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Dietro le quinte della content factory di Ford Europe: come costruire uno storytelling continuativo
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Elena cortesi direttore comunicazione earned & social media ford europa
”dietro le quinte della content factory di ford europe: come
costruire uno storytelling continuativo”
@twitelena @FordEu
KWD Webranking AWARDS 2013
v
FORD DIGITAL
ELENA CORTESI
DIRECTOR, EARNED AND SOCIAL MEDIA
FORD OF EUROPE
@TWITELENA
VISION TO ENGAGE PEOPLE WHO DON’T
CARE ABOUT CARS WITH CONTENT
THEY CAN’T WAIT TO SHARE
BUILDING SUCCESS
THROUGH STORY TELLING
• VISUAL, GRAPHIC LED
• VIDEO
• PERSONALISED CONTENT
PRISM ACCOUNT
MANAGER
Jessica Weber
VIDEO GRAPHIC DESIGN NEWS SYNOPSIS MULTIMEDIA/SOCIA
L EMPLOYEE COMMS
Video Editor Graphic Editor
Writer
Writer
Media Monitoring
(RU)
FB/Twitter Expert
Media Monitoring
(FR)
Graphic Editor
Multichannels
Expert
Writer
Writer
Editor
Assistant
Video Operator
Video Operator
Video Producer
Graphic Editor
Media Monitoring
(IT)
Media Monitoring
(ES)
IN 2011
CONTENT FACTORY
MANAGING EDITOR
CONTENT FACTORY
MANAGER
VIDEO GRAPHIC DESIGN NEWS SYNOPSIS MULTIMEDIA/SOCIA
L EMPLOYEE COMMS
IN-MARKET
WRITERS PRODUCT WRITERS
EVOLVE 24/PRESS
KIT CONTENT
B/C-car Journo Italy
CV Car Journo
Spain
Russia Video Editor DE
(Freelance pool)
Germany
Video Editor Graphic Editor
Writer
Writer
Media Monitor 4
FB/Twitter Expert
Media Monitor 1
Graphic Editor Youtube/Instagram
Expert
Google + Expert
Writer
Writer
Editor
Assistant
Video operator
Video operator DE
(freelance pool)
Video operator
Video Producer
Video operator
Graphic Editor
Media Monitor 2
Media Monitor 3
France
Video Operator UK
(freelance pool)
Graphics Ed (UK)
Photo Editor (DE)
Content Factory Editor
Pillar Writers
Safe and Smart
Journo
Green and Quality
Journo
CD-car Journo
Translation support
IT, ES, FR
IN 2014
HOW OUR CONTENT
CHANGED IN 2013
8 YEARS
23% MORE VIDEOS
181% INFOGRAPHICS
13X MORE VISUAL FACT SHEETS
43% PRESS RELEASES
1.0L ECOBOOST ENGINE
357,000 VIEWS
EMBED ON EARNED MEDIA SITES
MAIN ASSET IN MEDIA KIT
OUR CONTENT
COMMITMENTS DON’T BE BORING
DIGITAL FIRST
MAKE IT FUN/INTERESTING
THINK SOCIAL
BE VISUAL
BE READY TO REACT
BRING IDEAS EVERY DAY
THE FUTURE
Deliver
powerful visuals
intriguing enterprise
storytelling
more market-sourced
and personalised
content
THANK YOU
Awards
13 december 2013
In collaborazione con
#writaly
KWD Webranking 2013 italy
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