Build Bridges to Improve Your Customers’ Social

ExperiencePresented by Whitney Drake

@qoswhit

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The Social Media CoE exists to connect

and enable all brands and disciplines to

more effectively operate in Social so they

are equipped to help every GM customer

touch point become exceptional.

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MARKETING PR / COMMS CUSTOMER CARE

• Brand social media strategy

• Brand channel

management

• Social engagement, lifestyle

outreach / distribution

• Retail and regional support

• Agency support and key

brand initiative amplification

• Content and creative

development

• Social metrics & analytics

• Paid social

• Social media strategy for

customer assistance/care

• Complaints, questions &

compliments regarding

products/ services

• Address at-risk issues

• Optional- online vehicle

sales & assistance

• GM corporate brand

strategy and management

• Reputation management

• Issues and crisis

management

• Future product questions

• Influencer / blogger

• Event social engagement

• Internal communication

• Exec Twitter strategy

• Social media training &

education

prim

ary

au

die

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Brand Customer Targets

and Lifestyle InfluencersMedia, Trade,

Industry Influencers

Customers –

Prospects and Owners

Our social media roles and responsibilities are divided among three practice areas

Core Functions Driving GM’s Social Media

3NOTE: Social media competencies and span of control may differ by departments / functions within countries

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Social Media for the Enterprise

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Core Values:• Customer at the center

of everything we do

• Relationships matter

• Individual excellence

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The Building ProcessMore than One Year Later

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What we’ve built together• Governance

• Social intelligence

• Tools

• Education

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GovernanceVision, Strategy, Orchestration

Disconnected groups• Brands

• Regions

• Markets

• Functions

Connecting smart people• Brands

• Regions

• Markets

• Functions

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500+ organic channels

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Coordination & consolidation

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GM Europe• Frequent/consistent

communication & clear guidelines established & affecting entire operation

• Considerable channel consolidation enabled by strategy & best practice

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>130 pages / channel 1 global page / channel 1 strategy, 1 experience

SOCIAL = BRAND

BUILDING

Quality content

Growth & engagement

“Talk of Town”

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EducationSharing Best Practices

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More support for customer experience

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Social IntelligenceAlignment, Listening, Formative Insights

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GM North

America• Mine consumer feedback

on social to transform

social into actionable

items in real time

• Uncovered customer

feedback via social

• Turned feedback into

customer-centric solutions

CASE STUDY: Hearing Issues & Creating Solutions

SITUATION

• A customer reached out to Cadillac on Twitter

• His newly purchased ATS-V did not seem to have Apple CarPlay as advertised

STEPS TO RESOLUTION

• Social CARE Advisor identified the ATS as an early build

lacking infotainment software

• Worked with dealer and infotainment teams to determine and

implement a solution

OUTCOMES

• CarPlay connection was

reinstated, along with an

added SiriusXM subscription

• Customer publically thanked

Cadillac, CARE and

dealership for the help

• Helped other customers who

were affected by taking the

solution to a wider group of

customers

CASE STUDY: Real-Time Marketing and #TechnologyandStuff

SITUATION

• Developed a real-time response for the trending hashtag #TechnologyandStuff, that strategically set a positive tone and embraced the moment

• With overwhelmingly positive sentiment, it was important to be judicial with engagement in order to avoid becoming intrusive and losing good will gained from the initial response

WORK

• Created a real-time war room to monitor conversation and track

interactions

• Enabled collaboration between social, search, digital, and brand

agencies for quick turn marketing support

• Moved up the digital launch of the Chevy Colorado to amplify and

continue momentum of share of voice

OUTCOMES

• 1.4B Mentions of #Chevyguy &

#TechnologyandStuff

• 3.5X Impressions from #chevyguy &

#TechnologyandStuff

• 10 Estimated earned media exposure

• 43% Owned truck conversation volume

on Twitter on 10.30.14

• 5X Impressions from 1:29am Post

• 98% Retweets of 1:29am Post

• 98% Favorites of 1:29am Post

• 98% Replies of 1:29am Post

CASE STUDY: Influencers in Cars (@BatDad)

SITUATION

• The socially-famous @BatDadBlake tweeted to @Chevrolet expressing his interest in getting a brand new Chevy Suburban

• After arranging an extended test drive for him and his family through direct messaging, @BatDad bought a brand new “batmobile” two weeks later

WORK

• Instantly engaged with @BatDadBlake when he first tweeted

@Chevrolet

• Identified him as a possible advocate, and arranged for an extended

test drive

• Established an extremely positive relationship with a major social

advocate for possible projects in the future

OUTCOMES

• 2M+ Loops of @BatDadBlake’s

Vine featuring the Chevy

Suburban

• @BatDadBlake got the keys to

his new Bat Mobile

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Measurement alignment• Consistent KPIs

• Report/scorecard alignment

• Focus on insights vs data

• Compare/share

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Global• Standard KPIs/Dashboards

socialized across many different/complex stakeholders

• Internal conversation trigger re: importance of social & its opportunities

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Tier of the Funnel KPIs

Exposure 1. Community size (owned) (fans/followers etc.)

2. Reach (owned) (total, earned vs. paid)

3. Volume (earned)

4. Share of voice / discussion (earned)

Engagement 5. Engagement (owned)

6. Actively Engaged Community

7. Response Rate

8. Response Time

Influence 9. Sentiment (earned only initially)

10. Brand consideration / purchase intent

Action 11. Average clicks-per-post (owned)

Advocacy 12. Advocacy / shares-per-post (owned)

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GM North America• Create social lead generation

and conversion team whose focus is Twitter proactive lead generation, consultative sales

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ToolsEstablishing a robust foundation

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IT: an integrated part of the team• Allows us to focus on

capability needs – not vendors

• In-region IT support available

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SMMS:• Foundation tool

• Plus up tools

Shared tools + Common operations = Shared efficiencies

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Bringing it all togetherTo build integrated campaigns

CASE STUDY: #ChevyGoesEmoji [Pre-Reveal]

SITUATION

• Chevrolet identified a need to go beyond a traditional reveal to reach the social capitalist target that’s always glued to their mobile devices

• Chevrolet worked with FleishmanHillard to create the first-ever press release written entirely in emojis

WORK

• The release went live on Monday, June 22, to create buzz surrounding

the reveal event that Wednesday

• Throughout the week, Chevrolet provided clues via custom creative on

its social channels

• Paid, organic, and partner social content encouraged followers to take a

shot at decoding the press release and share their thoughts

• To extend the campaign, Chevrolet utilized partners like WhoSay and

CBS Radio to amplify with an “Emoji Academy” video series and on-air

live reads

OUTCOMES

• 258M Potential earned social

impressions

• 21.7M Video views, including

paid social and display ads

• 5K New fans during the

Promoted Trend

• 99% Favorable sentiment

• 18X Higher engagement rate on

paid Twitter than #BestDayEver

CASE STUDY: #ChevyGoesEmoji [Reveal]

SITUATION

• Chevrolet worked with FleishmanHillard to post to Chevrolet’s social channels in real time during the Cruzereveal events

• Collaborate with partner agencies, media partners and more, all within one month

WORK

• YouTube influencers created a music video featuring the Cruze to celebrate

emojis. Three of the influencers attended a millennial-focused reveal event with

fans prior to Cruze’s world reveal.

• To extend the conversation, #ChevyGoesEmoji was Twitter’s Promoted Trend the

day after the reveal. Custom content was posted throughout the day to highlight

Cruze using emojis

• Chevrolet & FH also created a robust plan to surprise and delight fans with emoji-

themed prizes throughout the week

• Coordinating with media partners, GM legal, and agencies was key to a

successful campaign

OUTCOMES

• 40K Mentions of Cruze across

social media channels

• 18% of #ChevyGoesEmoji mentions

also included mentions of Cruze

• 44% Share of voice on reveal day

compared to competitors

• 38% Positive sentiment

• 95% Paid FB outperformed the

channel CPE benchmark by 95%,

due to native video

CASE STUDY: Chevrolet #BestDayEver

SITUATION

• Chevrolet identified a need to address the apathy associated with their brand, which led to the decision to re-launch their line up of cars and crossovers on April 1st by turning an average Wednesday into a day of unexpected surprises

• Social and #BestDayEverquickly became the cornerstone of the campaign

WORK

• Coordinated with media partners, GM legal, and agencies to secure

rights and aggregate content to share out on social channels in real time,

generating more impressions than the Super Bowl

• Surprise and delight hundreds of fans on social throughout the day

• Massively collaborative campaign involving partner agencies, media

partners and more, came together in three weeks

OUTCOMES

• 1.4B Impressions delivered

• 4 Views 3.5x Super Bowl/Colorado

views

• Most Successful Promoted Trend executed by a US Automotive,* driving

new highs for social mentions (55.6K) &

potential earned impressions (503MM)

• 43% #BestDayEver mentions included a

Chevrolet term5x Follower growth above

the daily channel average

• 98% Positive sentiment; 5 points higher

than Super Bowl 2015

Thank you!