Steven Perdoch

Bryan Zanolini

Adam Gradwell

Madi Nestor

FORD MOTOR COMPANY

Research Protocol

Analyzed various websites• Ford Corporate website• Facebook• Twitter• YouTube

Ford Corporate Website

Attractive and warm looking Highlights exceptional products Catchy slogan Easy to navigate User-friendly Informative

Focus on Audiences

Ford

Consumer

Employee

Community

Investor

Focus on the Consumer

Highlights popular models on the home page Environmentally friendly Ford Showroom

• Look at cars based on certain criteria• Comparison among different models

Focus on the Employee

Website designed for former, current, and future employees

Diverse work environment Encourages employees of all ages, cultures,

ethnicities, and races Job search and career programs

Focus on the Investor

Investor friendly Devotes an entire page to investors Discloses financial information publicly Provides contact information for different

services

Focus on the Community

Great interaction with local communities Education and driving safety Annual fundraisers Teamwork and unity Company and employees get involved

Areas of Improvement•Expr

ess how cars are fuel efficient

•Make this information easily accessible

Be Specific

•Provide opportunity for cross-model comparison

New Features

•Mention social media websites

•Facebook, YouTube, Twitter

Social Media

•Devote a webpage for the mission statement

Mission Statement

Social Media

Twitter

Facebook

YouTube

YouTube

Simple and effective channel design Good use of “Playlists” function High quality videos Many different channels for individual products Links to Twitter and Facebook Easily recognizable

Considerations

Provide links in video description for more detail

Considerations

Contact YouTube to find out cost of sponsored videos when searching Ford

Twitter

Clean background design Easy brand identification Has numerous twitters for different products Keep the main Ford Motor Company Twitter up

to date and symmetric

Facebook

Maintains Ford logo Over 440,000 likes Provides links to their other websites Allows fans to upload pictures and videos Extremely open and welcoming to users

Areas of Improvement

Open wall policy Allows negative, inappropriate, and

unintelligible comments

Overview - Recommendations

Allow all web and social media pages to be interconnected

Include some type of mission statement on the official Ford website

Enable cross-model comparison Implement a policy to better monitor the

Facebook page