NMDL Final Presentation
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General Motors aims to establish a stronger link between social media and consumers through a digital campaign. The campaign will increase brand awareness and sales on platforms like Twitter, Facebook and blogs. The target audience is tech-savvy global consumers looking to purchase a new car. Tactics include establishing social media accounts, interacting directly with consumers, exclusive promotions, and a mobile app offering deals. Success will be evaluated by engagement on platforms and website traffic compared to reviews and comments. The budget is $2 million over six months.
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Target uses various social media platforms like Facebook, Twitter, Pinterest, YouTube, and Instagram to increase brand awareness and engage with customers. It posts about products, sales, and responds to customer complaints. While Target has an active social media presence, it could improve engagement by using more interactive posts and increasing YouTube content. The company also lacks unified branding across some location-specific Facebook pages.
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- 1. General Motors Full Digital Strategy By: Matt Hillier
- 2. About General Motor’s • The company was founded on September 16, 1908, in Flint, Michigan. • General Motors is one of the world's leading automobile manufacturers. • The company has a huge international presence, selling vehicles in major countries across the world.
- 3. Big Idea • The big idea of my digital campaign is to establish a firmer link between social medial and our consumer target market.
- 4. Goal • Increase brand awareness and sales through social media platforms such as Twitter, Facebook and blogs. • Expand target market and continue to maintain the companies positive image.
- 5. Target Audience • Tech. savvy consumers worldwide who are in search of purchasing a new car now or in the near future.
- 6. Tools and Tactics • Establish a distinct Twitter handle and Facebook group name for the campaign. • Start to build social media platforms accordingly • Interact with consumers directly via direct messages • Live tweet sessions • Establish a personal level connection • Exclusive promos to people who follow our campaign • Use visual enhancements to catch the eye of our consumers. • Professional car photographer • Attractive models in our campaign advertisements
- 7. Tools and Tactics • Blogs with informative and visual articles • Sponsor popular events • Brand awareness • Hand out free products/ apparel • Mobil marketing
- 8. Mobile Marketing • Create a mobile app for consumers so they can find the best deals • GM cars only • People who register can personalize their account • Filtered searches to find what they want quick • Location targeted for local buyers and sellers • Create a designated feed for GM consumers to talk and interact with one another as wells as GM specialists. • Different topic threads • Customer service • Would also offer exclusive promotional deals on the app
- 9. Positive Performance Indicators • I will evaluate success by analyzing the number of followers on Twitter/ Facebook, favorites/retweets, likes the number of live tweets, hash tag popularity and compare and contrast that to the data coming back from our website. • Also by checking customer reviews/ blog comments and then implement strategies to either fix the or enhance the problem.
- 10. Budget • This campaign will take place over the course of about six months. General Motors spent $3.8 billion on marketing and sold 2,935,008 cars just in this last year. GM only puts about 16% of costs into its advertising budget. With this six-month nationwide campaign, I should have the financial budget of about $2 million for my digital advertising budget. • About 30,000/month • Half social media • Half digital advertisements