Lee Odden

Ford’s Focus on Social Media: Scott Monty Interview

Scott Monty When you think of successful consumer brands in the social media space, names like Dell, Zappos and Pepsi come to mind. Another is Ford. Last year the Ford Fiesta movement generated a tremendous amount of awareness (and pre-orders) for a vehicle that wasn’t available to the public yet. (Great summary on Jeff Bullas’s blog) At the same time, it inspired a community to engage, create content and continue discussions about the Fiesta with over 7 million video views.

While in Dearborn, I visited The Henry Ford Museum, The Rouge Truck Factory and had an invitation to visit Ford’s Head of Social Media, Scott Monty at Ford’s World Headquarters where we did a short interview. We’ve talked to Scott and live blogged about Ford social media efforts in the past, but in this interview he talked about the place for social media with Ford’s new product lines, local social media work with Chapter 2 of the Fiesta movement and advice for companies on empowering communities.

Being able to learn about the history of this 100+ year old company through experiences at The Henry Ford and Rouge Factory tours was very informative. Being able to sit down with Bob Kreipke, Ford’s full time historian and hear stories about Henry Ford and Thomas Edison, company history and the evolution of Ford was priceless.

Fast forward over 100 years and Ford is a very different company, as is the automotive industry. It’s not enough to be innovative but to be able to innovate quickly and connect with customers in more meaningful ways. Based on my discussions with Scott, Ford is very committed to making those connections.  Watch the interview below to get more insight on how Ford is approaching social media:

[youtube]http://www.youtube.com/watch?v=SROgj7MXTYE[/youtube]

By leveraging technology and the social web, Ford is moving from being known as “A truck and Mustang company” to a “Car, utility and truck company”.  I think the decision to focus on local social media marketing is great evidence of understanding audience in a social strategy. So much of what companies are doing in the social space is a shotgun approach based on popular applications vs focusing on where and how actual customers spend their time.

Check out the The Ford Story, a great example of a corporate social media aggregator not only of Ford social web participation, but of what others are saying about their brands. I can’t imaging any active brand online not launching a site like this.

What are some great examples of consumer brands you think we should focus on in future posts? What kind of insights would you like to learn more of from those kinds of companies when it comes to the social web?

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Comments

  1. jeffbullas says:

    Hi Lee
    Yes, the use of Social Media by Ford has been an excellent case study of proactive use of social media using 100 socially vibrant participants to share the Ford story online. In fact the Fiesta movement created a 38% awareness of the Fiesta model even before it is launched without a dollar of traditional mass market advertising. I think the Ford “social media' adventure will be worth monitoring well into the future. Cheers Jeff

  2. Andreea Ilie says:

    Hey! I am from Romania and I recentlly have started to watch closely your blog. I think you are doing a great, great job and I am looking forward to discover new and interesting things. Still it would be interesting to see how the social media is applied depending of geographical position.(I really haven't read previous posts..:D..I am guilty, but curious also). I am online 16 hours/day and still never heard or seen the Ford activity in social media. Maybe it is my fault, but I guess that the social media in Romania has something to do with it.

  3. When you think of successful consumer brands in the social media space, names like Dell, Zappos and Pepsi …

  4. well, i see this video, i think it is so popular and there are so many trips.

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