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Mary Henige
 

Mary Henige

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    Mary Henige Mary Henige Presentation Transcript

    • 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