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Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
Mary Henige
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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 <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. 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. “ 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. www.gmreinvention.com @maryhenige
  • 6. Redefine “Influence” @maryhenige
  • 7. Listen to and Engage Your Critics @maryhenige
  • 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. Unleash Customer Service @maryhenige
  • 10. Empower Employees @maryhenige
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 19. Video Production & Syndication @maryhenige http://www.youtube.com/watch?v=7Qqb9d2tU-k
  • 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

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