ford social media strategy scott monty

PUTTING THE “CAR” IN KARMA

Scott Monty (@ScottMonty)Global Digital CommunicationsFord Motor Company (@Ford)

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

“Be like a headland of rock on which the waves break incessantly; but it stands fast and around it the seething of the waters sink to resist.” -Marcus Aurelius

Leadership &

a Plan

Products

Technology

“We are a green, global, high-tech company that is improving peoples’ lives.”

Okay, so now what?

Ninety percent of social media is just showing up.

It’s the other half that’s hard.

Accessibility

Transparency

Authenticity

Strategy: to humanize the company by connecting constituents with Ford employees and with each other when

possible, providing value in the process.

Making it happen

Now tweeting at:

@Ford

@FordFiesta

@FordMustang

@FordDriveGreen

@FordCustService

@FordNews

@FordTrucks

@FordRacing

@FordLatino

@FordTaurus

Ford CEO Alan Mulally on Twitter

Leadership in action

the2010mustang.com

apps.facebook.com/ford-fusion

Keys to the City

PlaidNation.com

WeddingRoadTrip.com

fiestamovement.com

Effective?

Fiesta Movement stats:

540,000

4.3 million

3 million

50,000

38%38%97%

What’s next?• Cross-training staff

• Rolling it into other functions

• Going for the 1%

• Connecting with enthusiasts

• Update FordProposals.com

• Listening to our community for suggestions

Twitter: @ScottMonty

Blog: http://www.scottmonty.com

Facebook: http://www.facebook.com/scottmonty

Visit us at: http://thefordstory.com