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Mary Henige

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SocialMediaPlus
SocialMediaPlus

The document discusses General Motors' social media strategy to improve brand reputation by building relationships with consumers through listening and engaging on social platforms. The strategy includes empowering employees as advocates, sharing media content, responding to critics and loyal fans, and telling brand stories through video. Metrics showed that GM's social efforts like a Chevrolet campaign increased fans, followers and media impressions.

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Mass Engagement: Making Friends & Influencing Others Social Media Plus May 25, 2010 Mary Henige, APR Director, Social Media & Digital Communications [email_address] Twitter: @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
Strategy Improve 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 @maryhenige SEO Research
www.gmreinvention.com @maryhenige
Redefine “Influence” @maryhenige
Listen to and Engage Your Critics @maryhenige
Engage Your Loyal Fans Invited enthusiastic Chevy & Buick Facebook fans to Detroit Auto Show Increased their understanding Broadened our “story” reach @maryhenige
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
Video In 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. ’09 84.8 % of total U.S. Internet audience, a new record 182 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

More Related Content

Mary Henige

  • 1. Mass Engagement: Making Friends & Influencing Others Social Media Plus May 25, 2010 Mary Henige, APR Director, Social Media & Digital Communications [email_address] Twitter: @maryhenige
  • 2. 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
  • 3. Strategy Improve 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
  • 4. “ Social Club” Weekly informal, gathering of those with social web responsibilities Communications and marketing partnership Address strategic issues, vendor pitches, tactical updates @maryhenige SEO Research
  • 7. Listen to and Engage Your Critics @maryhenige
  • 8. Engage Your Loyal Fans Invited enthusiastic Chevy & Buick Facebook fans to Detroit Auto Show Increased their understanding Broadened our “story” reach @maryhenige
  • 11. 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
  • 12.  
  • 14. #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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. Video In 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. ’09 84.8 % of total U.S. Internet audience, a new record 182 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
  • 19. Video Production & Syndication @maryhenige http://www.youtube.com/watch?v=7Qqb9d2tU-k
  • 20. 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