Andy’s Answers: How Ford is re-establishing its iconic brand

By Andy Sernovitz on October 8, 2009 | Comments

My company, GasPedal, recently hosted BlogWell: How Big Brands Use Social Media in Minneapolis. The fantastic event featured eight case studies on corporate social media from some of the world’s biggest companies. As we gear up for our next BlogWell in Atlanta on Nov. 10 — featuring case studies from Coca-Cola, UPS, SunGard, Orange Business Services, ConAgra Foods, Turner Broadcasting System, Newell Rubbermaid and The Home Depot — I’m sharing some of my favorite lessons from Minneapolis.

Here’s a brief list of some of the great stuff we learned from Scott Monty, Ford’s global digital and multimedia communications manager, on how they’re establishing authenticity, transparency and accessibility through social media.

  • Social media amplifies who you already are. In his best impression of Bill Cosby, Scott explained how social media only works for great companies with great products.
  • Set your content free. Ford already had a bunch of great content, but it was spread out and largely inaccessible. By pulling these resources together, Ford made it really easy for fans to share and talk about the brand they love.
  • It’s important to have leadership behind you. Scott says a lot of the brand’s social success is a direct result of support from leaders like Alan Mulally and shows us how he’s able to connect the busy CEO with fans.

Here’s the video:



Related posts:

  1. Andy’s Answers: What General Mills has learned from early experiments in social media
  2. Andy’s Answers: How AccuQuote is measuring social media
  3. Andy’s Answers: How Newell Rubbermaid manages social media from a multi-brand perspective

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  • A step in the right direction by Ford.
  • This is the stellar video - I really like the vision of the company;

    1. One Team
    2. One Plan
    3. One Goal
    4. One Ford

    You don't have a great product offering without a vision and that vision cannot be executed without great people.
  • Re replacing fan forums with our own: nothing could be further from the truth. There is a limitation in terms of where we can interact with people, though. While we can only make it to so many external sites, a central hub allows us to have more conversations in one place.
  • On the surface, I like what Ford is doing to become more accessible, authentic and transparent. Read somewhere this week that the company is making videos of the new TV spots available to employees to embed in their blogs and other social networking sites. It sets a good precedent and illustrates how Ford is engaging it's workforce in helping to promote the brand. And let's face, if you're working in the auto industry these days, you've got a stake in the success and/or failure of the company.

    As for the amount of time we as consumers have to talk about these brands with our friends and followers... I do think that companies are leveraging the small amount of brand loyalty that might still exist among some in older demographics. So instead of trying to be an interruption in people's lives, agencies and companies are looking for ways to get people to experience the brand and bring along their friends for the ride. That's what social media does for companies that traditional media can no longer do... and do well.
  • Interesting article - a group I belong to is hosting a talk about social media with Scott Monty.

    Information is below:
    Thursday, October 22 from 8 to 9:30 a.m. at U of M Dearborn, Fairlane Center - North Building, 19000 Hubbard Drive, Dearborn, MI 48126.

    Complete details can be found at http://tinyurl.com/yfnst79
  • I really am not sure why brands and agencies and social media experts think people want to spend that much time interacting and talking with brands when they are so busy in their lives. I can see people spreading information when something goes wrong or they are treated poorly. I can see them saying nice things when treated right or having a great experience. But these are mostly short and concise information sharing. If I post on Facebook I am seeking information on a certain class of car I want to buy I would get some friends saying Love This or Like This Car But....and this might lead to a direct conversation such as one has on the phone. But if someone is going to spend much time interacting directly on an ongoing basis with brands via social media they might never get out of the house to buy something.

    I recently contacted General Mills feeling their Yoplait Breast Cancer Donation program is mostly a sham. I contacted the foundation. Then when the response sucked from General Mills I posted the response and my blog to Facebook and twitter and share with the charity and now its over. Done with. Will it get sent around? maybe. maybe not. Going forward all of my communication will be when I see people buying yoplait or saving the lids (or not) and relate my thoughts and experience in person...live. If I buy a Ford and love it I doubt I will spend much time in any forums discussing my views and experiences unless Ford paid me too. Because I have time constraints. Now you might say 'well you sure have time for this post!'...yes because this is my life and business advising brands and businesses on what works and what doesn't in Ad-Land and where to assign precious resources. And while Social Media accents efforts....it should not be a substitute for much more critical areas of media allocation.

    Don;t forget Social Media Experts are trying to validate their incomes. Social Media companies and VC's are trying to make money and cash out by going public. And Agencies are seeking ways to prove a brand should spend more not less with them. All are biased not objective. Social media is a revolution for technology and interpersonal communication much more than for brands to advertise.
  • Thank you for this informational article and video! I am moving into social media to stay in touch with my clients in a more convenient and effective way.

    Scott
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