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Using Earned, Owned and Paid Media to Improve Ford's Reputation

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.

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Using Earned, Owned and Paid Media to Improve Ford's Reputation

  1. Social Media @Ford @ScottMonty Earned, Owned & Paid Working Together
  2. 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
  6. Ninety percent of social media is just showing up. It’s the other half that’s hard.
  8. What social media is not
  9. What social media is not
  11. honest timely real HUMAN relevant
  14. Accessibility
  15. Transparency
  16. Authenticity
  17. “ If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
  20. Fiesta Movement 6.2 million views 750,000 views 40 million impressions 132,000 handraisers 83% new to Ford 30% under 25
  21. 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, 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
  26. <ul><li>Total social media impressions – 99MM </li></ul><ul><li>411MM display impressions on 65.9MM browsers </li></ul><ul><li>#1 Trending Topic on Twitter; #2 in Google Trends for the day </li></ul><ul><li>500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer </li></ul><ul><li>1.5X greater completion of build & price via Facebook engagements </li></ul><ul><li>Hit 50,000 Facebook &quot;likes&quot; of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day </li></ul>EXPLORER REVEAL STATS
  29. Promoted Tweets
  30. Promoted Tweets
  32. Who owns social media? yes Marketing? Customer Service? HR? IT? Communications? Product development?
  36. Moving ahead <ul><li>Global Social Media Center of Excellence – marketing, communications, and agency partners </li></ul><ul><li>Mini Centers of Excellence – by region, brand, country </li></ul><ul><li>Audit of social accounts, elimination of campaign-purposed accounts </li></ul><ul><li>Access to and participation in Social Media Hub by digital marketing and communications team, including agencies </li></ul>