Chrysler Social Media Strategy

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Chrysler Social Media Strategy

  1. 1. I’m yours.<br />Driving Brand image with social media<br />[Garrett mcguire]<br />
  2. 2. Chrysler.<br /><ul><li>Appears to be more established and active on social media than major competitors.
  3. 3. Facebook fans: 173,557
  4. 4. Twitter followers (@ChryslerAutos): 9,132
  5. 5. Twitter followers (@Chrysler): 13,612
  6. 6. YouTube Subscribers: 2,744</li></ul>CHRYSLER<br />
  7. 7. Target market.<br /><ul><li>Chrysler has shifted focus to a new target market:
  8. 8. In general, focus has shifted to multicultural groups: Hispanics, African Americans, and Asians
  9. 9. Chrysler 200 & 300
  10. 10. Men & women (with focus on men), 25-34, sophisticated professionals, urban
  11. 11. Chrysler Town & Country
  12. 12. Parents (with a focus on mothers) 30-45 with young children and focus on safety</li></ul>CHRYSLER<br />
  13. 13. The challenge.<br /><ul><li>The industry was the hardest hit by recession
  14. 14. Chrysler is the smallest of the “Big Three”
  15. 15. Strategically shifting target market to younger and more diverse demographics</li></ul>CHRYSLER<br />
  16. 16. Goals.<br /><ul><li>Engage younger consumers and more diverse groups with tools of social media
  17. 17. Build upon already established online presence on aforementioned social media sites
  18. 18. Encourage positive attitudes of Chrysler on social media</li></ul>CHRYSLER<br />
  19. 19. The campaign:I’m yours.<br /><ul><li>Encourage people to upload pictures, videos and stories of their favorite Chrysler moments.
  20. 20. Use Facebook, Twitter & YouTube
  21. 21. Selected stories will be chosen for online commercial
  22. 22. Gives people the opportunity to interact with the brand, upload testimonials, and give a human-like dimension to the bran.</li></ul>CHRYSLER<br />
  23. 23. Evaluation<br /><ul><li>Social Monitoring
  24. 24. Actively listen, measure and evaluate conversation
  25. 25. Search Engine Optimization
  26. 26. Promotion of the campaign will vital to the success. Increase awareness with effective SEO
  27. 27. Measure mentions, comments, submissions and fan/follower increases </li></ul>CHRYSLER<br />
  28. 28. Budget.<br /><ul><li>A financial incentive would encourage submissions:
  29. 29. $100 to each winner for 8 weeks
  30. 30. Cost for social media professions to continuously monitor
  31. 31. Minimal cost to produce online commercials</li></ul>CHRYSLER<br />
  32. 32. Timeline.<br /><ul><li>Campaign would run for a 2-month period, 8 weeks
  33. 33. Social media professionals would gauge interactions and make changes as needed.</li></ul>CHRYSLER<br />
  34. 34. Measuring success.<br /><ul><li>Campaign
  35. 35. Number of comments, submissions
  36. 36. Sentiment increases
  37. 37. Search Engine Optimization
  38. 38. Chrysler keyword ranking
  39. 39. Increase in followers, fans, subscribers
  40. 40. Review top referring search engines
  41. 41. Overall webpage visits compared to years prior
  42. 42. Measure ROI</li></ul>CHRYSLER<br />

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