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

Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010

Consumer Quality Sentiment

4

Consumer Quality Sentiment

Strong

Business

Great Products

Better World

Ninety percent of social

media is just showing up.

It’s the other half that’s 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.

“If you wish to persuade

me, you must think my

thoughts, feel my feelings

and speak my words.”

fiestamovement.com

Effective?

Fiesta Movement stats:

750,000

7+ million

4 million

100,000

58%58%

97%

Explorer Reveal Stats:

• 74MM – blogs

• 11MM – Twitter

• 3.3 MM – "Like" Impressions via Newsfeeds

• 3.8 MM – Facebook Wall Post impressions

• 300K – Video impressions

• Total impressions – 92.4MM

• #1 Trending Topic on Twitter; #2 in Google Trends for the day

• 500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer

• Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day