0to60 Ford Social Media Strategy AMA Detroit

Zero to 60: Social Media Strategy via Ford

Scott Monty (@ScottMonty)Global Digital CommunicationsFord Motor Company (@Ford)

Sheri Sullivan(@SheriSullivan)Social & Dialogue Strategy

Team Detroit

We have a fundamental challenge:Q: Thinking about everything you have read, seen, or heardabout 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

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 consumers with Ford

employees and with each other when possible, providing value in the

process.

Building the planto get there

Framework

Campaign IntegrationFuel to encourage conversations

Ongoing EngagementTo establish and maintain relationships

Social FoundationPlaces for consumers to congregate

Social OrganizationPeopleProcessSystems

15Collaboration

Marketing

Social Core TeamKey Ford &

WPP Agency Team Members

PublicAffairs

Customer Service

Research Agencies

Defining the approach

What do we want to achieve?

…then how are we going to get there

Goals

• Who are we trying to reach?

• Where are they talking & congregating?

• What are they talking about?

• How do we connect?

Enthusiast Sites, Clubs and Message Boards

Lifestyle Community Sites

(their Passions)

Offline Clubs & Activities

Social & Media Sharing Sites

How did you…

Do you like…

How can I…

Love this...

…didn’t work…

…hate..

Values & Attitudes

Online behaviors

OfflineBehaviors

Passions & Activities

Social activities

Who am I?

Shopping behaviors

?

InformationWhat’s in it

for me?

Conversation

Access

Connections

Contribution

Recognition

Planning

Making it happen

ford.digitalsnippets.com

thefordstory.com

thefordstory.com

Ford on Facebook

apps.facebook.com/ford-fusion

the2010mustang.com

Now tweeting at:

@Ford

@FordFiesta

@FordMustang

@FordDriveGreen

@FordCustService

@FordNews

@FordTrucks

@FordRacing

@FordLatino

@FordTaurus

Leadership in action

WeddingRoadTrip.com

fiestamovement.com

Community Engagement

Community Engagement

Effective?

Ford Sentiment

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

NET

PO

SITI

VEN

ET N

EGAT

IVE

QUALITY

SAFETY

GREEN

SMART TECH

Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010

Twitter: @ScottMonty

Blog: http://www.scottmonty.com

Facebook: http://www.facebook.com/scottmonty

Twitter: @SheriSullivan

Linkedin: http://www.linkedin.com/in/sheridsullivan

Facebook: http://www.facebook.com/sheridsullivan

This presentation is available at: http://slideshare.net/scottmonty

http://slideshare.net/sherisullivan