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This past year has been huge for social media marketing. With Twitter's popularity through the roof and Facebook effectively adding a "like" button to the Internet, there is no question what direction marketing is headed. GM recognizes this, and is set to launch some big social media campaigns in the new year.
A few big social media campaigns will begin next month. One campaign will be centered around the 2011 Chevrolet Cruze. The campaign will be called "Cruze-arati," and from what we know, it will give people with large social followings a Chevrolet Cruze to drive. Full details have not yet been released.
To date, GM's social media marketing efforts have all be handled in-house with Christopher Barger and Mary Henige leading the charge. Now that Joel Ewanick was poached from Hyundai, he has brought social media marketing firm Big Fuel on board to help lead GM's social media efforts for 2011. It is worth mentioning that when Ewanick was at Hyundai he had Big Fuel gearing up to work on the Korean automaker's social media strategy.
GM hopes its collaboration with Big Fuel will pay dividends in new and stronger customer relationships. “They’ve been retained by marketing so you’ll see more brand focused social marketing campaigns, which is good,” says Henige. “We’ll work with them, continue to lead GM’s brand efforts and maintain and increase the relationships we’ve built.”
Big Fuel also works on other large companies' social media campaigns such as: McDonald’s, Neutrogena, and Colgate-Palmolive. It currently has 95 employees and is expected to have nearly 200 by the end of 2011. Of the 95 employees, 15 are currently on the ground in Detroit. Big Fuel expects to double that number before March.