Ford changed its approach to sharing content by making most of its media freely available through websites and allowing anyone to reuse and share the content. This helped tell richer stories about Ford online through traditional and new media. Since 2007, Ford content has been used in over 5,000 posts and approximately 1.2 million video views on YouTube. It has helped enthusiast communities and transformed Ford's approach by making digital a priority and encouraging experimentation.
This document discusses various technology, business/finance, and entertainment blogs as well as tools for collaboration including Google Docs, LinkedIn, and blogs created with WordPress. For technology blogs, it recommends Mashable for connecting social media, Gizmodo for tech news and scandals, and ZDNet for product reviews and analysis. For business/finance blogs, it suggests MaxKeiser for political/economic issues, The Economist for international news, and Business Insider for various business news. For entertainment blogs, it identifies SlashFilms for movie news and reviews, Man I Love Films for diverse cinema content, and Stacie Ponder's blog for horror films and movie posters. It also provides brief descriptions of using
This document outlines Jamie Bleznick's assignments for a class on automated cars. It discusses research showing that fully automated cars without drivers may be available for purchase within six years. Vehicle design will change to accommodate different speed limits in urban vs. rural areas. Highly automated cars could become dominant sooner than expected. Later assignments include developing a logo, conducting social media research, creating wireframes and prototypes for a website about automated cars.
HTML5 vs. Flash: Fisticuffs for the Future of Internet VideoJoe Robb
This presentation looks at the ongoing struggle between Adobe Flash and HTML5 for the dominance of Internet video. Particular points of interest: open standards software, browser compatibility, video compression codex, mobile devices, Apple, and Android.
This document summarizes the achievements of five scientists who were recognized for their excellence in mentoring. It describes how each mentor fostered nurturing research environments, guided numerous students and postdocs, and helped develop entire fields beyond their own labs. Their approaches included providing hands-on guidance, encouraging independence, building collaborative networks, and creating opportunities for career and skill development. Their legacies include the many successful scientists they have mentored who now mentor others in turn.
This document provides summaries of presentations from an automotive industry webinar on using social media. It discusses how Facebook can help auto dealers reach new buyers and provide tips on building pages, advertising, publishing content and interacting with fans. Another presentation outlines how a social media management company can help dealers increase profits by reallocating advertising budgets from traditional to digital outlets and engaging staff. The webinar also offers advice on monitoring reputation, using social media for fixed operations, engaging content, and encouraging online reviews.
This document summarizes the results of a study by Oneupweb analyzing how traffic and conversion rates are affected when a website appears at different positions in Google search results. The study found that average traffic increases 5x when a site reaches the second/third page, and 9x for the second month. Traffic triples and conversions increase 42% when reaching the first page, doubling the second month. Reaching the top 10 positions generates the most traffic and highest conversion rates.
Leverage Web 2.0 sites and user generated content along with OEM supplied content to create a low-cost guerrilla marketing strategy for car dealerships. Use multiple email lists and search engine optimization techniques to drive traffic to dealer websites and online communities. Attendees will receive access to online resources they can use to gain a competitive advantage without spending more money.
This document discusses various technology, business/finance, and entertainment blogs as well as tools for collaboration including Google Docs, LinkedIn, and blogs created with WordPress. For technology blogs, it recommends Mashable for connecting social media, Gizmodo for tech news and scandals, and ZDNet for product reviews and analysis. For business/finance blogs, it suggests MaxKeiser for political/economic issues, The Economist for international news, and Business Insider for various business news. For entertainment blogs, it identifies SlashFilms for movie news and reviews, Man I Love Films for diverse cinema content, and Stacie Ponder's blog for horror films and movie posters. It also provides brief descriptions of using
This document outlines Jamie Bleznick's assignments for a class on automated cars. It discusses research showing that fully automated cars without drivers may be available for purchase within six years. Vehicle design will change to accommodate different speed limits in urban vs. rural areas. Highly automated cars could become dominant sooner than expected. Later assignments include developing a logo, conducting social media research, creating wireframes and prototypes for a website about automated cars.
HTML5 vs. Flash: Fisticuffs for the Future of Internet VideoJoe Robb
This presentation looks at the ongoing struggle between Adobe Flash and HTML5 for the dominance of Internet video. Particular points of interest: open standards software, browser compatibility, video compression codex, mobile devices, Apple, and Android.
This document summarizes the achievements of five scientists who were recognized for their excellence in mentoring. It describes how each mentor fostered nurturing research environments, guided numerous students and postdocs, and helped develop entire fields beyond their own labs. Their approaches included providing hands-on guidance, encouraging independence, building collaborative networks, and creating opportunities for career and skill development. Their legacies include the many successful scientists they have mentored who now mentor others in turn.
This document provides summaries of presentations from an automotive industry webinar on using social media. It discusses how Facebook can help auto dealers reach new buyers and provide tips on building pages, advertising, publishing content and interacting with fans. Another presentation outlines how a social media management company can help dealers increase profits by reallocating advertising budgets from traditional to digital outlets and engaging staff. The webinar also offers advice on monitoring reputation, using social media for fixed operations, engaging content, and encouraging online reviews.
This document summarizes the results of a study by Oneupweb analyzing how traffic and conversion rates are affected when a website appears at different positions in Google search results. The study found that average traffic increases 5x when a site reaches the second/third page, and 9x for the second month. Traffic triples and conversions increase 42% when reaching the first page, doubling the second month. Reaching the top 10 positions generates the most traffic and highest conversion rates.
Leverage Web 2.0 sites and user generated content along with OEM supplied content to create a low-cost guerrilla marketing strategy for car dealerships. Use multiple email lists and search engine optimization techniques to drive traffic to dealer websites and online communities. Attendees will receive access to online resources they can use to gain a competitive advantage without spending more money.
This document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, stating that it should be about relationship building rather than direct sales, and that the technology allows businesses to scale relationships. Best practices discussed included creating an authoritative online presence, building trust, managing brand reputation, and leveraging social media to drive traffic. Emerging areas mentioned were location-based services and using social media to resolve customer complaints.
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automakers to scale customer relationships.
Social Networking: Should it be more about Relationship Building than Selling...Mary S. Butler
Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable.
A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike.
This panel covered:
• OEMs and dealerships who are using social networks effectively
• Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.)
• Advantages of connecting with fellow dealers (information sharing/collaboration, etc.)
Panelists:
- Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs)
- Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales)
- Tom Chisholm, Midwest Sales Director, Facebook
- Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect)
- Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia)
Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers)
Presentation deck designed by Leon Li, Razorfish (@leonbignogin)
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automakers to scale customer relationships.
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automotive companies to scale personal relationships.
Corporate blogging can benefit companies by building their online presence and brand. It is important that corporate blogs fit with the company's culture. Some key strategies for corporate blogging include building thought leadership, highlighting corporate culture, connecting with employees, and strengthening the brand. Several case studies show how companies like Southwest Airlines, Microsoft, and Zappos have successfully used blogging to engage customers and employees. However, companies must also be careful, as seen in examples where Nestle and Honda received negative feedback from social media interactions.
Wei Shao 8 Week Ford Brand Monitoring ReportVivian W. Shao
The document provides a weekly brand monitoring report for Ford from January 18, 2016 to March 7, 2016. It highlights Ford's top three social media posts each week related to new products, cultural engagement, consumer conversations, and more. It also provides recommendations such as running contests and campaigns to continue conversations and engage audiences on different platforms like Facebook, Instagram and Pinterest. The goal is to strengthen Ford's social media presence and brand image.
Analysis on Ford’s social media strategyarun_getapp
Ford has become a pioneer in integrating social media into its marketing strategy. It aims to be present across all major social media platforms to remain top of mind for customers. Ford engages customers at each stage of the purchase funnel using tactics like events for new models and a dedicated social media staff. The document outlines Ford's strategy, metrics, timeline and estimated $100-125M annual budget. It recommends Ford improve awareness of its FordSocial site and consider potential conflicts from its social media leader's personal views.
Automobile marketers love using social media for several key reasons. Social media allows them to engage customers through conversations and build relationships over time as people research large purchases like cars. It provides opportunities for customer feedback, advocacy, and word-of-mouth marketing through user-generated content and campaigns. Automakers are using strategies like assigning social media experts, hosting conversations on blogs, running micro-campaigns and contests, sharing customer stories, and creating online reality shows and communities to connect with audiences and promote their brands on social platforms.
The document discusses the top 5 web trends of 2009, with personalization being the third trend. Personalization involves websites providing customized content to users based on their preferences and behavior. Two aspects that helped personalization in 2009 were the ability to filter real-time social media updates and the growing availability of open user data from multiple sources, allowing for more targeted recommendations. While personalization has progressed, challenges remain around user privacy and how personalization can potentially be misused.
The document discusses Ford's social media strategy to humanize the company and connect with customers. It mentions increasing transparency and authenticity while connecting employees and constituents. Metrics are provided on an initiative called the Fiesta Movement that engaged over 500,000 people online. The strategy is considered effective and future plans include cross-training staff, integrating other functions, focusing on niche audiences, and continuing to listen to customer feedback.
This document discusses opportunities for digital marketing, or "digimarketing", during times of crisis. It notes that a crisis can present both dangers and opportunities. It then discusses what digimarketing is, how it differs from digital marketing, and why the growing internet and social media penetration worldwide creates opportunities for digimarketing even when marketing budgets are tight. The document proposes new 4Ps for digimarketing focused on participation, permission and personalization. It encourages marketers to take action now to adapt to changing digital behaviors and channels.
PR Newswire Meet The Media - 09/04/08 - Robin HammanMichael Pranikoff
The document discusses different ways to listen to and engage with bloggers, including searching blogs and Twitter, aggregating RSS feeds, and monitoring conversations without directly participating. It emphasizes that communication with bloggers should be a conversation, not just one-way broadcasting. American Airlines is cited as an example of listening to bloggers during a crisis by monitoring discussions but not always needing to respond.
The document discusses The Washington Post's adoption of AWS and digital transformation efforts. It provides details on:
1) How The Post migrated systems and tools to AWS to improve scalability, performance, and innovation.
2) New tools and platforms The Post developed on AWS, like Arc Publishing, which are now used by other media companies.
3) How The Post uses AWS services like machine learning to improve content recommendations and moderation.
A comprehensive overview of the intersection of PR and social media, including tips, examples and resources for marketing communications professionals on using social media to their advantage. Revised for a presentation to UMD-UC.
Running head: FORD COMPANY 1
Ford Motor Company 9
Ford Company
Ford Motor Company
Ford Motor Company is a worldwide automotive and mobility organization situated in Dearborn, Michigan. With around 203,000 workers and 67 plants around the world, the group's center business incorporates designing, assembling, showcasing and servicing a full line of Ford autos, trucks, and SUVs, and also Lincoln extravagance vehicles (2016). The company is aggressively going after emerging opportunities with investments in mobility, electrification, and autonomy. This is aimed at the expansion of its business model. Ford Motor Credit Company offers financial services of Ford. The organization does some fabulous work on a broad range of online networking channels, fitting its yield and associating with every channel's crowd with the correct substance and manner of speaking. Ford has been in existence for over 110 years, and it is the world’s number five largest car manufacturer yet it has all along maintained relevance, engaging its customers and been remotely approachable.
There are three primary objectives of Ford's Social Media Strategy
1. Awareness and education
Ford makes mindfulness and training among potential and current customers through three major channels (arun_getapp, 2016).1) Twitter and Facebook when new items are propelled or when features are redesigned, 2) Through recordings and VIP support to make a buzz about 3) Facebook applications, for example, the Mustang Customizer, which has been useful in both engaging clients and making mindfulness about Ford among the friend circles of customers.
Ford has utilized the online networking channels both from a general marketing perspective in teaching the current Ford clients about up and coming Ford events, models and changes to its lineup (arun_getapp, 2016). By being available on all the conceivable online networking channels, they depend on word-of-mouth, and also taking part or supporting events, (for example, the joint event with Pandora, where Ford gave to philanthropies picked by music artists that could serve to introduce the brand to potential clients
2. Humanizing and credibility
Ford's social site plans to draw in customers with Ford workers. The ideas section urges customers to post new components for future Ford items (arun getapp, 2016). Devoted staff monitors and makes updates on web-based social networking to guarantee that Ford knows when individuals are discussing the brand and contact them as soon possible, for example, issues of customers reported through the @FordService handle. Roughly 2000 solicitations/week are taken care of with the help of this medium (arun_getapp, 2016).
Humanizing the brand is a ...
BlogWell Minneapolis Social Media Case Study: Ford, presented by Scott MontySocialMedia.org
Scott Monty of Ford Motor Company presented on Ford's social media strategy. The strategy was to humanize the brand by connecting consumers with Ford employees and each other, and providing value. Ford launched accounts on many social media platforms like Facebook, Flickr, Twitter, YouTube and more. The accounts share Ford content, promote events and engage with users. Ford's social media presence has helped them interact with customers and enthusiasts in a more accessible, transparent and authentic way.
Scott Monty of Ford Motor Company presented on Ford's social media strategy. The strategy was to humanize the brand by connecting consumers with Ford employees and each other, providing value. Ford launched accounts on many social media platforms like Facebook, Flickr, Twitter, YouTube and more. The accounts share Ford content, engage users and gain feedback. Ford's social media presence has been effective in humanizing the brand and connecting with enthusiasts.
Top 10 Things Steve Ballmer tells his Closest Friends about Microsoft’s Share...Mark Fidelman
We've have it on great authority; from a friend of a friend who knows someone who might be a close friend of Ballmer (we think Steve Ballmer) that the following is what he tells them.
Advertisers understand that customers progress through different stages - awareness, consideration, preference, and purchase - when evaluating a purchase. Paid search is useful for reaching customers closer to purchase, but display advertising is needed to reach customers across all stages. Paid search inventory is limited and spread across many advertisers, so no single large advertiser can allocate a significant portion of its budget to paid search alone. Both paid search and display advertising will continue to serve important but different roles for advertisers.
The document provides best practices for creating effective landing pages that persuade visitors to convert into sales leads. It recommends using relevant and scan-able copy tailored to the target audience, identifying what customers want through market research, grabbing visitors' attention within the first 8 seconds with compelling content, and testing landing pages to ensure they are optimised for conversions.
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Similar to Ford setting contentfreeatford-web2-0expo-scottmonty
This document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, stating that it should be about relationship building rather than direct sales, and that the technology allows businesses to scale relationships. Best practices discussed included creating an authoritative online presence, building trust, managing brand reputation, and leveraging social media to drive traffic. Emerging areas mentioned were location-based services and using social media to resolve customer complaints.
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automakers to scale customer relationships.
Social Networking: Should it be more about Relationship Building than Selling...Mary S. Butler
Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable.
A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike.
This panel covered:
• OEMs and dealerships who are using social networks effectively
• Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.)
• Advantages of connecting with fellow dealers (information sharing/collaboration, etc.)
Panelists:
- Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs)
- Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales)
- Tom Chisholm, Midwest Sales Director, Facebook
- Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect)
- Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia)
Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers)
Presentation deck designed by Leon Li, Razorfish (@leonbignogin)
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automakers to scale customer relationships.
The document summarizes a roundtable discussion on social networking in the automotive industry. Several panelists gave their perspectives on social networking, emphasizing relationship building over direct sales. Best practices discussed included creating an authoritative online presence, building trust, driving customer loyalty, and leveraging social media optimization. Emerging topics covered were location-based services and how social media allows automotive companies to scale personal relationships.
Corporate blogging can benefit companies by building their online presence and brand. It is important that corporate blogs fit with the company's culture. Some key strategies for corporate blogging include building thought leadership, highlighting corporate culture, connecting with employees, and strengthening the brand. Several case studies show how companies like Southwest Airlines, Microsoft, and Zappos have successfully used blogging to engage customers and employees. However, companies must also be careful, as seen in examples where Nestle and Honda received negative feedback from social media interactions.
Wei Shao 8 Week Ford Brand Monitoring ReportVivian W. Shao
The document provides a weekly brand monitoring report for Ford from January 18, 2016 to March 7, 2016. It highlights Ford's top three social media posts each week related to new products, cultural engagement, consumer conversations, and more. It also provides recommendations such as running contests and campaigns to continue conversations and engage audiences on different platforms like Facebook, Instagram and Pinterest. The goal is to strengthen Ford's social media presence and brand image.
Analysis on Ford’s social media strategyarun_getapp
Ford has become a pioneer in integrating social media into its marketing strategy. It aims to be present across all major social media platforms to remain top of mind for customers. Ford engages customers at each stage of the purchase funnel using tactics like events for new models and a dedicated social media staff. The document outlines Ford's strategy, metrics, timeline and estimated $100-125M annual budget. It recommends Ford improve awareness of its FordSocial site and consider potential conflicts from its social media leader's personal views.
Automobile marketers love using social media for several key reasons. Social media allows them to engage customers through conversations and build relationships over time as people research large purchases like cars. It provides opportunities for customer feedback, advocacy, and word-of-mouth marketing through user-generated content and campaigns. Automakers are using strategies like assigning social media experts, hosting conversations on blogs, running micro-campaigns and contests, sharing customer stories, and creating online reality shows and communities to connect with audiences and promote their brands on social platforms.
The document discusses the top 5 web trends of 2009, with personalization being the third trend. Personalization involves websites providing customized content to users based on their preferences and behavior. Two aspects that helped personalization in 2009 were the ability to filter real-time social media updates and the growing availability of open user data from multiple sources, allowing for more targeted recommendations. While personalization has progressed, challenges remain around user privacy and how personalization can potentially be misused.
The document discusses Ford's social media strategy to humanize the company and connect with customers. It mentions increasing transparency and authenticity while connecting employees and constituents. Metrics are provided on an initiative called the Fiesta Movement that engaged over 500,000 people online. The strategy is considered effective and future plans include cross-training staff, integrating other functions, focusing on niche audiences, and continuing to listen to customer feedback.
This document discusses opportunities for digital marketing, or "digimarketing", during times of crisis. It notes that a crisis can present both dangers and opportunities. It then discusses what digimarketing is, how it differs from digital marketing, and why the growing internet and social media penetration worldwide creates opportunities for digimarketing even when marketing budgets are tight. The document proposes new 4Ps for digimarketing focused on participation, permission and personalization. It encourages marketers to take action now to adapt to changing digital behaviors and channels.
PR Newswire Meet The Media - 09/04/08 - Robin HammanMichael Pranikoff
The document discusses different ways to listen to and engage with bloggers, including searching blogs and Twitter, aggregating RSS feeds, and monitoring conversations without directly participating. It emphasizes that communication with bloggers should be a conversation, not just one-way broadcasting. American Airlines is cited as an example of listening to bloggers during a crisis by monitoring discussions but not always needing to respond.
The document discusses The Washington Post's adoption of AWS and digital transformation efforts. It provides details on:
1) How The Post migrated systems and tools to AWS to improve scalability, performance, and innovation.
2) New tools and platforms The Post developed on AWS, like Arc Publishing, which are now used by other media companies.
3) How The Post uses AWS services like machine learning to improve content recommendations and moderation.
A comprehensive overview of the intersection of PR and social media, including tips, examples and resources for marketing communications professionals on using social media to their advantage. Revised for a presentation to UMD-UC.
Running head: FORD COMPANY 1
Ford Motor Company 9
Ford Company
Ford Motor Company
Ford Motor Company is a worldwide automotive and mobility organization situated in Dearborn, Michigan. With around 203,000 workers and 67 plants around the world, the group's center business incorporates designing, assembling, showcasing and servicing a full line of Ford autos, trucks, and SUVs, and also Lincoln extravagance vehicles (2016). The company is aggressively going after emerging opportunities with investments in mobility, electrification, and autonomy. This is aimed at the expansion of its business model. Ford Motor Credit Company offers financial services of Ford. The organization does some fabulous work on a broad range of online networking channels, fitting its yield and associating with every channel's crowd with the correct substance and manner of speaking. Ford has been in existence for over 110 years, and it is the world’s number five largest car manufacturer yet it has all along maintained relevance, engaging its customers and been remotely approachable.
There are three primary objectives of Ford's Social Media Strategy
1. Awareness and education
Ford makes mindfulness and training among potential and current customers through three major channels (arun_getapp, 2016).1) Twitter and Facebook when new items are propelled or when features are redesigned, 2) Through recordings and VIP support to make a buzz about 3) Facebook applications, for example, the Mustang Customizer, which has been useful in both engaging clients and making mindfulness about Ford among the friend circles of customers.
Ford has utilized the online networking channels both from a general marketing perspective in teaching the current Ford clients about up and coming Ford events, models and changes to its lineup (arun_getapp, 2016). By being available on all the conceivable online networking channels, they depend on word-of-mouth, and also taking part or supporting events, (for example, the joint event with Pandora, where Ford gave to philanthropies picked by music artists that could serve to introduce the brand to potential clients
2. Humanizing and credibility
Ford's social site plans to draw in customers with Ford workers. The ideas section urges customers to post new components for future Ford items (arun getapp, 2016). Devoted staff monitors and makes updates on web-based social networking to guarantee that Ford knows when individuals are discussing the brand and contact them as soon possible, for example, issues of customers reported through the @FordService handle. Roughly 2000 solicitations/week are taken care of with the help of this medium (arun_getapp, 2016).
Humanizing the brand is a ...
BlogWell Minneapolis Social Media Case Study: Ford, presented by Scott MontySocialMedia.org
Scott Monty of Ford Motor Company presented on Ford's social media strategy. The strategy was to humanize the brand by connecting consumers with Ford employees and each other, and providing value. Ford launched accounts on many social media platforms like Facebook, Flickr, Twitter, YouTube and more. The accounts share Ford content, promote events and engage with users. Ford's social media presence has helped them interact with customers and enthusiasts in a more accessible, transparent and authentic way.
Scott Monty of Ford Motor Company presented on Ford's social media strategy. The strategy was to humanize the brand by connecting consumers with Ford employees and each other, providing value. Ford launched accounts on many social media platforms like Facebook, Flickr, Twitter, YouTube and more. The accounts share Ford content, engage users and gain feedback. Ford's social media presence has been effective in humanizing the brand and connecting with enthusiasts.
Top 10 Things Steve Ballmer tells his Closest Friends about Microsoft’s Share...Mark Fidelman
We've have it on great authority; from a friend of a friend who knows someone who might be a close friend of Ballmer (we think Steve Ballmer) that the following is what he tells them.
Advertisers understand that customers progress through different stages - awareness, consideration, preference, and purchase - when evaluating a purchase. Paid search is useful for reaching customers closer to purchase, but display advertising is needed to reach customers across all stages. Paid search inventory is limited and spread across many advertisers, so no single large advertiser can allocate a significant portion of its budget to paid search alone. Both paid search and display advertising will continue to serve important but different roles for advertisers.
The document provides best practices for creating effective landing pages that persuade visitors to convert into sales leads. It recommends using relevant and scan-able copy tailored to the target audience, identifying what customers want through market research, grabbing visitors' attention within the first 8 seconds with compelling content, and testing landing pages to ensure they are optimised for conversions.
This document summarizes the state of the US economy in April 2009 according to Google Chief Economist Hal Varian. It notes that the recession is the longest since the Great Depression but also lists some positive signs, including low asset prices, available mortgages, and an economic stimulus plan. It explores using Google query data to track economic indicators in real time and predicts sectors like real estate and autos may start to recover in spring if financial stability continues.
This document discusses strategies for reaching "in-market shoppers" or "recession shoppers" online. It recommends (1) being present across online and offline channels to greet customers, (2) understanding market trends and customer interests through analytics, and (3) optimizing websites and ads using testing and data to ensure maximum relevance for each individual visitor. Case studies and data from Google tools are presented to illustrate how to implement these recommendations successfully.
The document discusses findings from a 2008 J.D. Power and Associates study on automotive marketing and media. It finds that search engines are an effective way for consumers to find auto shopping sites, with 77% of manufacturer websites, 59% of independent sites, and 49% of dealership sites found through search engines. Consumers also use search engines to find vehicle images (82%) and directions/maps to local dealerships (42%). Additionally, 39% of consumers visiting automaker websites used a third-party search engine like Google to navigate the site.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses how traditional press releases are no longer effective due to changes in how people consume news online. It argues that online news releases distributed through services like PRWeb are now more important for companies to reach customers. Online news releases should be written to appeal directly to buyers, include keywords and links to drive people to the company's website. By distributing through a service like PRWeb, companies can get their news release included in RSS feeds and on top news sites to increase their online visibility and search engine rankings.
Many companies are successfully using social media like Twitter, LinkedIn, Facebook, and blogs to acquire customers. Over 40% of companies have acquired customers from Twitter, LinkedIn, Facebook, and their company blog. B2C companies tend to see more value from social media for customer acquisition, especially Facebook, while B2B companies see more value from LinkedIn. Frequent blog posting correlates with higher customer acquisition - companies posting multiple times per day acquired 100% of customers from their blog. [/SUMMARY]
This document discusses eMarketing strategies for success. It begins with an agenda that outlines various digital technologies like search engine optimization, paid search marketing, podcasts/webinars, video advertising, digital simulations and game development. It then discusses how companies can leverage these technologies and be connected in today's digital world. Various eMarketing strategies are explained, like the importance of understanding one's audience and acquiring customers. New marketing approaches like personalized marketing, participation, peer-to-peer communities and predictive modeling are also covered. The document emphasizes developing a multi-channel approach across different digital mediums and networks to effectively reach customers.
This document is a magazine issue from June 2010 focused on digital marketing and technology for auto dealerships. It includes articles on internet sales strategies, website design, CRM systems, and other topics. The issue also provides news briefs on new advertising networks, analytics tools, and other industry announcements. The magazine aims to help dealers master online sales and leverage emerging technologies.
The document outlines lead management policies for the business development center (BDC) and internet sales teams at Courtesy Chevrolet. It defines the statuses that leads can be in, such as new, working, finalized, invalid, and dormant. It provides guidance on when statuses should be changed and that scheduled follow-up activities are required. It also establishes rules of engagement for how BDC representatives and internet sales specialists should coordinate on handling leads.
The Senate voted to instruct negotiators to support language in the House version of the financial reform bill that would exclude auto dealers from additional regulation, but dealers are still at risk of being included in the final legislation. The bill is currently in a House-Senate conference where negotiators will put the final touches on the bill before sending it to the President; while most members of Congress support excluding dealers, the White House and other groups are pushing for their inclusion. Dealers' F&I revenue could dry up if the final bill regulates dealers like banks under a new federal agency.
This document provides information about the staff and features of the May 2010 issue of Digital Dealer magazine. It includes the names and titles of the president, editorial director, publisher, and other staff of the magazine. It also lists some of the main articles in the issue, such as ones about internet sales, social media, and technology trends. The document contains contact information for advertising and mentions that the magazine aims to provide accurate information to help dealers. It lists Horizon Communications as the publisher.
The document discusses how automotive retail and technology can be a recipe for riches. It notes that if you have a good idea in this space and some luck, you may achieve success sooner than expected. The digital version of the magazine provides quick access to fresh information and allows readers to interact by clicking links to authors and advertisers. The interface is intuitive for those familiar with the internet. The editor welcomes feedback on the new digital format.
The document provides a report on the online presence and reputation of a business called Flagship Motorcars Mercedes-Benz & Sprinter. It summarizes that the business has a ChamberList Reputation Manager Score of 29 out of 100, indicating a "Fair" level of presence. It analyzes the business' listings on various search engines and directories, finding basic listings on some sites but few additional details or customer reviews. The report provides recommendations on improving the business' online reputation by completing more listings and having customers write reviews.
This document summarizes research on automotive shoppers in 2009. It finds that search plays a critical role in the research process, with 84% of new vehicle buyers visiting OEM and/or third party sites. While OEM site visitation declined slightly, third party site visits grew year-over-year. The "build your own" tool was the most used feature on OEM sites. Nearly half of new vehicle buyers who visited OEM or third party sites were referred by search. Online video, especially on YouTube, is also becoming more important in research, with 83% of new buyers watching videos and 50% of in-market shoppers visiting YouTube.
Bz results virtual dealership pegasus website reviewed by brian paschSocial Media Marketing
The document reviews the new BZ Results Virtual Dealership 2.0 platform, which has undergone a complete rebuild. The new platform allows dealers to fully customize their websites using drag-and-drop widgets similar to WordPress. Dealers can select layouts and themes, then add universal or custom widgets to create landing pages for any business need. All pages are SEO compliant and dealers can directly optimize the on-site SEO strategy. The new platform empowers dealers to create customized customer experiences for their websites.
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.
Scott: Hi, I’m Scott Monty, Digital Communications Manager and head of social media at Ford Motor Company Maggie: And I’m Maggie Fox CEO of Social Media Group, Ford’s social media agency
Maggie: You’ve heard the saying, “If you love something, set it free. If it comes back to you, it’s truly yours.” ? In this presentation, we’re going to explain how a company like Ford, one of the oldest and largest in the world, changed from thinking about it’s content like this…
Scott: To this. How did Ford learn to set its content free?
Scott: Before we go any further, we’d like to invite you to step up to the mic at any time if you have any questions, rather than waiting until the end for Q&A. We want this to be a dialogue rather than a dictation, and if you want to dive into something, just step up and wave your arms.
Scott: First, a little background, just in case you’re not familiar with Ford and what we do.
Scott: Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan manufactures or distributes automobiles across six continents. With about 213,000 employees and about 90 plants worldwide, the company’s wholly owned automotive brands include Ford, Lincoln, Mercury and Volvo.
Maggie: Ford began to integrate social media into their Communications business model in 2007. They started small, engaging our company, Social Media Group to help develop the beginnings of their strategy by conducting a social media Skills-Weaknesses-Opportunities-Threats analysis. They knew it was important, but were struggling with how to integrate it into their toolkit.
Maggie: One of the first ways we started incorporating social media was by inviting Digital Influencers to a traditional media drive event for the newly redesigned Ford Focus in Seattle in September, 2007. In case you’re not familiar with them, these drive events have traditionally consisted of a load of automotive journalists, flown to a location, put up in a hotel and then sent on a day-long drive to experience the new car and then write about it. In this case, the big story was SYNC. So we had this cool technology, the beginnings of the car connectivity revolution, and most of the old-school journalists couldn’t care less. Before we go any further - does everyone here know what SYNC is?
Maggie: So the journalists thought SYNC was a silly toy, until we upset their applecart by inviting bloggers and videobloggers to attend alongside them. At the end of the drives, many of the journalists who thought SYNC was a ridiculous bell and-or-whistle were converts - thanks to spending time with people from a very different world who understood the possibilities behind the technology. The value of empowering these different perspectives to tell Ford stories was immediately apparent.
Maggie: So that was the event. But no matter how tech-savvy, we knew that the online content producers who attended the event, and the many others who could not but would be interested in the content, did not have access to traditional Ford automotive asset sources. They were not really journalists, more citizen observers creating content about things that interested them. They were not “plugged in” to the world of press conferences, media sites and press releases. But we wanted them to be able to easily talk about this technology and other things that interested them.
Scott: So Ford established their first Social Media Press Release (SMPR)
Maggie: Ford’s SMPR was one of the first created for a major consumer brand. All content is hosted on platforms like Flickr and YouTube, leveraging their native sharing properties
Scott: There are also individual and global RSS feeds, meaning subscribers are automatically notified of updates - and only get what they’re interested in. [click]
Making Chris Anderson’s infamous blacklist post just not relevant for Ford - Wired is subscribed to our SMPR feeds and they regularly pick up stories without having to be pitched.
Maggie: But there was more to this than a trendy buzz phrase or a new campaign-style deployment of technology for one individual event, over as soon as the Focus story faded. …it was more importantly a quiet revolution in the way one of the largest companies in the world traditionally treated assets and who had access to them.
Scott: In the past, like many companies, Ford had treated images, video and even press releases as valuable assets that needed to be carefully controlled for the exclusive use of select influential automotive and major mainstream media journalists, all of whom had to register to get access to a password-protected media site.
Scott: Starting with Focus, we began making all of our content digitally available to everyone under a license that would permit publication under almost any circumstances. ALL of the images, video and text on Ford’s first and subsequent SMPRs are licensed under Creative Commons non-commercial [confirm exact name of license]
Maggie: This was a revolution in the way Ford thought about content, the way they made it available and the way that they allowed others to share it. It reflected the new reality.
Scott: Recognizing the new, distributed nature of influence, and that everyone with an Internet connection is now a publisher, Ford changed.
Scott: Ford recognized that “control” of digital assets was an illusion. So they stopped pretending.
Maggie: That’s all fine and good - very touchy-feely and progressive of us. But what were the hard results, the things we could measure that demonstrated the value of setting our content free to the business?
Scott
Maggie: But how did this happen? Didn’t someone try to stop it? Well, no - not really.
Maggie: Social Media is scary mostly because people don’t understand it. So we helped people understand it. Especially legal people.
Maggie: During the course of our SWOT work in 2007, we discovered that the legal reason that assets were so tightly controlled was that they often showed vehicles in non-factory condition - meaning if consumers saw these images in a Ford commercial or in a brochure, they could sue the company for false advertising since that’s not how the vehicles come out of the plant or end up at the dealerships. In other words, the legal and compliance department was afraid of Ford Marketing - worried that they would use the images in the wrong places.
Maggie: But they were not afraid of what bloggers and others would do with the assets, the legal department considered them just like any other kind of journalist or publisher, so they gave us the green light to set the content free. We found this out because we sat at the same table as the people who seemed to be the most afraid of losing control and explained what we wanted to do, how we wanted to do it and what the value was to the business.
Scott: The other big issue practical issue is digital rights management. For images it was simple - in most cases digital rights were already being obtained for the online editions of print publications.
Scott: Video is another issue, but we’re not the only ones wrestling with that challenge, and it really only has to do with commercials - if we put them online, it’s usually only for a set period of time until the rights expire. Like many companies, however, Ford and our agencies are working together to get digital rights in place that better reflect the way people use and share content online.
Scott: Ford is changing - and social media is a big part of that. How has setting our content free changed us?
Scott: SMPRs are now a part of the way Communications does business. And people who create online content are always on our minds.
Scott: Digital is no longer an afterthought. Assets are now collected for as many stories as possible, and distributed via 10 SMPRs [check #] (We should l also add that ours are a little different in that they’re not just HTML press releases; they’re evolving stories with archives - so there’s a long tail component to all of this)
Scott: We’ve also faced our fear of losing “control” and our successes have given us the freedom to experiment and continue the process of changing our Communications model to keep pace with reality.
Maggie: So, Scott - where to next for Ford?
Scott: We are weaving digital influencers into every program we run for mainstream media. We’re also establishing digital-only events and programs for online influencers. Integrating with MSM programs - digital should not exist in a vacuum, it goes farther when amplified and paired with traditional efforts, which it can assist and compliment.
Scott: We’re increasing our digital touchpoints and connecting meaningfully with our community via platforms like TheFordStory.com Our goal is to become the most social brand, humanizing the Ford brand [Scott’s words]
Maggie: And Ford has seen their content come back to them in thousands of unsolicited posts and stories.