Thinking Like A PublisherA Decade of Spurring Online Action

21/14/2016

FCA Digital media team has been consistent in

focus since its 2005 inception:

Engaging education

Behind-the-scenes view

Social Roots

31/14/2016

Company took heat, but gave opportunity

for frank, direct communications platform

with mainstream and digital media.

Social Roots: Firehouse Media-Only Blog

41/14/2016

As we’ve added digital platforms, we’ve

maintained a (relatively) unique focus for each

Objects in the Mirror…

Human tone for FCA

Inform, Promote

Soapbox for issues

& crisis

Consistent Social Presence

51/14/2016

Twitter @FiatChrysler_NA

Reach a mass audience

Inform & engage

Amplify owners & brands

Consistent Social Presence

61/14/2016

Instagram: @FiatChrysler_NA

Reach a younger audience

Focus on images that evoke

emotion, inspire

Hashtag-away

Consistent Social Presence

71/14/2016

Facebook

Content that informs & that people want

to like/comment on/share

Consistent Social Presence

Post with relatively low reach

but high engagement: 15% ER

81/14/2016

YouTube / Flickr

Strengths are not social networks; more for

sharing access to video, images

Consistent Social Presence

91/14/2016

Know your audience & your company

Mesh messages

How?

101/14/2016

Engage: Ask questions; Use fans’ content content

How?

111/14/2016

Give audience something they can’t get otherwise

How?

121/14/2016

@MikeDriehorst

Editorial Director-Online Media / FCA Digital Media

FCA US LLC

Questions?

Image via Lee Haywood/Flickr