Ford - How Brands Make Killer Content
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12-Sep-2014 -
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Transcript of Ford - How Brands Make Killer Content
Ford Motor Company: How Content Fuels Social
And Builds Trust
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Scott Monty
@ScottMonty
A Global Challenge
Ninety percent of social media is just showing up.
It’s the other half that’s hard.
Create strong products
Going Global: A Universal Language
Engaging content
Speak like them Let them speak
Listen
Why do people share content?
To share interes?ng things (61%) To share important things (43%) To share something funny (43%) To let others know what I believe in and who I really am (37%)
http://bit.ly/foxsays
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
100 Par?cipants
Unique missions
Documented on Social Media
Fiesta Movement
A Ques?on of Trust
Fiesta Movement – Key Metrics
6.2 million views
750,000 views
40 million impressions
132,000 handraisers 82% new to Ford 30% under 25
If you have a good product, let go of your fear and let others tell your story.
Fiesta Movement – Lesson
Ford Social – Lesson
Social media is not a campaign, it’s a commitment; we always need to be on.
Off tradi?onal auto show cycle
Owned Earned Paid
Pre-‐Reveal Reveal Post-‐Reveal
CONVERSATION MANAGEMENT
Faces of Explorer: Media Relations
Teaser Photos
Unlock the Sweeps
Facebook Media Buy
Facebook Media Buy
10-City Grassroots Media Events
National Print & Broadcast
Facebook Reveal
Mike Rowe Involvement
Facebook Reveal & Interactive Timeline
Sustain Engagement
Event Videos
100 million social impressions
#FordExplorer
66 million Americans reached
overall
400 million browser impressions
Explorer – Lesson
The complete integra?on of earned, owned and paid media can have a significant impact.
Speak the customer’s language
Self-‐aware
Commifed to entertain
Focus Doug
4,000,000 content views
44,000 Facebook fans
+77% opinion +61% considera9on
Focus Doug – Key Metrics
People engage with personali?es, not product features.
Focus Doug – Lesson
Don’t just make ads. Create content that tells a story.
Ford Summer Spectacular – Lesson
Go Further