Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
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Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13

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Karen Untereker's presentation slides from the Florida Blogger & Social Media Conference.

Karen Untereker's presentation slides from the Florida Blogger & Social Media Conference.

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Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13 Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13 Presentation Transcript

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  • 90% 70% 70% 69% 64% 62% 61% 59% 55% 55% 54% 52% 41% 37% 33% 24% Recommendations from people… Consumer opinions posted online Brand websites Editorial Content (e.g.… Brand sponsorships TV Newspaper Magazines Billboards/outdoor advertising Radio Emails signed up for Ads before movies Search engine related ads Online video ads Online banner ads Text ads on mobile phones • •
  • What Millennials want Interested in Co-Creation Real-time Social Media Engagement Entertaining Events Creating Online Content
  • What Millennials want
  • Fiesta Movement
  • A Question of Trust
  • Fiesta Movement – Key Metrics 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 82% new to Ford 30% under 25
  • Fiesta Movement – Lesson
  • Summer of Taurus
  • Two-Way Street
  • All about exposure
  • Summer of Taurus – Key Metrics 62MM UMVs on blog posts Influencers’ purchase consideration rose to 89% from 29% Favorable opinion across all categories from attendees
  • Summer of Taurus – Lesson
  • Ford Social – Lesson
  • Off traditional auto show cycle
  • New York Detroit Chicago Los Angeles
  • Reveal Video 61,500 views 61% from third party links Mike & Alan 11,500 views 52% from third party links Walk Around 23,000 views 41% from third party links
  • OwnedEarnedPaid Pre-Reveal Reveal Post-Reveal CONVERSATION MANAGEMENT Faces of Explorer: Media Relations Teaser Photos Unlock the Sweeps Facebook Media Buy Facebook Media Buy 10-City Grassroots Media Events National Print & Broadcast Facebook Reveal Mike Rowe Involvement Facebook Reveal & Interactive Timeline Sustain Engagement Event Videos
  • 100 million social impressions 66 million Americans reached overall 400 million browser impressions
  • Explorer – Lesson
  • Fiesta Movement Remix – Lesson
  • MPG And – Lesson
  • Connect Ford – Lesson