By: Katie Carr

Chrysler’s Social Media Tactics

Social Marketing Theory

In deciding to buy a product, the consumer must weigh the costs against the benefits of having the product

ie: the price of a car with respect to gas mileage,

size, ratings, etc.

• Deeper Connection with Customers• Allows us to listen about our products• Direct response

“Social media goes beyond traditional advertising by providing a two-way

conversation between our customers and each of our Chrysler, Dodge, Jeep

and Ram Trucks brands”-Oliver Francois

President/CEO, Lead Exec. For Marketing

Chrysler’s Newest Campaign: Imported From Detroit

Emphasizes the influence that Detroit has on the auto industry and strives to show that Detroit residents do not reflect the crime-stricken stereotype that is often associated with the city of Detroit.

“Minor” Details• Feb 11, 2010

– Chrysler Group named NMS (New Media Strategies) head of its social media efforts

• March 10, 2011– NMS employee Tweeted from Chrysler’s

handle:ChryslerAutos: I find it ironic that Detroit is known as the #MotorCity and yet no one here knows how to f**kin drive

• March 11, 2011– NMS employee fired and Chrysler cut ties

with NMS, failing to renew contract

Communications Implications• Prompt response to customers will give them a

sense of priority and will, in-turn, give their business to Chrysler Group brands

• Creatively notifying the public about new models, events and features exhibits Chrysler’s innovation and style, giving customers a reason to invest in Chrysler Group brands

• Social media outlets are accessed by millions daily. Negative exposure about a company is seen and spreads rapidly; a huge turn off for current and potential customers of Chrysler Group. However, when used correctly can capture the attention of many, especially over the less-exposed competition.

S W O T• Developing

personal relationship with customers

• Allows for prompt response of customers concerns

• Posting was/is not double checked before being “published”

• Using an external agency weakens the authenticity of Chrysler’s voice

• Current in-house efforts may prove to be more effective, leading to fulltime use

• Shows flaws with social media, giving Chrysler the chance to improve and avoid future issues

• External company’s ability to threaten the image of Chrysler Group

• Offended customers may turn to competitors

StrategiesMosaic:

Individually, components create their own message but also work together to spread a large overlying one

• Facebook, Twitter and Youtube all serve an individual purpose but also spread the Imported From Detroit message and express the need for direct consumer communication

Reversal:Imported From Detroit strives to shake the negative stereotype given to the Motor City and devotes a lot of time and effort to social media involvement

• Widely accepted nationwide, as shown by nearly 10 million views on the 2011 Super Bowl commercial

Questions?