Scott Monty of Ford Motor Company presented on Ford's social media strategy. The strategy was to humanize the brand by connecting consumers with Ford employees and each other, providing value. Ford launched accounts on many social media platforms like Facebook, Flickr, Twitter, YouTube and more. The accounts share Ford content, engage users and gain feedback. Ford's social media presence has been effective in humanizing the brand and connecting with enthusiasts.

1. How Big Brands Use Social Media
Minneapolis at General Mills | August 13, 2009
Scott Monty
Ford
“Zero to 60: Ford’s Social Media Story”

2. Zero to 60: Ford’s Social
Media Story
Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@Ford)

5. Common elements of
successful companies
Great
products
Great l d
leaders

6. “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

7. Leadership
p

8. Ninety percent of social
media is just showing up.
It’s the other half that’s hard.

10. Accessibility

11. Transparency

12. Authenticity

13. Strategy: to humanize the company
by connecting consumers with Ford
employees and with each other when
possible, providing value in the
process.

14. Making it happen
g pp

16. Out on the social web
http://facebook.com/ford
http://delicious.com/fomoco
// /
http://flickr.com/FordMotorCompany
http://scribd.com/FordMotorCompany
http://twitter.com/ford *
http://upcoming.org/user/692359
http://autos.yahoo.com/newcars/reviews/ford.
html
http://youtube.com/ford
p y
http://youtube.com/fordvideo1

17. Now tweeting at:
@Ford
@F d @FordNews
@F dN
@FordFiesta @FordTrucks
@FordMustang
g @FordRacing
g
@FordDriveGreen @FordLatino
@FordCustService @FordTaurus

18. Alan Mulally on Twitter

22. PlaidNation.com

23. WeddingRoadTrip.com

27. Effective?

32. What’s next?
• Cross-training staff
• Rolling it into other functions
• G i for the 1%
Going f h
• Connecting with enthusiasts
• Update FordProposals.com
• Listening to our community for suggestions

33. Twitter: @ScottMonty
Blog: http://www.scottmonty.com
Facebook: http://www.facebook.com/scottmonty
This presentation is available at:
http://slideshare.net/scottmonty

35. How Big Brands Use Social Media
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