Going Global: Ford’s Approach to Social Media

iStrategy London 23 May 2012 @AlexHultgren

A Global Challenge

Source: 2012 Edelman Trust Barometer

Ford’s Approach to Social Media

Back of all the activities of the Ford Motor Company is this Universal idea – a whole-hearted belief that riding on the people’s highway should be within easy reach of all the people.The Ford Motor Company views its situation today less with pride in great achievement than with the sincere and sober realization of new and larger opportunities for service to mankind.

Strong Business

Great Products

Better World

“The business that makes nothing but money is a poor business.”

- Henry Ford

Social Purpose - 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.”

Bill Ford at TED 2011

Ninety percent of social media is just showing up.

Content Choices

Ninety percent of social media is just showing up.

It’s the other half that’s hard.

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

Create strong products

Going Global: A Universal Language

Engaging content

Speak like them Let them speak

Listen

Fiestagram

Let them speak

Fiestagram

#Starting, #Hidden, #Listening, #Entry, #Music , #Shapes

2011 Explorer Reveal

Engaging content

• Total impressions – 99MM

• #1 Twitter; #2 in Google Trends

• 500,000+ vs. 7,000

• 1.5X greater completion of build & price

• +10,000 likes in 24 hours

Explorer Reveal Stats

Speak like them

Focus Doug

Doug Does SYNC

Primary Places to Interact with Doug

YouTube:• Home for campaign videos• 2.4M views

Twitter:• @FocusDoug & @FocusJohn• 2,600 followers (Doug +

John)

Facebook:•

http://facebook.com/focusdoug

• 40,000 fans• .77% Engagement rate (Ford

Focus = .26%)Blogs/Syndication:• Placement in 10 online sites (Autoblog, AdAgeDigital, Vehix)• +2M monthly visitors to the sites• Mentions of individual articles reached +400K through social

channels

Results“More Doug.....finally something coming out of Ford that's worth watching.....smell my fingers.....LOL....”- youtube.com, March 26, 2011

“When I first started reading the article I thought it was a horrible idea then I watched the videos and I think it's brilliant.”-focusfanatics.com – Mar 21, 2011 “I'm hearing good things about the new 2012 Ford

Focus. Looks pretty sharp and gets 38-40mpg. Some of the options are pretty nice too. 2012 Ford Focus is one of the best cars I've ever driven.”- forums.macnn.com , Apr 18, 2011

“@SugarJones I love @FocusDoug also. I am hoping that I will get a FocusDoug puppet with my 2012 Focus when it arrives in a couple of weeks”

- May 17, 2011

Results• Doug drove awareness & familiarity of the 2012 Focus:

– 39% of survey respondents were unaware of the 2012 Focus prior to seeing Doug videos

– 38% are under 30– 26% are import owners– Conversations across social channels also show we’re reaching a new

audience• Doug also boosted consideration:

– 61% of survey respondents reported lift in consideration (top 2 – “much more likely” or “somewhat more likely” to consider)

• 30% of respondents say they are much more likely to consider a Focus– Of those who would consider the 2012 Focus, 5% attributed their interest to

Doug

Programs are important, but what about ongoing engagement?

Bringing Influencers In

BlogHer Influencers @ Ford’s Chicago Assembly Plant