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The Chevrolet India social media campaign focused on engaging automobile enthusiasts, existing/prospective customers and Chevrolet fans with the intent to offer the best-in-class service and brand experience.
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Private & Confidential © Edelman
IT’S ALL ABOUT THE CHEVROLET PROMISE!
1
Private & Confidential © Edelman
Campaign Overview
• Need– As per consumer research
findings, 72% intenders refer to the internet as their primary source of car related information and 53% intenders refer to friends & family.
• Idea– Living up to the Chevrolet
Promise, proactively engage the customers to create unique experiences that they would love to share with their peers
• Execution– The social media campaign
focused on engaging automobile enthusiasts, existing/prospective customers and Chevrolet fans with the intent to offer the best-in-class service and brand experience.
• Outcome– 80,000+ fans in less than a year– Most engaged/active community
among all auto brand pages in India
Private & Confidential © Edelman
Chevrolet India digital engagement approachPre-engagement
1. Detailed brief from client on specific objectives and expected deliverables2. Researching for an online media universe relevant to the client
3. Listing relevant keywords based on specific parameters4. Preparing a social media monitoring dashboard
Phase 1: Listening + reactive engagement
Edelman Digital will listen and report on online buzz about the client, its industry and competition. Edelman will also suggest the
top 3 places/ opportunities based on priority and impact, where the client needs to
intervene/ comment.
Phase 2: Proactive engagement
Activation of 2 social media engagement tools - suggestion to be based on at least 3 months' listening program. Edelman Digital
will identify, select and run the tools on behalf of the client.
Phase 3: Campaigns
Specific campaigns online, using relevant tools. This may require support from other vendors like website designers, viral video
creators and so on. Edelman will ideate and plan this in advance so that the selected ideas are executed as per the time lines.
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A genuine intent that set Chevy apart
The only Indian automobile brand proactively leveraging social media for CRM– Other brands currently using social media for pure play brand salience– Some clearly ignoring customer complaints
High focus on creativity to drive user engagements through sharablecontent and inviting participation
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May '10
Jun '10 Jul '10 Aug '10
Sept '10
Oct '10
Nov '10
Dec '10
Jan '11 Feb '11
Mar '11
0
500000
1000000
1500000
2000000
2500000
15886
64268
32730
121349
295605
812232
2126743
1392423
1051231
1622934
1332085
Monthly Active Users
May '10
Jun '10 Jul '10 Aug '10 Sept '10
Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
1470
2045
3910
7815
13093
27958
48027
54846
7664079595
83606
1470
575
1865
39055278 14865
20069
6819
21794
2955 4011
Members New Members
Increased fan engagements
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The first-ever online open-house
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Online Listening & Participation
Ongoing Conversations Monitoring & Participation
– What people say about GM, Competitors and Industry in:• News, Blogs and Discussion Forums• Social Networking platforms • Microblogs
Approx. 650-700 pages tracked weekly
Total Resolutions 390
Service queries/complaints 172
Product complaints 6
Generic queries 55
Purchase queries 56
Product related queries 101
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The Citizen ambassadors
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AND WHERE ARE WE TODAY?
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Higher community engagement
No of likes : 18 v/s 261
Vol. and Sentiment of comments
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Fan voices
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Voices
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THANK YOU!