New GM emerges in mainstream media and social media alike

Today, the "New GM" emerged from bankruptcy. The re: invention process has been swift.

I was particularly interested to see that GM CEO Fritz Henderson not only did the typical news conference for mainstream media reporters today, he also answered questions for a half hour this afternoon on Twitter with the #fritz hashtag.

I asked this question:

New GM #fritz @gmblogs The brands spend huge amounts of $$ on TV commercials & TV sponsorship. How can you know this approach is effective?

And I was pleased to get this answer in return:

there is a role for such spending, but we also must explore social media and other direct forms

It's exciting to me that GM is indeed listening all the way to the top. I was critical of the company last month in my post Attention GM: Here are the top 5 marketing ideas for your reinvention.

Since then, I've seen progress. Christopher Barger, Director, Global Social Media at GM has engaged with me several times. And now I have my tweet replied to by the CEO of the company. Pretty cool.

Comments

[Jake LaCaze]

It's ironic to me that you are giving GM credit for changing the way they do things because I found something that I felt went against some of the fundamentals you preach.

On the GM Reinvention ad, gmblogs disabled comments. And this really bothered me, since on the gmblogs YouTube page they say that they will not censor comments unless they are spam, off-topic, or defamatory. It just feels like more one-way communication. I guess it's good that they're making up for it in other areas.

[David Meerman Scott]

@Jake, I think they are making excellent progress and the people are @gmblogs are doing a good job.

However, I do agree with you that they should be allowing comments on the re: invention ad.

David

[David Dalka]

The thing they need to fix is fixing their local dealer web sites search marketing and the archaic structures that exist between the dealers and GM for marketing spending.

This is a perfect example of a company where social media should not be the first priority.

[Bob Williams]

There actions already show a clear and definite support of using a social media strategy as part of their larger communications effort. I'm sure they'll work out kinks along the way such as not allowing comments. I applaud them for getting this far as it's not easy for large corporations to get out and meet their customers where they are.

[John Cass]

Hi David,

Good to see you are encouraged by the progress made by General Motors with social media.

[Roger]

Let's remember that one of the fundamental P's is product...until GM gets that right all of the digital and traditional marketing in the world won't make much of a difference. People purchase Rolls Royce, when was the last time you saw an ad/campaign for them. Word will certainly get out if GM, and other car makers, finally make products that are as good and better than the imports (whatever that means today). More to the point, how car companies can justify mutli million dollar television (image) campaigns is beyond me, especially when the creative is just ridiculous. When was the last time someone really purchased a $20,000 car based off of a 30-second ad? I remain skeptical as to GM's comeback.

[David Meerman Scott]

Thanks all for your comments. Great discussions here. It will be fascinating to watch this re: invention take place.

[dofus kamas]

"How can you know this approach is effective?"
classical question.
Great post. Thanks for your sharing, keep moving

[Tim Martin]

While I am slow to the dance as it goes for the power of the digital revolution, at least it would appear, I am in good company with GM and United. Just finished "The New Rules of Marketing and PR" and could not be more excited for my clients. Not to mention what its application will do for my business. Thank you David. By the way, my first blog experience.

[David Meerman Scott]

@Tim. Congrats. Hope you enjoy this stuff as much as I do. When you do it is infectious and will rub off on your clients. David

[shashank]

nice topic nice blog

[Chris Plamann]

On the product comment, @Roger, think it's a good point and at the heart of the issue with GM.

But I would say that in getting the "P" part right, social media is a perfect way to solicit opinions and gather real world data on vehicle usage and future design.

Take Ford as a perfect example. The Fiesta social media effort is something that GM can learn from in growing from the Lucerne-esque company of the 80s and 90s, to a "re: invented" brand capable of competing, without government help, in today's global auto industry.

These types of user relationships, fostered through social media, can and should play a role in new vehicle development.