Case Study:

Setting Content Setting Content Free at FordFree at Ford

Hashtag: #fordw2e

Ford changed…

……to this.to this.

Questions?

First, a little background

2007

Sept 2007Sept 2007

Commoncraft video

We wanted to make storytelling…

www.ford.digitalsnippets.com/focus

This is not a campaign.

Members Only.Members Only.

It’s a revolution

Ford Changed.

We stoppedpretending.

Results?

Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online*

SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” media

Approximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr images

Enthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news

*Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license

The goods.

Well, no. Not really.

Make it less scary

Do your homework

Make your caseMake your case

DRM is still a challenge

How has settingHow has settingour content freeour content free

changed us?changed us?

Everyone is a publisher

Everyone is a publisherDigital is no longerDigital is no longer

an afterthoughtan afterthought

Experimentation and “test, learn, refine”

Where to next?

Integration

www.TheFordStory.com

It came back.

Thanks.www.ford.digitalsnippets.com

@ScottMontyDigital Communications Manager

Ford Motor Companysmonty@ford.com

@MaggieFoxCEO

Social Media Groupmaggie@socialmediagroup.com

http://www.flickr.com/photos/jahansellhttp://www.flickr.com/photos/lights_out_222

http://www.flickr.com/photos/rattodisabinahttp://www.flickr.com/photos/oberazzi

http://www.flickr.com/photos/andres_worldhttp://www.flickr.com/photos/transkamp

http://www.flickr.com/photos/rkarenahttp://www.flickr.com/photos/robertopecino

http://www.flickr.com/photos/nooone)http://www.flickr.com/photos/23680544@N07(control button)

http://www.flickr.com/photos/flickerbulb (laptops)http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution)

http://www.flickr.com/photos/jbonnain/523672080/ (DRM)http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM)

http://www.flickr.com/photos/mugley/2152865463/ (fireworks)http://www.flickr.com/photos/tcmhitchhiker/1913229391/

http://www.flickr.com/photos/pbo31/2379746566/ (where2next)http://www.flickr.com/photos/nacente/646871906/ (green light

http://www.flickr.com/photos/fordmotorcompanyhttp://www.flickr.com/photos/70267096@N00

http://www.flickr.com/photos/billselak

Photo credits