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Using Earned, Owned and Paid Media to Improve Ford's Reputation

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Lessons on Ford's social media progress - from our strategy to the Fiesta Movement, and a case study on the 2011 Ford Explorer reveal on Facebook that benefitted from the coordination of earned, owned and paid media.

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Using Earned, Owned and Paid Media to Improve Ford's Reputation

  1. Social Media @Ford @ScottMonty Earned, Owned & Paid Working Together
  2. 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
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  6. Ninety percent of social media is just showing up. It’s the other half that’s hard.
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  8. What social media is not
  9. What social media is not
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  11. honest timely real HUMAN relevant
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  14. Accessibility
  15. Transparency
  16. Authenticity
  17. “ If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
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  19. chapter1.fiestamovement.com
  20. Fiesta Movement 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 83% new to Ford 30% under 25
  21. JULY 26: REVEAL DAY 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
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  26. <ul><li>Total social media impressions – 99MM </li></ul><ul><li>411MM display impressions on 65.9MM browsers </li></ul><ul><li>#1 Trending Topic on Twitter; #2 in Google Trends for the day </li></ul><ul><li>500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer </li></ul><ul><li>1.5X greater completion of build & price via Facebook engagements </li></ul><ul><li>Hit 50,000 Facebook &quot;likes&quot; of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day </li></ul>EXPLORER REVEAL STATS
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  29. Promoted Tweets
  30. Promoted Tweets
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  32. Who owns social media? yes Marketing? Customer Service? HR? IT? Communications? Product development?
  33. STRUCTURE
  34. STRUCTURE
  35. STRUCTURE
  36. Moving ahead <ul><li>Global Social Media Center of Excellence – marketing, communications, and agency partners </li></ul><ul><li>Mini Centers of Excellence – by region, brand, country </li></ul><ul><li>Audit of social accounts, elimination of campaign-purposed accounts </li></ul><ul><li>Access to and participation in Social Media Hub by digital marketing and communications team, including agencies http://www.socialmedia.ford.com </li></ul>
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