TWTRCON SF 10 Keynote: Business in the Fast Lane

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TWTRCON SF 10 Keynote:
Business in the Fast Lane

How Ford Motor uses social media to manage its reputation and save millions of marketing dollars.

Scott Monty, Head of Social Media, Ford Motor Company

Nov. 18, 2010

Published in: Technology
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  • In order to get there, we needed a plan. And that plan manifested itself in One Ford
    One Ford: One Team. One Plan. One Goal.
    The plan:
    Aggressively restructure to operate profitably at the current demand and changing model mix
    Accelerate development of new products our customers want and value
    Finance our plan and improve our balance sheet
    Work together effectively as one team
  • Globally, 62% of people trust corporations less than they did last year; for the U.S., it’s 77%. That means that almost everything companies say about themselves is automatically suspect. Who do people trust, then?
    Third party experts
    People like themselves
    Therein lies the opportunity. If we make it apparent that there are people like them who work for Ford and who drive our vehicles, we can help establish some level of trust.
  • The other challenge we face is the lack of attention that seems rampant currently. DVRs are jeopardizing 30 second spots. Customers are bombarded with over 3,000 messages a day. In a 140-character world, how will your messages break through the clutter?
    Lack of trust and attention are two significant barriers to overcome.
  • To many people outside of the Detroit bubble, or who have not owned or considered owning a Ford, the Blue Oval lacks personality.
    And in 2006, Ford was on the ropes, seen by many as the weakest of the U.S. automakers.
    Alan Mulally was hired as CEO from Boeing, Bill Ford assumed the Executive Chairman title. Leadership was rounded out in terms of strategy, operations and vision.
    My impressions of Ford when approached in 2008: remarkable leadership, product lineup in 2009 and 2010 that would take the world by storm, and intelligent, talented and passionate people.
    In summary, not the typical Detroit company that people assumed it to be.
  • In order to get there, we needed a plan. And that plan manifested itself in One Ford
    One Ford: One Team. One Plan. One Goal.
    The plan:
    Aggressively restructure to operate profitably at the current demand and changing model mix
    Accelerate development of new products our customers want and value
    Finance our plan and improve our balance sheet
    Work together effectively as one team
  • Customers are starting to notice. This is a look at online consumer sentiment comparing Ford and competitor quality. You can see that we’ve been making great progress over the last two years, following a consistent messaging plan. We’re now second only to Honda for consumer perception of quality.
  • We subscribe to the Woody Allen philosophy of social media: “90% of social media is just showing up.”
    We also believe in the Yogi Berra corollary: “It’s the other half that’s hard.”
    You get points for simply having a presence in social media. But it’s more than just registering an account – it’s about participating and making sure you’re an active member of the community.
    Our presence counts in unexpected places:
    CES
    Urban Mobility Project
    Green Roof
    Warriors in Pink
  • Some examples of Ford’s social media presence
  • And what do we do that makes people sit up and pay attention?
    We listen. We respond. We demonstrate that we’re different.
  • They want to be able to speak to people directly at the company, or with someone who represents the company in some fashion. In short, they want to ensure they’ve been heard.
    This is vastly different for the direct marketer who’s used to replies in the form of BREs, click throughs or data filled out in forms. This is in some cases real-time.
  • They want to understand the process and be communicated to regularly, to ensure they’re being treated fairly.
  • Straight, honest answers – no spin
    You can’t outsource authenticity.
  • It’s not a new concept, but it’s one that we as marketers and communicators may have forgotten.
  • First uttered by Cicero, some 2,000 years ago, it’s still as relevant today.
  • And we’re thinking and speaking like our customers in a number of ways – the Fiesta Movement was a first and very significant step.
    Real-time updates from real people driving our cars – 100% authentic, not edited/censored/filtered in any way.
    In addition to buzz, the feedback that our engineers are getting allows them to improve the North American version before it event comes to market.
    http://chapter1.fiestamovement.com
  • Success seen from the Fiesta Movement http://chapter1.fiestamovement.com
  • In November 2008, amidst the Washington hearings, Stefania Butler wrote a withering opinion piece on U.S. automakers. It was largely uninformed, but it was built on years of bad public reputation – but reputation that Ford was actively trying to repair.
    In July 2009, we invited Stefania and 50 women attending the BlogHer conference in Chicago to join us at our Chicago Assembly Plant and hear directly from Ford experts what we were doing in terms of styling & design, technology, safety, and sustainability. She tweeted the above and then went on to do a complete 180 on her position as she wrote a blog post titled “How the Women of Ford, an Assembly Plant, and a Guy Named Larry Changed My Life” http://citymama.typepad.com/citymama/2009/08/a-month-ago-bad-kitty-and-i-went-on-a-roadtrip-a-roadtrip-that-we-pitched-to-ford-blogher-was-not-affiliated-in-any-way.html
    She then proceeded to tell everyone she knew, who in turn told their networks, etc.
  • The reveal of the 2011 Ford Explorer on http://facebook.com/FordExplorer
  • In addition to the public, the industry pundits took notice.
  • Better impact than a Super Bowl ad.
  • Rather than focus on our own content exclusively, we’ve highlighted what others are saying about us.
  • And we reap the benefit through earned media.
  • Lots of additional proof points available at: http://twitter.com/scottmonty#/favorites?user=ScottMonty
  • TWTRCON SF 10 Keynote: Business in the Fast Lane

    1. 1. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Keynote: Business in the Fast Lane • Scott Monty, Head of Social Media, Ford Motor Company | @scottmonty
    2. 2. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
    3. 3. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
    4. 4. Social Media @Ford TWTRCON San Francisco November 18, 2010 @ScottMonty Earned, Owned & Paid Media Working Together to Build our Reputation
    5. 5. We have a fundamental challenge: Q: Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? Source: Edelman Trust Barometer, 2009
    6. 6. Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010 Consumer Quality Sentiment 10 Consumer Quality Sentiment
    7. 7. Ninety percent of social media is just showing up. It’s the other half that’s hard.
    8. 8. Accessibility
    9. 9. Transparency
    10. 10. Authenticity
    11. 11. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
    12. 12. chapter1.fiestamovement.com
    13. 13. Fiesta Movement 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 83% new to Ford 30% under 25
    14. 14. Listening to learn
    15. 15. Reaching out
    16. 16. Reaching out
    17. 17. Results
    18. 18. 12:01 a.m. Online Advertising begins driving reveal day traffic to Facebook page Rich media banners across the Web included CTA to FV.com, which has Facebook content; video of Mulally & Mike Rowe chat 7:40 a.m. Explorer revealed on Facebook via Faces of Explorer behind the scenes video (3mins) 10:00 a.m. Prerecorded video – Mark Fields & Julie Levine in an internal/external walkaround, executive greeting 11:45 a.m. onwards 2:00 p.m. Real-time chat with Explorer experts, execs on Explorer wall; launch of Facebook sweepstakes and ‘Gifting’ Video from NYC event goes live 2011 Explorer Reveal
    19. 19. • Total social media impressions – 99MM • 411MM display impressions on 65.9MM browsers • #1 Trending Topic on Twitter; #2 in Google Trends for the day • 500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer • 1.5X greater completion of build & price via Facebook engagements • Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day Explorer Reveal Stats
    20. 20. 36 Facilitating Engagement - Acquiring Fans ● 50,000+ friends added in three weeks through OLA, Conversation Management, Tab & Wall engagement streaming out to newsfeeds, and the earned media blitz. ● 22,719 fans via natural traffic (likely increased by earned media) and Non- Facebook OLA (42%) ● Non-Facebook OLA ran on reveal day during the highest period of growth (25% growth in 1 day) ● 21,213 fans through Facebook ads (38%) ● 11,063 fans via newsfeeds, friend suggestions (20%) FB Editorial Calendar Starts Unlock Sweeps Tab Launch Facebook Ad Flight Begins Mike Rowe Tease Video Mashable Article Reveal Day All Day OLA Explorer Facebook Fan Growth July 2010
    21. 21. Facilitating Engagement - Engaged Fans ● 96% of Fans surveyed are likely or very likely to recommend the Explorer to a friend after experiencing the Facebook reveal. ● Fans surveyed told us their three favorite aspects of the reveal were exclusive photos and videos (82%), Ford involvement on the Facebook Wall (58%) and the sweepstakes (55%) ● Fan engagement with content mirrored this finding as the embargo photo reveal (.43% feedback) and the Facebook reveal video (.38% feedback) generated the most fan engagement by a wide margin. ● The live chat with Alan Mulally (.34% feedback) also performed strongly for fan engagement.
    22. 22. Impact 94% of Explorer conversation was positive Explorer owned 64% share of positive voice in the month of July – more than 3X its closest competitor. • Jeep Cherokee – 19% • Honda Pilot – 7% • Toyota 4Runner – 8% • GMC Acadia – 2% The Jeep media push on the 27th did not register significantly in social media or share of voice Positive Dialogue: Exterior design (teaser and embargo photos), improved fuel economy Neutral Dialogue: Novelty and discussion of the Facebook reveal, conversation around vehicle specs, pricing, and availability Negative Dialogue: Criticism of new frame, towing capacity and performance Share of Positive Voice July 2010 Date %ofPositiveVoice
    23. 23. Promoted Tweets
    24. 24. Promoted Tweets

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