1. Ford Brand Monitoring Report: Week 1 Jan. 18 2016
Weekly Content
Highlights
Recommendations
❖ #2: Conducting public service -- Ford created a winter-driving auto checklist to ensure that anybody
on the road this winter, can and knows how to drive safely
Content Highlights
❖ #3: Initiating consumer conversation-- Ford focused on establishing two-way communications, by
engaging its audience with the catch phrase “We know the feeling,” and tagging a specific user.
❖ #1: Promotingnew product -- Ford Usedthe hashtag “#FocusRS” paired with a stunning photo of
the new vehicle. This content received 206retweets and 369 likes over one single week.
❖ For promoting the new Focus RS, Ford could have “gone deeper” with their promotionalcontents,
such as offeringmore performance information on the new car model as opposedto using just a
photo for attraction. This is more practical in attracting more seriouscar buyersand keeping them
engaged. For example, the following tweets containing reviews of the 2016 Ford Focus RS would
help.
Check out the review
for the 2016 #FocusRS
here!
http://www.caradvice.c
om.au/410638/2016-
ford-focus-rs-review/
Here is another review
for the 2016 #FocusRS
http://www.motormag.
com.au/reviews/1601/f
ord-focus-rs-review/
2. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 2 Jan. 25 2016
Content Highlights
❖ #1: Increasing cultural engagement -- Ford participated in the celebration of National Breakfast Week,
with a video on the making of a car shaped pancake, which prompted 235 retweet and 546 likes.
❖ #2: Targeting new audience -- Ford live-tweeted the Ford GT global racing debut at Daytona
International Sepeedwayto attract auto-racing fans.
❖ #3: Analyzing company performance -- Ford held a digital press release of the company’s 2015
breakthrough earnings. This tweet boostedconsumer confidence in the company, and generated a lot
of positive feedback from followers, such as “ Congratulations! Those number will double this year”.
Recommendations
❖ Since the Ford-shaped pancake was the hot topic this week, it is recommended for Ford to start a
“DIY Ford Power Breakfast” campaign, where Facebook users can share photos of their Ford-
inspired breakfast designs. This can create more engagement amongst fans and increase consumer
traffic. Some campaign ideas are below.
To Enter:
Participants must “like” the
Ford Facebook page and
share their own DIY Ford-
inspired pancakes with @ford
Contest Period:
Week of Jan. 25 to Feb. 1
Contest Prize:
Ten creative shots will be
selected as winners, and T-
shirts printed with the winners’
own images will be given away!
Sample Post:
#DIYFordPowerBreakfast: show
us your pancakes, and win
customized T-shirts
3. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 3 Feb. 1 2016
Content Highlights
❖ #1: Promotionof the 2017 Raptor -- Ford posted a high quality GIF to capture the power grandeur
of this “beast” vehicle, and generated 322 shares and 1k reactions.
❖ #2: Revisiting classic products-- Ford brought back the iconic Mustang to social media this week. This
once again, reminded consumers of the integrity of Ford’s products, as well as the timelessness of the
brand.
❖ #3: Pushing for clean energy -- Ford featuredComuta, an all-electric concept car fromthe 1967
Geneva Motor Show, this week. The post re-established Ford’s positionas a long-standing visionary
auto-maker.
Recommendation
❖ Looking through this week’s comments on social media, Ford’s ability to respond to negative
sentiments fromfollowersare poor. The company’s inadequate response to negative comments creates
an opportunity for a snowballing of dissatisfaction amongst consumers. A customer service response
template, such as below, could help to cap and restrict the spread of unsupportive messages.
I hear you. Please send a DM
with your VIN, mileage, phone
number and dealer info. I’ll
assist you accordingly. ---
Ford Customer Service
4. Ford Brand Monitoring Report: Week 4 Feb. 8 2016
Weekly Content
Highlights
Content Highlights
❖ #1: Promotingbrand history -- Ford’s caption, “Like father, like son” to this fun photo, emphasized
the brand’s long history in the American auto-making culture, and how it has been the car of choice
to American families through generations. The tweet generated217 retweet and 539 likes. This is a
great method to connect fans and promote Mustang.
❖ #2: Asking question -- By using real-person voice of tone, Ford is boosting social media interaction
with audiences.
❖ #3: Raising social awareness -- Ford used this Youtube cartoonclip as a method to remind drivers
about the danger of distracted driving. The presentationof the content provided a means of
education to both parents and children, and boostedFord’s accountability as a public company.
Recommendations
❖ When monitoring the Ford’s Google Alert messages this week, I believe Ford missed two
opportunitiesto promote the company’s activities around the world. The stories are as below.
Ford invested $4.5
billions in #electrified
vehicle push!
http://insideevs.com/for
d-investing-billions-in-
electrified-vehicle-push/
Here is the proof that Ford
is super popular in China.
#Fordsales
http://www.inautonews.co
m/fords-january-sales-in-
china-reached-record-
levels
5. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 5 Feb. 15 2016
Content Highlights
❖ #1: Unveiling ground-breaking technology -- Ford shared new developments in their technology to combat
potholesissue in response to popular demands. Interest rose among many followers, rendering the idea
“innovative” and “creative.” This hot post generated3.3k reactions, 3444 shares and 351 comments.
❖ #2: Targeting new audience -- reaching millennial is a wise tactic to increase fan base.
❖ #3: Recruiting and networking -- Ford reached out to the public community on LinkedIn to seek
recruitment for potential employees. The act emphasized again on Ford’s image as an open and
wholesome company.
Recommendation
❖ Ford’s reveal of their solutions to potholesgeneratedresonance amongst many drivers. I
recommend Ford to start a Facebook campaign, to showcase the worse potholes, in order to
continue the conversationand increase audience interest in the topic. Campaign ideas are as below.
Sample Post:
Enjoy your ride outside,
now show us the
#worstpotholesthat you
have ever seen!
Sharing Post:
Check out
https://social.ford.com,
where Ford gives you
expert advice to tackle the
worst potholesworldwide.
6. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 6 Feb. 22 2016
Recommendation
Content Highlights
❖ #3: Cultural Relevance -- YouTube “Culture Collabs” video is an extension of Ford’s “By Design” ad
campaign that debuted in October, spotlighting the latest lineup of Ford vehicles. The campaign aligns
with the new overallbrand expression – energy and cultural relevance.
❖ #2: Breaking stereotypes-- Ford’s display of the pink Mustang allowed the vehicle to break away from the
masculine muscle car image that it has been known for, and to equally embrace female clients at the same
time.
❖ #1: Contributing to the economy -- Ford revealedthe latest employment and economic statistics from
the Cleveland engine plant. The tweet generated 94 retweetsand 238 likes, and proved Ford’s strong
financial performance in the last quarter.
❖ The limitation of the Culture Collabs campaign was that the project was limited to access on
YouTube only. I recommend that this campaign should be integrated into Ford’s other social media
channels, such as Facebook and Twitter, to achieve more viewings. Integration should be as follows.
#Ford #CultureCollabs:
What inspired Jhené Aiko
and Mike Brown?
https://www.youtube.com/
watch?v=7q9LcnKuXn8
Jhene Aiko revealed what
“drives” her for #Ford
#Culture Collabs.
http://singersroom.com/con
tent/2016-03-01/jhene-aiko-
discusses-what-drives-her-
for-ford-culture-collabs/
7. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 7 Feb. 29 2016
Content Highlights
Recommendations
❖ I would recommend Ford to create a “LEGO & FORD facts sweepstakes.” This is a great way to
increase Facebook engagement, because not only will this reward loyalfans, but it will also
encourage participants to visit Ford’s Facebook page to check for the winner, and be expose to more
updated material. Examples of campaign messages are as follows.
❖ #1: Embracing the art of cars -- Ford expressed the brand’s creativity through a collaboration with
LEGO this week. This post brought physical interactions through digital concepts to Ford fans
across the world. The tweet generated131 retweet and 276 likes.
❖ #3: Providingcareer guidance -- Ford, once again, fortifieditsreliable and down-to-earth image by
providing tips on resume editing to consumers.
❖ #2: Engaging social media -- Ford introduced a social media page, social.ford.com, on their official
website. The webpage is updated frequently and improves social interaction between the brand and
its consumers.
Contest:
Be 1 of the 10 randomly
selected participants to
win a LEGO Ford
Mustang!
To Enter:
Participants must answer 5
questions about the LEGO
and FORD brands.
Sample Post:
Are you an expert of
#LEGO&FORD? Win a free
LEGO Ford Mustang GT Speed
Champion model!
8. Weekly Content
Highlights
Ford Brand Monitoring Report: Week 8 Mar. 7 2016
Content Highlights
Recommendation
❖ This week, truck family shot leads a hot conversation and many Ford truck lovers shared the
memories of their trucks in the comment section. To continue the conversation and improve Ford’s
visibility in social media, I recommend for the same strategy to be used on photo-sharing social
media channels like Instagram and Pinterest.
❖ #1: Introducing new wiper feature -- Ford enlightened fans with their new windshield wiper de-icer
on the 2017 Ford Escape. This one-of-a-kind feature created excitement and engagement among
fans. This post generated 20k views, 1.3k reaction and 469 shares.
❖ #2: Establishing leadership -- This short video introduced Ford’s autonomous vehicles, and branded
Ford as a leading auto maker in the industry, thus enhancing Ford’s trustworthy image.
❖ #3: Targeting audiences -- Ford called out to unite truck lovers all over the world with a picture of
its best selling truck vehicles. The picture rekindled the love that truck owners have for their vehicles
and stimulated an avid discussion on the brand.
❖ Visual marketing is a popular trend currently. Many brands
are now seeing a lot of potential in Pinterest. However, Ford
seldom uses this tool. I recommend for Ford to start using
and managing this channel to target audiences on Pinterest
for branding.
