Social Search: Identifying Emerging Trends and Consumer Patterns

The General Motors Social Media Center of Expertise is always looking for innovative ways to better integrate customer care, paid advertising and social communications.

With the integration of search and social becoming more predominate in the digital landscape, we are focused on how to leverage this integration to better the consumer experience with our brand.

GM’s Social Media StrategyIncrease loyalty and gain new customers via the brand’s emotion & equity, break through and engage fans in conversations, so they talk about us and to us in a positive manner.

SELL CARS BUILD BRANDS

LEVERAGE SCALE

LISTEN & SERVE

GM GLOBAL SOCIAL CENTER OF EXPERTISE

GM North America (including Canada & Mexico)NA CoE – Whitney Drake

CA CoE – Alexandra Georgakopoulos MX CoE – Dulce Uscanga

NA PR – Phil ColleyNA – CARE Whitney Drake

CA – CARE – Alice WashbrookMX – PR – Teresa Cid

MX – CARE – Carlos Sanchez Murguiondo

GMIT – Heather Young, Jonathan Vasquez, Jane Miller, Poorna Shankar

GM South AmericaCoE – Estela Maher

Mkting - Eugenio FigueroaPR – Marjorie Cohn

CARE – Claudia AlvarezGMIT – Vitorio Pimentel,

Luiz Pinheiro Jr., Douglas Reigada

GM EuropeCoE – Alexander Lengen

OVE PR – Alexander Lengen, Philipp QuantzOVE Mkting: Kerstin Hess, Richard Burgess

Chevy & Cadillac PR/Mkting – Vijay Iyer (Lisa Gilpin)

CARE – Richie Reeves GMIT – Stefan Maurer,

Yvonne Hoffmann, Yon Thierbach

GMICoE – Steve Worrall,

Jeanette TenorioMkting - Steve Worrall,

Jeanette TenorioPR – Laurent Berthet

GMIT – Vivian Xu

Rebecca HarrisCaro Probst-Iyer, Whitney Drake

GM ChinaCoE – Rayn WangMkting – Ella ZhouPR – Irene Shen

GMIT – Vivian Xu

GM RussiaOpel: Maria Kosareva

Chevrolet: Alexey KuprinCadillac: Vlad Voronin

CARE – see GM EuropeGM IT – see GM Europe

SOCIAL MEDIA COE EXISTS TO CONNECT AND ENABLE ALL BRANDS AND DISCIPLINES TO MORE EFFECTIVELY OPERATE IN SOCIAL SO THEY ARE EQUIPPED TO HELP EVERY GM CUSTOMER TOUCHPOINT BECOME EXCEPTIONAL.

Social COE: Global Footprint and Governance

Social is the Consumer Glue The integration of search and social better

helps us tap into the largest focus group in

the world:

• We can understand our communities and

customers

• We are able to tell better brand stories that

resonate with fans

• Allowing us access to react with real time

data in a relevant unbiased,

and timely manner.

SEARCH

SOCIAL

Social Intelligence Lifecycle

The management, mining and analysis of voice of the consumer data from social sources, used to activate, recalibrate, and demonstrate the value of communications, marketing and business strategy.

Search + Social is an Ecosystem

Consider this:

• YouTube is the 2nd largest search engine in the world – This means that even the way we structure video titles are

SEO optimized

– Titles, descriptions, tags, transcripts and even thumbnails can

drive views

• Twitter is integrated with Google search results– Twitter accounts, hashtags and trending topics will now be

pulled into search results

– We need to utilize search trends to optimize social content

SEARCH + SOCIAL HELP US: UNDERSTAND OUR COMMUNITIES AND CUSTOMERS

Make it Through Monday

RESULTS

• Inspiration: younger Cruze target found those individuals in the beginning of adulthood - looking for job and building a life.

• In looking to connect with those fans, we wanted content that they could relate to. #MakeItThroughMonday was born.

• For the past three years, #MakeItThroughMonday has become a dialogue between the brand and vehicle owners/fans.

• Higher engagement rates and increased UGC submissions. • Established 1:1 connection with

our owners/fans. They get excited when we highlight them

GOALS• Inspire the Cruze Facebook community

• Highlight the role Cruze plays in

owners’ lives

SEARCH + SOCIAL HELP US: TELL BETTER BRAND STORIES THAT RESONATE WITH FANS

Mining for Customer Feedback

RESULTS

• Strengthened relationship with TAC, CAC, Brand Quality for faster information sharing and problem-solving

• Turned consumer feedback into customer-centric solutions – crowdsourcing

• Applied model to ongoing, regular monitoring of products for common pieces of customer feedback

GOALS• Mine for consumer feedback regarding products on social related

to “softer issues”

• Feed information to broader quality/engineering/manufacturing organizations

• Help turn actionable items in real time

• Uncovered customer feedback via social

• K2XX aluminum steering wheel

• K2XX cooling seats ventilation

SEARCH + SOCIAL HELP US: ACCESS REAL TIME DATA TO REACT IN A RELEVANT AND TIMELY MANNER

Real-Time Marketing & #TechnologyAndStuff

RESULTS

• 63m Impressions

• +300% engagement

• Page views up 7X

• +350% purchase interest • $5m earned media

GOALS• Respond quickly to a media story

• Capitalize on engagement already happening

• Brand reputation management in real time

• 24k unique Twitter conversations using #TechnologyAndStuff

Search + Social CoordinationWhat Can We Do?

– Build out integrated processes and communication strategies to align social

content to search recommendations

– Continuous education in cross-functional areas and with leadership

– Communicate global priorities coordinate strategies

– Review the progress of search + social coordination and identify further

improvements on a regular basis

– Finalize communications strategy in across all disciplines including site, PR,

social, and paid media

THANK YOU!

Search + Social CoordinationGoogle has partnered with twitter content into search results pages starting in Q2 2015• Why is it being done?

• Twitter Benefits: When a user clicks on a displayed tweet or Twitter profile within Google search results, they’re taken to that tweet/profile within either the mobile browser or the mobile device’s native Twitter app, driving more consumers to the platform.

• Google Benefits: By displaying Twitter’s real-time and trending content Google’s search results become more relevant and timely, areas that it lags considerably behind other social platforms

GM’s Approach In Aligning Search & Social:• Build out integrated processes and communication strategies to align social content calendars,

search recommendations and site content development.

• Cross-team collaboration is key to have success in reaching users via search engines and social networks.

• Developing Integrated Twitter content strategies that include Google SEO impact – especially keywords and relevant hashtags

• Google search displays tweets in the form of Twitter cards, which reinforces Chevrolet’s approach to visually appealing content on Twitter in order to capture a user’s attention