How Dodge Drives Organic Social
Media Marketing Success
We’ll begin shortly…
#OrganicSocial
Who’s presenting?
Jim Tobin
Founder, President
Ignite Social Media
@jtobin
Mark Malmstead
Experienced Integ...
#OrganicSocial
Details
• Jim & Mark will lead Q&A at the end of the call.
• Tag your tweets with #OrganicSocial.
• We’re r...
2013 Strategy
#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. ...
#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. ...
#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. ...
Minimal Social
Advertising Budget
#OrganicSocial
Most brands over-allocate their social media
marketing budget to social ads.
Paid
Earned
Owned
#OrganicSocial
Dodge operates with an at-need paid media
budget, primarily focuses on earned and owned
media.
Paid
Earned
...
Dodge owns a vast
social presence.
#OrganicSocial
Facebook
#OrganicSocial
Twitter
#OrganicSocial
REDLINE Dodge Blog
#OrganicSocial
YouTube
#OrganicSocial
Google+ & Instagram
Dodge drives organic
engagement with
creative, brand lifestyle
content.
#OrganicSocial
Brand Content
#OrganicSocial
Content Series
#OrganicSocial
User-Generated Content
#OrganicSocial
Trending Hashtags
Programs and
promotions supplement
day-to-day content.
Promotions grow and
activate Fans by
incentivizing interaction
and sharing with a brand
program.
#OrganicSocial
Inspired By You
Objective:
Maintain conversation with
Millennial drivers
surrounding the release of
the new...
#OrganicSocial
Inspired By You
Strategy: A multi-phase, crowdsourced promotion via sites frequented by
Millenials and Crea...
#OrganicSocial
Inspired By You
#OrganicSocial
Inspired By You
#OrganicSocial
Inspired By You
#OrganicSocial
Inspired By You
Inspired By You:
66M monthly unique users
152K net new Facebook fans
1.2M total reach
12M u...
#OrganicSocial
Drive the REDLINE Dodge
Objective:
Support the Dodge brand by
giving a brand advocate the
chance to share t...
#OrganicSocial
Drive the REDLINE Dodge
Strategy: Focus on awareness and advocacy by promoting sharing by the
influencer an...
#OrganicSocial
Drive the REDLINE Dodge
#OrganicSocial
Drive the REDLINE Dodge
Drive the REDLINE Dodge:
720K brand impressions
54K engagements
18,350 contest page...
#OrganicSocial
Defiance Arkfalls Sweepstakes
Objective:
Leverage the media
partnership between Dodge
and the SyFy channel ...
#OrganicSocial
Defiance Arkfalls Sweepstakes
Strategy: A gamification sweepstakes that followed closely the events in
the ...
#OrganicSocial
Defiance Arkfalls Sweepstakes
#OrganicSocial
Defiance Arkfalls Sweepstakes
#OrganicSocial
Defiance Arkfalls Sweepstakes
#OrganicSocial
Defiance Arkfalls Sweepstakes
Defiance Arkfalls Sweepstakes:
270M brand impressions
231K new Facebook Fans
...
#OrganicSocial
In Summary
- Forego large, unfocused paid media budgets for
smaller, concentrated budgets.
- Drive Fan enga...
Questions?
#OrganicSocial
Thank you for attending.
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Dodge and Organic Social Media Marketing

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See how the iconic auto brand uses earned social media to drive their business.

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  • Mark is in charge of Social, Media, and CRM for Dodge
  • Introduce Dodge’s strategy – what they are trying to do and how they are trying to do it
  • Slides 5, 6, 7: Mark talking through these
  • Slides 5, 6, 7: Mark talking through these
  • Slides 5, 6, 7: Mark talking through these
  • Jim – minimal social advertising budget – Dodge made a strategic decision not to spend a lot. Very different approach, especially given that the auto industry is traditionally very big into ad spend.
  • So let’s start with owned media assets first… Dodge has a significant following on all of it’s social channels
  • Big presence on Facebook – Approach – heavy focus on Dodge page - Dodge doesn’t have a lot of different pages and we think we’re different from other brands in that way. But there is a challenger page – engagement here is great. 
  • Our Twitter has a healthy following. Dodge uses Twitter to support its other assets
  • Good for news – flexible platform. Good for in-depth articles
  • YouTube
  • Big following on Google+, but like most brands Dodge doesn’t have a huge following here, but we feel it is important for other reasons, like Search. 
  • Our content mixes in the new face of Dodge products…
  • … But also focuses on content series like “Throwback Thursday” and “Torque Tuesday” to embrace Dodge’s heritage…
  • ..and allows for users to share their own love and vision of Dodge through UGC in series like Mod Monday.
  • We insert ourselves in trending hashtags but we always stay true to our brand. 
  • There was no audience for the Dodge Dart – the millennial audience had never heard of Dodge Dart and this program was a fantastic way to change that. 
  • We went to DeviantArt to reach x community. We went to transworld to reach y audience, etc…
  • 19,000 hours on deviantART with 4,000 pieces of artwork submitted – we don’t know the extent to which the artists shared these things. One guy spent his entire week of vacation designing a piece.
  • Transworld designers designed their own skateboardsWinning Free Clothing Shirt was given away/sold on the Vans Warped Tour
  • Over 500 ReverbNation users submitted music and users tallied 90,500 votes and 34,600 shares
  • Phase 1:•Users visited blog.dodge.com/drive-the-redline-dodge and filled out a registration form with a 1,000 character essay and corresponding photo that explained why they are the ideal Dodge brand advocate—entrants had the opportunity to opt-in to brand email correspondence. As soon as someone entered, they had a seven day voting period window for their respective entry.
  • Phase 2:•Five finalist were chosen to fly to the New York International Auto Show to be interviewed by members of the Dodge brand team and record a walk-around video for the Dodge vehicle of their choice. Phase 3:•Finalists had 3 weeks to rally their networks to vote for them to be an official Redline Dodge blogger.
  • Contest pageviews = 352% to-goalSocial shares = 278% to goal
  • Slides 34 to 38 to explain how Defiance works
  • Linger here for color commentary
  • Note: 149,000 total pageviews January 1st-May 8th1 – using open graph to generate impressions2 – 52% of people opted-in for getting email – so the people that were playing along weren’t just interested in the show, they were interested in the program. We got the right people here. 
  • Jim asks Mark to wrap up with the summary“What can brands take home from this? With so many brands buying ads and sponsored posts – what can we learn from this?” Jim has an example: Huge increase in fan base led to Interaction rate dropped by 2/3 because of a big fan buy Key to social is providing consistent, relevant content to our audience and weave in ways for the dodge online community to engage with the brand beyond Facebook and Instagram.  
  • Dodge and Organic Social Media Marketing

    1. 1. How Dodge Drives Organic Social Media Marketing Success We’ll begin shortly…
    2. 2. #OrganicSocial Who’s presenting? Jim Tobin Founder, President Ignite Social Media @jtobin Mark Malmstead Experienced Integrated Brand Lead Dodge @MMalmstead
    3. 3. #OrganicSocial Details • Jim & Mark will lead Q&A at the end of the call. • Tag your tweets with #OrganicSocial. • We’re recording the show. • We’ll send an email follow up to everyone.
    4. 4. 2013 Strategy
    5. 5. #OrganicSocial SUPPORT LOYALTY ADVOCACY AWARENESS CONSIDERATION INTENT PURCHASE 1. Achieve high brand impression rates 2. Connect with niche customer base 3. Activate fans to complete social actions Primary Objectives:
    6. 6. #OrganicSocial SUPPORT LOYALTY ADVOCACY AWARENESS CONSIDERATION INTENT PURCHASE 1. Achieve high brand impression rates 2. Connect with niche customer base 3. Activate fans to complete social actions Primary Objectives:
    7. 7. #OrganicSocial SUPPORT LOYALTY ADVOCACY AWARENESS CONSIDERATION INTENT PURCHASE 1. Achieve high brand impression rates 2. Connect with niche customer base 3. Activate fans as advocates Primary Objectives:
    8. 8. Minimal Social Advertising Budget
    9. 9. #OrganicSocial Most brands over-allocate their social media marketing budget to social ads. Paid Earned Owned
    10. 10. #OrganicSocial Dodge operates with an at-need paid media budget, primarily focuses on earned and owned media. Paid Earned Owned
    11. 11. Dodge owns a vast social presence.
    12. 12. #OrganicSocial Facebook
    13. 13. #OrganicSocial Twitter
    14. 14. #OrganicSocial REDLINE Dodge Blog
    15. 15. #OrganicSocial YouTube
    16. 16. #OrganicSocial Google+ & Instagram
    17. 17. Dodge drives organic engagement with creative, brand lifestyle content.
    18. 18. #OrganicSocial Brand Content
    19. 19. #OrganicSocial Content Series
    20. 20. #OrganicSocial User-Generated Content
    21. 21. #OrganicSocial Trending Hashtags
    22. 22. Programs and promotions supplement day-to-day content.
    23. 23. Promotions grow and activate Fans by incentivizing interaction and sharing with a brand program.
    24. 24. #OrganicSocial Inspired By You Objective: Maintain conversation with Millennial drivers surrounding the release of the new Dodge Dart in the time between the Detroit Auto Show until the vehicles availability at dealerships.
    25. 25. #OrganicSocial Inspired By You Strategy: A multi-phase, crowdsourced promotion via sites frequented by Millenials and Creatives.
    26. 26. #OrganicSocial Inspired By You
    27. 27. #OrganicSocial Inspired By You
    28. 28. #OrganicSocial Inspired By You
    29. 29. #OrganicSocial Inspired By You Inspired By You: 66M monthly unique users 152K net new Facebook fans 1.2M total reach 12M user-generated impressions
    30. 30. #OrganicSocial Drive the REDLINE Dodge Objective: Support the Dodge brand by giving a brand advocate the chance to share their love of Dodge vehicles by becoming a voice on the REDLINE blog.
    31. 31. #OrganicSocial Drive the REDLINE Dodge Strategy: Focus on awareness and advocacy by promoting sharing by the influencer and their community, while highlighting the influencer’s affinity for Dodge and the Dodge brand.
    32. 32. #OrganicSocial Drive the REDLINE Dodge
    33. 33. #OrganicSocial Drive the REDLINE Dodge Drive the REDLINE Dodge: 720K brand impressions 54K engagements 18,350 contest pageviews 2,300 social shares
    34. 34. #OrganicSocial Defiance Arkfalls Sweepstakes Objective: Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.
    35. 35. #OrganicSocial Defiance Arkfalls Sweepstakes Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.
    36. 36. #OrganicSocial Defiance Arkfalls Sweepstakes
    37. 37. #OrganicSocial Defiance Arkfalls Sweepstakes
    38. 38. #OrganicSocial Defiance Arkfalls Sweepstakes
    39. 39. #OrganicSocial Defiance Arkfalls Sweepstakes Defiance Arkfalls Sweepstakes: 270M brand impressions 231K new Facebook Fans 167K blog page views (5/9-6/25) 52% opt-in rate for Dodge comm.
    40. 40. #OrganicSocial In Summary - Forego large, unfocused paid media budgets for smaller, concentrated budgets. - Drive Fan engagement by focusing on quality content. - Supplement day-to-day content with an on-brand promotion.
    41. 41. Questions? #OrganicSocial
    42. 42. Thank you for attending.
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