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

8

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

35

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

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