Presentation from a November 15, 2016, talk at the Ragan Digital Marketing Conference, Denver, Colo. It's a look at the approach of the FCA Digital Media Team, FCA US, focusing on 1) stories you can't see elsewhere or told a different way, 2) engagement to drive third-party shares, and 3) giving our online communities a reason to follow each of our core social media platforms.

1. Rev It Up
Differentiating your social platforms
while sending consistent messages
Ragan Digital Marketing Conference
Nov. 15, 2016

2. 211/16/2016
FCA Digital Media team: consistent
in goals since 2005 inception
 Engaging education
● Focus on Action;
not just awareness
 Behind-the-scenes
● Stories and access
not seen elsewhere
Roadway to Today

3. 311/16/2016
Embedded reporters: Meshes
branding needs with audience interests
Roadway to Today

4. 411/16/2016
Embedded reporters
 Core team of 4 covering 8 brands plus corporate
 Each person has brand beats
 In-house video expertise
Roadway to Today

5. 511/16/2016
Six Core Platforms
Objects in the Mirror … blog
Differentiating Platforms

6. 611/16/2016
Objects in the Mirror … blog
 Human tone for FCA
 Inform, Promote
 Soapbox for issues
& crisis
 Long-form stories
Differentiating Platforms

7. 711/16/2016
Six Core Platforms
Twitter @FiatChrysler_NA
Differentiating Platforms

8. 811/16/2016
Twitter @FiatChrysler_NA
 Reach a mass audience
 Inform & engage
 Amplify owners & brands
Differentiating Platforms

9. 911/16/2016
Six Core Platforms
Instagram: @FiatChrysler_NA
Differentiating Platforms

10. 1011/16/2016
Instagram: @FiatChrysler_NA
 Reach a younger audience
 Focus on images that evoke
emotion, inspire
 Hashtag-away
Differentiating Platforms

11. 1111/16/2016
Six Core Platforms
Facebook
Differentiating Platforms

12. 1211/16/2016
Facebook
 Content: Inform & people want to share
Differentiating Platforms
10% Engagement Rate

13. 1311/16/2016
Six Core Platforms
YouTube / Flickr
 Strengths are not social networks; more for
sharing access to video, images
Differentiating Platforms

14. 1411/16/2016
Celebrating 75 Years of Jeep® Brand
July 15: Toledo Assembly Plant builds concept
vehicle on the line: Jeep® Wrangler 75th Salute
Test Drive: Jeep 75 Case Study

15. 1511/16/2016
Celebrating 75 Years of Jeep® Brand
Test Drive: Jeep 75 Case Study

16. 1611/16/2016
Celebrating 75 Years of Jeep® Brand
 The Tease
Test Drive: Jeep 75 Case Study

17. 1711/16/2016
Celebrating 75 Years of Jeep® Brand
 Making it Live
Test Drive: Jeep 75 Case Study

18. 1811/16/2016
Celebrating 75 Years of Jeep® Brand
 Capturing the emotion
Test Drive: Jeep 75 Case Study

19. 1911/16/2016
Celebrating 75 Years of Jeep® Brand
 The Full Story
Test Drive: Jeep 75 Case Study

20. 2011/16/2016
Unveiling Chrysler Pacifica Minivan
Jan. 11: N. American International Auto Show
Test Drive: Chrysler Pacifica Launch

21. 2111/16/2016
Unveiling Chrysler Pacifica Minivan
Jan. 11: N. American International Auto Show
 Insider’s Access
Test Drive: Chrysler Pacifica Launch

22. 2211/16/2016
Unveiling Chrysler Pacifica Minivan
 Real-Time Social
Test Drive: Chrysler Pacifica Launch

23. 2311/16/2016
Unveiling Chrysler Pacifica Minivan
 Full Story
Test Drive: Chrysler Pacifica Launch

24. 2411/16/2016
Unveiling Chrysler Pacifica Minivan
 Digging Deeper
Test Drive: Chrysler Pacifica Launch

25. 2611/16/2016
@MikeDriehorst
Editorial Director-Online Media / FCA Digital Media
FCA US LLC
Questions?
Image via Lee Haywood/Flickr