karen untereker: social media tips from a ford brand strategist #flblogcon13
DESCRIPTION
Karen Untereker's presentation slides from the Florida Blogger & Social Media Conference.TRANSCRIPT
![Page 1: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/1.jpg)
````
![Page 2: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/2.jpg)
![Page 3: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/3.jpg)
![Page 4: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/4.jpg)
90%70%70%69%
64%62%61%
59%55%55%54%
52%41%
37%33%
24%
Recommendations from people…Consumer opinions posted online
Brand websitesEditorial Content (e.g.…
Brand sponsorshipsTV
NewspaperMagazines
Billboards/outdoor advertisingRadio
Emails signed up forAds before movies
Search engine related adsOnline video ads
Online banner adsText ads on mobile phones
•
•
![Page 5: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/5.jpg)
![Page 6: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/6.jpg)
What Millennials want
Interested in Co-Creation
Real-time Social Media Engagement
Entertaining Events
Creating Online Content
![Page 7: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/7.jpg)
![Page 8: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/8.jpg)
What Millennials want
![Page 9: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/9.jpg)
Fiesta Movement
![Page 10: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/10.jpg)
A Question of Trust
![Page 11: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/11.jpg)
Fiesta Movement – Key Metrics
6.2 million views
750,000 views
40 million impressions
132,000 handraisers 82% new to Ford 30% under 25
![Page 12: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/12.jpg)
Fiesta Movement – Lesson
![Page 13: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/13.jpg)
![Page 14: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/14.jpg)
Summer of Taurus
![Page 15: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/15.jpg)
Two-Way Street
![Page 16: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/16.jpg)
All about exposure
![Page 17: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/17.jpg)
Summer of Taurus – Key Metrics
62MM UMVs on blog posts Influencers’ purchase consideration rose to 89% from 29% Favorable opinion across all categories from attendees
![Page 18: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/18.jpg)
Summer of Taurus – Lesson
![Page 19: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/19.jpg)
![Page 20: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/20.jpg)
![Page 21: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/21.jpg)
![Page 22: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/22.jpg)
![Page 23: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/23.jpg)
![Page 24: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/24.jpg)
![Page 25: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/25.jpg)
![Page 26: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/26.jpg)
![Page 27: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/27.jpg)
![Page 28: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/28.jpg)
![Page 29: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/29.jpg)
Ford Social – Lesson
![Page 30: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/30.jpg)
![Page 31: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/31.jpg)
![Page 32: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/32.jpg)
![Page 33: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/33.jpg)
Off traditional auto show cycle
![Page 34: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/34.jpg)
![Page 35: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/35.jpg)
New York
Detroit
Chicago
Los Angeles
![Page 36: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/36.jpg)
16
Reveal Video
61,500 views
61% from third party links
Mike & Alan
11,500 views
52% from third party links
Walk Around
23,000 views
41% from third party links
![Page 37: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/37.jpg)
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
![Page 38: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/38.jpg)
![Page 39: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/39.jpg)
![Page 40: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/40.jpg)
![Page 41: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/41.jpg)
100 million social impressions
66 million Americans reached
overall
400 million browser impressions
![Page 42: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/42.jpg)
Explorer – Lesson
![Page 43: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/43.jpg)
![Page 44: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/44.jpg)
![Page 45: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/45.jpg)
![Page 46: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/46.jpg)
![Page 47: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/47.jpg)
Fiesta Movement Remix – Lesson
![Page 48: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/48.jpg)
![Page 49: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/49.jpg)
![Page 50: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/50.jpg)
![Page 51: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/51.jpg)
MPG And – Lesson
![Page 52: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/52.jpg)
![Page 53: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/53.jpg)
Connect Ford – Lesson
![Page 54: Karen Untereker: Social Media Tips from a Ford Brand Strategist #FLBlogCon13](https://reader038.vdocument.in/reader038/viewer/2022110306/554e5d9cb4c905ad178b51a7/html5/thumbnails/54.jpg)