GM faces challenges of competing with more fuel efficient foreign vehicles, decreasing sales during high gas prices and recession. GM's goals are to improve fuel economy, emphasize safety, and decrease emissions while innovating. A new strategy proposes targeting middle class environmentally conscious consumers through social media marketing, with keywords focused on fuel efficiency and comfort. The proposal outlines social media campaigns, metrics to track success, and a $7 million budget over daily, quarterly and yearly timelines.

1. By: Ryan DeRose

2. GM Challenges
• Compete with foreign companies that
manufacture better fuel efficient vehicles
• Decrease in sales because of increasing fuel
prices and major recession
• 2008 U.S bail out

3. GM Goals
• Continually improving fuel economy
• Emphasize safety in all vehicles
• Continually decrease emission out-put
• Always strive for Innovation

4. New Strategy Proposal
• We think if we narrow GM’s target market we
will be able to increase sales.
• To start we will first target the middle class
American and environmentally friendly
consumers

5. BIG IDEA
• GM is already vey active with social media so we will
continue to use:
– Facebook, Twitter, and GM blog
– Implement mobile marketing
• Push-to-talk system
• Create new accounts in each platform geared toward
our specific target market
• Continue to generate content and actively respond to
followers

6. AdWords Campaign
• Create words for both target markets
• Environmentally friendly key words:
– green, environmentally friendly, hybrid, save big
• For the middle class American use:
– innovative research, extended MPG, more comfort &
user-friendly interior
• Ex:
GM, best cars for your money!
Innovative research for extended MPG
More comfort & user-friendly Interior
gm.com/innovationforyou

7. Social Marketing Pros
• GM is very active online and holds a strong
internet presence
• Responds regularly to social media posts from
followers
• Quickly address any negative noise posted on
twitter

8. Social Marketing Cons
• Needs to be more active on their blog
– People are posting concerns with very little feed
back from GM
– This should be important to keep a positive image
and have a stable customer base

9. Metrics of Success
• Use of Google Analytics
• This will provide day-to-day and month-to-
month charted information
• This will also track number of hits GM
generates from Facebook, Twitter, and
Blogging site

10. Timeline/ Budget
• Timeline-
– daily activity in generating content on social media
pages
– Have quarterly and yearly update discussions
• Proposed 7 Million dollar budget
– Social Media: 3 Million
– Social Marketing: 3 Million
– Mobile Marketing: 1 Million