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TWTRCON SF 10 Keynote: Business in the Fast Lane

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TWTRCON SF 10 Keynote:
Business in the Fast Lane

How Ford Motor uses social media to manage its reputation and save millions of marketing dollars.

Scott Monty, Head of Social Media, Ford Motor Company

Nov. 18, 2010

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TWTRCON SF 10 Keynote: Business in the Fast Lane

  1. 1. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Keynote: Business in the Fast Lane • Scott Monty, Head of Social Media, Ford Motor Company | @scottmonty
  2. 2. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
  3. 3. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
  4. 4. Social Media @Ford TWTRCON San Francisco November 18, 2010 @ScottMonty Earned, Owned & Paid Media Working Together to Build our Reputation
  5. 5. We have a fundamental challenge: Q: Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? Source: Edelman Trust Barometer, 2009
  6. 6. Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010 Consumer Quality Sentiment 10 Consumer Quality Sentiment
  7. 7. Ninety percent of social media is just showing up. It’s the other half that’s hard.
  8. 8. Accessibility
  9. 9. Transparency
  10. 10. Authenticity
  11. 11. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
  12. 12. chapter1.fiestamovement.com
  13. 13. Fiesta Movement 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 83% new to Ford 30% under 25
  14. 14. Listening to learn
  15. 15. Reaching out
  16. 16. Reaching out
  17. 17. Results
  18. 18. 12:01 a.m. Online Advertising begins driving reveal day traffic to Facebook page Rich media banners across the Web included CTA to FV.com, which has Facebook content; video of Mulally & Mike Rowe chat 7:40 a.m. Explorer revealed on Facebook via Faces of Explorer behind the scenes video (3mins) 10:00 a.m. Prerecorded video – Mark Fields & Julie Levine in an internal/external walkaround, executive greeting 11:45 a.m. onwards 2:00 p.m. Real-time chat with Explorer experts, execs on Explorer wall; launch of Facebook sweepstakes and ‘Gifting’ Video from NYC event goes live 2011 Explorer Reveal
  19. 19. • Total social media impressions – 99MM • 411MM display impressions on 65.9MM browsers • #1 Trending Topic on Twitter; #2 in Google Trends for the day • 500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer • 1.5X greater completion of build & price via Facebook engagements • Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day Explorer Reveal Stats
  20. 20. 36 Facilitating Engagement - Acquiring Fans ● 50,000+ friends added in three weeks through OLA, Conversation Management, Tab & Wall engagement streaming out to newsfeeds, and the earned media blitz. ● 22,719 fans via natural traffic (likely increased by earned media) and Non- Facebook OLA (42%) ● Non-Facebook OLA ran on reveal day during the highest period of growth (25% growth in 1 day) ● 21,213 fans through Facebook ads (38%) ● 11,063 fans via newsfeeds, friend suggestions (20%) FB Editorial Calendar Starts Unlock Sweeps Tab Launch Facebook Ad Flight Begins Mike Rowe Tease Video Mashable Article Reveal Day All Day OLA Explorer Facebook Fan Growth July 2010
  21. 21. Facilitating Engagement - Engaged Fans ● 96% of Fans surveyed are likely or very likely to recommend the Explorer to a friend after experiencing the Facebook reveal. ● Fans surveyed told us their three favorite aspects of the reveal were exclusive photos and videos (82%), Ford involvement on the Facebook Wall (58%) and the sweepstakes (55%) ● Fan engagement with content mirrored this finding as the embargo photo reveal (.43% feedback) and the Facebook reveal video (.38% feedback) generated the most fan engagement by a wide margin. ● The live chat with Alan Mulally (.34% feedback) also performed strongly for fan engagement.
  22. 22. Impact 94% of Explorer conversation was positive Explorer owned 64% share of positive voice in the month of July – more than 3X its closest competitor. • Jeep Cherokee – 19% • Honda Pilot – 7% • Toyota 4Runner – 8% • GMC Acadia – 2% The Jeep media push on the 27th did not register significantly in social media or share of voice Positive Dialogue: Exterior design (teaser and embargo photos), improved fuel economy Neutral Dialogue: Novelty and discussion of the Facebook reveal, conversation around vehicle specs, pricing, and availability Negative Dialogue: Criticism of new frame, towing capacity and performance Share of Positive Voice July 2010 Date %ofPositiveVoice
  23. 23. Promoted Tweets
  24. 24. Promoted Tweets

TWTRCON SF 10 Keynote: Business in the Fast Lane How Ford Motor uses social media to manage its reputation and save millions of marketing dollars. Scott Monty, Head of Social Media, Ford Motor Company Nov. 18, 2010

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