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IT’S ALL ABOUT THE CHEVROLET PROMISE!

1

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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

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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!