Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Ford Motor Company:
How Content Fuels Social
And Builds Trust
````
Scott Monty
@ScottMonty
A	
  Global	
  Challenge	
  
Ninety	
  percent	
  of	
  social	
  media	
  
is	
  just	
  showing	
  up.	
  
It s	
  the	
  other	
  half	
  that s	
  ...
Create strong products	

Going Global: A Universal Language	

Engaging content	

Speak like them	

 Let them speak	

Liste...
Why	
  do	
  people	
  share	
  content?	
  
To	
  share	
  interes?ng	
  things	
  (61%)	
  
	
  
To	
  share	
  importan...
http://bit.ly/foxsays
If	
  you	
  wish	
  to	
  persuade	
  me,	
  you	
  
must	
  think	
  my	
  thoughts,	
  feel	
  my	
  
feelings	
  and	
...
100	
  Par?cipants	
  
Unique	
  missions	
  
Documented	
  	
  
on	
  Social	
  Media	
  
Fiesta	
  Movement	
  
A	
  Ques?on	
  	
  
of	
  Trust	
  
Fiesta	
  Movement	
  –	
  Key	
  Metrics	
  
6.2	
  million	
  	
  
views	
  
750,000	
  
views	
  
40	
  million	
  
imp...
If	
  you	
  have	
  a	
  good	
  product,	
  
let	
  go	
  of	
  your	
  fear	
  and	
  let	
  
others	
  tell	
  your	
 ...
Ford	
  Social	
  –	
  Lesson	
  
Social	
  media	
  is	
  not	
  a	
  
campaign,	
  it’s	
  a	
  commitment;	
  
we	
  al...
Off	
  tradi?onal	
  
auto	
  show	
  
cycle	
  
Owned	
  Earned	
  Paid	
  
Pre-­‐Reveal	
   Reveal	
   Post-­‐Reveal	
  
CONVERSATION	
  MANAGEMENT	
  
Faces of
Explorer...
100	
  million	
  
social impressions
#FordExplorer	
  
66	
  million	
  
Americans reached
overall
400	
  million	
  
bro...
Explorer	
  –	
  Lesson	
  
The	
  complete	
  integra?on	
  of	
  
earned,	
  owned	
  and	
  paid	
  media	
  
can	
  ha...
Speak	
  the	
  customer’s	
  language	
  
Self-­‐aware	
  
Commifed	
  to	
  entertain	
  
Focus	
  Doug	
  	
  
4,000,000	
  	
  
content	
  views	
  
44,000	
  	
  
Facebook	
  fans	
  
+77%	
  opinion	
  
+61%	
  considera9on	
  
Fo...
People	
  engage	
  with	
  personali?es,	
  	
  
not	
  product	
  features.	
  
Focus	
  Doug	
  –	
  Lesson	
  
Don’t	
  just	
  make	
  ads.	
  Create	
  
content	
  that	
  tells	
  a	
  story.	
  
Ford	
  Summer	
  Spectacular	
  –...
Go Further
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Ford - How Brands Make Killer Content
Upcoming SlideShare
Loading in …5
×

Ford - How Brands Make Killer Content

641 views

Published on

During Branded's 2013 Social Matters event in partnership with Ogilvy, Scott Monty, Global Head of Social Media at Ford explains how Ford and other influential brands use and create excellent content to drive their marketing.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Ford - How Brands Make Killer Content

  1. 1. Ford Motor Company: How Content Fuels Social And Builds Trust ````
  2. 2. Scott Monty @ScottMonty
  3. 3. A  Global  Challenge  
  4. 4. Ninety  percent  of  social  media   is  just  showing  up.   It s  the  other  half  that s  hard.  
  5. 5. Create strong products Going Global: A Universal Language Engaging content Speak like them Let them speak Listen
  6. 6. Why  do  people  share  content?   To  share  interes?ng  things  (61%)     To  share  important  things  (43%)     To  share  something  funny  (43%)     To  let  others  know  what  I  believe  in  and  who  I  really  am   (37%)    
  7. 7. http://bit.ly/foxsays
  8. 8. If  you  wish  to  persuade  me,  you   must  think  my  thoughts,  feel  my   feelings  and  speak  my  words.  
  9. 9. 100  Par?cipants   Unique  missions   Documented     on  Social  Media   Fiesta  Movement  
  10. 10. A  Ques?on     of  Trust  
  11. 11. Fiesta  Movement  –  Key  Metrics   6.2  million     views   750,000   views   40  million   impressions   132,000  handraisers   82%  new  to  Ford   30%  under  25  
  12. 12. If  you  have  a  good  product,   let  go  of  your  fear  and  let   others  tell  your  story.   Fiesta  Movement  –  Lesson  
  13. 13. Ford  Social  –  Lesson   Social  media  is  not  a   campaign,  it’s  a  commitment;   we  always  need  to  be  on.  
  14. 14. Off  tradi?onal   auto  show   cycle  
  15. 15. Owned  Earned  Paid   Pre-­‐Reveal   Reveal   Post-­‐Reveal   CONVERSATION  MANAGEMENT   Faces of Explorer: Media Relations Teaser Photos Unlock the Sweeps Facebook Media Buy Facebook Media Buy 10-City Grassroots Media Events National Print & Broadcast Facebook Reveal Mike Rowe Involvement Facebook Reveal & Interactive Timeline Sustain Engagement Event Videos
  16. 16. 100  million   social impressions #FordExplorer   66  million   Americans reached overall 400  million   browser impressions
  17. 17. Explorer  –  Lesson   The  complete  integra?on  of   earned,  owned  and  paid  media   can  have  a  significant  impact.  
  18. 18. Speak  the  customer’s  language   Self-­‐aware   Commifed  to  entertain   Focus  Doug    
  19. 19. 4,000,000     content  views   44,000     Facebook  fans   +77%  opinion   +61%  considera9on   Focus  Doug  –     Key  Metrics  
  20. 20. People  engage  with  personali?es,     not  product  features.   Focus  Doug  –  Lesson  
  21. 21. Don’t  just  make  ads.  Create   content  that  tells  a  story.   Ford  Summer  Spectacular  –  Lesson  
  22. 22. Go Further

×