0to60 Ford Social Media Strategy AMA Detroit
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0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.
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0to60 Ford Social Media Strategy AMA Detroit
- 1. 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
- 2. 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
- 6. Ninety percent of social media is just showing up. It’s the other half that’s hard.
- 9. Transparency
- 10. Authenticity
- 11. Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in the process.
- 12. Building the planto get there
- 14. 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. 15 Marketing Social Core Team Key Ford & WPP Agency Team Members Public Affairs Customer Service Research Agencies Collaboration
- 16. Defining the approach What do we want to achieve? …then how are we going to get there Goals
- 17. Do you like… How did you… How can I… Love this... …hate.. …didn’t 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 What’s 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
- 18. Making it happen
- 20. thefordstory.com
- 21. thefordstory.com
- 22. Ford on Facebook
- 25. Now tweeting at: @FordNews @FordTrucks @FordRacing @FordLatino @FordTaurus @Ford @FordFiesta @FordMustang @FordDriveGreen @FordCustService
- 32. Effective?
- 33. GREEN NET POSITIVE SMART TECH SAFETY NET NEGATIVE QUALITY Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010 Ford Sentiment
- 38. 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
Notas do Editor
- Having a clear plan has allowed us to focus our efforts in a forward looking direction.
- We build upon basic framework to continually move forward in the space.
- Collaboration between functional groups.
- We go through a series of planning steps.
- Currently we have 12 official Facebook pages for our brands.
- .
- We are actively tracking our progress in Buzz, Sentiment and Advocacy and have seen positive trends across the board. We wanted to dig into the our core pillars to see what was resonating and what we needed to work on improving. We hired MotiveQuest, a consumer research company that leverages online conversations for detailed analysis – giving us the what’s and whys.