Ford Social Media and Safety - GHSA Presentation
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Ford Social Media and Safety - GHSA Presentation

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Presentation to the Governors Highway Safety Association annual meeting on September 27, 2010 on how Ford uses social media, and for Ford's Driving Skills for Life program.

Presentation to the Governors Highway Safety Association annual meeting on September 27, 2010 on how Ford uses social media, and for Ford's Driving Skills for Life program.

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  • 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.
  • 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?
  • 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.
  • 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
  • We’ve established a presence on a variety of social platforms: Twitter, Facebook, Flickr, YouTube, Delicious, Upcoming, Scribd – knowing that in many cases, it’s up to us to connect with the consumers on their turf. We can’t expect them to automatically come to us. “ If you build it, they will come” isn’t necessarily the universal mantra any longer.
  • 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
  • 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://fiestamovement.com
  • (play Fiesta agent launch video “zombie”) Did you ever think you’d see a Zombie in a Ford ad? That one may not be for everyone, but isn’t that the most interesting demonstration video for keyless entry that you’ve ever seen? And like Fiesta Movement, we started with some of our best agents. These agents have a massive following, and will help us spread the word to their social circles because they were part of the creative process. Combined, the eight agents featured in The Fiesta Project have more than a half million Twitter followers and a half million YouTube subscribers . With a single tweet or YouTube call to action, an agent can flood our Fiesta Web site with fully-engaged visitors -- equivalent to a week’s worth of paid media. And it gets even better….like our brand TV campaign, content like this gives us more for our money on the production side. We’re producing nearly 20 of these videos for the same cost as the typical TV campaign.
  • As of September 30, 2009, the Fiesta Movement generated: 4.3 million YouTube views 540,000 Flickr views 3 million Twitter impressions 50,000 handrasiers, 97% of which don’t currently drive Fords 38% awareness – equal to the level of newly introduced vehicles that have been in the market for 2 years. All for a vehicle that isn’t even here yet.
  • In addition to the public, the industry pundits took notice.
  • And made their final judment on results that topped the Holy Grail of attention-getting: the Super Bowl.

Ford Social Media and Safety - GHSA Presentation Ford Social Media and Safety - GHSA Presentation Presentation Transcript

  • Scott Monty Global Digital Communications @ScottMonty Social Media & Safety @Ford
  • 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
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  • Ninety percent of social media is just showing up. It’s the other half that’s hard.
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  • “ If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
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  • fiestamovement.com
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  • Effective?
  • Fiesta Movement stats: 750,000 7+ million 4 million 100,000 58% 97%
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  • Explorer Reveal Stats:
    • 74MM – blogs
    • 11MM – Twitter
    • 3.3 MM – "Like" Impressions via Newsfeeds
    • 3.8 MM – Facebook Wall Post impressions
    • 300K – Video impressions
    • Total impressions – 92.4MM
    • #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
    • Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day
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  • Ford Driving Skills for Life & Social Media
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