0to60 ford social media strategy ama detroit
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0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.TRANSCRIPT
- Zero to 60: Social MediaStrategy via Ford
Scott Monty (@ScottMonty)
Global Digital Communications
Ford 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 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 - Ninety percent of social media is just showing up.
Its the other half thats 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
- Social Organization
People
Process
Systems
Campaign Integration
Fuel to encourage conversations
Ongoing Engagement
To establish and maintain relationships
Social Foundation
Places for consumers to congregate
Framework - 15
Marketing
Social
Core Team
Key Ford &
WPP Agency Team Members
Public
Affairs
Customer
Service
Research
Agencies
Collaboration - Defining the approach
What do we want to achieve?
then how are we going to get there
Goals - Do you like
How
did you
How can I
Love this...
hate..
didnt work
Who am I?
Enthusiast Sites, Clubs and Message Boards
Whoare we trying to reach?
Where are they talking & congregating?
Whatare they talking about?
How do we connect?
Information
Contribution
Values & Attitudes
Passions & Activities
Whats in it for me?
Access
Recognition
Offline
Behaviors
Shopping behaviors
Social & Media Sharing Sites
Online behaviors
Social activities
Conversation
Connections
?
Lifestyle Community Sites
(their Passions)
Offline Clubs & Activities
Planning
17 - Making it happen
- ford.digitalsnippets.com
- thefordstory.com
- thefordstory.com
- Ford on Facebook
- apps.facebook.com/ford-fusion
- the2010mustang.com
- Now tweeting at:
@FordNews
@FordTrucks
@FordRacing
@FordLatino
@FordTaurus
@Ford
@FordFiesta
@FordMustang
@FordDriveGreen
@FordCustService - Leadership in action
- WeddingRoadTrip.com
- fiestamovement.com
- Community Engagement
- Community Engagement
- Effective?
- GREEN
NET POSITIVE
SMART TECH
SAFETY
NET NEGATIVE
QUALITY
Source: MotiveQuest Report Ford Pos & Neg Subsets, 1/1/2010-2/10/2010
Ford Sentiment - 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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