Often, the best way to create big conversations is to start with small ones.

At General Electric, they found a way to have meaningful discussions about one of their key pillars — health — with a social network for sharing healthy goals.

In the video below, their Social Media COE Leader, Jon Lombardo, explains why engaging with smaller communities is better than trying to influence people at large. He also talks about how they used this opportunity to make personal and emotional experiences for their members by sending them gifts related to their health goals, which sparked a ton of word of mouth.

In his presentation, Jon also covers:

  • Why health is inherently social
  • Why GE sent members two yoga mats instead of one
  • Why they obsess over context

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