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)
Social & Dialogue Strategy
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.
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
Fuel to encourage conversations
To establish and maintain relationships
Places for consumers to congregate
Key Ford &
WPP Agency Team Members
Defining the approach
What do we want to achieve?
then how are we going to get there
Do you like
How can I
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?
Values & Attitudes
Passions & Activities
Whats in it for me?
Social & Media Sharing Sites
Lifestyle Community Sites
Offline Clubs & Activities