The Social Web, Crisis Response & Reputation Rejuvenation

Christopher BargerDirector, Social Media, General MotorsTwitter: @cbarger or @gmblogsFebruary 20, 2010

Created temporary extended social media team to engage everywhere possible

“Live Tweeted” from every live interview or press conference

Engaged in multiple social networks and platforms

Ensured that traditional media knew of efforts

Social networking, GM and Chapter 11

@cbarger

Lesson #1: You cannot overcommunicate

For general engagement & “normal” business, it’s better to strategize & choose right channels for your goal…

In a crisis, answering as many questions as possible & letting people know you’re listening is vital – both because those affected expect it, & because it introduces your perspective into the conversation – so a broad, all-platforms approach is most effective

@cbarger

Reaching out to influencers

@cbarger

Lesson #2: Let others tell your story Others will be interested in how you

handle your crisis from a social media perspective. So tell them, and let them tell others.

We didn’t contact anyone in hopes that they would turn into an advocate. We just wanted them to tell the story – and knew that the story would drive people to us.

Perceived loss of control is always terrifying, but especially during a crisis. Do it anyway. (You never really had control anyway.) @cbarger

Results Between Twitter,

Facebook and blogs, we engaged in >800 conversations that week

Reaction online to our activity was almost universally positive

Got 40+ new GMers engaging on Twitter

Reinvention website garnered half a million views

Traditional media noticed, covered, even used our feeds

FB fan page growth

@cbarger

Lesson #3: Measure, and report There will be skeptics inside the

organization who don’t think a social web play at this time was smart – and who will be looking for reasons to pull back. You will need lots of examples of why they’re wrong. Use them.

Show the shooters every positive tweet, every measurement report, every metric you can think of to justify/add credibility to the effort. You’ll have momentum to take you to the next step.

@cbarger

Hands on EngagementProduct and Technology

showcase– Invited 100 consumers,

influencers and bloggers to experience GM “Hands On”

– Trip included exclusive tour of GM Design showcasing forthcoming products and concepts, PPO build shop to witness Chevy Volt production, full product ride and drive at Milford Proving Grounds and TweetUp

– Guests were encouraged to share their experience throughout the program

@cbarger

Lesson #4: Follow up matters

Community will expect continued engagement.

Reputational repair begins with demonstrating change, and the sense that you value the relationships forged during the crisis.

Absent significant follow up, community could see your reputational efforts as PR/marketing.

@cbarger

“Michaelbanovsky: Sweet! #GM actually listened for once! Now I know I talked to #fritz about the #G8… http://tr.im/wHpq”

Nsap: is impressed GM is listening when it comes to product...good for them! Keep it up!! @gmblogs @bpgjim @cbarger”

Listening to consumers

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Listening to critics

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Expanding customer service

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Change your approaches

@cbarger

Lesson #5: Provide value Community’s wants/needs/interests come first. This is

always true but especially so during a reputational rebuild. Listen as much as you talk.

Demonstrate change. Do some things people wouldn’t expect from you.

Adopt “one at a time” as your mindset, not just your mantra. Broad gestures often don’t mean nearly as much as small ones. Every person won back is a win, no matter how much effort has to go into winning them back. Treat them like family even after they’re in the family.

If you want them to be advocates, you have to let them advocate. Give them what they need to be effective – information, product, or whatever it takes.

Remember that real life really matters. Incorporate real life interaction into your online relationships – experiential marketing is a huge component of reputational repair. As Spike said this morning, 90% of word of mouth happens offline.

@cbarger

Lessons learned: final thoughts Open, candid engagement can win admiration,

mitigate negativity Need to be engaged prior to crisis to have earned

credibility Engagement during a crisis only goes so far: you

have to back it up after the crisis with sincerity and action

Social engagement can sell your product, even when your product is something as big as a car

Success is only half in executing your program; the other half is telling people about what you’re doing.

There is no “over.” @cbarger