In this case study, Maggie Fox, CEO of Social Media Group, Ford's Social Media Agency, describes the process and platforms Ford brought into play to aggregate their digital content and transform the walled garden into a firehose of Creative-Commons licensed assets available for use by anyone who was interested in talking about the company or their brands – good or bad.

1. Case Study: Setting Content Free at Ford

2. Hashtag: #fordw2e

3. Ford changed…

4. … to this.

5. Questions?

6. First, a little background

8. 2007

9. Sept 2007

11. We wanted to make storytelling…

12. www.ford.digitalsnippets.com/focus

16. This is not a campaign.

17. Members Only.

19. It’s a revolution

20. Ford Changed.

21. We stopped pretending.

22. Results?

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.

24. Well, no. Not really.

25. Make it less scary

26. Do your homework

27. Make your case

29. DRM is still a challenge

30. How has setting our content free changed us?

31. Everyone is a publisher

32. Digital is no longer an afterthought Everyone is a publisher

33. Experimentation and “test, learn, refine”

34. Where to next?

35. Integration

36. www.TheFordStory.com

37. It came back.

38. Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]

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