Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation

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In this case study, Maggie Fox, CEO of Social Media Group, Ford's Social Media Agency, describes the process and platforms Ford brought into play to aggregate their digital content and transform the …

In this case study, Maggie Fox, CEO of Social Media Group, Ford's Social Media Agency, describes the process and platforms Ford brought into play to aggregate their digital content and transform the walled garden into a firehose of Creative-Commons licensed assets available for use by anyone who was interested in talking about the company or their brands – good or bad.

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  • 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

Transcript

  • 1. Case Study: Setting Content Free at Ford
  • 2. Hashtag: #fordw2e
  • 3. Ford changed…
  • 4. … to this.
  • 5. Questions?
  • 6. First, a little background
  • 7.  
  • 8. 2007
  • 9. Sept 2007
  • 10.  
  • 11. We wanted to make storytelling…
  • 12. www.ford.digitalsnippets.com/focus
  • 13.  
  • 14.  
  • 15.  
  • 16. This is not a campaign.
  • 17. Members Only.
  • 18.  
  • 19. It’s a revolution
  • 20. Ford Changed.
  • 21. We stopped pretending.
  • 22. Results?
  • 23. 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.
  • 24. Well, no. Not really.
  • 25. Make it less scary
  • 26. Do your homework
  • 27. Make your case
  • 28.  
  • 29. DRM is still a challenge
  • 30. How has setting our content free changed us?
  • 31. Everyone is a publisher
  • 32. Digital is no longer an afterthought Everyone is a publisher
  • 33. Experimentation and “test, learn, refine”
  • 34. Where to next?
  • 35. Integration
  • 36. www.TheFordStory.com
  • 37. It came back.
  • 38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
  • 39. http://www.flickr.com/photos/ jahansell http://www.flickr.com/photos/lights_out_222 http://www.flickr.com/photos/ rattodisabin a http://www.flickr.com/photos/oberazzi http://www.flickr.com/photos/andres_world http://www.flickr.com/photos/transkamp http://www.flickr.com/photos/rkarena http://www.flickr.com/photos/robertopecino http://www.flickr.com/photos/ nooone ) http://www. flickr .com/photos/23680544@N07(control button) http://www.flickr.com/photos/ flickerbulb (laptops) http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution) http://www.flickr.com/photos/jbonnain/523672080/ (DRM) http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM) http://www.flickr.com/photos/mugley/2152865463/ (fireworks) http://www.flickr.com/photos/tcmhitchhiker/1913229391/ http://www.flickr.com/photos/pbo31/2379746566/ (where2next) http://www.flickr.com/photos/nacente/646871906/ (green light http://www.flickr.com/photos/ fordmotorcompany http://www.flickr.com/photos/70267096@N00 http://www.flickr.com/photos/ billselak Photo credits