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Case Study: Setting Content Free at Ford
Hashtag: #fordw2e
Ford changed…
… to this.
Questions?
First, a little background
 
2007
Sept 2007
 
We wanted to make storytelling…
www.ford.digitalsnippets.com/focus
 
 
 
This is not a campaign.
Members Only.
 
It’s a revolution
Ford Changed.
We stopped pretending.
Results?
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.
Well, no. Not really.
Make it less scary
Do your homework
Make your case
 
DRM is still a challenge
How has setting our content free changed us?
Everyone is a publisher
Digital is no longer an afterthought Everyone is a publisher
Experimentation and “test, learn, refine”
Where to next?
Integration
www.TheFordStory.com
It came back.
Thanks. www.ford.digitalsnippets.com @ScottMonty Digital Communications Manager Ford Motor Company [email_address] @MaggieFox CEO Social Media Group [email_address]
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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Setting Content Free At Ford - Web 2.0 Expo

Editor's Notes

  1. 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