Case Study: Setting Content Free at Ford
Hashtag: #fordw2e
Ford changed…
… to this.
Questions?
First, a little background
 
2007
Sept 2007
Commoncraft video
We wanted to make storytelling…
www.ford.digitalsnippets.com/focus
 
 
 
This is not a campaign.
Members Only.
 
It’s a revolution
Ford Changed.
We stopped pretending.
Results?
Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling r...
Well, no. Not really.
Make it less scary
Do your homework
Make your case
 
DRM is still a challenge
How has setting our content free changed us?
Everyone is a publisher
Digital is no longer an afterthought Everyone is a publisher
Experimentation and “test, learn, refine”
Where to next?
Integration
www.TheFordStory.com
It came back.
Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @Maggie...
http://www.flickr.com/photos/ jahansell http://www.flickr.com/photos/lights_out_222 http://www.flickr.com/photos/ rattodis...
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Case Study_ Setting Content Free at Ford Motor Company ...

  1. 1. Case Study: Setting Content Free at Ford
  2. 2. Hashtag: #fordw2e
  3. 3. Ford changed…
  4. 4. … to this.
  5. 5. Questions?
  6. 6. First, a little background
  7. 8. 2007
  8. 9. Sept 2007
  9. 10. Commoncraft video
  10. 11. We wanted to make storytelling…
  11. 12. www.ford.digitalsnippets.com/focus
  12. 16. This is not a campaign.
  13. 17. Members Only.
  14. 19. It’s a revolution
  15. 20. Ford Changed.
  16. 21. We stopped pretending.
  17. 22. Results?
  18. 23. Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online* SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” media Approximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr images Enthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news *Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license The goods.
  19. 24. Well, no. Not really.
  20. 25. Make it less scary
  21. 26. Do your homework
  22. 27. Make your case
  23. 29. DRM is still a challenge
  24. 30. How has setting our content free changed us?
  25. 31. Everyone is a publisher
  26. 32. Digital is no longer an afterthought Everyone is a publisher
  27. 33. Experimentation and “test, learn, refine”
  28. 34. Where to next?
  29. 35. Integration
  30. 36. www.TheFordStory.com
  31. 37. It came back.
  32. 38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
  33. 39. http://www.flickr.com/photos/ jahansell http://www.flickr.com/photos/lights_out_222 http://www.flickr.com/photos/ rattodisabin a http://www.flickr.com/photos/oberazzi http://www.flickr.com/photos/andres_world http://www.flickr.com/photos/transkamp http://www.flickr.com/photos/rkarena http://www.flickr.com/photos/robertopecino http://www.flickr.com/photos/ nooone ) http://www. flickr .com/photos/23680544@N07(control button) http://www.flickr.com/photos/ flickerbulb (laptops) http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution) http://www.flickr.com/photos/jbonnain/523672080/ (DRM) http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM) http://www.flickr.com/photos/mugley/2152865463/ (fireworks) http://www.flickr.com/photos/tcmhitchhiker/1913229391/ http://www.flickr.com/photos/pbo31/2379746566/ (where2next) http://www.flickr.com/photos/nacente/646871906/ (green light http://www.flickr.com/photos/ fordmotorcompany http://www.flickr.com/photos/70267096@N00 http://www.flickr.com/photos/ billselak Photo credits
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