GM's Social Marketing in China

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Xiaoqing Somerville

Mock social marketing plan for GM China Group.

Business Reisen

GM’s Social Marketing
in China <<<<<<<
Xiaoqing Sun

e-nflueners
• Auto /tech lovers
• Media
• GM fans
• Engineers
25%
of online users in China
are contributors
• Customers

GM China Online Lab
Corporation Blog Video Stream Forum
official news Out of date info One-way communication

How
SEO
RSS
Blogger
out reach
Offline
campaign
Topic
replacement
Leverage
content
across
multiple
sites
How to promote?

“Good brands provide
joy, which I can
share with my
friends.”
----Jay, 27, Beijing
Frands

• Sponsorship
Cruze – <The Bright Eleven>
• Crowdsourcing
Volkswagan – “Think Blue”
• Media speculation
•Ford – “Fiesta Movement ”
In China, digital PR can do…

Mar Jan
Feb
Dec
Structure 20%
Maintenance
60%
Promotion
20%
Budget
Timeline

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