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Mass Engagement:Making Friends & Influencing Others
Social Media Plus
May 25, 2010
Mary Henige, APRDirector, Social Media & Digital [email protected]: @maryhenige
It’s Not One Thing; It’s Everything Marketing + PR = social web greatness Redefine influence Listen to, engage & empower your:
– Critics– Loyalists– Customer assistance team– Employees
Share media content with consumers Be part of “The Community” Get back to the basics = grassroots Crisis response Tell your stories through video
@maryhenige
StrategyImprove the reputation of our company and products by building relationships with consumers, changing entrenched perceptions, building affinities and developing positive associations
Listen and engage with audiences to:• Build confidence and trust • Create awareness of and strengthen brands• Help sell vehicles by increasing consideration • Engage and empower employee advocates• Capture and channel feedback to improve the business
Use the social web to humanize General Motors and its brands
@maryhenige
“Social Club” Weekly informal,
gathering of those with social web responsibilities
Communications and marketing partnership
Address strategic issues, vendor pitches, tactical updates
SEO Research
@maryhenige
www.gmreinvention.com
@maryhenige
Redefine “Influence”
@maryhenige
Listen to and Engage Your Critics
@maryhenige
Engage Your Loyal Fans
@maryhenige
Invited enthusiastic Chevy & Buick Facebook fans to Detroit Auto Show
Increased their understanding
Broadened our “story” reach
Unleash Customer Service
@maryhenige
Empower Employees
@maryhenige
Amplify Voices More than 130 GM employees
have Twitter accounts; 10 of whom have 1,000+ followers
Communications, marketing… also engineering, govt’ relations, design
US, Canada, Europe, Middle East, Australia, etc.
From executives to interns
@maryhenige
Shareable & Searchable Content
#ChevySxSW Competitive road trip week before
conference; directed largely through OnStar
“Volt Recharge Lounge “Catch A Chevy” – shuttle service VIP Chevy Volt drives Published casual videos Chevy drive experience Major technology debuts:
Augmented Reality iPhone app
QR Codes Partnered with Gowalla for
location-aware brand interaction
@maryhenige
By the numbers More than 60 million extremely positive
social web impressions Since the SXSW activation, Chevrolet’s
Facebook fans have increased +20% @Chevrolet Twitter followers have more
than doubled since sponsorship More than 250 “traditional media”
placements generated more than 80 million impressions
@maryhenige
Grassroots Outreach = #ChevyGWL■Dallas PR office invited 9 parenting bloggers and their families for a weekend road trip from Houston to the Dallas Great Wolf Lodge
■Colleague met PR rep @ PRSA meeting
■Coordinated activity; but didn’t tag along – let families experience vehicles
■Provided a Twitter hash-tag
@maryhenige
Created temporary extended social media team to engage everywhere possible
“Live Tweeted” from every live interview or press conference
Engaged in multiple social networks and platforms
Ensured that traditional media knew of efforts
Social Networking, GM & Chapter 11
@maryhenige
VideoIn October, YouTube reached 1 billion views per
day –about 12,000 views per second!170+ million U.S. Internet users watched nearly 31
billion online videos during Nov. ’09o84.8 % of total U.S. Internet audience, a new recordo182 videos per avg. viewer; avg. duration of 4.0 minutes equals 12.2 hours of video per viewer!
Every minute, 20 hours of video is uploaded to YouTube; of these, 50% are commented on
ComScore ranks YouTube as the second biggest search engine, ahead of Yahoo & MSN
Just as many users under 18 as over 55
@maryhenige
Video Production & Syndication
@maryhenige
http://www.youtube.com/watch?v=7Qqb9d2tU-k
It’s Not One Thing; It’s Everything Marketing + PR = social web greatness Redefine influence Listen to, engage & empower your:
– Critics– Loyalists– Customer assistance team– Employees
Share media content with consumers Be part of “The Community” Get back to the basics = grassroots Crisis response Tell your stories through video
@maryhenige
