Post on 10-May-2015
description
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
#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 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
#OrganicSocial
Most brands over-allocate their social media marketing budget to social ads.
Paid
Earned
Owned
#OrganicSocial
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.
#OrganicSocial
#OrganicSocial
#OrganicSocial
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
#OrganicSocial
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.