Looking back, I’ve enjoyed learning about the manufacturing industry and sharing new insights with you. After today, a holistic image of GE’s digital presence should emerge.  But, before we move on to our final topic, I’d like to quickly highlight two huge lessons that came up over the last eight weeks:

1. Knowledge of market drivers often leads to potential customer segments.
2. The demographics found within a key segment can inform content strategy for online B2C engagement efforts.

Today, we’ll continue to consider how General Electric establishes its brand on Twitter. However, our attention will shift toward the arena of business-to-business (B2B) marketing.

Marketing agencies play a pivotal role in enhancing a company’s presence in the B2B landscape, particularly through targeted strategies that resonate with other businesses. These agencies often leverage tools such as SEO to improve visibility and drive traffic to their clients’ websites.

For instance, partnering with a specialized agency like https://www.boldseo.com.au/seo-melbourne/ can significantly boost a company’s online presence by optimizing its content for search engines and aligning it with the interests of its business audience.

By focusing on specific keywords and crafting compelling narratives, marketing agencies can help B2B companies effectively communicate their value propositions, ultimately leading to stronger connections and increased conversion rates.

To maintain continuity with my last TMC article, we’ll stick with examples from September. At the same time, I’m going to shake things up by having us close read one tweet this week rather than take a cursory glance at three.

This strategy will allow us to dissect the way GE actually executes its B2B outreach.

Let’s dig in!

Our GE9X jet engine, the largest on the planet, is entering the final stage of FAA testing. https://t.co/n4IiDeksAZ pic.twitter.com/5CCxXNLhM8

— GE Vernova (@GEVernova) September 1, 2017

Right off the bat: What’s the caption? (Our GE9X jet engine, the largest on the planet, is entering the final stage of FAA testing.)

This piece of information primes viewers for everything else they’re about to see. It’s the foundation upon which all subsequent messaging must arise from. As such, it often reveals who a company is trying to reach with their content.

All right, but what catches our eye about it?

For those of us who will probably never need a jet engine, we might still click the video to see the “largest on the planet.” The central importance of this phrase is conveyed through its positioning at the actual middle of the caption. While this giant detail could appeal to average people, the surrounding context probably doesn’t.

By writing that the GE9X is “entering the final stage of FAA testing,” General Electric instead signals to potential buyers that its product is close to market. That interpretation is highlighted by the inclusion of ‘FAA’ in the caption. This stands out because:

• Not many people know that FAA = Federal Aviation Administration.
• The few that do know the acronym are far more likely to regularly be involved with planes.
• Consequently, they might actually need to purchase a new jet or jet engine at some point.

From here, we’ll need to consider why the size of the engine would be important to this group. Some relevant clues should arise when we look at our next area of interest…

How is material from the caption reinforced by subsequent content?

We find size directly mentioned at three different points during the attached video:

• Right at the start of the clip (“Here’s what it takes to test the world’s largest jet engine.”)
• Again from 0:27-0:30 (“The GE9X is the largest jet engine ever built.”)
• A final time from 0:35-0:39 (“The engine is nearly as large in diameter as an entire Boeing 737.”)
  

Taken in context, the broader messaging within the sixty-eight-second clip seems designed to represent GE9X as an extremely reliable piece of equipment. We find this communicated in several ways through the display of its:

• Eco-friendliness at 0:40-0:44 (“less noise…& fewer emissions than its predecessors,”).
• Incorporated materials from 0:45-0:53 (“Super ceramics + 3D printed devices…which weigh less than metal, [but] generate more power with less fuel,” ).
• GE Aviation ‘Boot camp’ from 0:08-0:25 (“Our engines are bombarded with ice, dust, debris for hundreds of hours…& simulate over 3,000 landings and takeoffs,” ).

Taken together, the overarching emphasis on size seems to be playing into a simplistic “bigger is better” understanding of durability. By playing up the engine’s formidable size, the company positions its product as built to last. Nonetheless, GE makes sure to include other details as to why its new product is built to be functionally and environmentally sustainable. The last thing General Electric would want is for the GE9X to be the Titanic of jet engines.

The post The Media Court: GE’s Execution of a B2B Tweet appeared first on KRUI Radio.

This song is about the thoughts that run around our brains. Her lyrics mostly describe sad or depressing thoughts, such as what someone wants to change about themselves. The main point of the song is that no one is alone in feeling less than perfect; everyone wants to change something, and everyone is the same.

The music for this song is very simple, which I enjoyed. That way, Weiss’s poetic lyrics have the spotlight. One of my favorite lines in the song is “We all have feelings we can’t explain, we’re all a little bit the same.”

Weiss’s angelic voice with the truthful lyrics makes this song so great. It’s about something real, something people struggle with. The song reminds people they are not alone, and sometimes that’s all people need.

https://youtu.be/-8CaLur5edw

If you are interested in learning more about Weiss you can check out her Wikipedia page.  And if you want to listen to more of her excellent songs, you can find her on Spotify. You can also visit her website as well as buy her t-shirts, accessories, and albums.

The post Track of the Week: “The Same” by Allison Weiss appeared first on KRUI Radio.

The Young: This song starts off with a beautiful saxophone solo, which is then followed by an upbeat snare drum tempo. Vocals don’t come in until about thirty seconds into the song and when they do, it sounds like the voice is far away.

I really enjoyed the instruments on this number, I especially like how the song started off with them in the spotlight. I don’t think this happens enough. The song wouldn’t be what it is without them so I appreciate the artist showing them off for a bit.

The rest of  the song left me speechless. It was so catchy and upbeat that I don’t think my words could do it justice. I would recommend this song for anyone in a dancing mood. Even if you aren’t a dancer, I would be surprised if you didn’t catch yourself nodding to the beat.

Long Way Back Down: When I first heard this song I imagined a bad boy dressed in all black, with Ray Bans on, getting off his motorcycle in slow motion while girls swoon over him.

This song sounds a little darker than the one before it, but it still has hints of a saxophone like the former. The bass guitar is the instrument that sticks out the most in this song. It helps to make the song more intricate.

Oh Calico: This song is a love song about a girl who lives in Calico that the narrator is in love with.

This song is nice and the artist’s voice is wonderful, but it did not stick out to me that much. I think this song is less unique than other and I would say it more mainstream.

Out of all the songs, I would say this one is the most mainstream. It is a good song and I would listen to it, but it would not be my first choice.

Pearblossom Hwy: This song really reminds me of John Mayer and Gavin Degraw. I think the acoustic guitar makes me think of Mayer and the vocals remind me of Degraw. The beginning of the song makes me think of the song “Daughters” by Mayer.

So if you enjoy either of these artists, you may like this song.

Yesterday’s Not Far Ahead: The beat of this song is very upbeat like the first song of this album. The first time I heard this song I couldn’t help but tap my foot along.

This song also reminds me of Gavin Degraw. I am personally a big fan of him, so I think that makes me like this song even more. I didn’t care for the lack of instruments solos in this piece that he put in the others. When he does that, it really adds to the song, so that was missing from this one.

Bittersweet Wine: This song is the slowest one on the album. It is the only one that has no vocals. Without the words, it really makes you think what the message is.

When I listen to this song, I picture a romantic scene in a movie. Every time I picture a different scene, sometimes it’s intimate and sometimes it’s sad.

The way the song ends is dope. It just begins to fade with about thirty seconds left and the last ten seconds is pure silence. The silence really lets the listener think about what the piece was trying to say.

If you don’t enjoy songs that is only instrumental, I would not recommend this for you.

Lie Pistol Love: This song is slow like “Bittersweet Wine,” but this one has vocals. The vocals in this piece stick out to me more than in the other songs.

James uses crescendos and decrescendos through out, which makes it powerful. The build up in this song tugged at my heartstrings the first time I heard it and gave me goosebumps.

If you are looking for an empowering song, I would check this one out.

The Only Real Thing: The only thing I enjoyed about this song was the chorus. I did not think it had much to give instrumentally, except for the chorus.

The lyrics were beautifully deep, but it is hard to understand them and they are not given enough support from the instruments.

I would still recommend this song, but I don’t think the listener will get much from it until the chorus.

That Sound: This reminded me of a song that should be played on a Christian station. It wasn’t the words that made me think this, but more the beat.

The song did not strike my fancy but I did like the ending. He used a instrument solo, like he did in the songs at the beginning of the album. The end was the best part of the song, in my opinion.

He picks the most interesting instruments to use. That is what sets James away from other artists. He doesn’t focus on only his voice and his lyrics, but also the music that accompanies all of that. He gives it power that most musicians don’t.

The titles in this album really caught my attention. I liked how the titles ranged from simple, vague words to odd combination of words that you wouldn’t normally put together. The titles give this album an edge, it intrigues the listener to see what they mean.

I thought this album was excellent, but I got less impressed with it as it continued. The songs at the beginning were very unique and different and then as I neared the end, I noticed the songs becoming more mainstream and blah.

If you are into mainstream music, I think you would enjoy this album. I think all the songs are good, but I think the artist has the capacity for more fun and different music.

If you are interested in learning more about James you can follow him on Facebook or Twitter.

You can also listen to his album on Spotify or buy it on iTunes.

The post Album Review: “Long Way Back Down” by Lucas James appeared first on KRUI Radio.

While their first album, 2013’s California X, put the band on the map, the Track of the Week comes from their brand new sophomore effort Nights in the Dark. Toning down the fuzz, and hoping to distance themselves from their clear Dinosaur Jr. influence,  Nights in the Dark shows the band hitting their stride and beginning to develop a more unique sound. The opener “Nights in the Dark,” is filled with loud and distorted guitars briskly running through some great riffs, while the catchy vocals hold the song together for the full 5:32.

You can listen to “Nights in the Dark” below. Nights in the Dark was released on February 13, and is available for download on iTunes now.

The post Track of the Week: “Nights in the Dark” by California X appeared first on KRUI Radio.