SlideShare a Scribd company logo
Putting ROI to Work
Sarah Holm & Eric Grenier
July 2021
2
SARAH HOLM
DIGIAL & SOCIAL MEDIA
COMMUNICATIONS
MANAGER, PR
FORD MOTOR COMPANY
ERIC GRENIER
SOCIAL MEDIA
COMMUNICATIONS
MANAGER, MARKETING
FORD MOTOR COMPANY
ROZA TSVETKOVA
SENIOR CONTENT
SPECIALIST
FALCON.IO
Putting ROI to
Work: Ford
Spotlight (B2C)
Welcome to:
With:
• Sarah Holm, Digital and SoMe Communications Manager, PR at Ford Motor Company
• Eric Grenier, SoMe Communications Manager, Marketing at Ford Motor Company
• Roza Tsvetkova, Senior Content Specialist at Falcon.io
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial
3
What you’ll drive away with today:
Methods on how to
converge efforts
across Marketing
and PR to bring
value in social…
together.
The importance of
unifying
how and where
you publish
Marketing and PR
stories.
How to find the
intersection
of what people want
to know and what
you want to tell
them.
4
Cast your vote on-screen.
Q: How is social media structured in
your organization?
5
Source: Facebook Internal Data
The average person scrolls
through 300 feet of mobile
content every day.
6
So, how do you break through and converge efforts
between marketing and PR to deliver value?
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial
7
Understand shared
audience(s) across
the brand
Align on platform
strategies and content
synergies with an
aptitude for long-term
learning and evolution
Unify how and
where you’re telling
your stories
8
Across all three entities, we’re all talking to the
same group: consumers
CONSUMERS
MARKETING
PR
CUSTOMER
SERVICE
MEDIA, EMPLOYEES,
SHAREHOLDERS, ETC.
OWNERS
IN-MARKET & CONQUEST
FANS/
FOLLOWERS
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial
9
And our core synergy across PR and Marketing is
content…
ADVOCACY
CONTENT
MARKETING
PR
CUSTOMER
SERVICE
REPUTATION
OWNER
EXPERIENCE
Content and messaging is
aligned and jointly approved
ahead of publishing.
Platform strategies are jointly
owned by PR and Marketing.
Content performance and
evolving platform behaviors are
shared across both teams for
on-going optimizations.
10
Cast your vote on-screen.
Q: What’s your content strategy for
publishing across channels?
11
Content is key, but not platform agnostic
National Mustang Day: April 17 – Paid Campaign / 37M Impressions
Learn: News Share: Community Love: Artistic
12
Content is key, but not platform agnostic
13
Multiple inputs go into Social distribution and is
approved by BOTH PR and Marketing:
Alignment on embargo
timing with comms team +
consecutive distribution
afterwards
Paid media amplification of
owned posts and whitelisting of
third parties as applicable
Content created for
specific platforms and
audiences
+
Adaptations for other
markets
Social copy aligned
with key messages
given in press release
Response plan aligned with
community managers &
customer service agents
xx:xx
xx:xx
xx:xx
Unifying how and where we publish is critical for
success:
14
Cast your vote on-screen.
Q: What drives your content strategy
or narrative on social?
15
of people don’t think
brands or companies
share interesting content.
68%
Forrester, The Social Marketing Playbook, 2020
16
What people
want in their
social media
feeds
What
brands
want to
tell them
Finding the intersection of what people want to
know and what we want to tell them
Work within your organization to find the synergies that
complement how each entity is telling the story
Optimize content strategies to mirror natural and
unique platform behaviors
Keep learning and adjusting
• Sometimes, saying “no” is actually better than
always having to say “yes” on social ideas.
A consistent reminder to extended teams that we aren’t
always the target customer and social isn’t a dumping
ground
Use social listening and qualitative research to
understand consumer tensions and themes that your
content can solve for
17
PR put together the live event
and livestream of the reveal
How this works in practice
Fast-follow with paid media to
target audience from
Marketing and Media
coverage pitched from PR
Combined efforts for digital
experience for those to
watch and engage on social
18
The results from Twitter alone…
127.4M
impressions
22.4M
Video Views
4.5M
livestream views
1.15B
impressions to date from
conversations on Twitter
19
Measuring Results
Social media is a single channel
and at Ford it happens to have
two owners. With this, all
measurement and report outs are
combined to tell the full story-
social is just a piece of that.
• Earned Media Coverage Findings
• Organic Social Listening Findings
• Influencer and Owned Social
Behavior Findings
• Owned Social Sentiment
(Qualitative)
• Owned Social Performance
(Quantitative)
• Paid Media Performance
• Employee Communications
• Site Analytics
• Benchmarking Against Previous
Activities
WHAT OUR REPORTS
INCLUDE:
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial
20
Takeaways
Unify how and when
you tell your story to
capitalize on
complementary
communications
(owned, earned and
paid)
Your audience and
their behaviors
should drive the
content and your
publishing strategy-
not the brand.
Educate teams that
social is a piece of a
larger pie and show,
with data, how it
completes the larger
story
(also educate that not
everything needs to be
supported by social)
Force alignment on
the working level for
social- it’s not always
going to come from
the top down.
21
@Falcon.io @Ford
#MeasuringWhatMatters #growwithsocial
22
@falconIO
falcon.io events@falcon.io

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Putting ROI to Work: Ford Spotlight (B2C)

  • 1. Putting ROI to Work Sarah Holm & Eric Grenier July 2021
  • 2. 2 SARAH HOLM DIGIAL & SOCIAL MEDIA COMMUNICATIONS MANAGER, PR FORD MOTOR COMPANY ERIC GRENIER SOCIAL MEDIA COMMUNICATIONS MANAGER, MARKETING FORD MOTOR COMPANY ROZA TSVETKOVA SENIOR CONTENT SPECIALIST FALCON.IO Putting ROI to Work: Ford Spotlight (B2C) Welcome to: With: • Sarah Holm, Digital and SoMe Communications Manager, PR at Ford Motor Company • Eric Grenier, SoMe Communications Manager, Marketing at Ford Motor Company • Roza Tsvetkova, Senior Content Specialist at Falcon.io @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
  • 3. 3 What you’ll drive away with today: Methods on how to converge efforts across Marketing and PR to bring value in social… together. The importance of unifying how and where you publish Marketing and PR stories. How to find the intersection of what people want to know and what you want to tell them.
  • 4. 4 Cast your vote on-screen. Q: How is social media structured in your organization?
  • 5. 5 Source: Facebook Internal Data The average person scrolls through 300 feet of mobile content every day.
  • 6. 6 So, how do you break through and converge efforts between marketing and PR to deliver value? @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
  • 7. 7 Understand shared audience(s) across the brand Align on platform strategies and content synergies with an aptitude for long-term learning and evolution Unify how and where you’re telling your stories
  • 8. 8 Across all three entities, we’re all talking to the same group: consumers CONSUMERS MARKETING PR CUSTOMER SERVICE MEDIA, EMPLOYEES, SHAREHOLDERS, ETC. OWNERS IN-MARKET & CONQUEST FANS/ FOLLOWERS @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
  • 9. 9 And our core synergy across PR and Marketing is content… ADVOCACY CONTENT MARKETING PR CUSTOMER SERVICE REPUTATION OWNER EXPERIENCE Content and messaging is aligned and jointly approved ahead of publishing. Platform strategies are jointly owned by PR and Marketing. Content performance and evolving platform behaviors are shared across both teams for on-going optimizations.
  • 10. 10 Cast your vote on-screen. Q: What’s your content strategy for publishing across channels?
  • 11. 11 Content is key, but not platform agnostic National Mustang Day: April 17 – Paid Campaign / 37M Impressions Learn: News Share: Community Love: Artistic
  • 12. 12 Content is key, but not platform agnostic
  • 13. 13 Multiple inputs go into Social distribution and is approved by BOTH PR and Marketing: Alignment on embargo timing with comms team + consecutive distribution afterwards Paid media amplification of owned posts and whitelisting of third parties as applicable Content created for specific platforms and audiences + Adaptations for other markets Social copy aligned with key messages given in press release Response plan aligned with community managers & customer service agents xx:xx xx:xx xx:xx Unifying how and where we publish is critical for success:
  • 14. 14 Cast your vote on-screen. Q: What drives your content strategy or narrative on social?
  • 15. 15 of people don’t think brands or companies share interesting content. 68% Forrester, The Social Marketing Playbook, 2020
  • 16. 16 What people want in their social media feeds What brands want to tell them Finding the intersection of what people want to know and what we want to tell them Work within your organization to find the synergies that complement how each entity is telling the story Optimize content strategies to mirror natural and unique platform behaviors Keep learning and adjusting • Sometimes, saying “no” is actually better than always having to say “yes” on social ideas. A consistent reminder to extended teams that we aren’t always the target customer and social isn’t a dumping ground Use social listening and qualitative research to understand consumer tensions and themes that your content can solve for
  • 17. 17 PR put together the live event and livestream of the reveal How this works in practice Fast-follow with paid media to target audience from Marketing and Media coverage pitched from PR Combined efforts for digital experience for those to watch and engage on social
  • 18. 18 The results from Twitter alone… 127.4M impressions 22.4M Video Views 4.5M livestream views 1.15B impressions to date from conversations on Twitter
  • 19. 19 Measuring Results Social media is a single channel and at Ford it happens to have two owners. With this, all measurement and report outs are combined to tell the full story- social is just a piece of that. • Earned Media Coverage Findings • Organic Social Listening Findings • Influencer and Owned Social Behavior Findings • Owned Social Sentiment (Qualitative) • Owned Social Performance (Quantitative) • Paid Media Performance • Employee Communications • Site Analytics • Benchmarking Against Previous Activities WHAT OUR REPORTS INCLUDE: @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
  • 20. 20 Takeaways Unify how and when you tell your story to capitalize on complementary communications (owned, earned and paid) Your audience and their behaviors should drive the content and your publishing strategy- not the brand. Educate teams that social is a piece of a larger pie and show, with data, how it completes the larger story (also educate that not everything needs to be supported by social) Force alignment on the working level for social- it’s not always going to come from the top down.