The document discusses how Dodge drives organic social media marketing success. Dodge focuses on owned and earned media rather than paid advertising. It owns a vast social media presence across platforms like Facebook, Twitter, YouTube and blogs. Dodge drives organic engagement through creative brand lifestyle content, content series, user-generated content, and trending hashtags. Programs and promotions supplement daily content by incentivizing fan interaction and sharing. Examples provided include the Inspired By You, Drive the REDLINE Dodge, and Defiance Arkfalls Sweepstakes promotions, which achieved millions of impressions and brought in thousands of new fans. In summary, Dodge foregoes large paid media budgets in favor of smaller, targeted budgets, drives fan engagement through quality content
1. How Dodge Drives Organic Social
Media Marketing Success
We’ll begin shortly…
2. Who’s presenting?
Jim Tobin
Mark Malmstead
Founder, President
Ignite Social Media
@jtobin
Experienced Integrated Brand Lead
Dodge
@MMalmstead
#OrganicSocial
3. Details
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Jim & Mark will lead Q&A at the end of the call.
Tag your tweets with #OrganicSocial.
We’re recording the show.
We’ll send an email follow up to everyone.
#OrganicSocial
5. Primary Objectives:
AWARENESS
1. Achieve high brand
impression rates
CONSIDERATION
INTENT
2. Connect with niche
customer base
PURCHASE
SUPPORT
LOYALTY
3. Activate fans to
complete social
actions
ADVOCACY
#OrganicSocial
6. Primary Objectives:
AWARENESS
1. Achieve high brand
impression rates
CONSIDERATION
INTENT
2. Connect with niche
customer base
PURCHASE
SUPPORT
LOYALTY
3. Activate fans to
complete social
actions
ADVOCACY
#OrganicSocial
7. Primary Objectives:
AWARENESS
1. Achieve high brand
impression rates
CONSIDERATION
INTENT
2. Connect with niche
customer base
PURCHASE
SUPPORT
LOYALTY
3. Activate fans as
advocates
ADVOCACY
#OrganicSocial
24. Inspired By You
Objective:
Maintain conversation with
Millennial drivers
surrounding the release of
the new Dodge Dart in the
time between the Detroit
Auto Show until the
vehicles availability at
dealerships.
#OrganicSocial
25. Inspired By You
Strategy: A multi-phase, crowdsourced promotion via sites frequented by
Millenials and Creatives.
#OrganicSocial
29. Inspired By You
Inspired By You:
66M monthly unique users
152K net new Facebook fans
1.2M total reach
12M user-generated impressions
#OrganicSocial
30. Drive the REDLINE Dodge
Objective:
Support the Dodge brand by
giving a brand advocate the
chance to share their love of
Dodge vehicles by
becoming a voice on the
REDLINE blog.
#OrganicSocial
31. Drive the REDLINE Dodge
Strategy: Focus on awareness and advocacy by promoting sharing by the
influencer and their community, while highlighting the influencer’s affinity
for Dodge and the Dodge brand.
#OrganicSocial
33. Drive the REDLINE Dodge
Drive the REDLINE Dodge:
720K brand impressions
54K engagements
18,350 contest pageviews
2,300 social shares
#OrganicSocial
34. Defiance Arkfalls Sweepstakes
Objective:
Leverage the media
partnership between Dodge
and the SyFy channel and
Trion video game Defiance,
which both used the Dodge
Charger and Challenger.
#OrganicSocial
35. Defiance Arkfalls Sweepstakes
Strategy: A gamification sweepstakes that followed closely the events in
the SyFy show, and encouraged sharing in order to win a chance at a
grand prize.
#OrganicSocial
39. Defiance Arkfalls Sweepstakes
Defiance Arkfalls Sweepstakes:
270M brand impressions
231K new Facebook Fans
167K blog page views (5/9-6/25)
52% opt-in rate for Dodge comm.
#OrganicSocial
40. In Summary
- Forego large, unfocused paid media budgets for
smaller, concentrated budgets.
- Drive Fan engagement by focusing on quality content.
- Supplement day-to-day content with an on-brand
promotion.
#OrganicSocial
Mark is in charge of Social, Media, and CRM for Dodge
Introduce Dodge’s strategy – what they are trying to do and how they are trying to do it
Slides 5, 6, 7: Mark talking through these
Slides 5, 6, 7: Mark talking through these
Slides 5, 6, 7: Mark talking through these
Jim – minimal social advertising budget – Dodge made a strategic decision not to spend a lot. Very different approach, especially given that the auto industry is traditionally very big into ad spend.
So let’s start with owned media assets first… Dodge has a significant following on all of it’s social channels
Big presence on Facebook – Approach – heavy focus on Dodge page - Dodge doesn’t have a lot of different pages and we think we’re different from other brands in that way. But there is a challenger page – engagement here is great.
Our Twitter has a healthy following. Dodge uses Twitter to support its other assets
Good for news – flexible platform. Good for in-depth articles
YouTube
Big following on Google+, but like most brands Dodge doesn’t have a huge following here, but we feel it is important for other reasons, like Search.
Our content mixes in the new face of Dodge products…
… But also focuses on content series like “Throwback Thursday” and “Torque Tuesday” to embrace Dodge’s heritage…
..and allows for users to share their own love and vision of Dodge through UGC in series like Mod Monday.
We insert ourselves in trending hashtags but we always stay true to our brand.
There was no audience for the Dodge Dart – the millennial audience had never heard of Dodge Dart and this program was a fantastic way to change that.
We went to DeviantArt to reach x community. We went to transworld to reach y audience, etc…
19,000 hours on deviantART with 4,000 pieces of artwork submitted – we don’t know the extent to which the artists shared these things. One guy spent his entire week of vacation designing a piece.
Transworld designers designed their own skateboardsWinning Free Clothing Shirt was given away/sold on the Vans Warped Tour
Over 500 ReverbNation users submitted music and users tallied 90,500 votes and 34,600 shares
Phase 1:•Users visited blog.dodge.com/drive-the-redline-dodge and filled out a registration form with a 1,000 character essay and corresponding photo that explained why they are the ideal Dodge brand advocate—entrants had the opportunity to opt-in to brand email correspondence. As soon as someone entered, they had a seven day voting period window for their respective entry.
Phase 2:•Five finalist were chosen to fly to the New York International Auto Show to be interviewed by members of the Dodge brand team and record a walk-around video for the Dodge vehicle of their choice. Phase 3:•Finalists had 3 weeks to rally their networks to vote for them to be an official Redline Dodge blogger.
Contest pageviews = 352% to-goalSocial shares = 278% to goal
Slides 34 to 38 to explain how Defiance works
Linger here for color commentary
Note: 149,000 total pageviews January 1st-May 8th1 – using open graph to generate impressions2 – 52% of people opted-in for getting email – so the people that were playing along weren’t just interested in the show, they were interested in the program. We got the right people here.
Jim asks Mark to wrap up with the summary“What can brands take home from this? With so many brands buying ads and sponsored posts – what can we learn from this?” Jim has an example: Huge increase in fan base led to Interaction rate dropped by 2/3 because of a big fan buy Key to social is providing consistent, relevant content to our audience and weave in ways for the dodge online community to engage with the brand beyond Facebook and Instagram.