The Social Web, Crisis Response & Reputation Rejuvenation
Christopher Barger
Director, Social Media, General Motors
Twitter: @cbarger or @gmblogs
February 20, 2010

Social networking, GM and Chapter 11
Created temporary extended social media team to engage everywhere possible
Live Tweeted from every live interview or press conference
Engaged in multiple social networks and platforms
Ensured that traditional media knew of efforts
@cbarger

Lesson #1: You cannot overcommunicate
For general engagement & normal business, its better to strategize & choose right channels for your goal
In a crisis, answering as many questions as possible & letting people know youre listening is vital both because those affected expect it, & because it introduces your perspective into the conversation so a broad, all-platforms approach is most effective
@cbarger

Reaching out to influencers
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Lesson #2: Let others tell your story
Others will be interested in how you handle your crisis from a social media perspective. So tell them, and let them tell others.
We didnt contact anyone in hopes that they would turn into an advocate. We just wanted them to tell the story and knew that the story would drive people to us.
Perceived loss of control is always terrifying, but especially during a crisis. Do it anyway. (You never really had control anyway.)
@cbarger

Results
Between Twitter, Facebook and blogs, we engaged in >800 conversations that week
Reaction online to our activity was almost universally positive
Got 40+ new GMers engaging on Twitter
Reinvention website garnered half a million views
Traditional media noticed, covered, even used our feeds
FB fan page growth
@cbarger

Lesson #3: Measure, and report
There will be skeptics inside the organization who dont think a social web play at this time was smart and who will be looking for reasons to pull back. You will need lots of examples of why theyre wrong. Use them.
Show the shooters every positive tweet, every measurement report, every metric you can think of to justify/add credibility to the effort. Youll have momentum to take you to the next step.
@cbarger

Hands on Engagement
Product and Technology showcase
Invited 100 consumers, influencers and bloggers to experience GM Hands On
Trip included exclusive tour of GM Design showcasing forthcoming products and concepts, PPO build shop to witness Chevy Volt production, full product ride and drive at Milford Proving Grounds and TweetUp
Guests were encouraged to share their experience throughout the program
@cbarger

Lesson #4: Follow up matters
Community will expect continued engagement.
Reputational repair begins with demonstrating change, and the sense that you value the relationships forged during the crisis.
Absent significant follow up, community could see your reputational efforts as PR/marketing.
@cbarger

Listening to consumers
Michaelbanovsky: Sweet! #GM actually listened for once! Now I know I talked to #fritz about the #G8 http://tr.im/wHpq
Nsap: is impressed GM is listening when it comes to product...good for them! Keep it up!! @gmblogs @bpgjim @cbarger
@cbarger

Listening to critics
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Expanding customer service
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Change your approaches
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Lesson #5: Provide value
Communitys wants/needs/interests come first. This is always true but especially so during a reputational rebuild. Listen as much as you talk.
Demonstrate change. Do some things people wouldnt expect from you.
Adopt one at a time as your mindset, not just your mantra. Broad gestures often dont mean nearly as much as small ones. Every person won back is a win, no matter how much effort has to go into winning them back. Treat them like family even after theyre in the family.
If you want them to be advocates, you have to let them advocate. Give them what they need to be effective information, product, or whatever it takes.
Remember that real life really matters. Incorporate real life interaction into your online relationships experiential marketing is a huge component of reputational repair. As Spike said this morning, 90% of word of mouth happens offline.
@cbarger

Lessons learned: final thoughts
Open, candid engagement can win admiration, mitigate negativity
Need to be engaged prior to crisis to have earned credibility
Engagement during a crisis only goes so far: you have to back it up after the crisis with sincerity and action
Social engagement can sell your product, even when your product is something as big as a car
Success is only half in executing your program; the other half is telling people about what youre doing.
There is no over.
@cbarger