GM CEO Fritz Henderson discusses new marketing

UPDATE: On December 1, 2009, Fritz Henderson was ousted as CEO by the GM board. Read my open letter to Ed Whitacre, new interim CEO of GM.

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Yesterday I spent the day at General Motors world headquarters in Detroit at the invitation of the GM social media communications team.

I met a bunch of interesting people, drove some cool cars, and learned a great deal. I’ve got so much to share that I'll be blogging exclusively about GM for the rest of the week.

First up is my video interview with Fritz Henderson, President and Chief Executive Officer of General Motors.

We discuss what helps to sell cars, including "new marketing" (brand journalism, blogs, online video, etc.) as well as the more traditional television commercials plus the importance of word of mouth. The video is 11 minutes. Below are some times if you want to skip to a particular part of the video.

My favorite (lightly edited) quote:
“Word of mouth is the number one influence on the decision to buy a car... Social media democratizes providing word of mouth to a much broader audience.”

Filmed with my Flip video camera and edited on iMovie. Direct link to the video here.

:00 - 2:40 How marketing and communications has changed in the 25 years that Henderson has been with GM and what hasn’t changed: Word of mouth.

2:40 – 4:00 The role of Twitter, Facebook, blogging, and other instant tools to get information out.

4:00 - 5:40 How people consume information on their time.

5:40 – 8:50 The importance of corporate produced video and the continuing role of traditional media and TV commercials for broad consideration and tactical offers.

8:50 – 11:00 Fritz Henderson provides advice to other CEOs about new marketing and connecting with customers.

Tomorrow I'll post a video interview with Bob Lutz, GM Vice Chairman, Marketing and Communications. Watch for additional blog posts throughout the week.

Comments

[Mark Allen Roberts]

Great topic David,

I look forward to more!The race is on as the auto manufactures use the new rules...I gues it's true..leaders are readers!

Mark Allen Roberts

www.nosmokeandmirrors.com

[twitter.com/Dschmidt14]

It's a new world, when you can informally interview the CEO of GM with a flip camera. No lighting required.

[twitter.com/maryhenige]

David,

On behalf of the GM social media communications team, I want to thank you for visiting with us. We learned a lot from you and found the conversations insightful. We're also thrilled you found some neat examples of things we're doing. We're fortunate to have great leaders in Fritz and Bob.

Mary Henige, GM Communications
@maryhenige

[David Meerman Scott]

Thanks for all your help Mary. It really was a memorable day. Keep up the good work. David

[James Duthie]

Fantastic interview David and particularly relevant for us as we help to bring Australian auto manufacturers to grips with new communications tools and techniques.

[twitter.com/BlogConsultLLC]

David,

A wonderful interview, and informative for organizations around the world.

Thanks for all you do!

[Jake LaCaze]

I really enjoyed watching this, and because of the efforts of Fritz Henderson and GM, I am slowly becoming less skeptic of their image change.

[Omar Halabieh]

Hi David,

Great interview! I must say I am impressed by the changes that are happening in GM. The Bankruptcy filing has really given this company a wake-up call to re-invent itself in all aspects including the way it markets itself. Looking forward for your remaining posts on GM.

Regards,
Omar

[Andries Lesiba Ntuli]

Hi David

It is so good to get so much feed back about GM and the futer of GMSA employees, I also work in this industry and it make me happy that some of my brothers jobs are safe.

Good luck to you and youre team in GMSA

Kind regards
Andries

[John Pohl]

Great stuff, David!

I was very surprised--and impressed--by the fact that Fritz Henderson clearly "gets it." It's refreshing to see a CEO--especially a CEO of such a huge corporation that has been through so much turmoil recently--who is as plugged into social media as he is, and who has such a good grasp on his customers' media habits.

In contrast, GM's latest TV ad featuring Chairman of the Board Ed Whitacre has a dated feel to it. Perhaps it's Whitacre's age or his southern drawl, but for me he comes across as just another out-of-touch corporate executive. I suspect that this ad doesn't resonate with many people under the age of 60.

Perhaps GM needs to put Fritz on the air. He may be a little lacking from a style standpoint, but he certainly seems to have plenty of substance.

[www.facebook.com/profile.php?id=719333281]

Hi David, I am looking forward to "studying" your video especially since you provided the great "script outline."

As a teacher AND student using your New Rules, I continue to get great ideas from you, so your format for presenting Flip videos will work for me and I plan to try it for my blog [http://sharisax.com].

In addition, I have started a Squidoo lens to review Social Media/New Marketing books and yours will be the next book on my list -- especially since I have taught it now for the past two semester.

Keep advising me -- and everyone. Thanks.

[Jonathan Moody]

Excellent interview, especially the key take out: “Word of mouth is the number one influence on the decision to buy a car... Social media democratizes providing word of mouth to a much broader audience.”
Glad to see this recognised at such a high level and especially in the present circumstances. Let's hope the auto industry perceives, then protects, participates and projects in social media.
Jon Moody
www.asomo.net

[Robin Smith]

Really a fantastic information. thanks a lot for posting this. Please carry on with the good work.

http://www.createfreeblogs.com/smashing/49263/

[jean layman]

hello i have bought a new traverse. my word for it is travesty. i would like to get in touch with fritz henderson and let him know personally about this tim can they call a car.

[David Meerman Scott]

This is the "Ask Fritz" site. http://www.askfritz.org/