Ford's assembly line was intended to make the automobile available for the first time to the workers who made it. The company democratized mobility. When the working man drove home his Ford for the first time, it was the talk of the neighborhood.
So says Scott Monty, global digital and multimedia communications manager, in this session that draws universal lessons from Ford’s social media successes.
In this session, you’ll learn:
How to get people talking about you—and sharing your content
How Ford’s case studies apply to you—no matter what line of work you’re in
What millennials want
How to let go of your fear and let others tell your story
Ford is a leader in social media and is breaking ground in the space, managing communities that are more than 16 million strong worldwide. The team has learned some lessons that can be applied to agency and client work, or at businesses of any size. From understanding your audiences to thinking about branded content, from influencer outreach to advocacy management, Monty will discuss how a world-class automaker sees opportunities for socially engaged businesses everywhere.
When was the last time you had to make a major purchase decision—smartphone, tablet, flat-screen TV?
“Who did you talk to?” Monty says. “You talked to people in your network, people you trusted. Friends, family members, co-workers.”
That’s where they’re searching—in social media—and that’s why you have to be there to meet them. Find out why 90 percent of social media is just showing up—but, in the words of Yogi Berra, “it’s the other ‘half’ that’s hard.”
Learn ways to create strong products and engaging content. Speak like them, and let them speak. And be sure to listen. It’s your responsibility, Monty says.
“These platforms are two-way,” he says. “We can’t be expected just to post content and run away. People have the right to speak their mind.”
Hear why going global requires a universal language. Monty explains why Ford went from being a series of worldwide fiefdoms—Europe, North America, Asia—into aligning as one company under the “One Ford” program.
Discover why your customers could set the terms of discussion. You might say (as Ford does) that you don’t engage in customer service on Twitter and Facebook, “but they ignore us and do it anyway. But that’s where they expect us to be.”
Hear about why Ford maintains corporate unity and brand distinctiveness across 80 Facebook pages. Why all those presences? For one thing, the Mustang fan isn’t interested in electric cars.
Discover how to push beyond “likes,” into the realm of comments. Then get them to click “the magic button” called “share.”
“If you can get them to share, you need to give them something that makes them look good,” Monty says. “Make them look like the smartest or coolest person in the room for finding this content first. Make them laugh, so they make others laugh.”
Learn from a great marketing expert of 2,000 years ago, Cicero: “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”