This document discusses how Ford Motor Company uses engaging content on social media to build trust. It provides examples like the Fiesta Movement campaign, where 100 participants documented their experiences with the car on social media, reaching over 40 million impressions. Another example is the Ford Explorer reveal, which integrated earned, owned, and paid media across many platforms to reach over 400 million impressions. The document emphasizes the importance of speaking in a way that customers can relate to, being self-aware, and focusing on entertainment over just advertising to engage people.

1. Ford Motor Company:
How Content Fuels Social
And Builds Trust
````

2. Scott Monty
@ScottMonty

3. A
Global
Challenge

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

7. Create strong products
Going Global: A Universal Language
Engaging content
Speak like them
Let them speak
Listen

8. Why
do
people
share
content?
To
share
interes?ng
things
(61%)
To
share
important
things
(43%)
To
share
something
funny
(43%)
To
let
others
know
what
I
believe
in
and
who
I
really
am
(37%)

9. http://bit.ly/foxsays

10. If
you
wish
to
persuade
me,
you
must
think
my
thoughts,
feel
my
feelings
and
speak
my
words.

12. 100
Par?cipants
Unique
missions
Documented
on
Social
Media
Fiesta
Movement

13. A
Ques?on
of
Trust

14. Fiesta
Movement
–
Key
Metrics
6.2
million
views
750,000
views
40
million
impressions
132,000
handraisers
82%
new
to
Ford
30%
under
25

15. If
you
have
a
good
product,
let
go
of
your
fear
and
let
others
tell
your
story.
Fiesta
Movement
–
Lesson

21. Ford
Social
–
Lesson
Social
media
is
not
a
campaign,
it’s
a
commitment;
we
always
need
to
be
on.

23. Off
tradi?onal
auto
show
cycle

26. 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

27. 100
million
social impressions
#FordExplorer
66
million
Americans reached
overall
400
million
browser impressions

28. Explorer
–
Lesson
The
complete
integra?on
of
earned,
owned
and
paid
media
can
have
a
significant
impact.

30. Speak
the
customer’s
language
Self-­‐aware
Commifed
to
entertain
Focus
Doug

34. 4,000,000
content
views
44,000
Facebook
fans
+77%
opinion
+61%
considera9on
Focus
Doug
–
Key
Metrics

35. People
engage
with
personali?es,
not
product
features.
Focus
Doug
–
Lesson

37. Don’t
just
make
ads.
Create
content
that
tells
a
story.
Ford
Summer
Spectacular
–
Lesson

39. Go Further