case study: setting content free at ford - web 2.0 expo presentation
Post on 13-Sep-2014
7.655 views
DESCRIPTION
In this case study, Maggie Fox, CEO of Social Media Group, Ford's Social Media Agency, describes the process and platforms Ford brought into play to aggregate their digital content and transform the walled garden into a firehose of Creative-Commons licensed assets available for use by anyone who was interested in talking about the company or their brands – good or bad.TRANSCRIPT
Case Study:
Setting Content Setting Content Free at FordFree at Ford
Hashtag: #fordw2e
Ford changed…
……to this.to this.
Questions?
First, a little background
2007
Sept 2007Sept 2007
QuickTime™ and aH.264 decompressor
are needed to see this picture.
We wanted to make storytelling…
www.ford.digitalsnippets.com/focus
This is not a campaign.
Members Only.Members Only.
It’s a revolution
Ford Changed.
We stoppedpretending.
Results?
Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online*
SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” media
Approximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr images
Enthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news
*Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license
The goods.
Well, no. Not really.
Make it less scary
Do your homework
Make your caseMake your case
DRM is still a challenge
How has settingHow has settingour content freeour content free
changed us?changed us?
Everyone is a publisher
Everyone is a publisherDigital is no longerDigital is no longer
an afterthoughtan afterthought
Experimentation and “test, learn, refine”
Where to next?
Integration
www.TheFordStory.com
It came back.
Thanks.www.ford.digitalsnippets.com
@ScottMontyDigital Communications Manager
Ford Motor [email protected]
@MaggieFoxCEO
Social Media [email protected]
http://www.flickr.com/photos/jahansellhttp://www.flickr.com/photos/lights_out_222
http://www.flickr.com/photos/rattodisabinahttp://www.flickr.com/photos/oberazzi
http://www.flickr.com/photos/andres_worldhttp://www.flickr.com/photos/transkamp
http://www.flickr.com/photos/rkarenahttp://www.flickr.com/photos/robertopecino
http://www.flickr.com/photos/nooone)http://www.flickr.com/photos/23680544@N07(control button)
http://www.flickr.com/photos/flickerbulb (laptops)http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution)
http://www.flickr.com/photos/jbonnain/523672080/ (DRM)http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM)
http://www.flickr.com/photos/mugley/2152865463/ (fireworks)http://www.flickr.com/photos/tcmhitchhiker/1913229391/
http://www.flickr.com/photos/pbo31/2379746566/ (where2next)http://www.flickr.com/photos/nacente/646871906/ (green light
http://www.flickr.com/photos/fordmotorcompanyhttp://www.flickr.com/photos/70267096@N00
http://www.flickr.com/photos/billselak
Photo credits