In a world where everyone is talking, who is actually listening?
Chevrolet is. In moving from “stalker” to soulmate” we’ll discuss how engaging and optimizing social listening can enhance the customer experience.
Learn the importance of listening to your customers, integrating from top to bottom and how that helps your brand gain “soulmate” status with your customers.
1. #chevysoulmate
KNOW YOUR CUSTOMER:
From Stalker to Soulmate
Rebecca Harris
Andrew Dinsdale
Social Media Center of Expertise
General Motors
Digital and CRM
Chevrolet
Outline for presentation:Introductions, brief description of your role at Chevrolet/GM
The digital age has changed the way brands communicate with their customers. It’s no longer just a good idea to engage with customers online – it’s essential. However, there are many ways that brands can engage with fans – but how do you reach out to and communicate with fans without seeming like a stalker? Is there a way that you can communicate with them that builds positive relationships with your fans. We think there is. It takes time and savvy, but you can work to become a “soulmate” to your fans.
It’s takes teamwork throughout a number of departments and groups to achieve positive brand engagement. Specifically, marketing, customer care, IT and social departments work together at Chevrolet and GM to listen to customers, generate creative and appropriate ideas for responses, and ultimately engage well with fans to ultimately build brand loyalty.
Chevrolet made the SuperBowl a “win” by responding to and engaging with fans, not other brands.While other brands were talking to each other, Chevrolet focused on communicating with our fans, supporting the message delivered in broadcast, and encouraging engagement with OUR brand. The result = overwhelmingly positive response and sentiment.
