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Alex Hultgren (Ford) iStrategy London 2012


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Alex Hultgren's slides regarding Ford's social media presence at iStrategy London at Stamford Bridge in May 2012

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Alex Hultgren (Ford) iStrategy London 2012

  1. 1. Going Global: Ford’s Approach to Social MediaiStrategy London 23 May 2012 @AlexHultgren
  2. 2. A Global ChallengeSource: 2012 Edelman Trust Barometer
  3. 3. Back of all the activities of the Ford Motor Company is this Universal idea – a whole-hearted belief that riding on the people’s highway should be within easy The Ford Motor Company views its situation today less reach of all the people. with pride in great achievement than with the sincere and sober realization of new and larger opportunities for service to mankind.Ford’s Approach to Social Media
  4. 4. Strong Business
  5. 5. Great Products
  6. 6. Better World
  7. 7. “The business that makesnothing but money is apoor business.” - Henry Ford
  8. 8. Social Purpose - a Business Decision “What we need is an integrated system that uses real-time data to optimize personal mobility on a massive scale… without hassles or compromises for travelers….and frankly, that is the kind of system that will make the future of personal mobility sustainable.”Bill Ford at TED 2011
  9. 9. Ninety percent of social media is just showing up.
  10. 10. Content Choices
  11. 11. Ninety percent of social media is just showing up.It’s the other half that’s hard.
  12. 12. “If you wish to persuade me, youmust think my thoughts, feel my feelings and speak my words.”
  13. 13. Create strong products Engaging content Speak like them Let them speak ListenGoing Global: A Universal Language
  14. 14. Let them speakFiestagram
  15. 15. Fiestagram#Starting, #Hidden, #Listening, #Entry, #Music , #Shapes
  16. 16. Engaging content2011 Explorer Reveal
  17. 17. • Total impressions – 99MM • #1 Twitter; #2 in Google Trends • 500,000+ vs. 7,000 • 1.5X greater completion of build & price • +10,000 likes in 24 hoursExplorer Reveal Stats
  18. 18. Speak like themFocus Doug
  19. 19. Doug Does SYNC
  20. 20. Primary Places to Interact with Doug YouTube: Twitter: Facebook: • Home for campaign videos • @FocusDoug & @FocusJohn • •2.4M views •2,600 followers (Doug + John) • 40,000 fans • .77% Engagement rate (Ford Focus = .26%) Blogs/Syndication: • Placement in 10 online sites (Autoblog, AdAgeDigital, Vehix) • +2M monthly visitors to the sites • Mentions of individual articles reached +400K through social channels
  21. 21. Results“More Doug.....finally something coming out of Fordthats worth watching.....smell my fingers.....LOL....”-, March 26, 2011 “When I first started reading the article I thought it was a horrible idea then I watched the videos and I think its brilliant.” – Mar 21, 2011 “Im hearing good things about the new 2012 Ford Focus. Looks pretty sharp and gets 38-40mpg. Some of the options are pretty nice too. 2012 Ford Focus is one of the best cars Ive ever driven.” - , Apr 18, 2011 “@SugarJones I love @FocusDoug also. I am hoping that I will get a FocusDoug puppet with my 2012 Focus when it arrives in a couple of weeks” - May 17, 2011
  22. 22. Results• Doug drove awareness & familiarity of the 2012 Focus: – 39% of survey respondents were unaware of the 2012 Focus prior to seeing Doug videos – 38% are under 30 – 26% are import owners – Conversations across social channels also show we’re reaching a new audience• Doug also boosted consideration: – 61% of survey respondents reported lift in consideration (top 2 – “much more likely” or “somewhat more likely” to consider) • 30% of respondents say they are much more likely to consider a Focus – Of those who would consider the 2012 Focus, 5% attributed their interest to Doug
  23. 23. Programs are important, but what about ongoing engagement?
  24. 24. Bringing Influencers InBlogHer Influencers @ Ford’s Chicago Assembly Plant