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PUTTING
THE “CAR”
IN KARMA
   Scott Monty (@ScottMonty)
 Global Digital Communications
 Ford Motor Company (@Ford)
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
Consumer Quality Sentiment
Consumer Quality Sentiment




    Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
                                                                         4
Strong
Business
Great Products
Better World
Ninety percent of social
media is just showing up.

It’s the other half that’s hard.
Accessibility
Transparency
Authenticity
Strategy: to humanize the company
by connecting constituents with Ford
employees and with each other when
   possible, providing value in the
               process.
“If you wish to persuade
  me, you must think my
thoughts, feel my feelings
  and speak my words.”
fiestamovement.com
Effective?
Fiesta Movement stats:
7+ million
750,000        58%
4 million
 100,000     97%
Explorer Reveal Stats:
• 74MM – blogs
• 11MM – Twitter
• 3.3 MM – "Like" Impressions via Newsfeeds
• 3.8 MM – Facebook Wall Post impressions
• 300K – Video impressions
• Total impressions – 92.4MM
• #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
• Hit 50,000 Facebook "likes" of the Ford Explorer by end of day
  July 26 - added over 10,000 likes in a single day
Ford's Social Media Story - 2010 edition
Ford's Social Media Story - 2010 edition
Ford's Social Media Story - 2010 edition
Ford's Social Media Story - 2010 edition
Ford's Social Media Story - 2010 edition
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Ford's Social Media Story - 2010 edition

  • 1. PUTTING THE “CAR” IN KARMA Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford)
  • 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
  • 3.
  • 4. Consumer Quality Sentiment Consumer Quality Sentiment Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010 4
  • 5.
  • 9. Ninety percent of social media is just showing up. It’s the other half that’s hard.
  • 10.
  • 14. Strategy: to humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.
  • 15.
  • 16.
  • 17. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
  • 18.
  • 20.
  • 22. Fiesta Movement stats: 7+ million 750,000 58% 4 million 100,000 97%
  • 23.
  • 24.
  • 25. Explorer Reveal Stats: • 74MM – blogs • 11MM – Twitter • 3.3 MM – "Like" Impressions via Newsfeeds • 3.8 MM – Facebook Wall Post impressions • 300K – Video impressions • Total impressions – 92.4MM • #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 • Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day