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Case Study_ Setting Content Free at Ford Motor Company ...

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Transcript

  • 1. Case Study: Setting Content Free at Ford
  • 2. Hashtag: #fordw2e
  • 3. Ford changed…
  • 4. … to this.
  • 5. Questions?
  • 6. First, a little background
  • 7.  
  • 8. 2007
  • 9. Sept 2007
  • 10. Commoncraft video
  • 11. We wanted to make storytelling…
  • 12. www.ford.digitalsnippets.com/focus
  • 13.  
  • 14.  
  • 15.  
  • 16. This is not a campaign.
  • 17. Members Only.
  • 18.  
  • 19. It’s a revolution
  • 20. Ford Changed.
  • 21. We stopped pretending.
  • 22. Results?
  • 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.
  • 24. Well, no. Not really.
  • 25. Make it less scary
  • 26. Do your homework
  • 27. Make your case
  • 28.  
  • 29. DRM is still a challenge
  • 30. How has setting our content free changed us?
  • 31. Everyone is a publisher
  • 32. Digital is no longer an afterthought Everyone is a publisher
  • 33. Experimentation and “test, learn, refine”
  • 34. Where to next?
  • 35. Integration
  • 36. www.TheFordStory.com
  • 37. It came back.
  • 38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
  • 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