social media project for gm
TRANSCRIPT
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NYU SCHOOL OF PROFESSIONAL STUDIES
GRADUATE PROGRAM IN PUBLIC RELATIONS AND CORPORATE COMMUNICATION
SPRING 2015 SOCIAL MEDIA PROJECT FORGENERAL MOTORS
KIM CARPENTER, GM COMMUNICATIONS EAST COAST GROUP MANAGER
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East Coast
SOCIAL MEDIA ENGAGEMENT
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BREAKING DOWN THE #NUMBERS
2X 21%
Tweets with #hashtags receive twice the engagement than the ones without.
Tweets with up to two #hashtags receive 21% more engagement than the ones with more.
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#HASHTAGS
Do’s
1. Use the same #hashtag on all social media platforms.
2. #Engage with fans and followers throughout the event.
3. Tie the brand name to the #hashtag event.
4. If more than 1 word, #CapitalizeTheLetters
Don’ts5. Create #hashtag for
every word in a post (hashtag abuse)
6. Use inaccurate, unauthorized #hashtags
7. #TurnASentenceIntoAHashtag.
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2X @
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2X @#GMforDaddy and #FathersDay or #DaddyLovesGM and #FathersDay
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2X @#GMforDaddy and #FathersDay or #DaddyLovesGM and #FathersDay
#ForeverSummer
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SOCIAL VIDEO IS HERE TO STAY
2/3 90%Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text.
Adding videos to landing pages can increase conversions by nearly 90%.
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140,000,000 app users
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140,000,000 app usersEqual to the population of France and
Germany combined
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VIDEO SHARING PLATFORMS
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• Recently acquired by Twitter
• Digitally native and active audience
• Real-time streaming and further video use
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- User-generated Content (Influencers)- GM Snap Stories - Sponsored Content (Discover)-
• Snap Stories, Live & Discover
• Millennial Audience
Snap Chat
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• Six-second sharing app, owned by Twitter
• 25% of U.S. smartphone users
• Call for action!
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• Emotionality• Positivity• Surprise• Interest• Action• Approach: Educate
Audience
GOING SOCIAL ON VINE AND SNAPCHAT
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User-generated contentGM generated content
Tell a story . . .
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CAMPAIGNS
• New York Fashion Week: Men’s
• Tribeca Film Festival• Social Media Week
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NEW YORK FASHION WEEK: MEN’S
• Runaway Show
• Influencer Dinner
• Media Event
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TRIBECA FILM FESTIVAL
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TRIBECA FILM FESTIVAL
• Partnership• Celebrity Transportation• Loan Program
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• Digital trend-setter
• Thought Leader• NYC tech
community and tech innovators
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Summary
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ThankYou
Questions?