FORD Motor Company

harnessing the power of social purpose

Presented By Craig Daitch

U.s. manager social media

ford motor company

ABOUT ME

•  Co-Founder Simplewire

•  Emerging Media

Consultant

•  Agency Innovation

Catalyst

•  Guest Lecturer

•  Ford Fanatic!

Facebook Statistics

Ford motor Company

•  3,552 per day

•  24,,869 per week

•  110,711 per month

Ford Mustang

•  14,216 per day

•  110182 per week

•  410019 per month

$11,414,640 (We're in the money!!!)

$0 u mad bro?

What We know

The Old-Old Way The less old way

Content is only content when found

What we think we know

measurement the old-old way

•  share of voice

•  sentiment metrics

•  Record Based

measurement the less-old way

•  Voice

•  Venue

•  volume

•  Influence

•  Topic Based

Social Media Success Is about Purpose

(It’s not about technology or fan count)

“The fifth p”

•  “Purpose allows brands to have a

deeper level of engagement with

their consumers—and it also allows

consumers to put their own mark on

brand marketing by collaborating

with brands to tackle important

social issues.” – Mitch Markson, chief

Creative officer, Edelman

product

price

place

promotion

purpose

• Social Media Manager

• Community Manager

• Social Media Agency Entity

• Involving Segment(s) of Community

• Allows for invitation of non-community members

to participate with brand & community Process

• Benefits accrue to one or all segments of

community online, offline and beyond

Altruistic

Objectives

soci

al

purp

ose

Social Purpose Requires A Framework

our purpose hasn’t changed

social purpose is a business decision

What we need is an integrated system that uses real-time data to optimize personal mobility on a

massive scale… without hassles or compromises for travelers….and frankly, that is the kind of

system that will make the future of personal mobility sustainable.

That Leads to Social Movements

“The companies that perform

best over time build a social

purpose into their operations

that is as important as their

economic purpose.” —

Harvard Business Review,

November 2011.

And drives social outcomes

•  “While there are challenges ahead,

the foundation of these smarter

vehicles is comprised of advanced

versions of pervasive technologies –

Wi-Fi and crash avoidance systems

that Ford has pioneered in

mainstream vehicles today. We are

not far from the day when vehicles

will operate like mobile devices with

four wheels, constantly exchanging

information and communicating with

our environment to keep us safer,

shorten commute times, and

generally help us more easily

navigate life on the road.”

Social Purpose

• altruism

• from core out

• our brand mantra

Social movement

• organizing for social

• relevancy

• scale

Social outcomes

• Earned Media

• Invoked change

• Aligned to Business Goals

Social Purpose In Action

On December 23rd Ford intercepted a mention from

Atlanta diaper relief, a non-profit that provides

diapers to low income families in need throughout

atlanta.

Huggies offered to provide them with 50,000 diapers

under one condition: you must have a commercial

vehicle large enough to pick them up.

ford’s social media team sprung into action,

identifying a local dealership in atlanta with the

help of our truck communications manager.

coordinating a time/date, wade Ford provided an

f-650 to pick up and deliver all 50,000 diapers.

earned media was tremendous with a local story

reaching well over 1,000,000 people through

retweets, local media and facebook posts.

Ford F-150 EcoBoost Challenge

In August of 2011 Ford created a social media based

campaign to help tell our fuel economy story

using the Ford f-150 Ecoboost V6.

From August 22nd through August 28th, eight drivers

from eight different cities earned points through

fuel efficient driving, online voting, and community

service activities in order to provide free gasoline

for their respective cities.

Social media conversation spiked on August 17th, as

Twitter users shared links to the announcement

of the program on high influence blogs and Ford’s

media site.

During the competition, conversation was

sustained through the social media posts from

participants, the program’s partners, and

location-targeted Facebook updates on the Ford

Facebook page. Volume steadily increased until the

final activity over the weekend.

Ford F-150 EcoBoost Challenge

In August of 2011 Ford created a social media based

campaign to help tell our fuel economy story

using the Ford f-150 Ecoboost V6.

From August 22nd through August 28th, eight drivers

from eight different cities earned points through

fuel efficient driving, online voting, and community

service activities in order to provide free gasoline

for their respective cities.

Social media conversation spiked on August 17th, as

Twitter users shared links to the announcement

of the program on high influence blogs and Ford’s

media site.

During the competition, conversation was

sustained through the social media posts from

participants, the program’s partners, and

location-targeted Facebook updates on the Ford

Facebook page. Volume steadily increased until the

final activity over the weekend.

Ford F-150 EcoBoost Challenge

Twitter: ~2,200 Tweets to 6.9 million unique

followers

Facebook: ~40 Ford posts garnered 467,000

impressions, more than 750 Likes, and 160 Comments

Blogs: 140+ blog posts on sites that receive a

combined 23 million Unique Monthly Visitors

Reposts of the press release on blogs brought the

total UMVs over 58 million

FIESTA MOVEMENT

The Results

6.2 million views

750,000 views

40 million impressions

132,000 handraisers

83% new to Ford

30% under 25

BRINGING IT ALL TOGETHER

JULY 26: REVEAL DAY 12:01 a.m. Online Advertising begins driving reveal day traffic

to Facebook page

Rich media banners across the Web included CTA to

owned media, which has Facebook content; video of

Mulally & Mike Rowe chat

7:40 a.m. Explorer revealed on Facebook via Faces of Explorer

behind the scenes video (3mins)

10:00 a.m. Prerecorded video – Mark Fields & Julie Levine in an

internal/external walkaround, executive greeting

11:45 a.m.

onwards

2:00 p.m.

Real-time chat with Explorer experts, execs on

Explorer wall; launch of Facebook sweepstakes and

‘Gifting’

Video from NYC event goes live

•  Total social media impressions –

99MM

•  411MM display impressions on 65.9MM

browsers

•  #1 Trending Topic on Twitter; #2 in

Google Trends for the day

•  500,000-plus 2011 Explorer site

visits versus daily average of 7,000

for 2010 Explorer

•  1.5X greater completion of build &

price via Facebook engagements

•  Hit 50,000 Facebook "likes" of the

Ford Explorer by end of day July

26 - added over 10,000 likes in a

single day

EXPLORER REVEAL STATS

Going Further: go do adventures

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going further: from social brand to social business