general motors the human web touch mary henige, apr social media & digital communications...
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G E N E R A L M O T O R S
THE HUMAN WEB TOUCH
Mary Henige, APR
Social Media & Digital Communications Director
General Motors
@maryhenige
PRSA Midwest Conference, Chicago
July 20, 2012
G E N E R A L M O T O R S
OVERVIEW
• GM’s social media strategy• Humanizing our company• Our channels and content sources• Internal collaboration• Community management• Fun stuff? Governance and policy• Observations
G E N E R A L M O T O R S
GM SOCIAL MEDIA STRATEGYImprove the reputation of our company and products by building relationships with consumers, changing entrenched perceptions, building affinities and developing positive associationsListen and engage with audiences to:
Build confidence and trust Create awareness of and strengthen brands Help sell vehicles by increasing consideration Engage and empower employee advocates Capture and channel feedback to improve the business
Use the social web to help humanize General Motors and its brands
G E N E R A L M O T O R S
OUR CHANNELS
G E N E R A L M O T O R S
Would you buy a car from this
building?
G E N E R A L M O T O R S
How about from these
people?
G E N E R A L M O T O R S
INTERESTING EMPLOYEES WITH STORIES
Would you buy a car from 2013 Chevy Malibu aerodynamics
engineer Suzy Cody?
G E N E R A L M O T O R S
MEDIA.GM.COM – 2011 • Content “Gold
Source”
• More than 1.5 million visitors to the U.S. site
• More than 800 news releases
• Media sites for 93 countries in 31 languages
G E N E R A L M O T O R S
INTERNAL INTEGRATION
PR
Customer Assistance
Marketing
• Weekly collaborative meetings• Sprinklr: Delegation tool
The Customer
G E N E R A L M O T O R S
MONITORING & ENGAGEMENT
More than 70,000 web conversations and posts occur each month about
GM and its divisional brands and vehicles
We have nearly 20 Facebook pages across GM and its brands with approximately 8 million fans in the U.S. alone
We engage with fans on more than 10 Twitter handles
300,000 strong on Google+
G E N E R A L M O T O R S
COMMUNITY LED
Facebook TimelineWorked w/ brands & Heritage Center to convert timelines into actual historical, content-rich timelines
Facebook Fan FridaysWe ask users to submit personal photos for potential use as the daily cover
G E N E R A L M O T O R S
MONITORING & ENGAGEMENT
Early Warning• Real-time monitoring and alertsTurning Stories Around• Facebook Advertising/IPO• “General Motors is Becoming
China Motors”
G E N E R A L M O T O R S
OVERDRIVE: EMPLOYEE NETWORK
G E N E R A L M O T O R S
Social Media Policy•Living document•Guidance for employee “ambassadors”
Social Media Governance Council• Meets regularly • Representative from various GM
functions sit on the council
GLOBAL SOCIAL MEDIA POLICY
G E N E R A L M O T O R S
•Developing online social media training for U.S. employees
•Trained communications team•Training other key staffs
SOCIAL MEDIA TRAINING
G E N E R A L M O T O R S
Ranking: 2010 vs. 2011 vs. 2012
HARRISINTERACTIVE REPUTATION QUOTIENT (RQ) STUDY
54 54 44
PROPHET CORPORATE REPUTATION STUDY
FORBES / REPUTATION INSTITUTE US REPTRAK PULSE
123 85 73
141 110 94
FORTUNE WORLD’S MOST ADMIRED COMPANIES*
8 9 7
*AMONG AUTO MFRS
GENERAL MOTORS’ REPUTATION MOMENTUM
G E N E R A L M O T O R S
OBSERVATIONS
• Humanize your company• The community rules: It’s not about you
you or your brand • Monitoring is essential • Collaboration: work together and play to each
function’s strengths – tools help!• It’s still about stories• The social web is evolving: Be proactive and nimble.
Don’t be afraid to take risks and make mistakes!• It’s not magic, it’s a channel, but it takes
commitment and staying power
G E N E R A L M O T O R S
QUESTIONS
Mary Henige, APR
Social Media & Digital Communications Director
General Motors
@maryhenige - #PRSAMWC