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.
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.
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