Case Study_ Setting Content Free at Ford Motor Company ...Presentation Transcript
Case Study: Setting Content Free at Ford
… to this.
First, a little background
We wanted to make storytelling…
This is not a campaign.
It’s a revolution
We stopped pretending.
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.
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?
It came back.
Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]