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Setting Content Free At Ford - Web 2.0 Expo

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Presentation given at Web 2.0 Expo in San Francisco on April 1, 2009: Setting Content Free at Ford. See what Ford did to release its content on Wordpress, Flickr and YouTube, with measurable results. The rise of social media, digital rights management and content for all contributed to the success of these efforts.

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Setting Content Free At Ford - Web 2.0 Expo

  1. 1. Case Study: Setting Content Free at Ford
  2. 2. Hashtag: #fordw2e
  3. 3. Ford changed…
  4. 4. … to this.
  5. 5. Questions?
  6. 6. First, a little background
  7. 8. 2007
  8. 9. Sept 2007
  9. 11. We wanted to make storytelling…
  10. 12. www.ford.digitalsnippets.com/focus
  11. 16. This is not a campaign.
  12. 17. Members Only.
  13. 19. It’s a revolution
  14. 20. Ford Changed.
  15. 21. We stopped pretending.
  16. 22. Results?
  17. 23. Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online* SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” media Approximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr images Enthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news *Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license The goods.
  18. 24. Well, no. Not really.
  19. 25. Make it less scary
  20. 26. Do your homework
  21. 27. Make your case
  22. 29. DRM is still a challenge
  23. 30. How has setting our content free changed us?
  24. 31. Everyone is a publisher
  25. 32. Digital is no longer an afterthought Everyone is a publisher
  26. 33. Experimentation and “test, learn, refine”
  27. 34. Where to next?
  28. 35. Integration
  29. 36. www.TheFordStory.com
  30. 37. It came back.
  31. 38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
  32. 39. http://www.flickr.com/photos/ jahansell http://www.flickr.com/photos/lights_out_222 http://www.flickr.com/photos/ rattodisabin a http://www.flickr.com/photos/oberazzi http://www.flickr.com/photos/andres_world http://www.flickr.com/photos/transkamp http://www.flickr.com/photos/rkarena http://www.flickr.com/photos/robertopecino http://www.flickr.com/photos/ nooone ) http://www. flickr .com/photos/23680544@N07(control button) http://www.flickr.com/photos/ flickerbulb (laptops) http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution) http://www.flickr.com/photos/jbonnain/523672080/ (DRM) http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM) http://www.flickr.com/photos/mugley/2152865463/ (fireworks) http://www.flickr.com/photos/tcmhitchhiker/1913229391/ http://www.flickr.com/photos/pbo31/2379746566/ (where2next) http://www.flickr.com/photos/nacente/646871906/ (green light http://www.flickr.com/photos/ fordmotorcompany http://www.flickr.com/photos/70267096@N00 http://www.flickr.com/photos/ billselak Photo credits

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