Chrysler's Social Media Efforts


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Chrysler's Social Media Efforts

  1. 1. By: Katie Carr Chrysler’s Social Media Tactics
  2. 2. Social Marketing Theory <ul><li>In deciding to buy a product, the consumer must weigh the costs against the benefits of having the product </li></ul><ul><li>ie: the price of a car with respect to gas mileage, size, ratings, etc. </li></ul>
  3. 3. <ul><li>Deeper Connection with Customers </li></ul><ul><li>Allows us to listen about our products </li></ul><ul><li>Direct response </li></ul>“ Social media goes beyond traditional advertising by providing a two-way conversation between our customers and each of our Chrysler, Dodge, Jeep and Ram Trucks brands” -Oliver Francois President/CEO, Lead Exec. For Marketing
  4. 6. Chrysler’s Newest Campaign: Imported From Detroit Emphasizes the influence that Detroit has on the auto industry and strives to show that Detroit residents do not reflect the crime-stricken stereotype that is often associated with the city of Detroit.
  5. 7. “ Minor” Details <ul><li>Feb 11, 2010 </li></ul><ul><ul><li>Chrysler Group named NMS (New Media Strategies) head of its social media efforts </li></ul></ul><ul><li>March 10, 2011 </li></ul><ul><ul><li>NMS employee Tweeted from Chrysler’s handle: </li></ul></ul><ul><ul><li>ChryslerAutos: I find it ironic that Detroit is known as the #MotorCity and yet no one here knows how to f**kin drive </li></ul></ul><ul><li>March 11, 2011 </li></ul><ul><ul><li>NMS employee fired and Chrysler cut ties with NMS, failing to renew contract </li></ul></ul>
  6. 8. Communications Implications <ul><li>Prompt response to customers will give them a sense of priority and will, in-turn, give their business to Chrysler Group brands </li></ul><ul><li>Creatively notifying the public about new models, events and features exhibits Chrysler’s innovation and style, giving customers a reason to invest in Chrysler Group brands </li></ul><ul><li>Social media outlets are accessed by millions daily. Negative exposure about a company is seen and spreads rapidly; a huge turn off for current and potential customers of Chrysler Group. However, when used correctly can capture the attention of many, especially over the less-exposed competition. </li></ul>
  7. 9. S W O T <ul><li>Developing personal relationship with customers </li></ul><ul><li>Allows for prompt response of customers concerns </li></ul><ul><li>Posting was/is not double checked before being “published” </li></ul><ul><li>Using an external agency weakens the authenticity of Chrysler’s voice </li></ul><ul><li>Current in-house efforts may prove to be more effective, leading to fulltime use </li></ul><ul><li>Shows flaws with social media, giving Chrysler the chance to improve and avoid future issues </li></ul><ul><li>External company’s ability to threaten the image of Chrysler Group </li></ul><ul><li>Offended customers may turn to competitors </li></ul>
  8. 10. Strategies <ul><li>Mosaic: </li></ul><ul><li>Individually, components create their own message but also work together to spread a large overlying one </li></ul><ul><ul><ul><li>Facebook, Twitter and Youtube all serve an individual purpose but also spread the Imported From Detroit message and express the need for direct consumer communication </li></ul></ul></ul><ul><li>Reversal: </li></ul><ul><li>Imported From Detroit strives to shake the negative stereotype given to the Motor City and devotes a lot of time and effort to social media involvement </li></ul><ul><ul><ul><li>Widely accepted nationwide, as shown by nearly 10 million views on the 2011 Super Bowl commercial </li></ul></ul></ul>
  9. 11. Questions ?