Lisa Gilpin

General Motors Corporate Social Media

@lisagilpin

We treat bloggers just

like any other member

of the media – from

auto shows to special

trips, they help to tell

our story.

To reach new

consumers,

we go to

where they

are and use

the tools they

use.

9

-Changes from 2010:

-Fewer posts, emphasis on

quality over quantity for

challenges

-More creative license

-Deeper integration with OnStar

-Ten teams of 4-5 people from

across North America

-Charitable/education element in

the challenges included partnering

with Adopt-A-Classroom

-12 million impressions were

generated during the 4-day

roadtrip to Austin

Began as a blog in July 2009:

-Short stories told as a way to introduce the people

behind the headlines - our employees, customers and

dealers

-Idea is that “everyone has a story to tell”

-Story may focus on particular skill set or hobby or

talent beyond their job/share a customer’s loyalty

and passion for a brand/ show pride and dedication

of a dealer

-July 2010: changed the “look” of the page, added

enhancements, including consistent video element to

allow viewers to “meet” the “Faces of GM”

-May 2011: put processes in place to ensure

consistency and greater effort behind syndication

“Tweet” and

Facebook

“Share”

button for

easier sharing

Addition of

video to

enhance the

storytelling

Live Twitter

feed from

@FacesofGM

Hot links

where

appropriate

Artist Mickey Harris has turned four Camaros into an artistic patriotic

tribute.

Camaro Fan Forums loved this story and posted it on their own channels.

http://www.facesofgm.com/2011/07/05/mickey-harris-art-honoring-

america/

Mickey’s “Faces of GM” post has garnered 9,500 hits since its’ posting in

July and remains our most popular piece overall.

2013 Chevy Malibu Aero Engineer Suzy Cody is a mom of two, and

moonlights as “Shovey Camaro”, a roller derby girl.

http://www.facesofgm.com/2011/08/16/suzy-cody-%E2%80%93-malibu-

mom-is-a-derby-girl/

Mom blogs and international auto blogs are some of the social media

channels who have shared this story.

Mickey Harris: Art Honoring America

Suzy Cody: Malibu Mom and Derby Girl

The WordPress template has

built-in SEO capability. Each

post utilizes these fields to

optimize the “search

friendliness” of the posts

Extremely important to

include custom keywords

for every post

Committed

to 2x/wk

Back to 2x/wk;

process implemented

Reduced to 1x/wk

due to Japan

quake/tsunami

Video became a

regular feature

1. “Market the marketing”

2. Consistency is key

3. It’s all about the story

4. Stories are all around you

5. It doesn’t have to be time- and cost-

prohibitive

6. There’s always opportunity for

improvement

THANK YOU!!! @lisagilpin