Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
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Transcript of Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
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Case Study:
Setting Content Setting Content Free at FordFree at Ford
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Hashtag: #fordw2e
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Ford changed…
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……to this.to this.
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Questions?
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First, a little background
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2007
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Sept 2007Sept 2007
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QuickTime™ and aH.264 decompressor
are needed to see this picture.
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We wanted to make storytelling…
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www.ford.digitalsnippets.com/focus
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This is not a campaign.
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Members Only.Members Only.
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It’s a revolution
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Ford Changed.
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We stoppedpretending.
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Results?
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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.
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Well, no. Not really.
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Make it less scary
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Do your homework
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Make your caseMake your case
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DRM is still a challenge
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How has settingHow has settingour content freeour content free
changed us?changed us?
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Everyone is a publisher
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Everyone is a publisherDigital is no longerDigital is no longer
an afterthoughtan afterthought
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Experimentation and “test, learn, refine”
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Where to next?
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Integration
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www.TheFordStory.com
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It came back.
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Thanks.www.ford.digitalsnippets.com
@ScottMontyDigital Communications Manager
Ford Motor [email protected]
@MaggieFoxCEO
Social Media [email protected]
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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