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Mary Henige

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  • 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
  • 5. www.gmreinvention.com @maryhenige
  • 6. Redefine “Influence” @maryhenige
  • 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
  • 9. Unleash Customer Service @maryhenige
  • 10. Empower Employees @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.  
  • 13. Shareable & Searchable Content
  • 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