Presentation given at Web 2.0 Expo in San Francisco on April 1, 2009: Setting Content Free at Ford. See what Ford did to release its content on Wordpress, Flickr and YouTube, with measurable results. ...
Presentation given at Web 2.0 Expo in San Francisco on April 1, 2009: Setting Content Free at Ford. See what Ford did to release its content on Wordpress, Flickr and YouTube, with measurable results. The rise of social media, digital rights management and content for all contributed to the success of these efforts.
Scott: Hi, I’m Scott Monty, Digital Communications Manager and head of social media at Ford Motor Company Maggie: And I’m Maggie Fox CEO of Social Media Group, Ford’s social media agency
Setting Content Free At Ford - Web 2.0 ExpoPresentation Transcript
Case Study: Setting Content Free at Ford
Hashtag: #fordw2e
Ford changed…
… to this.
Questions?
First, a little background
2007
Sept 2007
We wanted to make storytelling…
www.ford.digitalsnippets.com/focus
This is not a campaign.
Members Only.
It’s a revolution
Ford Changed.
We stopped pretending.
Results?
Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online* SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” media Approximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr images Enthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news *Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license The goods.
Well, no. Not really.
Make it less scary
Do your homework
Make your case
DRM is still a challenge
How has setting our content free changed us?
Everyone is a publisher
Digital is no longer an afterthought Everyone is a publisher
Experimentation and “test, learn, refine”
Where to next?
Integration
www.TheFordStory.com
It came back.
Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
randymatheson
http://carshipping-quotes.blogspot.com/ 2 years ago