PUTTING THE CAR IN KARMA Scott Monty ( @ ScottMonty ) Global Digital Communications Ford Motor Company ( @Ford )

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

Be like a headland of rock on which the waves break incessantly; but it stands fast and around it the seething of the waters sink to resist. -Marcus Aurelius

Leadership & a Plan

Products

Technology

We are a green , global, high-tech company that is improving peoples lives.

Okay, so now what?

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 constituents with Ford employees and with each other when possible, providing value in the process.

Making it happen

Now tweeting at: @Ford @ FordFiesta @ FordMustang @ FordDriveGreen @ FordCustService @ FordNews @ FordTrucks @ FordRacing @ FordLatino @ FordTaurus

Ford CEO Alan Mulally on Twitter

Leadership in action

the2010mustang.com

apps.facebook.com/ford-fusion

Keys to the City

PlaidNation.com

WeddingRoadTrip.com

fiestamovement.com

Effective?

Fiesta Movement stats: 540,000 4.3 million 3 million 50,000 38% 97%

Whats next?

• Cross-training staff

• Rolling it into other functions

• Going for the 1%

• Connecting with enthusiasts

• Update FordProposals.com

• Listening to our community for suggestions

Twitter: @ ScottMonty Blog: http://www.scottmonty.com Facebook: http://www.facebook.com/scottmonty Visit us at: http://thefordstory.com