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Christopher Barger's presentation from PRSM Summit, Marquette University, October 11 2011
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TALES FROM THE TRENCHES: !Social Media Lessons From A Time of Incredible Change at GM!
Christopher Barger, SVP Global Social Media, Voce Connect PR-SM Summit Marquette University, October 11, 2011
Twitter: @cbarger Blog: http://blogs.forbes.com/christopherbarger
#vocenation
• Industry crash • Severe business downturn • Chapter 11 crisis • Reputa8onal repair • 4 CEOs in 18 months • Product revitaliza8on • Return to profitability
Two intense years at GM
3!
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Social Media made a difference
…and continues to make a difference
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The Top Ten List: stuff I learned
• You compete with “the media” • The technology works for you too • Do not forget about your owned
channels • This is not license to (hard) sell • Storytelling is key to success • Your audience can help you • Make all your content searchable – but
more importantly, shareable
Lesson #1: You are a publisher
7!
• The first question you must always ask is, “would I watch/read this if I didn’t work here?”
• You cannot design “viral” content. You can design good content that has a better chance of being shared.
• Focusing on target numbers rather than good content is the recipe for top 40 radio
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Publishing: The Golden Rule
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Lesson #2: !The “social” is more important than the “media”
• Don’t just sponsor. Be involved.
• Participation is not a “nice to have.” It’s the most critical element.
• Your people should always be part of the communities you hope to influence.
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Brand Social Media Philosophy
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“Social” also impacts measurement
• It’s not about followers and “likes” • Up to 47% of Twitter accounts
are abandoned • 57% of Facebook users hide
brand content in their news feeds • “Stickiness” giving way to repeats • Build your programs around
engagement
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Lesson #3: !The social web is a listening tool
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Lesson #4: !Learn to accept – even embrace – lack of control
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Lesson #5: !Whenever possible, develop an offline element too
Always begin with the audience’s needs first. Start by providing value, then worry about branding.
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Lesson #6: !
Lesson #7: !You need to redefine “influence”
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• Big ideas & broad campaigns work, but…
• Build toward more local, more direct interactions
• Less expensive, less national push, but more directly effective
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Shifting From “Big” à Local
Think long term. The greatest value of social is the relationship, not the initial interaction.
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Lesson #8: !
• Customers increasingly present in social networks
• Not just a negative opportunity but a positive one
• Goal is to give customers another touchpoint, not to replace any
• Requires tighter integration with rest of the business
Lesson #9: !The social web is a huge customer service opportunity
19!
• Pilot begun late 2009; program doubled in 2010
• Agents assigned to Twitter, to Facebook, to automotive blogs and forums
• CRM/Customer Service now aligned with social media leadership, part of decision-making team
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Social Customer Service at GM
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Lesson #10: !You have to spread the virus!
• 15+ people did a stint on social media team
• Served approximately one year
• Moved on to other parts of the business
• Result: 20+ “experts,” dozens more at intermediate level
At GM: “Immerse and Disperse”
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Bonus Lesson!!Social media can be a critical tool in a crisis
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Social Media In A Crisis: Rules
• Keep the social media team informed • If you’re wrong, admit it • You cannot overcommunicate • Listen more than you talk, answer
more than you promote, and above all provide value
• Don’t let the trolls bother you; they’re not your audience
• Let others help you • Follow up!
25!
Blatant Self-Promotion
¨ How to build an organizational social media practice
¨ Out January 13, 2012 from McGraw-Hill
¨ Available on Amazon.com and barnesandnoble.com
¨ Facebook.com/thesocialmediastrategist
THANK YOU!christopher@voceconnect
@cbarger