General Motors was founded in 1908 in Flint, Michigan. It produces brands like Chevrolet, Cadillac, and Buick. For their digital strategy, they will focus on new media like social networks, mobile apps, and search engine optimization to promote Chevrolet and Cadillac. Chevrolet will target lower and middle class families by emphasizing its economic and environmental value. Cadillac will target wealthy middle-aged businessmen by highlighting its luxury features. Key performance indicators include 5% sales growth for Chevrolet and 7% growth in the Detroit area. Tactics will include search engine optimization on blogs about cars and forming a Facebook group to extend the brand's message.

1. -----Tianjie Su

2.  Founded in 1908 in Flint,Michigan.
 Major industry: automotive
 Main brands: Chevrolet, Cadillac, Buick
 NYSE code: GM

3.  Just for reminder, the company that I picked is
the General Motor Inc.
 In my opinion, the General Motor Inc. is a well-
known sophisticated automobile company,
which has existed in automotive market for a
long period of time. This characteristic brings
us advantages for conducting digital strategy,
because it provides us accessibility for many
secondary resources.
 In this digital strategy document, I will mainly
focus on new media, such as social networks,
mobile applications, web site advertisement,
and search engine optimization.

4.  1. Target audience
 General Motor Company produces a wide
variety of automobiles from compact cars,
sedans, luxury cars, SUVs, trucks and
even industrial vehicles. Within all the
brands General Motor Company
have,Chevrolet and Cadillac share most of
the markets. Therefore, as a planner, I
attempt to mainly focus those two brands.
 Chevrolet is a traditional American
automobile brand, which refers as “the big
three” with Chrysler and Ford. It is
affordable and modest for most of the
American families.

5.  However, since it’s a modest brand, it might
now contain much fashionable value. The
upper class wealth people might not favor
Chevrolet. Therefore, the lower and middle
class families would be a suitable target
group for Chevrolet.
 On the other hand, Cadillac is a relatively
luxury brand compare to other American
car brands. The ATS, CTS and XTS series
appears frequently among the middle age
wealthy people. Thus, we should narrow
down to the middle age successful
businessman as the target group.

6.  2. KPI
 According to the economic crisis
General Motor Company has
encountered these years, expecting a
leaped up sales growth would be
unrealistic. Therefore, for my specific
digital strategy, I will set up a goal of 5%
sales growth for Chevrolet and 7% sales
growth in Detroit Metropolitan market
area.

7.  3. Big Idea
 In this case, the term “Big Idea” would be
considered as the content of the
advertising itself. I am going to focus on
different point of views for Chevrolet and
Cadillac.
 For Chevrolet, I am going to emphasize its
economic and environmental value, in
order to attract more consumers who seek
for affordability.
 For Cadillac, I am going to amplify its
luxury feature in order to expand market
within wealth people.

8.  4. Tools and tactics
 In order to maximizing popularity within
a limited budget, online platform would
be a perfect choice. The major tactic is
going to be the search engine
optimization. I will expand the impact
through some famous bloggers’ page,
such as the bloggers who write about
car racing, car fixing, car knowledge,
road trip information, etc. These blog
pages usually have a regular viewer
group, which would intend to have an
interest toward cars.

9.  Form a Facebook group, and extend out
the message through portal website
would be another tactic to use.
Facebook is a rapidly growing new
media, and it is also a popular tool
among professional media planners. It
combines entertainment, academic,
technology, and many different areas.
Landing a Facebook group and
advertising for it, would generate a
relatively high impression with an
extremely low cost, which makes it a
worthy deal.

10.  5. Summary
 Overall, this digital strategy can be
divided to two essential parts, objectives
and implementation. Target audience,
ideas can be categorized as objectives.
The tactic utilizing can be categorized as
implementation. For the future steps,
implementation will be more critical in
order to get some positive results.