Keynote Presentation by: Ed Garsten, Head, Electronic Communication, Chrysler Group LLC www.bdionline.com

1. LEVERAGING ORGANIZATIONAL THOUGHT LEADERSHIP TO
POWER SOCIAL COMMUNICATION
ED GARSTEN
HEAD, ELECTRONIC COMMUNICATION
CHRYSLER GROUP LLC
ED.GARSTEN@CHRYSLER.COM

2. Thought Leadership—Huh?
• Consultants?
• Agencies?
• Loud mouths on the
Internet?
• Awesome
Tweeters?
• Facebook friends?
• “Experts”?
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3. Aw…any monkey can do that….right? Um…no
• Forget the past
• Look beyond “now”
• As soon as something’s in the “now” it’s in the past.
• Use your life experience to grow NEW ideas, don’t just adapt
old or existing ones.
• Rules? What rules?
• COURAGE!
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4. President, CEO and Chief Thought (Change)
Leader—
Sergio Marchionne
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5. Marchionne says:
• “I’m only interested in the future because
that is where I intend to spend the rest of
my life.”
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6. Scoring at the Super Bowl
• http://www.media.chrysler.com/flash/player.swf?file=http:
//assets.iconicweb.com/assets/55531/lq_9350.flv&autoSt
art=false&image=http://assets.iconicweb.com/assets/555
32/9350.jpg&height=290&width=470
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7. 7

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10. Here we go again. Just as the weather warms and
Americans are turning their thoughts to hitting the roads
for vacations or weekend getaways, the prices of
gasoline and diesel fuel are rising faster than the odds
of the Detroit Lions playing the Super Bowl.
It's a "coincidence" that has nothing to do with chance,
but almost everything to do with greed by the big oil
companies.
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11. 11

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13. “Corporate Journalists”
• We’ve gone from story “sellers” to story
“tellers”
• Using video, text, social media, we are
reporters embedded in our own companies,
charged with telling our own stories.
• Not VNR’S, but self-contained stories other
media can use.
• We all now belong to the “media”
• THOUGHT LEADERS FIND INVENTIVE WAYS
TO LEVERAGE THESE TOOLS
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14. 14

15. “Under the Pentastar”
Giving Messages New/ Sustained Life
• http://www.youtube.com/watch?v=IkL7_z2eFPY
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16. “Insider Outlook”
What nerve! Allowing outside voices access to
corporate social media platforms
• http://www.youtube.com/watch?v=EH2UwtlzRfo
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17. NASCAR
Anticipating the story and getting in front of it to temper
coverage
• http://www.youtube.com/watch?v=3kt9xj-WOPA
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18. 2011 Dodge Durango Reveal-The Caravan to
Virginia Beach-Posting Constantly
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19. 2011 Dodge Durango Reveal Tactics
• Advance promotion of
caravan and half-marathon
• Constant
Twitter/Facebook/YouTube
feeds at caravan’s onset and
all the way through race.
• Interact with followers
• Produce wrapup blog posts
and videos at event’s
conclusion
• Monitor conversation
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20. RESULTS
• Sales: 2011 Dodge Durango outsells its
predecessor by more than 200 percent.
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21. CASE STUDY-BUILD BUZZ FOR JEEP WRANGLER
ISLANDER SPECIAL EDITION
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22. BY THE NUMBERS
NEARLY A HALF-MILLION VISITS TO JEEPTIKIHUNT.COM
NEARLY 10 MILLION PEOPLE SHARED INFO ON FACEBOOK
JEEP TWITTER FOLLOWERS GREW 275 PERCENT
JEEP FACEBOOK FRIENDS INCREASED 32,000 TO NEARLY A
HALF MILLION DURING CAMPAIGN
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23. Ultimate Measurement
• # OF JEEP WRANGLER
ISLANDERS SOLD
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24. Ultimate Measurement
• # OF JEEP WRANGLER
ISLANDERS SOLD
All 5,000
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25. Finding and Cultivating the “Thought Leader Super
Hero”
• Create your own “melting pot”
• Hire outside your core business
• Experience and skills that can be transferred
• New perspectives
• No ties to “traditional” methods
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26. Grow Your Own Thought Leaders
• Encourage team members time
to sit, think and create..like the
old songwriting teams in NY’s
Brill Building
• Brainstorm ideas in a non-
judgmental atmosphere.
Elements of several ideas can
lead to one great idea
• Make it clear the company is
looking for NEW ideas, not
merely incremental solutions
• Past? What Past?
• Reward great ideas
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27. Results
• No cookie cutter ideas
• Approaches that better capture the company’s voice
and culture
• Quicker change because you own all the processes
• Boosted participation because change leaders are
advocates for their ideas
• More authentic responses to social conversation
• BOOSTED REPUTATION, CUSTOMER
ENGAGEMENT, CONSUMER
CONFIDENCE/SATISFACTION, SHARE OF VOICE
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28. What Came First, the Chicken or the Egg?
• ANSWER:
Who cares, that
already
happened.
Where’s the
rooster
headed?
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