Elena Cortesi - Ford Europe - Ford Content Factory - Kwd Webranking Italy 2013

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Dietro le quinte della content factory di Ford Europe: come costruire uno storytelling continuativo

Dietro le quinte della content factory di Ford Europe: come costruire uno storytelling continuativo

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  • 1. KWD Webranking AWARDS 2013 Elena cortesi direttore comunicazione earned & social media ford europa @twitelena @FordEu ”dietro le quinte della content factory di ford europe: come costruire uno storytelling continuativo”
  • 2. FORD DIGITAL
  • 3. ELENA CORTESI DIRECTOR, EARNED AND SOCIAL MEDIA FORD OF EUROPE @TWITELENA
  • 4. VISION TO ENGAGE PEOPLE WHO DON’T CARE ABOUT CARS WITH CONTENT THEY CAN’T WAIT TO SHARE
  • 5. BUILDING SUCCESS THROUGH STORY TELLING • VISUAL, GRAPHIC LED • VIDEO • PERSONALISED CONTENT
  • 6. IN 2011 PRISM ACCOUNT MANAGER Jessica Weber VIDEO GRAPHIC DESIGN NEWS SYNOPSIS MULTIMEDIA/SOCIA L EMPLOYEE COMMS Video Editor Graphic Editor Writer FB/Twitter Expert Writer Graphic Editor Writer Graphic Editor Media Monitoring (FR) Video Operator Media Monitoring (IT) Video Operator Media Monitoring (ES) Video Producer Media Monitoring (RU) Writer Multichannels Expert Editor Assistant
  • 7. IN 2014 CONTENT FACTORY MANAGER CONTENT FACTORY MANAGING EDITOR Content Factory Editor PRODUCT WRITERS IN-MARKET WRITERS EVOLVE 24/PRESS KIT CONTENT B/C-car Journo Italy Video Editor CD-car Journo Spain Video operator CV Car Journo Russia Video Editor DE (Freelance pool) Germany Video operator DE (freelance pool) VIDEO Pillar Writers France Safe and Smart Journo Green and Quality Journo NEWS SYNOPSIS MULTIMEDIA/SOCIA L EMPLOYEE COMMS Graphic Editor Writer FB/Twitter Expert Writer Writer Youtube/Instagram Expert Writer Media Monitor 1 Google + Expert Graphic Editor Graphic Editor Video Producer Media Monitor 2 Graphics Ed (UK) Media Monitor 3 Video operator Video Operator UK (freelance pool) Editor Photo Editor (DE) Video operator Translation support IT, ES, FR GRAPHIC DESIGN Media Monitor 4 Assistant
  • 8. HOW OUR CONTENT CHANGED IN 2013  23% MORE VIDEOS  181% INFOGRAPHICS 13X MORE VISUAL FACT SHEETS 43% PRESS RELEASES
  • 9. 1.0L ECOBOOST ENGINE
  • 10. 1.0L ECOBOOST ENGINE 357,000 VIEWS EMBED ON EARNED MEDIA SITES MAIN ASSET IN MEDIA KIT
  • 11. OUR CONTENT COMMITMENTS DON’T BE BORING DIGITAL FIRST MAKE IT FUN/INTERESTING THINK SOCIAL BE VISUAL BE READY TO REACT BRING IDEAS EVERY DAY
  • 12. THE FUTURE Deliver powerful visuals intriguing enterprise storytelling more market-sourced and personalised content
  • 13. THANK YOU
  • 14. 13 december 2013 #writaly KWD Webranking 2013 italy Awards In collaborazione con