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 AMA Detroit
Aug 11, 2014
0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.
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Zero to 60: Social Media Strategy via Ford
Scott Monty (@ScottMonty)Global Digital CommunicationsFord 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 heardabout 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.
It’s the other half that’s 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
Framework
Campaign IntegrationFuel to encourage conversations
Ongoing EngagementTo establish and maintain relationships
Social FoundationPlaces for consumers to congregate
Social OrganizationPeopleProcessSystems
15Collaboration
Marketing
Social Core TeamKey Ford &
WPP Agency Team Members
PublicAffairs
Customer Service
Research Agencies
Defining the approach
What do we want to achieve?
…then how are we going to get there
Goals
• Who are we trying to reach?
• Where are they talking & congregating?
• What are they talking about?
• How do we connect?
Enthusiast Sites, Clubs and Message Boards
Lifestyle Community Sites
(their Passions)
Offline Clubs & Activities
Social & Media Sharing Sites
How did you…
Do you like…
How can I…
Love this...
…didn’t work…
…hate..
Values & Attitudes
Online behaviors
OfflineBehaviors
Passions & Activities
Social activities
Who am I?
Shopping behaviors
?
InformationWhat’s in it
for me?
Conversation
Access
Connections
Contribution
Recognition
Planning
Making it happen
ford.digitalsnippets.com
thefordstory.com
thefordstory.com
Ford on Facebook
apps.facebook.com/ford-fusion
the2010mustang.com
Now tweeting at:
@Ford
@FordFiesta
@FordMustang
@FordDriveGreen
@FordCustService
@FordNews
@FordTrucks
@FordRacing
@FordLatino
@FordTaurus
Leadership in action
fiestamovement.com
Community Engagement
Community Engagement
Effective?
Ford Sentiment
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
NET
PO
SITI
VEN
ET N
EGAT
IVE
QUALITY
SAFETY
GREEN
SMART TECH
Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010
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
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