Know Your Customers—from Stalker to Soulmate
Every minute, millions are voluntarily sharing their hopes, wants, needs, dislikes and disappointments too. But who is listening?
Chevrolet is. And we want to take this customer relationship to the next level.
In moving from “stalker” to “soulmate,” we’ll discuss how engaging and optimizing social listening enhances the customer experience, how to continue to evolve your program to continue increasing positivity and why you must integrate from top to bottom to serve your customers at the highest level. Come learn why it is so important to integrate listening to your customers about what, where, how and why they are feeling and how that helps your brand get into the conversation in a relevant, meaningful way.
Dir, Digital & CRM
At Chevy, Andrew leads a dream team of digital jedis, social mavens and customer engagement gurus working closely with GM and global counterparts. In the 15 months since joining, this team has turned approaches to digital upside-down and inside-out. Chevy is becoming hyper focused on creating engaging experiences and integrating digital into traditional campaigns for significant launches that are turning the brand around. Andrew joined Chevy after spending 6-years with Deloitte Consulting’s auto practice with a focus on digital strategies and marketing effectiveness. A client convinced him to join him at Chevrolet – to stop advising and to start doing. A challenge he gladly accepted. He began his career in 1994 with various dot coms and agencies.
Social Media Center of Expertise Lead
I’ve been at GM for 23+ years and it has been a terrific ride as I’ve had the opportunity to work in several different areas and experience multiple assignments across the organization.
Today I’m leading the work being done around ‘Social for the Enterprise’ for General Motors. Here, we execute common processes, tools, policy and governance for social media across the globe.
I came to the CoE position from the Communications function, where I led the social team which focused around General Motors’ corporate Facebook and Twitter engagement, but also corporate social video strategy, blogger outreach to support corporate communications objectives and overall corporate and brand social media strategy.
I have worked in: corporate reputation, employee and dealer communications, service and parts, divisional/brand/marketing, and manufacturing. These diverse experiences allow me to see the holistic view of all of General Motors communications needs. And enables me to provide insight to help drive improvements in processes, procedures and bring new thinking to the table.
But what brings a smile to my face? Academics. From an early age, my father hounded me to death to get an education. Way back, in 1989, I earned a Bachelor of Science degree with a concentration in communication from Saginaw Valley State University. From there, I attended Central Michigan University and earned a Master’s degree in business with an organizational communication concentration. And I said no more. But, to get my dad off my back, I took one doctoral class. And then, in 2002, I completed my Ph.D. in organizational communications from Wayne State University. Yet, dad still hounds me. He thinks I need to be bi-lingual. So, maybe that’s next.
Mkrg Dir - Olympics
Mr. Richard Choi is Director – Advertising Strategy for Chevrolet, based in Detroit. He started his career with General Motors in 1983 GM’s Buick unit in Michigan, and held a number of sales, marketing and planning positions prior to moving into GM’s international operations. Mr. Choi lived in Dubai, United Arab Emirates; Tel Aviv, Israel; and Frankfurt, Germany; where he was responsible for Chevrolet and Cadillac in a variety of assignments. In 2003, Mr. Choi returned to the US to serve as Director of Sales and Marketing Operations for the General Motors Latin America, Africa and Middle East Region. In this role, he was responsible for Digital Marketing, CRM and Dealer Operations for the region. He was part of the GM China team in Shanghai from 2008 to 2012, where he worked with all of the 3 major GM joint ventures in China -- and was most recently General Director for Chevrolet. Mr. Choi earned his Bachelor’s Degree from General Motors Institute in 1988, and was awarded a GM Fellowship to Cornell University where he earned his Master of Business Administration in Marketing and Consumer Behavior in 1991.