Hey everyone, welcome to the second episode of Lounge Talk With Laz! Since I began working at General Motors as a district digital manager in September I’ve received quite a few questions regarding what it is that I do in my role. I figured that I could answer that question in the form of a quick episode; I don’t really dive into specifics, as this is more of a high-level overview of what a District Digital Manager does, but I can always answer more questions in a subsequent post or podcast (assuming the potential answer isn’t GM confidential).
In a nutshell I work with a district of dealers somewhere in the country to help them with anything digital. Every month we have digital strategy calls where we talk about optimizing their website, making sure that the site is both brand compliant and utilizing best practices, and improving their social media and paid search opportunities.
The tentative plan for the DDM role is to expand into social media management and paid search, but the current goal is to focus on the dealer websites to get them as optimized and clean as possible. As a District Digital Manager I serve as a sort of coordinator, where I make sure that any changes and digital features are implemented on the site. Due to our role at General Motors the DDM’s can’t make direct changes on the backend of the dealer sites, which are run through a third-party vendor that assigns backend developers to dealerships to make those changes.
We are basically consultants who advise dealers on digital strategy and best practices; the dealers can come to us regarding anything digital, but when it comes to website changes we need to coordinate that with the backend developer from the third party.
The most significant difference between the backend developer and the DDM is the number of dealerships that are assigned to each role; a DDM may have between 12-20 dealerships, whereas the developer has 50-60 dealerships. A DDM is proactive, or actively quality-checking the dealer sites, and the developer is reactive due to the number of dealerships that they are assigned (they don’t have time to search sites and implement changes while meeting monthly deadlines).
DDM’s are digital marketing and pricing incentive experts, while the developers have a deep product knowledge of the dealer website, so they can give insight into what’s possible on the site and implement site changes. DDM’s work with both the developer and the dealerships to reduce turnaround times on site revisions and ensuring that instructions or requests don’t slip through the cracks from a communication standpoint.
That’s pretty much my role as a district digital manager at General Motors in a nutshell; if you’re more of a reader and prefer viewing these podcast excerpts instead of listening in, I would still recommend giving this specific episode a listen as I explain the role much more effectively there compared to what I’ve just highlighted above in writing.
I hope you enjoy this second episode and I’ll see you next week for the latest and greatest in digital marketing and social media, so stay tuned!