GENERAL MOTORS THE HUMAN WEB TOUCH Mary Henige, APR Social Media & Digital Communications Director General PRSA Midwest Conference, Chicago July 20, 2012

GENERAL MOTORS OVERVIEW GM’s social media strategy Humanizing our company Our channels and content sources Internal collaboration Community management Fun stuff? Governance and policy Observations

GENERAL MOTORS GM SOCIAL MEDIA STRATEGY Improve the reputation of our company and products by building relationships with consumers, changing entrenched perceptions, building affinities and developing positive associations Listen and engage with audiences to: Build confidence and trust Create awareness of and strengthen brands Help sell vehicles by increasing consideration Engage and empower employee advocates Capture and channel feedback to improve the business Use the social web to help humanize General Motors and its brands

GENERAL MOTORS OUR CHANNELS

GENERAL MOTORS Would you buy a car from this building?

GENERAL MOTORS How about from these people?

GENERAL MOTORS INTERESTING EMPLOYEES WITH STORIES Would you buy a car from 2013 Chevy Malibu aerodynamics engineer Suzy Cody?

GENERAL MOTORS MEDIA.GM.COM – 2011 Content “Gold Source” More than 1.5 million visitors to the U.S. site More than 800 news releases Media sites for 93 countries in 31 languages

GENERAL MOTORS INTERNAL INTEGRATION PR Customer Assistance Marketing Weekly collaborative meetings Sprinklr: Delegation tool The Customer

GENERAL MOTORS MONITORING & ENGAGEMENT More than 70,000 web conversations and posts occur each month about GM and its divisional brands and vehicles We have nearly 20 Facebook pages across GM and its brands with approximately 8 million fans in the U.S. alone We engage with fans on more than 10 Twitter handles 300,000 strong on Google+

GENERAL MOTORS COMMUNITY LED Facebook Timeline Worked w/ brands & Heritage Center to convert timelines into actual historical, content-rich timelines Facebook Fan Fridays We ask users to submit personal photos for potential use as the daily cover

GENERAL MOTORS MONITORING & ENGAGEMENT Early Warning Real-time monitoring and alerts Turning Stories Around Facebook Advertising/IPO “General Motors is Becoming China Motors”

GENERAL MOTORS OVERDRIVE: EMPLOYEE NETWORK

GENERAL MOTORS Social Media Policy Living document Guidance for employee “ambassadors” Social Media Governance Council Meets regularly Representative from various GM functions sit on the council GLOBAL SOCIAL MEDIA POLICY

GENERAL MOTORS Developing online social media training for U.S. employees Trained communications team Training other key staffs SOCIAL MEDIA TRAINING

GENERAL MOTORS Ranking: 2010 vs vs HARRISINTERACTIVE REPUTATION QUOTIENT (RQ) STUDY PROPHET CORPORATE REPUTATION STUDY FORBES / REPUTATION INSTITUTE US REPTRAK PULSE FORTUNE WORLD’S MOST ADMIRED COMPANIES* 897 *AMONG AUTO MFRS GENERAL MOTORS’ REPUTATION MOMENTUM

GENERAL MOTORS OBSERVATIONS Humanize your company The community rules: It’s not about you you or your brand Monitoring is essential Collaboration: work together and play to each function’s strengths – tools help! It’s still about stories The social web is evolving: Be proactive and nimble. Don’t be afraid to take risks and make mistakes! It’s not magic, it’s a channel, but it takes commitment and staying power

GENERAL MOTORS QUESTIONS Mary Henige, APR Social Media & Digital Communications Director General - #PRSAMWC