Nme barger v02

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Given at New Marketing Labs' "New Marketing Experience" on September 21, 2010. Social media lessons GM has learned during the past two years while maintaining an active social media program through everything the company has experienced.

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  • It’s not about your message. No one cares, frankly. It’s about how you tell your story.If you want to go viral, sneeze on someone. If you set out with “going viral” as your goal, you are merely doing traditional marketing and trying to use social networks to do it.
  • Community involvement is the most important element in socialThe true opportunity is in the relationships you develop – and while you can build them online, you SEAL them offlineHumanizing the company doesn’t happen until you go offline. Until then, you’re more individual but you’re still digital
  • Big difference between digital and social. You tell them apart by looking for the offline element; if there is one, it’s social. If there’s not, it’s digital.
  • Community’s wants/needs/interests come first. Don’t message at them or assume they’ll listen to you just because you’re you.
  • 1. This is always true but especially so during a reputational rebuild. Don’t message. Keep in mind that you have to earn your way into the community and conversation.2. These are not just “sponsorship opportunities,” and it’s not enough to just be present in the community. Join it. Become active members even when it’s not about you.3. The reason you have to repair your reputation is because something went wrong. Show that you see that and are doing things differently.4. If you’re pushing out more information than you’re taking in, you’re doing it wrong.5. Broad gestures often don’t mean nearly as much as small ones. Every person won back is a win, no matter how much effort has to go into winning them back. Treat them like family even after they’re in the family.6. We all know the mantra that 3rd parties have more influence & credibility now. How can you ask people to advocate for you if you’re not giving them ammunition?7. Incorporate real life interaction into your online relationships – experiential marketing is a huge component of reputational repair. As Spike Jones has said, 90% of word of mouth still happens offline. Experiential, btw, is not just about your products – although that’s a huge part of it. It’s also about your PEOPLE.
  • Nme barger v02

    1. 1. Tales From The Trenches:GM’s Social Media Lessons From A Time Of Incredible Change<br />Christopher Barger, Director Social Media, GM<br /> @cbarger<br />
    2. 2. Two Years At General Motors<br />Industry crash<br />Severe business downturn<br />Chapter 11 crisis<br />Reputational repair<br />4 CEOs in 18 months<br />Product revitalization<br />Return to profitability<br /> @cbarger<br />
    3. 3. Social Media Made A Difference<br /> @cbarger<br />
    4. 4. … And Continues To Make A Difference<br /> @cbarger<br />
    5. 5. Stuff We’ve Learned <br /> @cbarger<br />
    6. 6. Lesson #1: You are a publisher<br />You compete with “the media”<br />The technology works for you too<br />This is not license to (hard) sell<br />Storytelling is key to success<br />Your audience can help you<br />Make all your content searchable – but more importantly, shareable<br /> @cbarger<br />
    7. 7. Publishing: The Golden Rule<br />The first question you must always ask is, “would I watch/read this if I didn’t work here?”<br />You cannot design “viral” content. You can design good content that has a better chance of being shared.<br /> @cbarger<br />
    8. 8. Lesson #2:<br />The “social “is more important than the “media.”<br /> Twitter: @cbarger<br />
    9. 9. The GM Social Media Philosophy<br />Don’t just sponsor. Be involved. <br /><ul><li>Participation is not a “nice to have.” It’s the most critical element.
    10. 10. Our people will always be part of the communities we hope to influence.</li></ul> Twitter: @cbarger<br />
    11. 11. Lesson #3:<br />The social web is a listening tool.<br /> @cbarger<br />
    12. 12. Lesson #4:<br />Learn to accept – even embrace – lack of control.<br /> @cbarger<br />
    13. 13. Lesson #5:<br />Develop an offline element into every social program or campaign.<br /> @cbarger<br />
    14. 14. Lesson #6:<br />Always begin with the audience’s needs first. Start by providing value, then worry about branding.<br /> @cbarger<br />
    15. 15. Lesson #7<br />You need to redefine “influence.”<br /> @cbarger<br />
    16. 16. Lesson #8<br />Think long term. The greatest value of social is the relationship, not the initial interaction.<br /> @cbarger<br />
    17. 17. Lesson #9:<br />The social web is a huge customer service opportunity.<br /> @cbarger<br />
    18. 18. Summary: 9 for Revolution<br />You can compete with the media IF you focus on content your audience wants.<br />It’s not about technology, it’s about community. Don’t just be present in a community; become part of the community.<br />Listen as much as – or more than – you talk.<br />You don’t have control anymore, so stop pretending you do and start empowering those who can help you. <br />The real world reinforces what you do online. Use it.<br />Figure out how your brand or product can help people do what they already want to do. Then help them do it.<br />Adopt “one at a time” as your mindset, not just your mantra. Every customer is worth the effort, and every person could influence customers. <br />You’re looking for Mr./Ms. Right, not Mr./Ms. Right Now. <br />These tools provide remarkable customer service opportunities.<br /> @cbarger<br />

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