TALES FROM THE TRENCHES: !Social Media Lessons From A Time of Incredible Change at GM!

Christopher Barger, SVP Global Social Media, Voce Connect PR-SM Summit Marquette University, October 11, 2011

Twitter: @cbarger Blog: http://blogs.forbes.com/christopherbarger

#vocenation

•  Industry  crash  •  Severe  business  downturn  •  Chapter  11  crisis  •  Reputa8onal  repair  •  4  CEOs  in  18  months  •  Product  revitaliza8on  •  Return  to  profitability  

Two intense years at GM

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Social Media made a difference

…and continues to make a difference

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The Top Ten List: stuff I learned

•  You compete with “the media” •  The technology works for you too •  Do not forget about your owned

channels •  This is not license to (hard) sell •  Storytelling is key to success •  Your audience can help you •  Make all your content searchable – but

more importantly, shareable

Lesson #1: You are a publisher

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•  The first question you must always ask is, “would I watch/read this if I didn’t work here?”

•  You cannot design “viral” content. You can design good content that has a better chance of being shared.

•  Focusing on target numbers rather than good content is the recipe for top 40 radio

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Publishing: The Golden Rule

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Lesson #2: !The “social” is more important than the “media”

•  Don’t just sponsor. Be involved.

•  Participation is not a “nice to have.” It’s the most critical element.

•  Your people should always be part of the communities you hope to influence.

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Brand Social Media Philosophy

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“Social” also impacts measurement

•  It’s not about followers and “likes” •  Up to 47% of Twitter accounts

are abandoned •  57% of Facebook users hide

brand content in their news feeds •  “Stickiness” giving way to repeats •  Build your programs around

engagement

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Lesson #3: !The social web is a listening tool

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Lesson #4: !Learn to accept – even embrace – lack of control

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Lesson #5: !Whenever possible, develop an offline element too

Always begin with the audience’s needs first. Start by providing value, then worry about branding.

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Lesson #6: !

Lesson #7: !You need to redefine “influence”

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•  Big ideas & broad campaigns work, but…

•  Build toward more local, more direct interactions

•  Less expensive, less national push, but more directly effective

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Shifting From “Big” à Local

Think long term. The greatest value of social is the relationship, not the initial interaction.

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Lesson #8: !

•  Customers increasingly present in social networks

•  Not just a negative opportunity but a positive one

•  Goal is to give customers another touchpoint, not to replace any

•  Requires tighter integration with rest of the business

Lesson #9: !The social web is a huge customer service opportunity

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•  Pilot begun late 2009; program doubled in 2010

•  Agents assigned to Twitter, to Facebook, to automotive blogs and forums

•  CRM/Customer Service now aligned with social media leadership, part of decision-making team

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Social Customer Service at GM

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Lesson #10: !You have to spread the virus!

•  15+ people did a stint on social media team

•  Served approximately one year

•  Moved on to other parts of the business

•  Result: 20+ “experts,” dozens more at intermediate level

At GM: “Immerse and Disperse”

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Bonus Lesson!!Social media can be a critical tool in a crisis

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Social Media In A Crisis: Rules

•  Keep the social media team informed •  If you’re wrong, admit it •  You cannot overcommunicate •  Listen more than you talk, answer

more than you promote, and above all provide value

•  Don’t let the trolls bother you; they’re not your audience

•  Let others help you •  Follow up!

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Blatant Self-Promotion

¨  How to build an organizational social media practice

¨  Out January 13, 2012 from McGraw-Hill

¨  Available on Amazon.com and barnesandnoble.com

¨  Facebook.com/thesocialmediastrategist

THANK YOU!christopher@voceconnect

@cbarger