her career in public relations at the Independent Film Channel, where she worked on some of the network’s first social media campaigns. She graduated from the University of Toronto with a degree in International Relations.
Visual Storytelling at GE
Do steam turbines, MRIs and jet engines have a place in digital media? This talk will explore how GE is using visual storytelling to capture the imagination of geeks and technology lovers worldwide. Shifting culture at a company that is over a century-old can take time, but it also unearths a wealth of fascinating stories. Katrina Craigwell has spent the last two years at GE bringing the company’s technology to life via visual content, including the launch of GE’s Instagram feed, two Tumblrs, a refreshed YouTube channel and re-launching GE.com. Katrina will share how GE is leveraging digital channels to make new connections with consumers and customers alike
Audience will learn:
- Best practices for evaluating stories and aligning with business objectives
- Recent learnings from platform specific distribution strategies (YouTube, Tumblr)
- Ways to engage communities in high quality content creation