NYU SCHOOL OF PROFESSIONAL STUDIES

GRADUATE PROGRAM IN PUBLIC RELATIONS AND CORPORATE COMMUNICATION

SPRING 2015 SOCIAL MEDIA PROJECT FORGENERAL MOTORS

KIM CARPENTER, GM COMMUNICATIONS EAST COAST GROUP MANAGER

East Coast

SOCIAL MEDIA ENGAGEMENT

BREAKING DOWN THE #NUMBERS

2X 21%

Tweets with #hashtags receive twice the engagement than the ones without.

Tweets with up to two #hashtags receive 21% more engagement than the ones with more.

#HASHTAGS

Do’s

1. Use the same #hashtag on all social media platforms.

2. #Engage with fans and followers throughout the event.

3. Tie the brand name to the #hashtag event.

4. If more than 1 word, #CapitalizeTheLetters

Don’ts5. Create #hashtag for

every word in a post (hashtag abuse)

6. Use inaccurate, unauthorized #hashtags

7. #TurnASentenceIntoAHashtag.

2X @

2X @#GMforDaddy and #FathersDay or #DaddyLovesGM and #FathersDay

2X @#GMforDaddy and #FathersDay or #DaddyLovesGM and #FathersDay

#ForeverSummer

SOCIAL VIDEO IS HERE TO STAY

2/3 90%Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text.

Adding videos to landing pages can increase conversions by nearly 90%.

140,000,000 app users

140,000,000 app usersEqual to the population of France and

Germany combined

VIDEO SHARING PLATFORMS

• Recently acquired by Twitter

• Digitally native and active audience

• Real-time streaming and further video use

- User-generated Content (Influencers)- GM Snap Stories - Sponsored Content (Discover)-

• Snap Stories, Live & Discover

• Millennial Audience

Snap Chat

• Six-second sharing app, owned by Twitter

• 25% of U.S. smartphone users

• Call for action!

• Emotionality• Positivity• Surprise• Interest• Action• Approach: Educate

Audience

GOING SOCIAL ON VINE AND SNAPCHAT

User-generated contentGM generated content

Tell a story . . .

CAMPAIGNS

• New York Fashion Week: Men’s

• Tribeca Film Festival• Social Media Week

NEW YORK FASHION WEEK: MEN’S

• Runaway Show

• Influencer Dinner

• Media Event

TRIBECA FILM FESTIVAL

TRIBECA FILM FESTIVAL

• Partnership• Celebrity Transportation• Loan Program

• Digital trend-setter

• Thought Leader• NYC tech

community and tech innovators

Summary

ThankYou

Questions?