Hotel Nikko San Francisco | November 18, 2010

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Keynote: Business in the Fast Lane

• Scott Monty, Head of Social Media, Ford Motor Company | @scottmonty

Hotel Nikko San Francisco | November 18, 2010

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Hotel Nikko San Francisco | November 18, 2010

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Social Media @Ford

TWTRCON San Francisco November 18, 2010 @ScottMonty

Earned, Owned & Paid Media Working Together to Build our Reputation

We have a fundamental challenge:Q: Thinking about everything you have read, seen, or heardabout 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

10

Consumer Quality Sentiment

Ninety percent of social media is just showing up.

It’s the other half that’s hard.

Accessibility

Transparency

Authenticity

“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”

chapter1.fiestamovement.com

http://www.youtube.com/fordfiesta

Fiesta Movement

6.2 million views

750,000 views

40 million impressions

132,000handraisers

83%new to Ford

30%under 25

Listening to learn

Reaching out

Reaching out

Results

12:01 a.m. Online Advertising begins driving reveal day traffic to Facebook pageRich media banners across the Web included CTA to FV.com, which has Facebook content; video of Mulally & Mike Rowe chat

7:40 a.m. Explorer revealed on Facebook via Faces of Explorer behind the scenes video (3mins)

10:00 a.m. Prerecorded video – Mark Fields & Julie Levine in an internal/external walkaround, executive greeting

11:45 a.m. onwards

2:00 p.m.

Real-time chat with Explorer experts, execs on Explorer wall; launch of Facebook sweepstakes and ‘Gifting’

Video from NYC event goes live

2011 Explorer Reveal

• Total social media impressions – 99MM• 411MM display impressions on 65.9MM browsers• #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 • 1.5X greater completion of build & price via

Facebook engagements• Hit 50,000 Facebook "likes" of the Ford Explorer by

end of day July 26 - added over 10,000 likes in a single day

Explorer Reveal Stats

36

Facilitating Engagement - Acquiring Fans● 50,000+ friends added in three weeks through

OLA, Conversation Management, Tab & Wall engagement streaming out to newsfeeds, and the earned media blitz.

● 22,719 fans via natural traffic (likely increased by earned media) and Non-Facebook OLA (42%)

● Non-Facebook OLA ran on reveal day during the highest period of growth (25% growth in 1 day)

● 21,213 fans through Facebook ads (38%)

● 11,063 fans via newsfeeds, friend suggestions (20%)

FB Editorial Calendar Starts

Unlock Sweeps Tab Launch

Facebook Ad Flight Begins

Mike Rowe Tease VideoMashable Article

Reveal DayAll Day OLA

Explorer Facebook Fan GrowthJuly 2010

Facilitating Engagement - Engaged Fans

● 96% of Fans surveyed are likely or very likely to recommend the Explorer to a friend after experiencing the Facebook reveal.

● Fans surveyed told us their three favorite aspects of the reveal were exclusive photos and videos (82%), Ford involvement on the Facebook Wall (58%) and the sweepstakes (55%)

● Fan engagement with content mirrored this finding as the embargo photo reveal (.43% feedback) and the Facebook reveal video (.38% feedback) generated the most fan engagement by a wide margin.

● The live chat with Alan Mulally (.34% feedback) also performed strongly for fan engagement.

Impact

94% of Explorer conversation was positiveExplorer owned 64% share of positive voice in the month of July – more than 3X its closest competitor.

• Jeep Cherokee – 19%• Honda Pilot – 7%• Toyota 4Runner – 8%• GMC Acadia – 2%

The Jeep media push on the 27th did not register significantly in social media or share of voice

Positive Dialogue: Exterior design (teaser and embargo photos), improved fuel economy

Neutral Dialogue: Novelty and discussion of the Facebook reveal, conversation around vehicle specs, pricing, and availability

Negative Dialogue: Criticism of new frame, towing capacity and performance

Share of Positive VoiceJuly 2010

Date

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