0to60 Ford Social Media Strategy presentation with Scott Monty at AMA Detroit meeting.
Text of 0to60 Ford Social Media Strategy AMA Detroit
Zero to 60: Social MediaStrategy via Ford Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford) Sheri Sullivan(@SheriSullivan) Social & Dialogue Strategy Team Detroit
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
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 consumers with Ford employees and with each other when possible, providing value in the process.
Building the planto get there
Social Organization People Process Systems Campaign Integration Fuel to encourage conversations Ongoing Engagement To establish and maintain relationships Social Foundation Places for consumers to congregate Framework
15 Marketing Social Core Team Key Ford & WPP Agency Team Members Public Affairs Customer Service Research Agencies Collaboration
Defining the approach What do we want to achieve? then how are we going to get there Goals
Do you like How did you How can I Love this... hate.. didnt work Who am I? Enthusiast Sites, Clubs and Message Boards Whoare we trying to reach? Where are they talking & congregating? Whatare they talking about? How do we connect? Information Contribution Values & Attitudes Passions & Activities Whats in it for me? Access Recognition Offline Behaviors Shopping behaviors Social & Media Sharing Sites Online behaviors Social activities Conversation Connections ? Lifestyle Community Sites (their Passions) Offline Clubs & Activities Planning 17
