How Dodge Drives Organic Social Media Marketing Success

We’ll begin shortly…

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Who’s presenting?

Jim TobinFounder, PresidentIgnite Social Media

@jtobin

Mark MalmsteadExperienced Integrated Brand Lead

Dodge@MMalmstead

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Details

• Jim & Mark will lead Q&A at the end of the call.• Tag your tweets with #OrganicSocial.• We’re recording the show.• We’ll send an email follow up to everyone.

2013 Strategy

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SUPPORT

LOYALTY

ADVOCACY

AWARENESS

CONSIDERATION

INTENT

PURCHASE

1. Achieve high brand impression rates

2. Connect with niche customer base

3. Activate fans to complete social actions

Primary Objectives:

#OrganicSocial

SUPPORT

LOYALTY

ADVOCACY

AWARENESS

CONSIDERATION

INTENT

PURCHASE

1. Achieve high brand impression rates

2. Connect with niche customer base

3. Activate fans to complete social actions

Primary Objectives:

#OrganicSocial

SUPPORT

LOYALTY

ADVOCACY

AWARENESS

CONSIDERATION

INTENT

PURCHASE

1. Achieve high brand impression rates

2. Connect with niche customer base

3. Activate fans as advocates

Primary Objectives:

Minimal Social Advertising Budget

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Most brands over-allocate their social media marketing budget to social ads.

Paid

Earned

Owned

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Dodge operates with an at-need paid media budget, primarily focuses on earned and owned media.

Paid

Earned

Owned

Dodge owns a vast social presence.

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Facebook

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Twitter

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REDLINE Dodge Blog

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YouTube

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Google+ & Instagram

Dodge drives organic engagement with creative, brand lifestyle content.

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Brand Content

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Content Series

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User-Generated Content

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Trending Hashtags

Programs and promotions supplement day-to-day content.

Promotions grow and activate Fans by incentivizing interaction and sharing with a brand program.

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Inspired By You

Objective:

Maintain conversation with Millennial drivers surrounding the release of the new Dodge Dart in the time between the Detroit Auto Show until the vehicles availability at dealerships.

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Inspired By You

Strategy: A multi-phase, crowdsourced promotion via sites frequented by Millenials and Creatives.

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Inspired By You

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Inspired By You

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Inspired By You

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Inspired By You

Inspired By You:

66M monthly unique users152K net new Facebook fans1.2M total reach12M user-generated impressions

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Drive the REDLINE Dodge

Objective:

Support the Dodge brand by giving a brand advocate the chance to share their love of Dodge vehicles by becoming a voice on the REDLINE blog.

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Drive the REDLINE Dodge

Strategy: Focus on awareness and advocacy by promoting sharing by the influencer and their community, while highlighting the influencer’s affinity for Dodge and the Dodge brand.

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Drive the REDLINE Dodge

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Drive the REDLINE Dodge

Drive the REDLINE Dodge:

720K brand impressions54K engagements18,350 contest pageviews2,300 social shares

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Defiance Arkfalls Sweepstakes

Objective:

Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.

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Defiance Arkfalls Sweepstakes

Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.

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Defiance Arkfalls Sweepstakes

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Defiance Arkfalls Sweepstakes

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Defiance Arkfalls Sweepstakes

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Defiance Arkfalls Sweepstakes

Defiance Arkfalls Sweepstakes:

270M brand impressions231K new Facebook Fans167K blog page views (5/9-6/25)52% opt-in rate for Dodge comm.

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In Summary

- Forego large, unfocused paid media budgets for smaller, concentrated budgets.

- Drive Fan engagement by focusing on quality content.

- Supplement day-to-day content with an on-brand promotion.

Questions?#OrganicSocial

Thank you for attending.