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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