TWTRCON SF 10 Keynote: Business in the Fast Lane
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Transcript of TWTRCON SF 10 Keynote: Business in the Fast Lane
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Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Keynote: Business in the Fast Lane
• Scott Monty, Head of Social Media, Ford Motor Company | @scottmonty
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Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our SponsorsANCHOR SPONSORS
EXHIBITOR
PLATINUM SPONSORS
SILVER SPONSORS
BOOTSTRAP SPONSORS
Please visit our Sponsors and Exhibitors during the breaks!
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Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS
PARTNERMIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
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Social Media @Ford
TWTRCON San Francisco November 18, 2010 @ScottMonty
Earned, Owned & Paid Media Working Together to Build our Reputation
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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
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Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
Consumer Quality Sentiment
10
Consumer Quality Sentiment
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Ninety percent of social media is just showing up.
It’s the other half that’s hard.
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Accessibility
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Transparency
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Authenticity
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“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
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chapter1.fiestamovement.com
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Fiesta Movement
6.2 million views
750,000 views
40 million impressions
132,000handraisers
83%new to Ford
30%under 25
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Listening to learn
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Reaching out
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Reaching out
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Results
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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
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• 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
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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
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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.
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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
% o
f Posi
tive V
oic
e
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Promoted Tweets
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Promoted Tweets
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