Ford's Social Media Story - 2010 edition

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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.

Negócios

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

Consumer Quality Sentiment
Consumer Quality Sentiment

Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
4

Ninety percent of social
media is just showing up.

It’s the other half that’s hard.

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.”

Fiesta Movement stats:
7+ million
750,000 58%
4 million
100,000 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

Ford's Social Media Story - 2010 edition

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Ford's Social Media Story - 2010 edition

1. PUTTING THE “CAR” IN KARMA Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford)

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

4. Consumer Quality Sentiment Consumer Quality Sentiment Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010 4

6. Strong Business

7. Great Products

8. Better World

9. Ninety percent of social media is just showing up. It’s the other half that’s hard.

10.

11. Accessibility

12. Transparency

13. Authenticity

14. Strategy: to humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.

15.

16.

17. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”

18.

19. fiestamovement.com

20.

21. Effective?

22. Fiesta Movement stats: 7+ million 750,000 58% 4 million 100,000 97%

23.

24.

25. 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

Ford's Social Media Story - 2010 edition

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Ford's Social Media Story - 2010 edition