An open conversation with General Motors

A few hours ago, Shel and I had the pleasure of an 18-minute conversation with Michael Wiley, Director New Media, GM Communications, at General Motors. We interviewed Michael for the 21 February edition of our bi-weekly podcast show For Immediate Release: The Hobson & Holtz Report.

In our conversation, we discussed the GM FastLane Blog, GM's experiments with podcasting and GM's plans for further developments with communication channels like blogs, podcasting and RSS.

We interviewed Michael over SkypeOut, the part of the Skype internet phone service that you use to call a normal phone. The call quality itself was pretty poor in parts, unfortunately, although the recording quality overall is better than I expected.

Michael had some extremely interesting things to say which I've captured in the transcript that follows. Please download the MP3 file and listen to the conversation as well (and see the show notes).

Neville: Thank you for joining us today, Michael! Can you give us a little background on your responsibilities at GM in particular relating to the GM FastLane Blog?

Michael: Yes, I'm responsible for media within General Motors communications and we launched our first blog in October 2004, the GM Smallblock Engine blog, to coincide with the 50th anniversary of the smallblock engine. That gave us experience in working with blogs. So we launched the GM FastLane Blog [in January] with some experience, gives us a higher profile.

Shel: How did you get [GM Vice Chairman] Bob Lutz engaged?

Michael: He's an innovative guy, willing to listen to new innovations. After the initial success [of the Smallblock Engine blog], once he heard the idea and what commitment he would make, he was on board immediately. It was a no brainer for him to come on board.

Neville: What are your primary objectives for the GM FastLane Blog?

Michael: To get beyond our old ways of communication with a new direct line of communication to all stakeholders. Typical communication is issuing press releases, talking to the media, who re-purpose your messages for you, and there's no way for customers to get their thoughts back to you. We've been wanting to create this direct line of communication so that our various stakeholders aren't going to message boards to talk about us - they have an opportunity to come and talk directly to us. We're big into getting feedback from our customers, employees and others, taking their comments to become a better company and develop better products. We're really getting some excellent feedback. Just about every discussion we have on the FastLane blog, we've had an excellent dialog.

Shel: Was there any resistance from your legal staff when the concept was first proposed?

Michael: They had some concerns, but since its Bob Lutz primarily, and at an elevated level in the company, they had confidence that we wouldn't do anything that would be a problem.

Neville: So you have plans to add other senior bloggers?

Michael: Yes, as discussion [on the blog] dictates. We don't have an editorial calendar, and I don't know whether we'll develop something like that, but when topics come up we will introduce other senior executives.

Shel: Do you have plans for other blogs?

Michael: It's something we've discussed, although at the moment i don't see us launching additional blogs because we're still learning. We'd like to be able to address every comment that comes in, which we haven't been able to do yet, we're still working out how best to carry on this conversation, making sure no comment is falling on deaf ears. Every comment is read, many are acted upon in one way or another. But we don't want a bunch of blogs to proliferate and then you see dead blogs out there that aren't properly managed. We want to ensure there's consistent high level communication going on.

Neville: Who are the commenters? customers, employees, dealers? Are you happy and pleased with the spread of commenting?

Michael: I was completely blown away by the level of comments and the thought that goes into those comments. We didn't know what to expect and in many cases you feel that people have been waiting for years and years to be able to vent their feelings to General Motors, so even the negative ones aren't sniping, they're just giving us their sincere feelings and thoughts on what we can do to create better products. We're appreciating most of them!

Shel: Have you had to remove any offensive or inappropriate comments?

Michael: The volume [of such comments] has been extremely low, less than 10 in total. When we launched the blog, we posted a notice that certain things are inappropriate, so any comments that are doing things like going after personalities would be removed. The number may be less than 5, it's incredibly low.

Neville: On podcasting, what are your plans on developing this medium?

Michael: We decided to do that because of the Chicago Auto Show, launching two vehicles there. We always webcast such launches and we thought, what the heck, why don't we strip out the audio tracks, pare them down a little and let people listen to the introductions that way as well. Hindsight is 20/20, of course, and we probably should have added in an intro to each one [of the two] we have done. It's funny, but when a large company like GM does something on a low budget, it doesn't always necessarily get well received. We appreciate the positive comments we've had. Shel, you weren't too pleased with it, but we'll do better next time!

Shel: So you read my stuff! Do you have plans for something different with podcasting?

Michael: Yes, we're working on a weekly programme, still finalizing the concept, you can expect it to be much more like a radio programme, probably a 15-minute weekly programme.

Shel: How many people downloaded the podcasts from the RSS feed?

Michael: We don't know yet. We've had quite a bit of feedback through the site, people offering tips on how we could do it better.

Neville: What about video blogging or vlogging?

Michael: That's certainly something that is appealing to us, but what we want to do is make sure we have plain old text blogging down before we move on to the next thing. We're always looking at the latest and greatest technologies and the best ways to communicate, but we're really happy with what we're currently getting from blogging.

Shel: On RSS, do you use RSS elsewhere in GM?

Michael: Yes, we do. If you go to GMability.com, our corporate responsibility website, there are RSS feeds for a variety of topics there. So if you're interested in advanced technology in vehicles and engines, for instance, environmental and safety information, there are RSS feeds which we've had for a while now. We're looking at offering RSS feeds in our media website. The reason we haven't so far is that the media is just learning about RSS. A survey shows that about 20% of the journalists are on RSS now, a pretty good number.

Shel: What about your Intranet - are you taking advantage of any of these technologies there?

Michael: Yes. We are launching our first leadership blog probably this Friday [25 February] by Tom Kowaleski, our VP of Communications. I'm also involved with our intranet properties and we haven't launched any yet and we're not using RSS yet either. We do have a personalized portal that allows employees to customize a lot of the content for themselves, so there hasn't been a big demand for RSS, but I think that may be something we'll be doing internally. But we're excited about Tom Kowaleski's blog.

Neville: I heard that Bob Lutz blogs with a Blackberry. Is it true?

Michael: Yes! We gather some of the comments from the blog and Bob reads them on his Blackberry when he has some windows of time to write up his responses. It's pretty awesome!

Shel: What is the reaction from the rest of the executive team, and from employees, to the executive blog? Is there confusion? Are they proud? What's your feedback?

Michael: There are still a lot of questions. A lot of people still don't know what a blog is. Not necessarily our executive team because they've been socialized to the whole idea now, but in the rank and file employees, a lot of them just don't know what a blog is. We publicized it [the FastLane blog] a bit on our intranet. I get quite a few emails asking what is a blog, so it's a learning process, although to many people who are really into communications technology and really into the web, it seems like it's been around forever already. To those who just use the web on occasion or it's just a periphery in their lives, it's still something new. So the executives are up to speed on it, and I think a lot of our employees are learning quickly, but in the general public there are still people who don't know what a blog is.

After the interview with Michael, Shel and I discussed some points that struck us from the conversation:

• Some critical but not negative comments on the executive blog, people waiting around for years to tell someone what they think
• GM can drill into the comments; it's a great dialog with customers, etc, on their products, hearing opinions directly from users
• Michael is extremely open, a pleasure having the conversation with him.
• A pity about the poor quality of the call with SkypeOut. But that's podcasting!

Let us know your thoughts on our open conversation with General Motors.

Comments

[Robert Scoble]

Hi Neville.

Great interview!

Can you introduce me to Michael Wiley? I'd love to talk with him.

[Neville Hobson]

Thanks Robert, glad you enjoyed the show!

Very happy to make that introduction. In hand today.

[alan moore]

what a great article and I wish I had come across it earlier, as I have just put to bed a book entitled Communities Dominate Brands. You can find more about it at oour website or at www.futuretext.com

we talk about the small block blog and about the fact that Bob Lutz has taken up blogging.

I find it fascinating that GM has embraced these new technologies as more open yet more direct channels to their stakeholders. Equally by the the use of perceived unmediated communication a company is able to build greater levels of trust with their stakeholders.

For any company i bleive this will have to become a central pillar of any business and marketing strategy. As we become less trusting of conventional and interruptive marketing communcations.

Moving from push to pull based initiatives like the Fordhybrid site makes complete sense to me. It is what SMLXL would describe as engagement marketing.

If you fancied revewing the book do let me know.

[Morgan McLintic]

Great interview Neville - thanks for taking the time to document it. If ever testimony were needed for how open communication between companies and their stakeholders were needed, this is it.

Morgan

[Morgan McLintic]

Also, I'm interested in the survey which shows 20% of journalists are using RSS. Is this an internal survey? Are those US journalists? Any sector orientation? Mainly for online pubs or print and broadcast too? I'd certainly like to see those stats, if they are available.

Morgan

[Neville Hobson]

Alan, when I first heard that GM had started an executive blog, my initial reaction was like that of many others in particular those in the communication profession: big traditional bricks-and-mortar business, nimble move, yet a most unexpected entrant into a communication channel that is unstructured, uncontrolled, dynamic, new, etc.

Yet the more you think about it, the more you ask: why be surprised? An executive blog is the perfect channel to do the things that Michael told us about in our conversation with him yesterday. So they went ahead and did it. As with their experiments with podcasting: try it out, see what happens. Learn, adapt, keep doing it. Build those connections. Building trust, as you say.

It's such a great approach, one I wish more companies would do. You don't necessarily need to analyze and plan and strategize for weeks - just do it. If GM can do it, why not Unilever, Shell, Nokia, Airbus, Novartis, Heineken, Repsol, etc, etc. Just a random list of names that comes to mind. All companies who say the customer is key.

I don't know if this is engagement marketing, cluetrain (or even Hughtrain), but whatever it's called, it's pretty powerful stuff.

[Neville Hobson]

Good questions re the survey, Morgan. Michael didn't tell us much more than what you heard in the podcast. Maybe he might be able to let us know a little more.

[Michael Wiley]

We conducted a survey on our media website during the recent Detroit Motor Show. It wasn't a scientific study, it was an informal, opt-in survey. The question was phrased something like "Would you be interested in subscribing to RSS feeds from GM Media Online?" Hope that helps. Also, regarding the podcast, it has been downloaded about 9,000 times as of this morning.

[Morgan McLintic]

Thanks Michael - that helps. Appreciate you sharing this.

[alan moore]

Neville, I agree that in many ways that it is about a common sense approach to communicating.

If you have the tools why not just get on with it?

I suspect this a great deal to do with internal culture at GM - Michael?

Because many companies would be unable to respond in such a positive way. SMLXL has recently been involved with a global brand working with them on how they could better engage with their customers, ultimately to create greater customer advocacy, and drive sales. But will they be able to tear themselves away from their traditional ways of doing things? I am suspicious - because their internal culture holds them back.

The great thing about blogs and podcasts - in fact any digital media, is that it is not costing tens of millions of dollars to create the ads, buy the media etc. Whilst the measurement of success - eyeballs - does not really translate into how successful you have been. And in todays world one-way flows of information seems truly antiquated. These new media channels enable one to refine, refine, refine, and aggregate audiences over time. They are more contextual and therefore richer for those that want to engage.

[Neville Hobson]

Alan, culture will play a big role in any company starting on this road. If an organization has an open culture, with a climate of transparency in their communication, it will likely be a lot easier for that organization to take the first steps. Even in a large diversified organization, where openness may not be pervasive, that could even be an open 'mini culture' within the overall organizational culture, if there is a leader willing to make the jump.

In GM's case, I imagine that climate exists. Plus, of course, an enormous aid to actually doing it is when you have one of the most senior executives on board. If the vice chairman is willingly involved, then it will happen, as we see with GM. It's interesting to note Michael's comments re initial discomfort from the company's lawyers that was dispelled.

I've frequently argued in this blog that communicators who don't grasp the nettle, so to speak, will miss the boat as channels like blogs will be taken up by more organizations sooner or later, with or without the participation of the communication professionals.

It's very easy to argue that any company should just get on with it. The potential benefits are very clear to many people, but not to all. The reality is that in most companies there are many hurdles to jump in getting approvals to starting a blog. Many people have a stake in the outcome and are wary of potential risks and the potential threats to their roles in the business. Just like any new way of doing things - it challenges the status quo.

[amresh]

Dear Sir,
I "AMRESH KUMAR CHOUDHRY",resident of Sangam Apartments,261(First Floor),Pocket-24,Sector-24,Rohini.New Delhi-110085 bought Tavera-B3 which has registration no.--DL3CAE1067 on 11/03/03 at 7:30pm keeping in mind the reputation of General Motor’s but I am very dissatisfied just after 12hrs of delivery.

There is a big colour difference in the body piece which is below the Grill & above the Bumper on the left side of the vehicle.I couldn’t notice the colour difference at the time of delivery as there was dim light(improper light arrangement) in the delivery bay. Although we had strongly requested the executive to allow us to inspect the car outside the showroom but he flatly refused for this. Early in the morning I noticed this defect and brought the car to the Regent Automobiles; but they are saying they will replace the defective part.

But matter of the fact is why should I accept this defective car when I had made full n final payment of Rs726358 for brand new defect free car. The company should have ensured that a defect free car is delivered to me. This is company’s fault why should I suffer for this.
Apart from this post delivery experience I had bitter experience prior to delivery also as I was illinformed by the inhouse finance people regarding the bankfinance approval.Which delayed the delivery by almost one week and caused too much of inconvenience to me as I needed the car for my father who is undergoing treatment.

Kindly replace the car immediately and provide me proper compensation for all this .I feel totally cheated and mentally harrased as I had spent my hardearned money on this car.This defect may be minor for you but it is major for me as this is my first car and also getting the defective piece replaced will further devaluate the value of car by good percent.

Waiting for immediate solution .

Thanking You.

Your’s Sincerely

Amresh Kumar Choudhry
9810925629

[Neville Hobson]

Amresh, you're writing about your complaint in the wrong place, I'm afraid. This blog isn't anything to do with GM.

As you're in India, you need to raise the matter with the dealer from whom you bought the car. If that doesn't work, then you could check on the Chevrolet India site for contact info -

http://www.chevrolet.co.in/

[BRAD LYKINS]

Why doesn't GM create a chopped top 4 door new style 1972 mini-vega wagon that looks like a RX-8 door style with a removeable top over the front 2 seats then go up 6" with 2 windows that will slide open either direction on the frontside and a little chevy window on each side that will light up certain colors but wouldn't show on the inside, then make it a 6 seat pro- streeter for the parents to have fun with. Then create it with a all wheel drive system and put 31 x 15.50 x 15" mickek thompson tires with 10" of suspension travel on it.For power instead of mazdas 20b rotory engine create a more powerful 4 cylinder rotory with twin turbo.In the magazine modified febuary/2004 they have a RX-8 with a 20b engine that will rev to 11,000 rpms,now thats what I'm talking about!!!Power-Fun-And Ready To Run

[BRAD LYKINS]

Why doesn't GM create a chopped top 4 door new style 1972 mini-vega wagon that looks like a RX-8 door style with a removeable top over the front 2 seats then go up 6" with 2 windows that will slide open either direction on the frontside and a little chevy window on each side that will light up certain colors but wouldn't show on the inside, then make it a 6 seat pro- streeter for the parents to have fun with. Then create it with a all wheel drive system and put 31 x 15.50 x 15" mickek thompson tires with 10" of suspension travel on it.For power instead of mazdas 20b rotory engine create a more powerful 4 cylinder rotory with twin turbo.In the magazine modified febuary/2004 they have a RX-8 with a 20b engine that will rev to 11,000 rpms,now thats what I'm talking about!!!Power-Fun-And Ready To Run

[Neville Hobson]

Hey Brad, great suggestions. But this isn't the place for them! You should head over to the GM FastLane Blog and leave a comment there so that it's seen by their executive bloggers -

http://fastlane.gmblogs.com/