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Ford's efforts in social media have been widely lauded. How did we set this as a strategy and how have we been able to be so effective at reaching our target audience? Here are some of the core principles and processes that we've followed.
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PUTTING
THE “CAR”
IN KARMA
Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@Ford)
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
Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
Consumer Quality Sentiment
4
Consumer Quality Sentiment
Strong
Business
Great Products
Better World
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 constituents with Ford
employees and with each other when
possible, providing value in the
process.
“If you wish to persuade
me, you must think my
thoughts, feel my feelings
and speak my words.”
fiestamovement.com
Effective?
Fiesta Movement stats:
750,000
7+ million
4 million
100,000
58%58%
97%
Explorer Reveal Stats:
• 74MM – blogs
• 11MM – Twitter
• 3.3 MM – "Like" Impressions via Newsfeeds
• 3.8 MM – Facebook Wall Post impressions
• 300K – Video impressions
• Total impressions – 92.4MM
• #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
• Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day
