LEVERAGING ORGANIZATIONAL THOUGHT LEADERSHIP TO          POWER SOCIAL COMMUNICATION                        ED GARSTEN     ...
Thought Leadership—Huh?• Consultants?• Agencies?• Loud mouths on the  Internet?• Awesome  Tweeters?• Facebook friends?• “E...
Aw…any monkey can do that….right? Um…no• Forget the past• Look beyond “now”• As soon as something’s in the “now” it’s in t...
President, CEO and Chief Thought (Change)Leader—Sergio Marchionne                                            4
Marchionne says:• “I’m only interested in the future because  that is where I intend to spend the rest of  my life.”      ...
Scoring at the Super Bowl• http://www.media.chrysler.com/flash/player.swf?file=http:  //assets.iconicweb.com/assets/55531/...
7
8
9
Here we go again. Just as the weather warms andAmericans are turning their thoughts to hitting the roadsfor vacations or w...
11
12
“Corporate    Journalists”• We’ve gone from story “sellers” to story  “tellers”• Using video, text, social media, we are  ...
14
“Under the Pentastar”      Giving Messages New/ Sustained Life• http://www.youtube.com/watch?v=IkL7_z2eFPY                ...
“Insider Outlook”     What nerve! Allowing outside voices access to           corporate social media platforms• http://www...
NASCAR  Anticipating the story and getting in front of it to temper                          coverage• http://www.youtube....
2011 Dodge Durango Reveal-The Caravan toVirginia Beach-Posting Constantly                                           18
2011 Dodge Durango Reveal Tactics• Advance promotion of  caravan and half-marathon• Constant  Twitter/Facebook/YouTube  fe...
RESULTS• Sales: 2011 Dodge Durango outsells its  predecessor by more than 200 percent.                                    ...
CASE STUDY-BUILD BUZZ FOR JEEP WRANGLERISLANDER SPECIAL EDITION                                          21
BY THE NUMBERSNEARLY A HALF-MILLION VISITS TO JEEPTIKIHUNT.COMNEARLY 10 MILLION PEOPLE SHARED INFO ON FACEBOOKJEEP TWITTER...
Ultimate Measurement   • # OF JEEP WRANGLER       ISLANDERS SOLD                          23
Ultimate Measurement   • # OF JEEP WRANGLER       ISLANDERS SOLD        All 5,000                          24
Finding and Cultivating the “Thought Leader Super                          Hero”•   Create your own “melting pot”•   Hire ...
Grow Your Own Thought Leaders•   Encourage team members time    to sit, think and create..like the    old songwriting team...
Results• No cookie cutter ideas• Approaches that better capture the company’s voice  and culture• Quicker change because y...
What Came First, the Chicken or the Egg?                     • ANSWER:                     Who cares, that                ...
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Ed Garsten Presentation - BDI 9/19/12 Chicago Integrated Communications Forum

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Keynote Presentation by: Ed Garsten, Head, Electronic Communication, Chrysler Group LLC

www.bdionline.com

Published in: Business, Technology
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Transcript of "Ed Garsten Presentation - BDI 9/19/12 Chicago Integrated Communications Forum"

  1. 1. LEVERAGING ORGANIZATIONAL THOUGHT LEADERSHIP TO POWER SOCIAL COMMUNICATION ED GARSTEN HEAD, ELECTRONIC COMMUNICATION CHRYSLER GROUP LLC ED.GARSTEN@CHRYSLER.COM
  2. 2. Thought Leadership—Huh?• Consultants?• Agencies?• Loud mouths on the Internet?• Awesome Tweeters?• Facebook friends?• “Experts”? 2
  3. 3. Aw…any monkey can do that….right? Um…no• Forget the past• Look beyond “now”• As soon as something’s in the “now” it’s in the past.• Use your life experience to grow NEW ideas, don’t just adapt old or existing ones.• Rules? What rules?• COURAGE! 3
  4. 4. President, CEO and Chief Thought (Change)Leader—Sergio Marchionne 4
  5. 5. Marchionne says:• “I’m only interested in the future because that is where I intend to spend the rest of my life.” 5
  6. 6. Scoring at the Super Bowl• http://www.media.chrysler.com/flash/player.swf?file=http: //assets.iconicweb.com/assets/55531/lq_9350.flv&autoSt art=false&image=http://assets.iconicweb.com/assets/555 32/9350.jpg&height=290&width=470 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. Here we go again. Just as the weather warms andAmericans are turning their thoughts to hitting the roadsfor vacations or weekend getaways, the prices ofgasoline and diesel fuel are rising faster than the oddsof the Detroit Lions playing the Super Bowl.Its a "coincidence" that has nothing to do with chance,but almost everything to do with greed by the big oilcompanies. 10
  11. 11. 11
  12. 12. 12
  13. 13. “Corporate Journalists”• We’ve gone from story “sellers” to story “tellers”• Using video, text, social media, we are reporters embedded in our own companies, charged with telling our own stories.• Not VNR’S, but self-contained stories other media can use.• We all now belong to the “media”• THOUGHT LEADERS FIND INVENTIVE WAYS TO LEVERAGE THESE TOOLS 13
  14. 14. 14
  15. 15. “Under the Pentastar” Giving Messages New/ Sustained Life• http://www.youtube.com/watch?v=IkL7_z2eFPY 15
  16. 16. “Insider Outlook” What nerve! Allowing outside voices access to corporate social media platforms• http://www.youtube.com/watch?v=EH2UwtlzRfo 16
  17. 17. NASCAR Anticipating the story and getting in front of it to temper coverage• http://www.youtube.com/watch?v=3kt9xj-WOPA 17
  18. 18. 2011 Dodge Durango Reveal-The Caravan toVirginia Beach-Posting Constantly 18
  19. 19. 2011 Dodge Durango Reveal Tactics• Advance promotion of caravan and half-marathon• Constant Twitter/Facebook/YouTube feeds at caravan’s onset and all the way through race.• Interact with followers• Produce wrapup blog posts and videos at event’s conclusion• Monitor conversation 19
  20. 20. RESULTS• Sales: 2011 Dodge Durango outsells its predecessor by more than 200 percent. 20
  21. 21. CASE STUDY-BUILD BUZZ FOR JEEP WRANGLERISLANDER SPECIAL EDITION 21
  22. 22. BY THE NUMBERSNEARLY A HALF-MILLION VISITS TO JEEPTIKIHUNT.COMNEARLY 10 MILLION PEOPLE SHARED INFO ON FACEBOOKJEEP TWITTER FOLLOWERS GREW 275 PERCENTJEEP FACEBOOK FRIENDS INCREASED 32,000 TO NEARLY A HALF MILLION DURING CAMPAIGN 22
  23. 23. Ultimate Measurement • # OF JEEP WRANGLER ISLANDERS SOLD 23
  24. 24. Ultimate Measurement • # OF JEEP WRANGLER ISLANDERS SOLD All 5,000 24
  25. 25. Finding and Cultivating the “Thought Leader Super Hero”• Create your own “melting pot”• Hire outside your core business• Experience and skills that can be transferred• New perspectives• No ties to “traditional” methods 25
  26. 26. Grow Your Own Thought Leaders• Encourage team members time to sit, think and create..like the old songwriting teams in NY’s Brill Building• Brainstorm ideas in a non- judgmental atmosphere. Elements of several ideas can lead to one great idea• Make it clear the company is looking for NEW ideas, not merely incremental solutions• Past? What Past?• Reward great ideas 26
  27. 27. Results• No cookie cutter ideas• Approaches that better capture the company’s voice and culture• Quicker change because you own all the processes• Boosted participation because change leaders are advocates for their ideas• More authentic responses to social conversation• BOOSTED REPUTATION, CUSTOMER ENGAGEMENT, CONSUMER CONFIDENCE/SATISFACTION, SHARE OF VOICE 27
  28. 28. What Came First, the Chicken or the Egg? • ANSWER: Who cares, that already happened. Where’s the rooster headed? 28

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