Putting the "Car" in Karma - How Ford Creates Value Through Social Media, 2009 edition

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Keynote presentation for the Direct Marketing Association's International Conference in San Diego, CA on October 18, 2009. Other keynotes: Martha Stewart, Ken Dychtwald, Stan Rapp. http://dma09.org/ Presentation covers how we're interacting with others to tell our quality & fuel efficiency story - and more importantly - how we're enabling them to tell each other.

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PUTTING THE “CAR” IN KARMA Scott Monty ( @ ScottMonty ) Global Digital Communications Ford Motor Company ( @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

“ Be like a headland of rock on which the waves break incessantly; but it stands fast and around it the seething of the waters sink to resist.” -Marcus Aurelius

“ We are a green , global, high-tech company that is improving peoples’ lives.”

Ninety percent of social media is just showing up. It’s the other half that’s hard.

Strategy: to humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.

Now tweeting at: @Ford @ FordFiesta @ FordMustang @ FordDriveGreen @ FordCustService @ FordNews @ FordTrucks @ FordRacing @ FordLatino @ FordTaurus

Fiesta Movement stats: 540,000 4.3 million 3 million 50,000 38% 97%

What’s next? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Twitter: @ ScottMonty Blog: http://www.scottmonty.com Facebook: http://www.facebook.com/scottmonty Visit us at: http://thefordstory.com

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Interactive Car-owner’s Manual Personal Vehicle Assistant Today cars are increasingly loaded with advanced technologies… but car owners have simple questions about their operations. We deliver innovative communications solutions that understand customers’ issues and immediately resolves them Enabling car owners to fully enjoy their loaded vehicles A totally new experience for customers with resolving problems with car manuals A like – Siri solution, but entirely focused on right, instant answers to everyday car troubleshooting PC, tablet, smartphone. Text, chat, voice.

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Putting the "Car" in Karma - How Ford Creates Value Through Social Media, 2009 edition

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

6. “ Be like a headland of rock on which the waves break incessantly; but it stands fast and around it the seething of the waters sink to resist.” -Marcus Aurelius

7. Leadership & a Plan

8. Products

9. Technology

10. “ We are a green , global, high-tech company that is improving peoples’ lives.”

11. Okay, so now what?

12. Ninety percent of social media is just showing up. It’s the other half that’s hard.

13.

14. Accessibility

15. Transparency

16. Authenticity

17. Strategy: to humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.

18. Making it happen

19.

20.

21. Now tweeting at: @Ford @ FordFiesta @ FordMustang @ FordDriveGreen @ FordCustService @ FordNews @ FordTrucks @ FordRacing @ FordLatino @ FordTaurus

22. Ford CEO Alan Mulally on Twitter

23. Leadership in action

24.

25.

26.

27. the2010mustang.com

28. apps.facebook.com/ford-fusion

29.

30. Keys to the City

31. PlaidNation.com

32. WeddingRoadTrip.com

33.