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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 r...
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] @Maggie...
http://www.flickr.com/photos/ jahansell http://www.flickr.com/photos/lights_out_222 http://www.flickr.com/photos/ rattodis...
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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 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 of "Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation"

    1. 1. Case Study: Setting Content Free at Ford
    2. 2. Hashtag: #fordw2e
    3. 3. Ford changed…
    4. 4. … to this.
    5. 5. Questions?
    6. 6. First, a little background
    7. 8. 2007
    8. 9. Sept 2007
    9. 11. We wanted to make storytelling…
    10. 12. www.ford.digitalsnippets.com/focus
    11. 16. This is not a campaign.
    12. 17. Members Only.
    13. 19. It’s a revolution
    14. 20. Ford Changed.
    15. 21. We stopped pretending.
    16. 22. Results?
    17. 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.
    18. 24. Well, no. Not really.
    19. 25. Make it less scary
    20. 26. Do your homework
    21. 27. Make your case
    22. 29. DRM is still a challenge
    23. 30. How has setting our content free changed us?
    24. 31. Everyone is a publisher
    25. 32. Digital is no longer an afterthought Everyone is a publisher
    26. 33. Experimentation and “test, learn, refine”
    27. 34. Where to next?
    28. 35. Integration
    29. 36. www.TheFordStory.com
    30. 37. It came back.
    31. 38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
    32. 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
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