karen untereker: social media tips from a ford brand strategist #flblogcon13
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Karen Untereker's presentation slides from the Florida Blogger & Social Media Conference.TRANSCRIPT
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90%70%70%69%
64%62%61%
59%55%55%54%
52%41%
37%33%
24%
Recommendations from people…Consumer opinions posted online
Brand websitesEditorial Content (e.g.…
Brand sponsorshipsTV
NewspaperMagazines
Billboards/outdoor advertisingRadio
Emails signed up forAds before movies
Search engine related adsOnline video ads
Online banner adsText ads on mobile phones
•
•
What Millennials want
Interested in Co-Creation
Real-time Social Media Engagement
Entertaining Events
Creating Online Content
What Millennials want
Fiesta Movement
A Question of Trust
Fiesta Movement – Key Metrics
6.2 million views
750,000 views
40 million impressions
132,000 handraisers 82% new to Ford 30% under 25
Fiesta Movement – Lesson
Summer of Taurus
Two-Way Street
All about exposure
Summer of Taurus – Key Metrics
62MM UMVs on blog posts Influencers’ purchase consideration rose to 89% from 29% Favorable opinion across all categories from attendees
Summer of Taurus – Lesson
Ford Social – Lesson
Off traditional auto show cycle
New York
Detroit
Chicago
Los Angeles
16
Reveal Video
61,500 views
61% from third party links
Mike & Alan
11,500 views
52% from third party links
Walk Around
23,000 views
41% from third party links
Owned Earned Paid
Pre-Reveal Reveal Post-Reveal
CONVERSATION
MANAGEMENT
Faces of Explorer: Media Relations
Teaser Photos
Unlock the Sweeps
Facebook Media Buy
Facebook Media Buy
10-City Grassroots Media Events
National Print & Broadcast
Facebook Reveal
Mike Rowe Involvement
Facebook Reveal & Interactive Timeline
Sustain Engagement
Event Videos
100 million social impressions
66 million Americans reached
overall
400 million browser impressions
Explorer – Lesson
Fiesta Movement Remix – Lesson
MPG And – Lesson
Connect Ford – Lesson