social media conference: http://socialfreshconference.com

1. Lisa Gilpin
General Motors Corporate Social Media
@lisagilpin

7. We treat bloggers just
like any other member
of the media – from
auto shows to special
trips, they help to tell
our story.

8. To reach new
consumers,
we go to
where they
are and use
the tools they
use.

9. -Changes from 2010:
-Fewer posts, emphasis on
quality over quantity for
challenges
-More creative license
-Deeper integration with OnStar
-Ten teams of 4-5 people from
across North America
-Charitable/education element in
the challenges included partnering
with Adopt-A-Classroom
-12 million impressions were
generated during the 4-day
roadtrip to Austin 9

15. Began as a blog in July 2009:
-Short stories told as a way to introduce the people
behind the headlines - our employees, customers and
dealers
-Idea is that “everyone has a story to tell”
-Story may focus on particular skill set or hobby or
talent beyond their job/share a customer’s loyalty
and passion for a brand/ show pride and dedication
of a dealer
-July 2010: changed the “look” of the page, added
enhancements, including consistent video element to
allow viewers to “meet” the “Faces of GM”
-May 2011: put processes in place to ensure
consistency and greater effort behind syndication

16. Live Twitter
feed from
@FacesofGM
Hot links
where
appropriate
Addition of
video to
enhance the
storytelling
“Tweet” and
Facebook
“Share”
button for
easier sharing

20. Mickey Harris: Art Honoring America
Artist Mickey Harris has turned four Camaros into an artistic patriotic
tribute.
Camaro Fan Forums loved this story and posted it on their own channels.
http://www.facesofgm.com/2011/07/05/mickey-harris-art-honoring-
america/
Mickey’s “Faces of GM” post has garnered 9,500 hits since its’ posting in
July and remains our most popular piece overall.
Suzy Cody: Malibu Mom and Derby Girl
2013 Chevy Malibu Aero Engineer Suzy Cody is a mom of two, and
moonlights as “Shovey Camaro”, a roller derby girl.
http://www.facesofgm.com/2011/08/16/suzy-cody-%E2%80%93-malibu-
mom-is-a-derby-girl/
Mom blogs and international auto blogs are some of the social media
channels who have shared this story.

23. The WordPress template has
built-in SEO capability. Each
post utilizes these fields to
optimize the “search
friendliness” of the posts
Extremely important to
include custom keywords
for every post

24. Back to 2x/wk;
process implemented
Committed
to 2x/wk
Video became a
regular feature
Reduced to 1x/wk
due to Japan
quake/tsunami

26. 1. “Market the marketing”
2. Consistency is key
3. It’s all about the story
4. Stories are all around you
5. It doesn’t have to be time- and cost-
prohibitive
6. There’s always opportunity for
improvement

27. THANK YOU!!! @lisagilpin