0
Mass Engagement: Making Friends & Influencing Others  Social Media Plus May 25, 2010 Mary Henige, APR Director, Social Med...
It’s Not One Thing; It’s Everything <ul><li>Marketing + PR = social web greatness </li></ul><ul><li>Redefine influence </l...
Strategy <ul><ul><li>Improve the reputation of our company and products by building  relationships  with consumers, changi...
“ Social Club” <ul><li>Weekly informal, gathering of those with social web responsibilities </li></ul><ul><li>Communicatio...
www.gmreinvention.com @maryhenige
Redefine “Influence” @maryhenige
Listen to and Engage Your Critics @maryhenige
Engage Your Loyal Fans <ul><li>Invited enthusiastic Chevy & Buick Facebook fans to Detroit Auto  Show </li></ul><ul><li>In...
Unleash Customer Service @maryhenige
Empower Employees @maryhenige
Amplify Voices <ul><li>More than 130 GM employees have Twitter accounts; 10 of whom have 1,000+ followers </li></ul><ul><l...
 
Shareable & Searchable Content
#ChevySxSW  <ul><li>Competitive road trip week before conference; directed largely through OnStar </li></ul><ul><li>“ Volt...
By the numbers <ul><li>More than 60 million extremely positive social web impressions  </li></ul><ul><li>Since the SXSW ac...
Grassroots Outreach = #ChevyGWL <ul><li>Dallas PR office invited 9 parenting bloggers and their families for a weekend roa...
<ul><li>Created temporary extended social media team to engage everywhere possible </li></ul><ul><li>“ Live Tweeted” from ...
Video <ul><li>In  October, YouTube reached 1 billion views per day –about 12,000 views per second! </li></ul><ul><li>170+ ...
Video Production & Syndication @maryhenige http://www.youtube.com/watch?v=7Qqb9d2tU-k
It’s Not One Thing; It’s Everything <ul><li>Marketing + PR = social web greatness </li></ul><ul><li>Redefine influence </l...
Upcoming SlideShare
Loading in...5
×

Mary Henige

615

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
615
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Mary Henige"

  1. 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. 2. It’s Not One Thing; It’s Everything <ul><li>Marketing + PR = social web greatness </li></ul><ul><li>Redefine influence </li></ul><ul><li>Listen to, engage & empower your: </li></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><li>Loyalists </li></ul></ul><ul><ul><li>Customer assistance team </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><li>Share media content with consumers </li></ul><ul><li>Be part of “The Community” </li></ul><ul><li>Get back to the basics = grassroots </li></ul><ul><li>Crisis response </li></ul><ul><li>Tell your stories through video </li></ul>@maryhenige
  3. 3. Strategy <ul><ul><li>Improve the reputation of our company and products by building relationships with consumers, changing entrenched perceptions, building affinities and developing positive associations </li></ul></ul><ul><ul><li>Listen and engage with audiences to: </li></ul></ul><ul><ul><ul><li>Build confidence and trust </li></ul></ul></ul><ul><ul><ul><li>Create awareness of and strengthen brands </li></ul></ul></ul><ul><ul><ul><li>Help sell vehicles by increasing consideration </li></ul></ul></ul><ul><ul><ul><li>Engage and empower employee advocates </li></ul></ul></ul><ul><ul><ul><li>Capture and channel feedback to improve the business </li></ul></ul></ul><ul><ul><li>Use the social web to humanize General Motors and its brands </li></ul></ul>@maryhenige
  4. 4. “ Social Club” <ul><li>Weekly informal, gathering of those with social web responsibilities </li></ul><ul><li>Communications and marketing partnership </li></ul><ul><li>Address strategic issues, vendor pitches, tactical updates </li></ul>@maryhenige SEO Research
  5. 5. www.gmreinvention.com @maryhenige
  6. 6. Redefine “Influence” @maryhenige
  7. 7. Listen to and Engage Your Critics @maryhenige
  8. 8. Engage Your Loyal Fans <ul><li>Invited enthusiastic Chevy & Buick Facebook fans to Detroit Auto Show </li></ul><ul><li>Increased their understanding </li></ul><ul><li>Broadened our “story” reach </li></ul>@maryhenige
  9. 9. Unleash Customer Service @maryhenige
  10. 10. Empower Employees @maryhenige
  11. 11. Amplify Voices <ul><li>More than 130 GM employees have Twitter accounts; 10 of whom have 1,000+ followers </li></ul><ul><li>Communications, marketing… also engineering, govt’ relations, design </li></ul><ul><li>US, Canada, Europe, Middle East, Australia, etc. </li></ul><ul><li>From executives to interns </li></ul>@maryhenige
  12. 13. Shareable & Searchable Content
  13. 14. #ChevySxSW <ul><li>Competitive road trip week before conference; directed largely through OnStar </li></ul><ul><li>“ Volt Recharge Lounge </li></ul><ul><li>“ Catch A Chevy” – shuttle service </li></ul><ul><li>VIP Chevy Volt drives </li></ul><ul><li>Published casual videos </li></ul><ul><li>Chevy drive experience </li></ul><ul><li>Major technology debuts: </li></ul><ul><ul><li>Augmented Reality iPhone app </li></ul></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>Partnered with Gowalla for location-aware brand interaction </li></ul></ul>@maryhenige
  14. 15. By the numbers <ul><li>More than 60 million extremely positive social web impressions </li></ul><ul><li>Since the SXSW activation, Chevrolet’s Facebook fans have increased +20% </li></ul><ul><li>@Chevrolet Twitter followers have more than doubled since sponsorship </li></ul><ul><li>More than 250 “traditional media” placements generated more than 80 million impressions </li></ul>@maryhenige
  15. 16. Grassroots Outreach = #ChevyGWL <ul><li>Dallas PR office invited 9 parenting bloggers and their families for a weekend road trip from Houston to the Dallas Great Wolf Lodge </li></ul><ul><li>Colleague met PR rep @ PRSA meeting </li></ul><ul><li>Coordinated activity; but didn’t tag along – let families experience vehicles </li></ul><ul><li>Provided a Twitter hash-tag </li></ul>@maryhenige
  16. 17. <ul><li>Created temporary extended social media team to engage everywhere possible </li></ul><ul><li>“ Live Tweeted” from every live interview or press conference </li></ul><ul><li>Engaged in multiple social networks and platforms </li></ul><ul><li>Ensured that traditional media knew of efforts </li></ul>Social Networking, GM & Chapter 11 @maryhenige
  17. 18. Video <ul><li>In October, YouTube reached 1 billion views per day –about 12,000 views per second! </li></ul><ul><li>170+ million U.S. Internet users watched nearly 31 billion online videos during Nov. ’09 </li></ul><ul><ul><li>84.8 % of total U.S. Internet audience, a new record </li></ul></ul><ul><ul><li>182 videos per avg. viewer; avg. duration of 4.0 minutes equals 12.2 hours of video per viewer! </li></ul></ul><ul><li>Every minute, 20 hours of video is uploaded to YouTube; of these, 50% are commented on </li></ul><ul><ul><li>ComScore ranks YouTube as the second biggest search engine, ahead of Yahoo & MSN </li></ul></ul><ul><ul><li>Just as many users under 18 as over 55 </li></ul></ul>@maryhenige
  18. 19. Video Production & Syndication @maryhenige http://www.youtube.com/watch?v=7Qqb9d2tU-k
  19. 20. It’s Not One Thing; It’s Everything <ul><li>Marketing + PR = social web greatness </li></ul><ul><li>Redefine influence </li></ul><ul><li>Listen to, engage & empower your: </li></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><li>Loyalists </li></ul></ul><ul><ul><li>Customer assistance team </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><li>Share media content with consumers </li></ul><ul><li>Be part of “The Community” </li></ul><ul><li>Get back to the basics = grassroots </li></ul><ul><li>Crisis response </li></ul><ul><li>Tell your stories through video </li></ul>@maryhenige
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×