dodge and organic social media marketing
DESCRIPTION
See how the iconic auto brand uses earned social media to drive their business.TRANSCRIPT
How Dodge Drives Organic Social Media Marketing Success
We’ll begin shortly…
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Who’s presenting?
Jim TobinFounder, PresidentIgnite Social Media
@jtobin
Mark MalmsteadExperienced Integrated Brand Lead
Dodge@MMalmstead
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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.
2013 Strategy
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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:
#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:
#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:
Minimal Social Advertising Budget
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Most brands over-allocate their social media marketing budget to social ads.
Paid
Earned
Owned
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Dodge operates with an at-need paid media budget, primarily focuses on earned and owned media.
Paid
Earned
Owned
Dodge owns a vast social presence.
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REDLINE Dodge Blog
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YouTube
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Google+ & Instagram
Dodge drives organic engagement with creative, brand lifestyle content.
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Brand Content
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Content Series
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User-Generated Content
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Trending Hashtags
Programs and promotions supplement day-to-day content.
Promotions grow and activate Fans by incentivizing interaction and sharing with a brand program.
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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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Inspired By You
Strategy: A multi-phase, crowdsourced promotion via sites frequented by Millenials and Creatives.
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Inspired By You
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Inspired By You
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Inspired By You
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Inspired By You
Inspired By You:
66M monthly unique users152K net new Facebook fans1.2M total reach12M user-generated impressions
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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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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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Drive the REDLINE Dodge
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Drive the REDLINE Dodge
Drive the REDLINE Dodge:
720K brand impressions54K engagements18,350 contest pageviews2,300 social shares
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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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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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Defiance Arkfalls Sweepstakes
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Defiance Arkfalls Sweepstakes
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Defiance Arkfalls Sweepstakes
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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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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.
Questions?#OrganicSocial
Thank you for attending.