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 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
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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
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