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...
Upcoming SlideShare
Loading in …5
×

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

5,691
-1

Published on

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.

Published in: Technology
5 Comments
5 Likes
Statistics
Notes
No Downloads
Views
Total Views
5,691
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
84
Comments
5
Likes
5
Embeds 0
No embeds

No notes for slide
  • 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
  • Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation

    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

    ×