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Social purpose
 

Social purpose

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This is a presentation I've given this past year on the value of social purpose. Why we need to have a concept to rally

This is a presentation I've given this past year on the value of social purpose. Why we need to have a concept to rally

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    Social purpose Social purpose Presentation Transcript

    • FORD Motor Companyharnessing the power of social purpose Presented By Craig Daitch U.s. manager social media ford motor company
    • ABOUT ME•  Co-Founder Simplewire•  Emerging Media Consultant•  Agency Innovation Catalyst•  Guest Lecturer•  Ford Fanatic!
    • Facebook StatisticsFord motor Company Ford Mustang•  3,552 per day •  14,216 per day•  24,,869 per week •  110182 per week•  110,711 per month •  410019 per month
    • $11,414,640 (Were in the money!! )
    • $0u mad bro? 
    • What We knowThe Old-Old Way The less old way
    • Content is only content when found
    • What we think we knowmeasurement the old-old way measurement the less-old way•  share of voice •  Voice•  sentiment metrics •  Venue•  Record Based •  volume •  Influence •  Topic Based
    • Social Media Success Is about Purpose (It’s not about technology or fan count)
    • •  “Purpose allows brands to have a“The fifth p” deeper level of engagement withproduct their consumers—and it also allowspriceplace consumers to put their own mark onpromotionpurpose brand marketing by collaborating with brands to tackle important social issues.” – Mitch Markson, chief Creative officer, Edelman
    • Social Purpose Requires A Framework • Social Media Manager Entity • Community Manager • Social Media Agencysocial purpose • Involving Segment(s) of Community Process • Allows for invitation of non-community members to participate with brand & community Altruistic • Benefits accrue to one or all segments of community online, offline and beyond Objectives
    • our purpose hasn’t changed
    • social purpose is a business decisionWhat we need is an integrated system that uses real-time data to optimize personal mobility on amassive scale without hassles or compromises for travelers .and frankly, that is the kind ofsystem that will make the future of personal mobility sustainable.
    • That Leads to Social Movements“The companies that performbest over time build a socialpurpose into their operationsthat is as important as theireconomic purpose.” —Harvard Business Review,November 2011.
    • And drives social outcomes •  “While there are challenges ahead, the foundation of these smarter vehicles is comprised of advanced versions of pervasive technologies – Wi-Fi and crash avoidance systems that Ford has pioneered in mainstream vehicles today. We are not far from the day when vehicles will operate like mobile devices with four wheels, constantly exchanging information and communicating with our environment to keep us safer, shorten commute times, and generally help us more easily navigate life on the road.”
    • Social Purpose Social movement Social outcomes• altruism • organizing for social • Earned Media• from core out • relevancy • Invoked change• our brand mantra • scale • Aligned to Business Goals
    • Social Purpose In ActionOn December 23rd Ford intercepted a mention fromAtlanta diaper relief, a non-profit that providesdiapers to low income families in need throughoutatlanta.Huggies offered to provide them with 50,000 diapersunder one condition: you must have a commercialvehicle large enough to pick them up.ford’s social media team sprung into action,identifying a local dealership in atlanta with thehelp of our truck communications manager.coordinating a time/date, wade Ford provided anf-650 to pick up and deliver all 50,000 diapers.earned media was tremendous with a local storyreaching well over 1,000,000 people throughretweets, local media and facebook posts.
    • Ford F-150 EcoBoost ChallengeIn August of 2011 Ford created a social media basedcampaign to help tell our fuel economy storyusing the Ford f-150 Ecoboost V6.From August 22nd through August 28th, eight driversfrom eight different cities earned points throughfuel efficient driving, online voting, and communityservice activities in order to provide free gasolinefor their respective cities.Social media conversation spiked on August 17th, asTwitter users shared links to the announcementof the program on high influence blogs and Ford’smedia site.During the competition, conversation wassustained through the social media posts fromparticipants, the program’s partners, andlocation-targeted Facebook updates on the FordFacebook page. Volume steadily increased until thefinal activity over the weekend.
    • Ford F-150 EcoBoost ChallengeIn August of 2011 Ford created a social media basedcampaign to help tell our fuel economy storyusing the Ford f-150 Ecoboost V6.From August 22nd through August 28th, eight driversfrom eight different cities earned points throughfuel efficient driving, online voting, and communityservice activities in order to provide free gasolinefor their respective cities.Social media conversation spiked on August 17th, asTwitter users shared links to the announcementof the program on high influence blogs and Ford’smedia site.During the competition, conversation wassustained through the social media posts fromparticipants, the program’s partners, andlocation-targeted Facebook updates on the FordFacebook page. Volume steadily increased until thefinal activity over the weekend.
    • Ford F-150 EcoBoost ChallengeTwitter: ~2,200 Tweets to 6.9 million uniquefollowersFacebook: ~40 Ford posts garnered 467,000impressions, more than 750 Likes, and 160 CommentsBlogs: 140+ blog posts on sites that receive acombined 23 million Unique Monthly VisitorsReposts of the press release on blogs brought thetotal UMVs over 58 million
    • FIESTA MOVEMENT
    • The Results6.2 million views 132,000 handraisers750,000 views 83% new to Ford 30%40 million impressions under 25
    • BRINGING IT ALL TOGETHER
    • JULY 26: REVEAL DAY12:01 a.m. Online Advertising begins driving reveal day traffic to Facebook page Rich media banners across the Web included CTA to owned media, which has Facebook content; video of Mulally & Mike Rowe chat7:40 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 greeting11:45 a.m. Real-time chat with Explorer experts, execs ononwards Explorer wall; launch of Facebook sweepstakes and ‘Gifting’2:00 p.m. Video from NYC event goes live
    • EXPLORER REVEAL STATS•  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
    • Going Further: go do adventures
    • going further: from social brand to social business Communications IT Marketing Social Legal Media Human Resources Ford Customer Ford Credit Service