Nme barger v02

Tales From The Trenches:GM’s Social Media Lessons From A Time Of Incredible Change

Christopher Barger, Director Social Media, GM

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Two Years At General Motors

• Industry crash• Severe business

downturn• Chapter 11 crisis• Reputational repair• 4 CEOs in 18 months• Product

revitalization• Return to

profitability

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Social Media Made A Difference

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… And Continues To Make A Difference

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Stuff We’ve Learned

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Lesson #1: You are a publisher

• You compete with “the media”• The technology works for you too• 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

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Publishing: The Golden Rule

• 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.

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

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The GM Social Media Philosophy• Don’t just sponsor. Be involved.

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

• Our people will always be part of the communities we hope to influence.

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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:Develop an offline element into every

social program or campaign.

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Lesson #6:Always begin with the audience’s needs first. Start

by providing value, then worry about branding.

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Lesson #7

You need to redefine “influence.”

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Lesson #8Think long term. The greatest value of social is the relationship, not the initial

interaction.

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

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Summary: 9 for Revolution• You can compete with the media IF you

focus on content your audience wants.• It’s not about technology, it’s about

community. Don’t just be present in a community; become part of the community.

• Listen as much as – or more than – you talk.• You don’t have control anymore, so stop

pretending you do and start empowering those who can help you.

• The real world reinforces what you do online. Use it.

• Figure out how your brand or product can help people do what they already want to do. Then help them do it.

• Adopt “one at a time” as your mindset, not just your mantra. Every customer is worth the effort, and every person could influence customers.

• You’re looking for Mr./Ms. Right, not Mr./Ms. Right Now.

• These tools provide remarkable customer service opportunities.

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