elena cortesi - ford europe - ford content factory - kwd webranking italy 2013
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Dietro le quinte della content factory di Ford Europe: come costruire uno storytelling continuativoTRANSCRIPT
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Elena cortesi direttore comunicazione earned & social media ford europa
”dietro le quinte della content factory di ford europe: come
costruire uno storytelling continuativo”
@twitelena @FordEu
KWD Webranking AWARDS 2013
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FORD DIGITAL
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ELENA CORTESI
DIRECTOR, EARNED AND SOCIAL MEDIA
FORD OF EUROPE
@TWITELENA
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VISION TO ENGAGE PEOPLE WHO DON’T
CARE ABOUT CARS WITH CONTENT
THEY CAN’T WAIT TO SHARE
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BUILDING SUCCESS
THROUGH STORY TELLING
• VISUAL, GRAPHIC LED
• VIDEO
• PERSONALISED CONTENT
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PRISM ACCOUNT
MANAGER
Jessica Weber
VIDEO GRAPHIC DESIGN NEWS SYNOPSIS MULTIMEDIA/SOCIA
L EMPLOYEE COMMS
Video Editor Graphic Editor
Writer
Writer
Media Monitoring
(RU)
FB/Twitter Expert
Media Monitoring
(FR)
Graphic Editor
Multichannels
Expert
Writer
Writer
Editor
Assistant
Video Operator
Video Operator
Video Producer
Graphic Editor
Media Monitoring
(IT)
Media Monitoring
(ES)
IN 2011
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CONTENT FACTORY
MANAGING EDITOR
CONTENT FACTORY
MANAGER
VIDEO GRAPHIC DESIGN NEWS SYNOPSIS MULTIMEDIA/SOCIA
L EMPLOYEE COMMS
IN-MARKET
WRITERS PRODUCT WRITERS
EVOLVE 24/PRESS
KIT CONTENT
B/C-car Journo Italy
CV Car Journo
Spain
Russia Video Editor DE
(Freelance pool)
Germany
Video Editor Graphic Editor
Writer
Writer
Media Monitor 4
FB/Twitter Expert
Media Monitor 1
Graphic Editor Youtube/Instagram
Expert
Google + Expert
Writer
Writer
Editor
Assistant
Video operator
Video operator DE
(freelance pool)
Video operator
Video Producer
Video operator
Graphic Editor
Media Monitor 2
Media Monitor 3
France
Video Operator UK
(freelance pool)
Graphics Ed (UK)
Photo Editor (DE)
Content Factory Editor
Pillar Writers
Safe and Smart
Journo
Green and Quality
Journo
CD-car Journo
Translation support
IT, ES, FR
IN 2014
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HOW OUR CONTENT
CHANGED IN 2013
8 YEARS
23% MORE VIDEOS
181% INFOGRAPHICS
13X MORE VISUAL FACT SHEETS
43% PRESS RELEASES
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1.0L ECOBOOST ENGINE
357,000 VIEWS
EMBED ON EARNED MEDIA SITES
MAIN ASSET IN MEDIA KIT
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OUR CONTENT
COMMITMENTS DON’T BE BORING
DIGITAL FIRST
MAKE IT FUN/INTERESTING
THINK SOCIAL
BE VISUAL
BE READY TO REACT
BRING IDEAS EVERY DAY
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THE FUTURE
Deliver
powerful visuals
intriguing enterprise
storytelling
more market-sourced
and personalised
content
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THANK YOU
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Awards
13 december 2013
In collaborazione con
#writaly
KWD Webranking 2013 italy