Ford Social Media Presentation at Google Gearshift Conference
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Ford’s Approach to Social Media Google Gearshift, London 24 March 2011 Scott Monty
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Ford presented its approach to social media at the #thinkgearshift event hosted by Google in London on March 24, 2011.
Transcript of Ford Social Media Presentation at Google Gearshift Conference
Ford’s Approach to Social Media
Google Gearshift, London 24 March 2011 Scott Monty
We have a fundamental challenge:Q: Thinking about everything you have read, seen, or heard about 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: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
Consumer Quality Sentiment
4
Consumer Quality Sentiment
Strong Business
Great Products
Better World
Ninety percent of social media is just showing up.
It’s the other half that’s hard.
Accessibility
Transparency
Authenticity
Create strong products
Going Global: A Universal Language
Engaging content
Speak like them Let them speak
Listen
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
chapter1.fiestamovement.com
Fiesta Movement
6.2 million views
750,000 views
40 million impressions
132,000handraisers
83%new to Ford
30%under 25
2011 Explorer Reveal
• Total impressions – 99MM• #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• 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
Promoted Tweets
Programs are important, but what about ongoing engagement?
It’s not the same old, same old
Don’t be that guy
The Voice of the Customer
Influencer Engagement
http://bit.ly/fordleadership
Thank you
