Case Study: Defending and Strengthening the Iconic Brand Online Presented by: Chris Preuss, Vice President, Global Communications, General Motors Company GM, one of the world’s largest companies, employing more than 235,000 people in 140 countries, is poised to thrive after one of the most difficult economic times in the organization’s history. Chris will share lessons learned from how GM embraced customers, automotive enthusiasts, suppliers and the media through social media and online channels during the turbulence of 2009. By engaging through multiple online channels transparently, GM was able to protect its reputation by having an honest dialogue with constituents while positioning itself for growth. Connecting through social media and online channels is now part of the fabric of GM’s overall communications strategy. www.bdionline.com

1. Chris Preuss
President, OnStar
Vice President, General Motors

2. About Me….
• MSU ‘89 Journalism/PS grad…State News political
reporter
• Went to the dark side right away…several agency
jobs
• Time in DC with Chrysler…went to GM in 1998
• Back to DC for several years…Switzerland
• Former VP of Comms, GM
Comms,
• Transition to President, OnStar & VP, GM
• Married father of two great kids, competitive cyclist,
love my job!

3. GM’s trials and tribulations
Unprecedented situation…you can’t plan for
this
Congressional debacle
Financial free-fall
free-
Scooped up into the whole TARP issue
Political football during the election
“Obama Motors”
How do you recover?

4. Communication Principles
Confront reality
Plan for multiple scenarios
Be as transparent as possible
Engage the right people
Utilize the power of social media
Collaborate cross-functionally
cross-
Address each audiences’ specific needs
Use a toolbox with a handful of common tools
“Keep your eye on the prize”

5. Communication Approach
Engaged constituencies in two phases
Phase 2:
Phase 1: “Assurance”
Provide assurance during bankruptcy and
“Reinvention”
Provide credible, tangible examples of
pave the way for emergence GM’s reinvention that matter to
consumers
June 1- June 30 July 1 - Ongoing

6. Communication Goals and Strategy
Goals:
¶ Minimize disruption to business relationships and revenue
¶ Maintain GM credibility from announcement through emergence
¶ Drive relevance and context at the local level across global
regions
Strategy:
¶ Set the tone of coverage by ‘holding on to the microphone’
¶ Leverage 3rd parties to reinforce the strategy is attainable
¶ Emphasize “reinvention” and shine a spotlight on the “New GM”
¶ Work closely with the U.S. Treasury on timing and messages to
provide clarity and context to consumers and taxpayers
¶ Highlight business operations are continuing and GM
management is driving the business forward

7. Preparation
Global team for timely and consistent execution
¶ Worked with global CFOs and Communications VPs for regional
applicability
¶ Involved outside advisors in planning
¶ Leveraged learning from SAAB
Proven internal processes, tools and media relations
capabilities in place
¶ Strong GM capabilities and leveraging external expertise
¶ Chapter 11 training for key communication team members
¶ Corporate cadence developed, with plans for each key
constituent and region
Monitored Chrysler for refinement of GM’s readiness plan

8. Preparation, Cont.
Proven communication infrastructure in place
¶ Developed pilot internet sites, linked to claims agent
¶ Coordinated across global/functional call centers –
encompasses dealers, customers, employees, retirees,
financial community, etc.
¶ Established customer and supplier care centers to resolve
specific issues, staffed 24 hours to meet global needs
¶ Planned for media measurement to monitor and realign
messaging as needed

9. Outreach to all audiences
Media Unions
Dealers Consumers
Suppliers Subscribers
Employees Tweeps
Policy/Political Facebook Friends

10. Social Media
One of our biggest risks…
…and greatest opportunities!

11. GM Social Media Philosophy
Use the social web to humanize GM and our
brands, by listening and engaging with
consumers – with openness and transparency
– in order to change entrenched perceptions,
build affinities and develop positive
associations

12. GM Social Media Team
May 31 – June 5
Former GM CEO Fritz
Henderson, June 4 Web Chat

13. gmreinvention.com

14. Facebook

15. GM Blogs

16. Empowering Employees

17. All New Media Site

18. OnStar Connections

19. Leveraging the Learning Today

20. Some rambling thoughts on
media….
• PR is no longer about managing the news
media…much more integrated…direct to consumer
news approach..ability to fight back…
• Speed of media means that being first is more
important than being right…or…coming in second is
worse that getting it wrong…HUGE shift
• Ability to create communications and promotions
platforms is driving integration and replacing
traditional advertising
• Engagement/discussion is now the rage
• Social tools are reshaping internal communications

21. Interpreting information
“Everyone gets the same information
at basically the same time, so the
value of information has gone to
zero…People spend so much time
absorbing that they don't have time to
understand what it means…the value
of expertise and the ability to interpret
information will someday go to
infinity.”
-Warren Buffett

22. Some rambling thoughts on
society….
The Rise of Women
¶ In Oct of 2009- for the first time ever - a majority of all jobs in America were held by women. This
2009-
is a profound milestone. Has been building for decades. Never again will men be the dominant
force in our economy. Portends great changes in the decade ahead.
Single families
¶ Single individuals now constitute the largest type of household in America. In Alexandria VA, a
majority of all households are single individuals. Just think of all the changes this trend will trigger.
How people shop. Impact on schools. Size of houses, etc.
16 year olds less interested in driving
¶ The Wash Post reports a decline of nearly 50 percent in one generation of 16 year olds applying for
a drivers license. Lots of causes but the bottom line is that for many young people a car is no
longer a symbol of independence.
Americans are deeply worried about the country's future
¶ For the first time ever, an overwhelming majority of Americans now believe their children and
grandchildren will live in a country that offers less opportunity than they experienced. This is a
major shift. American confidence has been shattered.
The Saturation Generation
¶ American consumers - particularly mothers of young children - are simply overwhelmed. They are
saturated by too many ads, traffic, choices, school functions, laundry, etc. They are looking for
companies that are sensitive to this fact.

23. Going Assumptions/Trends
Change is the constant
Technology is driving share of voice/place of voice
Social media leveling the playing field for
consumers/PR
Consumer influence model is
collapsing…changing
Brand loyalty is shifting
Speed of information is building…or reducing
giants

24. So, Why Will This All Be All
Irrelevant?
Top 10 reasons…
1. Opinions are like…well, you know…and everyone has one
2. You have more say and decision in what happens “next” than I do
3. We are in a quantum shift in the way consumer influence is being done and
its moving FAST
4. You own the brands out there…not the brands themselves
5. Technology is changing everything…you can’t see the next disruptive
technology
6. You can’t predict what is going to happen to “traditional” media in the
shake-
shake-out of social media impact
7. The impact of how enterprises will be reshaped by social media is yet
unknown
8. Innovation will drive more and more integration and convergence of both
on and off line activities (think mobile, social, gaming, TV, and media all
working in alignment)
9. You may already be on the backside of what’s next – when your mother’s
on facebook…well….
facebook…well….
10. Global impact in the communications space is another wildcard

25. What Never Changes…
Human nature – be a student
Credibility – never sell it out
Relationships – it’s the fuel in the tank
Creativity and passion – it makes life
interesting
Honesty and integrity – need I say more…
And opinions…they’re like…you know.

26. Questions & Answers