Zero to 60: Social MediaStrategy via Ford<br />Scott Monty (@ScottMonty)<br />Global Digital Communications<br />Ford Moto...
We have a fundamental challenge:<br />Q: Thinking about everything you have read, seen, or heard<br />about business in th...
Ninety percent of social media is just showing up.<br />It’s the other half that’s hard.<br />
Accessibility<br />
Transparency<br />
Authenticity<br />
Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing...
Building the planto get there<br />
Social Organization<br />People<br />Process<br />Systems<br />Campaign Integration<br />Fuel to encourage conversations <...
15<br />Marketing<br />Social <br />Core Team<br />Key Ford & <br />WPP Agency Team Members<br />Public<br />Affairs<br />...
Defining the approach<br />    What do we want to achieve?<br />                            …then how are we going to get ...
Do you like…<br />How <br />did you…<br />How can I…<br />Love this...<br />…hate..<br />…didn’t work…<br />Who am I?<br /...
Making it happen<br />
ford.digitalsnippets.com<br />
thefordstory.com<br />
thefordstory.com<br />
Ford on Facebook<br />
apps.facebook.com/ford-fusion<br />
the2010mustang.com<br />
Now tweeting at:<br />@FordNews<br />@FordTrucks<br />@FordRacing<br />@FordLatino<br />@FordTaurus<br />@Ford<br />@FordF...
Leadership in action<br />
WeddingRoadTrip.com<br />
fiestamovement.com<br />
Community Engagement<br />
Community Engagement<br />
Effective?<br />
GREEN<br />NET POSITIVE<br />SMART TECH<br />SAFETY<br />NET NEGATIVE<br />QUALITY<br />Source: MotiveQuest Report Ford Po...
Twitter: @ScottMonty<br />Blog: http://www.scottmonty.com<br />Facebook: http://www.facebook.com/scottmonty<br />Twitter: ...
0to60 Ford Social Media Strategy AMA Detroit
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0to60 Ford Social Media Strategy AMA Detroit

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0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.

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  • Having a clear plan has allowed us to focus our efforts in a forward looking direction.
  • We build upon basic framework to continually move forward in the space.
  • Collaboration between functional groups.
  • We go through a series of planning steps.
  • Currently we have 12 official Facebook pages for our brands.
  • .
  • We are actively tracking our progress in Buzz, Sentiment and Advocacy and have seen positive trends across the board. We wanted to dig into the our core pillars to see what was resonating and what we needed to work on improving. We hired MotiveQuest, a consumer research company that leverages online conversations for detailed analysis – giving us the what’s and whys.
  • 0to60 Ford Social Media Strategy AMA Detroit

    1. 1. Zero to 60: Social MediaStrategy via Ford<br />Scott Monty (@ScottMonty)<br />Global Digital Communications<br />Ford Motor Company (@Ford)<br />Sheri Sullivan(@SheriSullivan)<br />Social & Dialogue Strategy<br />Team Detroit<br />
    2. 2. We have a fundamental challenge:<br />Q: Thinking about everything you have read, seen, or heard<br />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?<br />Source: Edelman Trust Barometer, 2009<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6. Ninety percent of social media is just showing up.<br />It’s the other half that’s hard.<br />
    7. 7.
    8. 8. Accessibility<br />
    9. 9. Transparency<br />
    10. 10. Authenticity<br />
    11. 11. Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in the process.<br />
    12. 12. Building the planto get there<br />
    13. 13.
    14. 14. Social Organization<br />People<br />Process<br />Systems<br />Campaign Integration<br />Fuel to encourage conversations <br />Ongoing Engagement<br />To establish and maintain relationships<br />Social Foundation<br />Places for consumers to congregate<br />Framework<br />
    15. 15. 15<br />Marketing<br />Social <br />Core Team<br />Key Ford & <br />WPP Agency Team Members<br />Public<br />Affairs<br />Customer <br />Service<br />Research<br />Agencies<br />Collaboration<br />
    16. 16. Defining the approach<br /> What do we want to achieve?<br /> …then how are we going to get there<br />Goals<br />
    17. 17. Do you like…<br />How <br />did you…<br />How can I…<br />Love this...<br />…hate..<br />…didn’t work…<br />Who am I?<br />Enthusiast Sites, Clubs and Message Boards<br />Whoare we trying to reach? <br />Where are they talking & congregating? <br />Whatare they talking about?<br />How do we connect? <br />Information<br />Contribution<br />Values & Attitudes<br />Passions & Activities<br />What’s in it for me?<br />Access<br />Recognition<br />Offline<br />Behaviors<br />Shopping behaviors<br />Social & Media Sharing Sites<br />Online behaviors<br />Social activities<br />Conversation<br />Connections<br />?<br />Lifestyle Community Sites<br />(their Passions)<br />Offline Clubs & Activities<br />Planning<br />17<br />
    18. 18. Making it happen<br />
    19. 19. ford.digitalsnippets.com<br />
    20. 20. thefordstory.com<br />
    21. 21. thefordstory.com<br />
    22. 22. Ford on Facebook<br />
    23. 23. apps.facebook.com/ford-fusion<br />
    24. 24. the2010mustang.com<br />
    25. 25. Now tweeting at:<br />@FordNews<br />@FordTrucks<br />@FordRacing<br />@FordLatino<br />@FordTaurus<br />@Ford<br />@FordFiesta<br />@FordMustang<br />@FordDriveGreen<br />@FordCustService<br />
    26. 26. Leadership in action<br />
    27. 27. WeddingRoadTrip.com<br />
    28. 28.
    29. 29. fiestamovement.com<br />
    30. 30. Community Engagement<br />
    31. 31. Community Engagement<br />
    32. 32. Effective?<br />
    33. 33. GREEN<br />NET POSITIVE<br />SMART TECH<br />SAFETY<br />NET NEGATIVE<br />QUALITY<br />Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010<br />Ford Sentiment<br />
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38. Twitter: @ScottMonty<br />Blog: http://www.scottmonty.com<br />Facebook: http://www.facebook.com/scottmonty<br />Twitter: @SheriSullivan<br />Linkedin: http://www.linkedin.com/in/sheridsullivan<br />Facebook: http://www.facebook.com/sheridsullivan<br />This presentation is available at: http://slideshare.net/scottmonty<br />http://slideshare.net/sherisullivan<br />
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