Keynote presentation for the Direct Marketing Association's International Conference in San Diego, CA on October 18, 2009. Other keynotes: Martha Stewart, Ken Dychtwald, Stan Rapp. http://dma09.org/ Presentation covers how we're interacting with others to tell our quality & fuel efficiency story - and more importantly - how we're enabling them to tell each other.

1. PUTTING THE “CAR” IN KARMA Scott Monty ( @ ScottMonty ) Global Digital Communications Ford Motor Company ( @Ford )

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. “ 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 & a Plan

8. Products

9. Technology

10. “ We are a green , global, high-tech company that is improving peoples’ lives.”

11. Okay, so now what?

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

14. Accessibility

15. Transparency

16. Authenticity

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

18. Making it happen

21. Now tweeting at: @Ford @ FordFiesta @ FordMustang @ FordDriveGreen @ FordCustService @ FordNews @ FordTrucks @ FordRacing @ FordLatino @ FordTaurus

22. Ford CEO Alan Mulally on Twitter

23. Leadership in action

27. the2010mustang.com

28. apps.facebook.com/ford-fusion

30. Keys to the City

31. PlaidNation.com

32. WeddingRoadTrip.com

34. fiestamovement.com

35. Effective?

36. Fiesta Movement stats: 540,000 4.3 million 3 million 50,000 38% 97%

48. Twitter: @ ScottMonty Blog: http://www.scottmonty.com Facebook: http://www.facebook.com/scottmonty Visit us at: http://thefordstory.com