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Social purpose
Ford Motor Company emphasizes the importance of social purpose in their marketing and social media strategies to engage consumers and create social impact. They highlight successful initiatives like the diaper delivery collaboration with a non-profit and the F-150 EcoBoost Challenge, showcasing how social media can amplify brand purpose and community involvement. By integrating real-time data and promoting altruism, Ford aims to drive both social and business outcomes in personal mobility.
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Social purpose
- 1. FORD Motor Company harnessingthe power of social purpose Presented By Craig Daitch U.s. manager social media ford motor company
- 2. ABOUT ME • Co-FounderSimplewire • Emerging Media Consultant • Agency Innovation Catalyst • Guest Lecturer • Ford Fanatic!
- 4. Facebook Statistics Ford motorCompany Ford Mustang • 3,552 per day • 14,216 per day • 24,,869 per week • 110182 per week • 110,711 per month • 410019 per month
- 5. $11,414,640 (We're in the money!! )
- 6.
- 7. What We know TheOld-Old Way The less old way
- 8. Content is onlycontent when found
- 9. What we thinkwe know measurement the old-old way measurement the less-old way • share of voice • Voice • sentiment metrics • Venue • Record Based • volume • Influence • Topic Based
- 10. Social Media SuccessIs about Purpose (It’s not about technology or fan count)
- 11. • “Purpose allowsbrands to have a “The fifth p” deeper level of engagement with product their consumers—and it also allows price place consumers to put their own mark on promotion purpose brand marketing by collaborating with brands to tackle important social issues.” – Mitch Markson, chief Creative officer, Edelman
- 12. Social Purpose RequiresA Framework • Social Media Manager Entity • Community Manager • Social Media Agency social purpose • Involving Segment(s) of Community Process • Allows for invitation of non-community members to participate with brand & community Altruistic • Benefits accrue to one or all segments of community online, offline and beyond Objectives
- 13. our purpose hasn’tchanged
- 14. social purpose isa business decision What we need is an integrated system that uses real-time data to optimize personal mobility on a massive scale without hassles or compromises for travelers .and frankly, that is the kind of system that will make the future of personal mobility sustainable.
- 15. That Leads toSocial Movements “The companies that perform best over time build a social purpose into their operations that is as important as their economic purpose.” — Harvard Business Review, November 2011.
- 16. And drives socialoutcomes • “While there are challenges ahead, the foundation of these smarter vehicles is comprised of advanced versions of pervasive technologies – Wi-Fi and crash avoidance systems that Ford has pioneered in mainstream vehicles today. We are not far from the day when vehicles will operate like mobile devices with four wheels, constantly exchanging information and communicating with our environment to keep us safer, shorten commute times, and generally help us more easily navigate life on the road.”
- 17. Social Purpose Social movement Social outcomes • altruism • organizing for social • Earned Media • from core out • relevancy • Invoked change • our brand mantra • scale • Aligned to Business Goals
- 18. Social Purpose InAction On December 23rd Ford intercepted a mention from Atlanta diaper relief, a non-profit that provides diapers to low income families in need throughout atlanta. Huggies offered to provide them with 50,000 diapers under one condition: you must have a commercial vehicle large enough to pick them up. ford’s social media team sprung into action, identifying a local dealership in atlanta with the help of our truck communications manager. coordinating a time/date, wade Ford provided an f-650 to pick up and deliver all 50,000 diapers. earned media was tremendous with a local story reaching well over 1,000,000 people through retweets, local media and facebook posts.
- 19. Ford F-150 EcoBoostChallenge In August of 2011 Ford created a social media based campaign to help tell our fuel economy story using the Ford f-150 Ecoboost V6. From August 22nd through August 28th, eight drivers from eight different cities earned points through fuel efficient driving, online voting, and community service activities in order to provide free gasoline for their respective cities. Social media conversation spiked on August 17th, as Twitter users shared links to the announcement of the program on high influence blogs and Ford’s media site. During the competition, conversation was sustained through the social media posts from participants, the program’s partners, and location-targeted Facebook updates on the Ford Facebook page. Volume steadily increased until the final activity over the weekend.
- 20. Ford F-150 EcoBoostChallenge In August of 2011 Ford created a social media based campaign to help tell our fuel economy story using the Ford f-150 Ecoboost V6. From August 22nd through August 28th, eight drivers from eight different cities earned points through fuel efficient driving, online voting, and community service activities in order to provide free gasoline for their respective cities. Social media conversation spiked on August 17th, as Twitter users shared links to the announcement of the program on high influence blogs and Ford’s media site. During the competition, conversation was sustained through the social media posts from participants, the program’s partners, and location-targeted Facebook updates on the Ford Facebook page. Volume steadily increased until the final activity over the weekend.
- 21. Ford F-150 EcoBoostChallenge Twitter: ~2,200 Tweets to 6.9 million unique followers Facebook: ~40 Ford posts garnered 467,000 impressions, more than 750 Likes, and 160 Comments Blogs: 140+ blog posts on sites that receive a combined 23 million Unique Monthly Visitors Reposts of the press release on blogs brought the total UMVs over 58 million
- 22.
- 23. The Results 6.2 millionviews 132,000 handraisers 750,000 views 83% new to Ford 30% 40 million impressions under 25
- 24. BRINGING IT ALLTOGETHER
- 25. JULY 26: REVEALDAY 12:01 a.m. Online Advertising begins driving reveal day traffic to Facebook page Rich media banners across the Web included CTA to owned media, which has Facebook content; video of Mulally & Mike Rowe chat 7:40 a.m. Explorer revealed on Facebook via Faces of Explorer behind the scenes video (3mins) 10:00 a.m. Prerecorded video – Mark Fields & Julie Levine in an internal/external walkaround, executive greeting 11:45 a.m. Real-time chat with Explorer experts, execs on onwards Explorer wall; launch of Facebook sweepstakes and ‘Gifting’ 2:00 p.m. Video from NYC event goes live
- 27. EXPLORER REVEAL STATS • Total social media impressions – 99MM • 411MM display impressions on 65.9MM browsers • #1 Trending Topic on Twitter; #2 in Google Trends for the day • 500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer • 1.5X greater completion of build & price via Facebook engagements • Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day
- 28. Going Further: godo adventures
- 29. going further: fromsocial brand to social business Communications IT Marketing Social Legal Media Human Resources Ford Customer Ford Credit Service