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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

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0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.

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Page 1: 0to60 Ford Social Media Strategy AMA Detroit

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

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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

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Ninety percent of social media is just showing up.

It’s the other half that’s hard.

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Accessibility

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Transparency

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Authenticity

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Strategy: to humanize the company by connecting consumers with Ford

employees and with each other when possible, providing value in the

process.

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Building the planto get there

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Framework

Campaign IntegrationFuel to encourage conversations

Ongoing EngagementTo establish and maintain relationships

Social FoundationPlaces for consumers to congregate

Social OrganizationPeopleProcessSystems

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15Collaboration

Marketing

Social Core TeamKey Ford &

WPP Agency Team Members

PublicAffairs

Customer Service

Research Agencies

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Defining the approach

What do we want to achieve?

…then how are we going to get there

Goals

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• 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

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Making it happen

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ford.digitalsnippets.com

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thefordstory.com

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thefordstory.com

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Ford on Facebook

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apps.facebook.com/ford-fusion

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the2010mustang.com

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Leadership in action

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WeddingRoadTrip.com

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fiestamovement.com

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Community Engagement

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Community Engagement

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Effective?

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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

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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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