how dodge drives organic social media marketing success
DESCRIPTION
Even the biggest brands in the world prefer earned media success over paid marketing spend. This webcast features Mark Malmstead, Senior Manager of Media, CRM, and Social Media for Dodge, and Ignite Social Media President Jim Tobin, discussing the behind-the-scenes strategy and execution that drives organic social media marketing success for one of America’s iconic auto brands.TRANSCRIPT
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How Dodge Drives Organic Social Media Marketing Success
We’ll begin shortly…
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#OrganicSocial
Who’s presenting?
Jim TobinFounder, PresidentIgnite Social Media
@jtobin
Mark MalmsteadExperienced Integrated Brand Lead
Dodge@MMalmstead
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#OrganicSocial
Details
• Jim & Mark will lead Q&A at the end of the call.• Tag your tweets with #OrganicSocial.• We’re recording the show.• We’ll send an email follow up to everyone.
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2013 Strategy
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#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand impression rates
2. Connect with niche customer base
3. Activate fans to complete social actions
Primary Objectives:
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#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand impression rates
2. Connect with niche customer base
3. Activate fans to complete social actions
Primary Objectives:
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#OrganicSocial
SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand impression rates
2. Connect with niche customer base
3. Activate fans as advocates
Primary Objectives:
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Minimal Social Advertising Budget
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#OrganicSocial
Most brands over-allocate their social media marketing budget to social ads.
Paid
Earned
Owned
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#OrganicSocial
Dodge operates with an at-need paid media budget, primarily focuses on earned and owned media.
Paid
Earned
Owned
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Dodge owns a vast social presence.
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#OrganicSocial
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#OrganicSocial
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#OrganicSocial
REDLINE Dodge Blog
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#OrganicSocial
YouTube
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#OrganicSocial
Google+ & Instagram
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Dodge drives organic engagement with creative, brand lifestyle content.
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#OrganicSocial
Brand Content
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#OrganicSocial
Content Series
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#OrganicSocial
User-Generated Content
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#OrganicSocial
Trending Hashtags
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Programs and promotions supplement day-to-day content.
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Promotions grow and activate Fans by incentivizing interaction and sharing with a brand program.
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#OrganicSocial
Inspired By You
Objective:
Maintain conversation with Millennial drivers surrounding the release of the new Dodge Dart in the time between the Detroit Auto Show until the vehicles availability at dealerships.
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#OrganicSocial
Inspired By You
Strategy: A multi-phase, crowdsourced promotion via sites frequented by Millenials and Creatives.
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#OrganicSocial
Inspired By You
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#OrganicSocial
Inspired By You
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#OrganicSocial
Inspired By You
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#OrganicSocial
Inspired By You
Inspired By You:
66M monthly unique users152K net new Facebook fans1.2M total reach12M user-generated impressions
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#OrganicSocial
Drive the REDLINE Dodge
Objective:
Support the Dodge brand by giving a brand advocate the chance to share their love of Dodge vehicles by becoming a voice on the REDLINE blog.
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#OrganicSocial
Drive the REDLINE Dodge
Strategy: Focus on awareness and advocacy by promoting sharing by the influencer and their community, while highlighting the influencer’s affinity for Dodge and the Dodge brand.
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#OrganicSocial
Drive the REDLINE Dodge
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#OrganicSocial
Drive the REDLINE Dodge
Drive the REDLINE Dodge:
720K brand impressions54K engagements18,350 contest pageviews2,300 social shares
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#OrganicSocial
Defiance Arkfalls Sweepstakes
Objective:
Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.
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#OrganicSocial
Defiance Arkfalls Sweepstakes
Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.
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#OrganicSocial
Defiance Arkfalls Sweepstakes
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#OrganicSocial
Defiance Arkfalls Sweepstakes
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#OrganicSocial
Defiance Arkfalls Sweepstakes
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#OrganicSocial
Defiance Arkfalls Sweepstakes
Defiance Arkfalls Sweepstakes:
270M brand impressions231K new Facebook Fans167K blog page views (5/9-6/25)52% opt-in rate for Dodge comm.
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#OrganicSocial
In Summary
- Forego large, unfocused paid media budgets for smaller, concentrated budgets.
- Drive Fan engagement by focusing on quality content.
- Supplement day-to-day content with an on-brand promotion.
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Questions?#OrganicSocial
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Thank you for attending.