At the recent Online Marketing Summit in San Diego I caught up with Charlotte Blank, Manager of Social Media at General Motors to talk about digital marketing. In this short interview I asked Charlotte a few fundamental questions about digital and social media marketing related to customers:
1. How does GM segment digital marketing activities between customer acquisition and retention?
Follow up: Does GM follow a social media editorial calendar according to customer buying cycles and personas?
2. With all the shiny objects of social media in the world, how do you go about deciding what to test and what to implement?
Take a look at the video and I think you’ll be interested in the customer-centric approach GM takes with social media and how time is allocated towards new customers, activating current customers as evangelists and their approach to filtering shiny social objects.