Chevy Monitor 2

From this week’s brand monitor, I got a better look of Chevrolet’s social media marketing. There are things we can learn from them and there are things they need to improve.

    First of all, Chevrolet did a very successful job investing in the movie “Transformers”. The movie “Transformers” was on July 2007.  

The searching point had been up to 92 and lasting for a whole month. You can really tell the difference the movie made, and the same thing happened in 2009. I remembered the first time I knew about Chevrolet was I watched the movie. For people already knew Chevrolet, they would take a different look at it. Every time the new “Transformers” came out, it always caused a buzz for Chevrolet. 

    Chevrolet has their Facebook page, twitter, YouTube channel, Flickr, and something else. Chevy has some major social media platforms for its customers. Chevrolet has already tapped its groundswell. In my opinion, Chevrolet is not using them well.

    First, there are not enough efforts that they should put into these social media metrics. The statistics from Samepoint.com says that the total social mentions are 4890.

  They did build a twitter page. But they only posted three tweets within one week. Obviously for a big company like Chevrolet, that was not enough.

  On their Facebook page, you can barely here a voice from Chevrolet. The executive from Chevrolet didn’t give too much attention to its groundswell. However the customers are quite passionate about Chevrolet. They are using Chevrolet Facebook page as a platform to share their stories with other people. People inside Chevrolet gave some respond once a while but not that often. There are negative responds on the page, but nobody took care of it. The customers’ voices have to be heard. That is one of reasons to have social media platforms. Chevrolet needs to have someone particular to be there and listen to the groundswell. If they have any complains and problems, make sure they are taken care of instead of being ignored. It is a large amount work taking care of the groundswell’s complain. But they should do it step by step and solve problems one by one. One happy customer will go out tell his/her friends about the happy experience he/she had at Chevrolet.

Good Example

Good Example

Bad Example

    Chevy should rely to negative comments as soon as possible in order to make the customers feel they will be heard. 

   Second, comparing Chevrolet with Ford, another famous American auto brand, Chevrolet is appealing less attention than Ford. On the search list, Ford has 100 points attention and Chevy only has 50. 

From the map we can see, Chevy only has a large market in North and South America. Basically, they gave up a larger market in Asian area. 

The groundswell can help them get into the Asian market if they use it well. There are a group of international students studying here in America. When they go back there country, they will recommend their friends to buy Chevrolet if Chevrolet pays more attention to them in U.S. From the book, the author told the reader to let go of groundswell, and let it do its work. If Chevrolet can catch those groups of people and make the best of it, they can expand the market in other countries too.

    Third, Chevrolet has to maintain its social media network. From the statistics on socialmention.com, we can see the numbers of last month and now. 

now

last month

Comparing all these numbers, Chevrolet did better last month. It is hard to enhance all the numbers, but at least Chevy should maintain it. Customers won't stick around and wait for you. If you don't draw much attention, they will lose interests of your brand. Just like it in the book, after you did all the tapping, energizing, and embracing your groundswell, you have to attain social maturity.