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Ford's Social Media Story - 2010 edition

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Ford's efforts in social media have been widely lauded. How did we set this as a strategy and how have we been able to be so effective at reaching our target audience? Here are some of the core …

Ford's efforts in social media have been widely lauded. How did we set this as a strategy and how have we been able to be so effective at reaching our target audience? Here are some of the core principles and processes that we've followed.

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  • 1. PUTTING THE “CAR” IN KARMA Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford)
  • 2. 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
  • 3. Consumer Quality Sentiment Consumer Quality Sentiment Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010 4
  • 4. Strong Business
  • 5. Great Products
  • 6. Better World
  • 7. Ninety percent of social media is just showing up. It’s the other half that’s hard.
  • 8. Accessibility
  • 9. Transparency
  • 10. Authenticity
  • 11. Strategy: to humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.
  • 12. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
  • 13. fiestamovement.com
  • 14. Effective?
  • 15. Fiesta Movement stats: 7+ million 750,000 58% 4 million 100,000 97%
  • 16. 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