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Zero to 60 : Social Media Strategy via Ford Scott Monty (@ScottMonty) Global Digital Communications Sheri Sullivan(@SheriSulliva n) Social & Dialogue Strategy

0to60 Ford Social Media Strategy AMA Detroit

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0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.

Text of 0to60 Ford Social Media Strategy AMA Detroit

  • Zero to 60: Social MediaStrategy via Ford
    Scott Monty (@ScottMonty)
    Global Digital Communications
    Ford 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 heard
    about 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.
    Its the other half thats 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
  • Social Organization
    People
    Process
    Systems
    Campaign Integration
    Fuel to encourage conversations
    Ongoing Engagement
    To establish and maintain relationships
    Social Foundation
    Places for consumers to congregate
    Framework
  • 15
    Marketing
    Social
    Core Team
    Key Ford &
    WPP Agency Team Members
    Public
    Affairs
    Customer
    Service
    Research
    Agencies
    Collaboration
  • Defining the approach
    What do we want to achieve?
    then how are we going to get there
    Goals
  • Do you like
    How
    did you
    How can I
    Love this...
    hate..
    didnt work
    Who am I?
    Enthusiast Sites, Clubs and Message Boards
    Whoare we trying to reach?
    Where are they talking & congregating?
    Whatare they talking about?
    How do we connect?
    Information
    Contribution
    Values & Attitudes
    Passions & Activities
    Whats in it for me?
    Access
    Recognition
    Offline
    Behaviors
    Shopping behaviors
    Social & Media Sharing Sites
    Online behaviors
    Social activities
    Conversation
    Connections
    ?
    Lifestyle Community Sites
    (their Passions)
    Offline Clubs & Activities
    Planning
    17
  • Making it happen
  • ford.digitalsnippets.com
  • thefordstory.com
  • thefordstory.com
  • Ford on Facebook
  • apps.facebook.com/ford-fusion
  • the2010mustang.com
  • Now tweeting at:
    @FordNews
    @FordTrucks
    @FordRacing
    @FordLatino
    @FordTaurus
    @Ford
    @FordFiesta
    @FordMustang
    @FordDriveGreen
    @FordCustService
  • Leadership in action
  • WeddingRoadTrip.com
  • fiestamovement.com
  • Community Engagement
  • Community Engagement
  • Effective?
  • GREEN
    NET POSITIVE
    SMART TECH
    SAFETY
    NET NEGATIVE
    QUALITY
    Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010
    Ford Sentiment
  • 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