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  • http://detroitredesign.wordpress.com detroitredesign

    FANTASTIC breakdown of GM’s use of social media. They’ve really been racing for a comeback. Thanks for posting.

  • http://spinsucks.com Gini Dietrich

    Jeff – I think it’s great the auto companies are getting on the social media bandwagon and I’m happy to see they’ve had great success, from a PR perspective! But, how are they measuring results, from a business/ROI perspective? More fans, followers, viewers, stories, and blog posts are great for brand awareness, but what did it do to sales?

    If we don’t quickly begin tracking our efforts to sales, social media will become one of those “nice to haves” in crummy economies.


    • http://www.harechevy.com Chris Theisen

      Gini its nearly impossible to track how well a TV commercial drives sales from GM’s standpoint because of so many variables. Sure you can have a landing page and track traffic sent to the dealers but are the dealers reporting back on sales from that lead? There are so many levels between GM and their end purchasers I find it hard to believe they could tie in a code or track how the SXSW road trip or their social efforts drive car sales at dealerships. Even if the code or tracking made it all the way to the dealer level Id be surprised if the dealer would care, know or have the ability to track it on their end. Its my guess that social media will never be a “nice to have” but a piece of the puzzle no matter the economy. We are doing some very basic tracking of our new media & social efforts at Hare Chevrolet but we do know for a fact it has driven sales and service, so that coupled with the good PR and publicity we have received from our efforts are enough for us. Once the auto industry vendors and software providers catch up to the times it will be easier to integrate and track roi on our end.

  • http://twitter.com/aschottmuller Angie Schottmuller

    10th Reason For Christopher and General Motors To Smile = US Government Bailout Funds!

    I give Chris and GM props for truly getting the concept of social media as a tool to connect and relate better to customers. However, that’s about it. I can’t get over the fact that they took government funds (*my tax dollars*) to bail them out of a poor financial situation. I don’t believe in “too big too fail.” I’m sure those bailout funds come in handy for managing elaborate, integrated social campaigns that woo endorsements from top social media influencers. Now use social media to take inventory of your BRAND.

    If GM starts using social media to demonstrate how they’re going to pay back taxpayers (with interest), I’ll consider reconsidering their brands. Would I go for a ride in Camaro and love it? Heck, ya! (Bumblebee rocks!) Buy one, or any other GM vehicle, NO WAY. For now, no Tweetup or number of blog posts will remotely influence me to see their brand as anything but “Government Motors”.

  • http://www.harechevy.com Chris Theisen

    Jeff I read this blog and the previous one mentioned at the top and enjoyed them both. Im the Director of Digital Communications for Hare Chevrolet, the nations oldest transportation company. GM’s hard work and social campaigns have been a big help in our efforts to grow our dealership through social and new media. We were given the opportunity to piggy back on the SXSW road trip efforts by hosting a challenge at our dealership when Team Lansing passed through town on the way to Austin. We ran a contest concurrent with their stop that had our fans and followers posting and tweeting pics of our logo, dealership etc to enter a 2 day test drive contest. Without GM and Chevy running the road trip we wouldnt have gotten as much traction and play on our contest. Blogs and interactions such as yours allow me to retweet and post comments from outside sources and third parties about Chevy and GM’s efforts. This helps our content not be all pushed from us and allows others to get back in touch with Chevy and GM. I have communicated with Christopher a couple of times and am excited to have him on “our” side to help push Chevy and GM forward in the new media world.

  • http://twitter.com/aschottmuller Angie Schottmuller

    Chris Theisen, there’s a serious trust factor issue here:

    GM Used Bailout Funds to Repay Loan: Mostly Irrelevant


    • http://www.harechevy.com Chris Theisen

      Interesting article thanks for the info. Some of that stuff I wasnt aware of. Im sure there are alot of industries that receive public money that you dont agree with. I dont know that not purchasing their products is the answer, perhaps it lies with the government. Sure I hope GM does well enough that they dont ever have to be in the position to ask for money but in the end the government said yes. GM is trying and trying to reconnect with their consumers through social media channels to publicize everything they are doing to reinvent themselves and their product. They will never have the ability to become solvent and profitable if people arent open minded about their efforts and cut them a little slack. If GM makes a car that fits your price range, is built well and you enjoy its styling why would you disqualify it? Technically every American should be buying GM products if they are really interested in getting all their tax money back with interest as your link suggests hasnt happened.

  • http://www.deterjenindonesia.com Deterjen Matic

    Interesting data from General Motor, is Social Media Networking Optimization will replace Search Engine Optimization? Maybe sometimes we don’t need salesmen, if we can optimize SocMed? Is this true?

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  • Chris Assante

    Thank you for the great article Jeff. I’m glad to hear that GM has finally realized the magnitude that social media is to marketing campaigns. As an owner of two GM vehicles and follower of new GM designs, I hope this finally may be the key to bringing GM into the 21st century marketing atmosphere. The fear I have is if it is too little, too late to potential new car buyers. Car companies like Honda and Nissan have been dominating social media (Facebook, Twitter, and their own social networking sites) long before GM entered that market. American car buyers for the past 10-15 years have put their trust more and more into foreign car manufacturers because they were ahead of the times with both car design and marketing strategies.
    I personally believe that GM should begin a social media marketing campaign blitz through Facebook and Twitter on new car models. Recently, Ford decided to use the Facebook as the place where they would reveal the new Ford Explorer, possibly reaching millions of potential car buyers. I understand that it takes time to transform and adopt new marketing strategies, but I feel as if a company like GM needs to do it quicker since the American taxpayer bailed them out. The old marketing strategies may have worked in the past with an older generation, but now is the time for GM to grab the X and Y generations through social media and keep them as returning GM buyers.

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  • http://www.experiate.net Paul Flanigan

    Some outstanding numbers. Nice to see GM share out the data on how they see their social media ROI. Those can give other companies an idea on numbers for success (results may vary, of course.) Regarding the influencers – was their input on the car before/during/after the SXSW event? If before, it easily had influence, of course. But during or after? That would also affect the numbers. I’m curious about that.

    Either way, it’s interesting to see a company that sells one-off purchases take social media seriously.

    Thanks for posting.

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