This is a presentation I've given this past year on the value of social purpose. Why we need to have a concept to rally

1. FORD Motor Company
harnessing the power of social purpose
Presented By Craig Daitch
U.s. manager social media
ford motor company

2. ABOUT ME
• Co-Founder Simplewire
• Emerging Media
Consultant
• Agency Innovation
Catalyst
• Guest Lecturer
• Ford Fanatic!

4. Facebook Statistics
Ford motor Company Ford Mustang
• 3,552 per day • 14,216 per day
• 24,,869 per week • 110182 per week
• 110,711 per month • 410019 per month

5. $11,414,640
(We're in the money!! )

6. $0
u mad bro? 

7. What We know
The Old-Old Way The less old way

8. Content is only content when found

9. What we think we know
measurement the old-old way measurement the less-old way
• share of voice • Voice
• sentiment metrics • Venue
• Record Based • volume
• Influence
• Topic Based

10. Social Media Success Is about Purpose
(It’s not about technology or fan count)

11. • “Purpose allows brands to have a
“The fifth p”
deeper level of engagement with
product their consumers—and it also allows
price
place consumers to put their own mark on
promotion
purpose brand marketing by collaborating
with brands to tackle important
social issues.” – Mitch Markson, chief
Creative officer, Edelman

12. Social Purpose Requires A Framework
• Social Media Manager
Entity • Community Manager
• Social Media Agency
social purpose
• Involving Segment(s) of Community
Process • Allows for invitation of non-community members
to participate with brand & community
Altruistic • Benefits accrue to one or all segments of
community online, offline and beyond
Objectives

13. our purpose hasn’t changed

14. social purpose is a business decision
What we need is an integrated system that uses real-time data to optimize personal mobility on a
massive scale without hassles or compromises for travelers .and frankly, that is the kind of
system that will make the future of personal mobility sustainable.

15. That Leads to Social Movements
“The companies that perform
best over time build a social
purpose into their operations
that is as important as their
economic purpose.” —
Harvard Business Review,
November 2011.

16. And drives social outcomes
• “While there are challenges ahead,
the foundation of these smarter
vehicles is comprised of advanced
versions of pervasive technologies –
Wi-Fi and crash avoidance systems
that Ford has pioneered in
mainstream vehicles today. We are
not far from the day when vehicles
will operate like mobile devices with
four wheels, constantly exchanging
information and communicating with
our environment to keep us safer,
shorten commute times, and
generally help us more easily
navigate life on the road.”

17. Social Purpose Social movement Social outcomes
• altruism • organizing for social • Earned Media
• from core out • relevancy • Invoked change
• our brand mantra • scale • Aligned to Business Goals

18. Social Purpose In Action
On December 23rd Ford intercepted a mention from
Atlanta diaper relief, a non-profit that provides
diapers to low income families in need throughout
atlanta.
Huggies offered to provide them with 50,000 diapers
under one condition: you must have a commercial
vehicle large enough to pick them up.
ford’s social media team sprung into action,
identifying a local dealership in atlanta with the
help of our truck communications manager.
coordinating a time/date, wade Ford provided an
f-650 to pick up and deliver all 50,000 diapers.
earned media was tremendous with a local story
reaching well over 1,000,000 people through
retweets, local media and facebook posts.

19. Ford F-150 EcoBoost Challenge
In August of 2011 Ford created a social media based
campaign to help tell our fuel economy story
using the Ford f-150 Ecoboost V6.
From August 22nd through August 28th, eight drivers
from eight different cities earned points through
fuel efficient driving, online voting, and community
service activities in order to provide free gasoline
for their respective cities.
Social media conversation spiked on August 17th, as
Twitter users shared links to the announcement
of the program on high influence blogs and Ford’s
media site.
During the competition, conversation was
sustained through the social media posts from
participants, the program’s partners, and
location-targeted Facebook updates on the Ford
Facebook page. Volume steadily increased until the
final activity over the weekend.

20. Ford F-150 EcoBoost Challenge
In August of 2011 Ford created a social media based
campaign to help tell our fuel economy story
using the Ford f-150 Ecoboost V6.
From August 22nd through August 28th, eight drivers
from eight different cities earned points through
fuel efficient driving, online voting, and community
service activities in order to provide free gasoline
for their respective cities.
Social media conversation spiked on August 17th, as
Twitter users shared links to the announcement
of the program on high influence blogs and Ford’s
media site.
During the competition, conversation was
sustained through the social media posts from
participants, the program’s partners, and
location-targeted Facebook updates on the Ford
Facebook page. Volume steadily increased until the
final activity over the weekend.

21. Ford F-150 EcoBoost Challenge
Twitter: ~2,200 Tweets to 6.9 million unique
followers
Facebook: ~40 Ford posts garnered 467,000
impressions, more than 750 Likes, and 160 Comments
Blogs: 140+ blog posts on sites that receive a
combined 23 million Unique Monthly Visitors
Reposts of the press release on blogs brought the
total UMVs over 58 million

22. FIESTA MOVEMENT

23. The Results
6.2 million views 132,000
handraisers
750,000 views
83%
new to Ford
30%
40 million impressions under 25

24. BRINGING IT ALL TOGETHER

25. JULY 26: REVEAL DAY
12:01 a.m. Online Advertising begins driving reveal day traffic
to Facebook page
Rich media banners across the Web included CTA to
owned media, 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. Real-time chat with Explorer experts, execs on
onwards Explorer wall; launch of Facebook sweepstakes and
‘Gifting’
2:00 p.m. Video from NYC event goes live

27. EXPLORER REVEAL STATS
• 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

28. Going Further: go do adventures

29. going further: from social brand to social business
Communications
IT Marketing
Social
Legal
Media Human
Resources
Ford Customer
Ford Credit
Service