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During Branded's 2013 Social Matters event in partnership with Ogilvy, Scott Monty, Global Head of Social Media at Ford explains how Ford and other influential brands use and create excellent content to drive their marketing.
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Ford Motor Company: How Content Fuels Social
And Builds Trust
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Scott Monty
@ScottMonty
A Global Challenge
Ninety percent of social media is just showing up.
It’s the other half that’s hard.
Create strong products
Going Global: A Universal Language
Engaging content
Speak like them Let them speak
Listen
Why do people share content?
To share interes?ng things (61%) To share important things (43%) To share something funny (43%) To let others know what I believe in and who I really am (37%)
http://bit.ly/foxsays
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
100 Par?cipants
Unique missions
Documented on Social Media
Fiesta Movement
A Ques?on of Trust
Fiesta Movement – Key Metrics
6.2 million views
750,000 views
40 million impressions
132,000 handraisers 82% new to Ford 30% under 25
If you have a good product, let go of your fear and let others tell your story.
Fiesta Movement – Lesson
Ford Social – Lesson
Social media is not a campaign, it’s a commitment; we always need to be on.
Off tradi?onal auto show cycle
Owned Earned Paid
Pre-‐Reveal Reveal Post-‐Reveal
CONVERSATION MANAGEMENT
Faces of Explorer: Media Relations
Teaser Photos
Unlock the Sweeps
Facebook Media Buy
Facebook Media Buy
10-City Grassroots Media Events
National Print & Broadcast
Facebook Reveal
Mike Rowe Involvement
Facebook Reveal & Interactive Timeline
Sustain Engagement
Event Videos
100 million social impressions
#FordExplorer
66 million Americans reached
overall
400 million browser impressions
Explorer – Lesson
The complete integra?on of earned, owned and paid media can have a significant impact.
Speak the customer’s language
Self-‐aware
Commifed to entertain
Focus Doug
4,000,000 content views
44,000 Facebook fans
+77% opinion +61% considera9on
Focus Doug – Key Metrics
People engage with personali?es, not product features.
Focus Doug – Lesson
Don’t just make ads. Create content that tells a story.
Ford Summer Spectacular – Lesson
Go Further