Using Earned, Owned and Paid Media to Improve Ford's Reputation
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Using Earned, Owned and Paid Media to Improve Ford's Reputation

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Lessons on Ford's social media progress - from our strategy to the Fiesta Movement, and a case study on the 2011 Ford Explorer reveal on Facebook that benefitted from the coordination of earned, owned ...

Lessons on Ford's social media progress - from our strategy to the Fiesta Movement, and a case study on the 2011 Ford Explorer reveal on Facebook that benefitted from the coordination of earned, owned and paid media.

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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
  • 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
  • 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.
  • And we reap the benefit through earned media.
  • And we reap the benefit through earned media.
  • And we reap the benefit through earned media.
  • And we reap the benefit through earned media.

Using Earned, Owned and Paid Media to Improve Ford's Reputation Using Earned, Owned and Paid Media to Improve Ford's Reputation Presentation Transcript

  • Social Media @Ford @ScottMonty Earned, Owned & Paid Working Together
  • 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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  • What social media is not
  • What social media is not
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  • honest timely real HUMAN relevant
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  • Accessibility
  • Transparency
  • Authenticity
  • “ If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
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  • chapter1.fiestamovement.com
  • Fiesta Movement 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 83% new to Ford 30% under 25
  • JULY 26: REVEAL DAY 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
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    • 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
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  • Promoted Tweets
  • Promoted Tweets
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  • Who owns social media? yes Marketing? Customer Service? HR? IT? Communications? Product development?
  • STRUCTURE
  • STRUCTURE
  • STRUCTURE
  • Moving ahead
    • Global Social Media Center of Excellence – marketing, communications, and agency partners
    • Mini Centers of Excellence – by region, brand, country
    • Audit of social accounts, elimination of campaign-purposed accounts
    • Access to and participation in Social Media Hub by digital marketing and communications team, including agencies http://www.socialmedia.ford.com
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