Consumers expect brands to be present on social media platforms, it is a key marketing avenue for large numbers of potential customers. One of the first things we learn about getting–and keeping–an audience’s attention is that you have to give them something they can’t get anywhere else. And if you’re Ford, well–you’ve got a lot to offer. In this B2C spotlight, we’re diving deep into Ford Motor Company’s approach on social media and how they work across Marketing and PR to unify their social presence. From strategy through execution and results, we’ll examine their success story and leave you with key takeaways to consider for your own brand’s social strategy. You’ll learn: Methods on how to converge efforts across Marketing and PR to bring value on social… together The importance of unifying how and where you publish Marketing and PR stories How to find the intersection of what people want to know and what you want to tell them Watch On-Demand: https://www.falcon.io/cmp/roi-resources/

1. Putting ROI to Work
Sarah Holm & Eric Grenier
July 2021

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SARAH HOLM
DIGIAL & SOCIAL MEDIA
COMMUNICATIONS
MANAGER, PR
FORD MOTOR COMPANY
ERIC GRENIER
SOCIAL MEDIA
COMMUNICATIONS
MANAGER, MARKETING
FORD MOTOR COMPANY
ROZA TSVETKOVA
SENIOR CONTENT
SPECIALIST
FALCON.IO
Putting ROI to
Work: Ford
Spotlight (B2C)
Welcome to:
With:
• Sarah Holm, Digital and SoMe Communications Manager, PR at Ford Motor Company
• Eric Grenier, SoMe Communications Manager, Marketing at Ford Motor Company
• Roza Tsvetkova, Senior Content Specialist at Falcon.io
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial

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What you’ll drive away with today:
Methods on how to
converge efforts
across Marketing
and PR to bring
value in social…
together.
The importance of
unifying
how and where
you publish
Marketing and PR
stories.
How to find the
intersection
of what people want
to know and what
you want to tell
them.

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Cast your vote on-screen.
Q: How is social media structured in
your organization?

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Source: Facebook Internal Data
The average person scrolls
through 300 feet of mobile
content every day.

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So, how do you break through and converge efforts
between marketing and PR to deliver value?
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial

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Understand shared
audience(s) across
the brand
Align on platform
strategies and content
synergies with an
aptitude for long-term
learning and evolution
Unify how and
where you’re telling
your stories

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Across all three entities, we’re all talking to the
same group: consumers
CONSUMERS
MARKETING
PR
CUSTOMER
SERVICE
MEDIA, EMPLOYEES,
SHAREHOLDERS, ETC.
OWNERS
IN-MARKET & CONQUEST
FANS/
FOLLOWERS
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial

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And our core synergy across PR and Marketing is
content…
ADVOCACY
CONTENT
MARKETING
PR
CUSTOMER
SERVICE
REPUTATION
OWNER
EXPERIENCE
Content and messaging is
aligned and jointly approved
ahead of publishing.
Platform strategies are jointly
owned by PR and Marketing.
Content performance and
evolving platform behaviors are
shared across both teams for
on-going optimizations.

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Cast your vote on-screen.
Q: What’s your content strategy for
publishing across channels?

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Content is key, but not platform agnostic
National Mustang Day: April 17 – Paid Campaign / 37M Impressions
Learn: News Share: Community Love: Artistic

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Content is key, but not platform agnostic

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Multiple inputs go into Social distribution and is
approved by BOTH PR and Marketing:
Alignment on embargo
timing with comms team +
consecutive distribution
afterwards
Paid media amplification of
owned posts and whitelisting of
third parties as applicable
Content created for
specific platforms and
audiences
+
Adaptations for other
markets
Social copy aligned
with key messages
given in press release
Response plan aligned with
community managers &
customer service agents
xx:xx
xx:xx
xx:xx
Unifying how and where we publish is critical for
success:

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Cast your vote on-screen.
Q: What drives your content strategy
or narrative on social?

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of people don’t think
brands or companies
share interesting content.
68%
Forrester, The Social Marketing Playbook, 2020

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What people
want in their
social media
feeds
What
brands
want to
tell them
Finding the intersection of what people want to
know and what we want to tell them
Work within your organization to find the synergies that
complement how each entity is telling the story
Optimize content strategies to mirror natural and
unique platform behaviors
Keep learning and adjusting
• Sometimes, saying “no” is actually better than
always having to say “yes” on social ideas.
A consistent reminder to extended teams that we aren’t
always the target customer and social isn’t a dumping
ground
Use social listening and qualitative research to
understand consumer tensions and themes that your
content can solve for

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PR put together the live event
and livestream of the reveal
How this works in practice
Fast-follow with paid media to
target audience from
Marketing and Media
coverage pitched from PR
Combined efforts for digital
experience for those to
watch and engage on social

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The results from Twitter alone…
127.4M
impressions
22.4M
Video Views
4.5M
livestream views
1.15B
impressions to date from
conversations on Twitter

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Measuring Results
Social media is a single channel
and at Ford it happens to have
two owners. With this, all
measurement and report outs are
combined to tell the full story-
social is just a piece of that.
• Earned Media Coverage Findings
• Organic Social Listening Findings
• Influencer and Owned Social
Behavior Findings
• Owned Social Sentiment
(Qualitative)
• Owned Social Performance
(Quantitative)
• Paid Media Performance
• Employee Communications
• Site Analytics
• Benchmarking Against Previous
Activities
WHAT OUR REPORTS
INCLUDE:
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial

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Takeaways
Unify how and when
you tell your story to
capitalize on
complementary
communications
(owned, earned and
paid)
Your audience and
their behaviors
should drive the
content and your
publishing strategy-
not the brand.
Educate teams that
social is a piece of a
larger pie and show,
with data, how it
completes the larger
story
(also educate that not
everything needs to be
supported by social)
Force alignment on
the working level for
social- it’s not always
going to come from
the top down.

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@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial

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@falconIO
falcon.io events@falcon.io