Ford Social Media Presentation at Google Gearshift Conference

Ford’s Approach to Social Media

Google Gearshift, London 24 March 2011 Scott Monty

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: 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

Create strong products

Going Global: A Universal Language

Engaging content

Speak like them Let them speak

Listen

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

chapter1.fiestamovement.com

Fiesta Movement

6.2 million views

750,000 views

40 million impressions

132,000handraisers

83%new to Ford

30%under 25

2011 Explorer Reveal

• Total impressions – 99MM• #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• 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

Promoted Tweets

Programs are important, but what about ongoing engagement?

It’s not the same old, same old

Don’t be that guy

The Voice of the Customer

Influencer Engagement

http://bit.ly/fordleadership

Passion Powers Brands

Thank you