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Thinking Like A Publisher
A Decade of Spurring Online Action
21/14/2016
FCA Digital media team has been consistent in
focus since its 2005 inception:
 Engaging education
 Behind-the-scenes view
Social Roots
31/14/2016
Company took heat, but gave opportunity
for frank, direct communications platform
with mainstream and digital media.
Social Roots: Firehouse Media-Only Blog
41/14/2016
As we’ve added digital platforms, we’ve
maintained a (relatively) unique focus for each
Objects in the Mirror…
 Human tone for FCA
 Inform, Promote
 Soapbox for issues
& crisis
Consistent Social Presence
51/14/2016
Twitter @FiatChrysler_NA
 Reach a mass audience
 Inform & engage
 Amplify owners & brands
Consistent Social Presence
61/14/2016
Instagram: @FiatChrysler_NA
 Reach a younger audience
 Focus on images that evoke
emotion, inspire
 Hashtag-away
Consistent Social Presence
71/14/2016
Facebook
 Content that informs & that people want
to like/comment on/share
Consistent Social Presence
Post with relatively low reach
but high engagement: 15% ER
81/14/2016
YouTube / Flickr
 Strengths are not social networks; more for
sharing access to video, images
Consistent Social Presence
91/14/2016
Know your audience & your company
Mesh messages
How?
101/14/2016
Engage: Ask questions; Use fans’ content content
How?
111/14/2016
Give audience something they can’t get otherwise
How?
121/14/2016
@MikeDriehorst
Editorial Director-Online Media / FCA Digital Media
FCA US LLC
Questions?
Image via Lee Haywood/Flickr

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Thinking Like A Publisher: A Decade of Spurring Online Action

Editor's Notes

  1. Firehouse images: TheFire Big oil posts and media response (Closed blog; company took heat for it; open to traditional and digital only; Opportunity to talk 1:1/frank with the media; used to plant or spur stories Ranged from opinionated to stories about the company
  2. In 2010, blog was opened to the public, as part of company expanding to other corporate platforms and company has expanded to other Each new platform has a different focus. Sometimes similar content but rarely duplicated Images: Blog, Facebook, IG, Twitter, YT, Flickr; with brief definitions with each image