````
90%
70%
70%
69%
64%
62%
61%
59%
55%
55%
54%
52%
41%
37%
33%
24%
Recommendations from people…
Consumer opinions posted onli...
What Millennials want
Interested in
Co-Creation
Real-time
Social Media
Engagement
Entertaining
Events
Creating Online
Cont...
What Millennials want
Fiesta Movement
A
Question
of Trust
Fiesta Movement – Key Metrics
6.2 million
views
750,000
views
40 million
impressions
132,000 handraisers
82% new to Ford
3...
Fiesta Movement – Lesson
Summer of Taurus
Two-Way Street
All about
exposure
Summer of Taurus – Key Metrics
62MM UMVs on blog
posts
Influencers’ purchase
consideration rose to 89%
from 29%
Favorable ...
Summer of Taurus – Lesson
Ford Social – Lesson
Off traditional
auto show
cycle
New
York
Detroit
Chicago
Los
Angeles
Reveal Video
61,500 views
61% from third party links
Mike & Alan
11,500 views
52% from third party links
Walk Around
23,00...
OwnedEarnedPaid
Pre-Reveal Reveal Post-Reveal
CONVERSATION
MANAGEMENT
Faces of
Explorer:
Media Relations
Teaser Photos
Unl...
100 million
social impressions
66 million
Americans reached
overall
400 million
browser impressions
Explorer – Lesson
Fiesta Movement Remix – Lesson
MPG And – Lesson
Connect Ford – Lesson
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13
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Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13

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Karen Untereker's presentation slides from the Florida Blogger & Social Media Conference.

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Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13

  1. 1. ````
  2. 2. 90% 70% 70% 69% 64% 62% 61% 59% 55% 55% 54% 52% 41% 37% 33% 24% Recommendations from people… Consumer opinions posted online Brand websites Editorial Content (e.g.… Brand sponsorships TV Newspaper Magazines Billboards/outdoor advertising Radio Emails signed up for Ads before movies Search engine related ads Online video ads Online banner ads Text ads on mobile phones • •
  3. 3. What Millennials want Interested in Co-Creation Real-time Social Media Engagement Entertaining Events Creating Online Content
  4. 4. What Millennials want
  5. 5. Fiesta Movement
  6. 6. A Question of Trust
  7. 7. Fiesta Movement – Key Metrics 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 82% new to Ford 30% under 25
  8. 8. Fiesta Movement – Lesson
  9. 9. Summer of Taurus
  10. 10. Two-Way Street
  11. 11. All about exposure
  12. 12. Summer of Taurus – Key Metrics 62MM UMVs on blog posts Influencers’ purchase consideration rose to 89% from 29% Favorable opinion across all categories from attendees
  13. 13. Summer of Taurus – Lesson
  14. 14. Ford Social – Lesson
  15. 15. Off traditional auto show cycle
  16. 16. New York Detroit Chicago Los Angeles
  17. 17. Reveal Video 61,500 views 61% from third party links Mike & Alan 11,500 views 52% from third party links Walk Around 23,000 views 41% from third party links
  18. 18. OwnedEarnedPaid 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
  19. 19. 100 million social impressions 66 million Americans reached overall 400 million browser impressions
  20. 20. Explorer – Lesson
  21. 21. Fiesta Movement Remix – Lesson
  22. 22. MPG And – Lesson
  23. 23. Connect Ford – Lesson

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