v
KNOW YOUR CUSTOMERS: From Stalker to SoulmateRebecca HarrisSocial Media Center of ExpertiseGeneral Motors@rebeccaharrisdr
Richard ChoiDirector, Advertising StrategyChevrolet@imrichardchoi
#TheNew Soulmate
THE WORLD HAS CHANGED
#TheNew Soulmate
WHO DO YOU WANT TO BE?
#TheNew Soulmate
BE A SOULMATE
#TheNew Soulmate
#TheNew Soulmate
#TheNew Soulmate
DON’T MISS THE MARK
#TheNew Soulmate
#TheNew Soulmate
#TheNew Soulmate
#TheNew Soulmate
#TheNew Soulmate
DON’T BE A STALKER
#TheNew Soulmate
#TheNew Soulmate
FIVE WAYS TO BE A SOULMATE
#TheNew Soulmate
1. KNOW YOURSELF BEFORE YOU CAN LOVE SOMEONE ELSE.
#TheNew Soulmate
SHOW THAT YOU CARE
#TheNew Soulmate
Customer care works with district specialist and dealership
to resolve issue
Happy customer
“Wow, Kelly… I can’t thank you enough.. You can COUNT on a picture of my new beauty – as it rests comfortably, at its new home in Houston!! Talk to you soon, Kelly. Thank you again.
You’re the best.” – Harry
SHOW THAT YOU CARE
#TheNew Soulmate
Customer complaint about Corvette order status
2. SHOW ME WHAT YOU’RE WORKING WITH.
#TheNew Soulmate
19
CHEVROLET COMMAND CENTER
#TheNew Soulmate
Messaging Matrix#TheNew Soulmate
QUESTION:Why is Chevy celebrating
recovery when they should focus on finding a
cure?
APPROVED RESPONSE: Chevrolet and the
American Cancer Society are trying to help change
the stat of 2 out of 3 surviving with cancer
today in the US to 3 out of 3 surviving.
DOS:Focus on Chevy’s
longstanding relationship with the American Cancer Society
Emphasize messages of celebration of recovery and
finishing the fight
DON’TS:Don’t reference the “Life”
until it airs on TVDon’t engage with fans seeking comment on
payback
21
CHEVROLET COMMAND CENTER
#TheNew Soulmate
#TheNew Soulmate
ADVERTISING AGE
3. LISTEN, REALLY.
#TheNew Soulmate
EVERYONE MATTERS
#TheNew Soulmate
EVERYONE MATTERS
#TheNew Soulmate
Customer complaint about their Chevy Cruze
modification GM employee shares complaint with GM community manager
Community manager + PR + CAC develop messaging
Team resolves customer issue
Happy customer
EVERYONE’S LISTENING
#TheNew Soulmate
LISTENING = HAPPY CUSTOMER + BRAND LOVE
#TheNew Soulmate
FROM BUELLER…
#TheNew Soulmate
…TO BUFFETING
#TheNew Soulmate
4. MAKE MOMENTS—BIG AND SMALL.
#TheNew Soulmate
#TheNew Soulmate
zzzzzTIMING IS EVERYTHING
#TheNew Soulmate
zzzzzTIMING IS EVERYTHING
zzzzzTIMING IS EVERYTHING
#TheNew Soulmate
5. KEEP THINGS FRESH.
#TheNew Soulmate
SHOW YOU CARE WITH S&D
#TheNew Soulmate
#TheNew Soulmate
zzzzzSHOW YOU CARE WITH S&D
SHOW YOU CARE WITH S&D
#TheNew Soulmate
1. KNOW YOURSELF BEFORE YOU CAN LOVE SOMEONE ELSE.
2. SHOW ME WHAT YOU’RE WORKING WITH.
3. LISTEN, REALLY.
4. MAKE MOMENTS—BIG AND SMALL.
5. KEEP THINGS FRESH.
#TheNew Soulmate
THANK YOU. @rebeccaharrisdr@imrichardchoi