ford - how brands make killer content

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  

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