Using Earned, Owned and Paid Media to Improve Ford's Reputation
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Social Media @Ford Week of November 29, 2010 @ScottMonty Earned, Owned & Paid Media Working Together to Build our Reputation Social Media @ Ford
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Lessons on Ford's social media progress - from our strategy to the Fiesta Movement, and a case study on the 2011 Ford Explorer reveal on Facebook that benefitted from the coordination of earned, owned and paid media.
Transcript of Using Earned, Owned and Paid Media to Improve Ford's Reputation
Social Media @Ford
Week of November 29, 2010 @ScottMonty
Earned, Owned & Paid Media Working
Together to Build our Reputation
Social Media @ Ford
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: Edelman Trust Barometer, 2009
Source: Motivequest Automotove Quality Subsets, 9/1/2008-2/10/2010
Consumer Quality Sentiment
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Consumer Quality Sentiment
Ninety percent of social media
is just showing up.
It’s the other half that’s hard.
Accessibility
Transparency
Authenticity
“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
Listening to learn
Reaching out
Reaching out
Results
12:01 a.m. Online Advertising begins driving reveal
day traffic to Facebook page
Rich 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
• 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 Day
All Day OLA
Explorer Facebook Fan Growth
July 2010
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.
Impact
94% of Explorer conversation was positive
Explorer 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 Voice
July 2010
Date
% of Positive Voice
Promoted Tweets
Promoted Tweets
Passion Powers Brands
