Deborah Meyer is the VP and CMO of Chrysler; she spoke at the Mixx conference in New York City last month. Here's a recap.
She's the first CMO ever at Chrysler--so kudos to them for elevating marketing to the top executive-level. So, what's Chrysler doing to connect with potential customers in an age when 80% of all car buying begins online. (I know I did all my research online before I purchased my last car. By the time I got to a dealership, all I needed to do was test drive a couple of models I had identified as good fits for me to see which one I liked best in person.)
Online buyers, she stated, require a different form of marketing engagement. The goals are:
- Deep information
- Building a message (or taking it) to a pre-existing community
Okay, so far so good. They have launched, for example, a microsite for the DodgeRam Her goal is no actors, real America (sounds kinda like a campaign theme) and their everyperson opinion of what they think about the Dodge Ram. However, the implementation looks like a Hollywood summer action flick--complete with helicopters, rock & roll and explosions. So much for representing the average person. (I know I tangle with plenty of helicopters on the drive to work).
So, what are good ways to connect with communities that already exist on the internet? Consider these ideas:
- Think about how to make your communications authentic--engage, build relationships, add value to the community you are participating in
- Treat your social media campaign like any other marketing campaign--set goals, plan your rollout, categorize your efforts (know what you are going to talk about where and when)
- Stay on topic and be relevant
There are lots of great ways to engage in social media, so be sure to align your goals with your tactics and engage, engage, engage!