Hey Scott. Congratulations on your first anniversary. I am excited each and every day to work with you and the rest of the team at Ford Motor Company. I have truly enjoyed our collaboration and look forward to doing more great work together.
Sales Cooke
· 5 months ago
Happy anniversary. Your contributions are well noted for me. I also recommend your activities to my clients as an example of how businesses can effectively engage in social media marketing.
triph
· 5 months ago
Scott, This is a terrific article, and I applaud all of your efforts. I too carried a lot of baggage about Ford until I went and saw them, and finally bought one, and while I believe in all that you have done for the company, it feels like a corporate perspective. For most customers, their dealer is the most important connection they will have with Ford, and the dealer network is not, from my experience, a social media savvy bunch. Stamford Ford, for example, has five fans on its site, and one photo of a picture of their building. Not even the cars! I think the dealer network is independent and you can't control how fully they embrace social media, but until they begin to adopt it also, the old perceptions of Ford will continue to influence potential buyers.
y2vonne
· 5 months ago
Scott, you have done a tremendous job in showing that positive, purposeful, and authentic Ford face to the world. I applaud your hard work and vision. Happy anniversary. I'm eager to see what you have in store for 2010.
A Ford historical blog? (I know, broken record. LOL)
sass
· 5 months ago
Well stated, well done! Congrats on a great year. Ford made a great move adding a Model M (for Monty) to their line. Thanks for sharing all the details of your road trip. Those who are looking to learn about effective Social Media for business will gain far more from following your real world actions than the suggested "theories and practices" that are more often written and talked about. Keep on Truckin'!
(did I toss in the requisite number of dumb automotive puns?)
brandonchesnutt
· 5 months ago
Scott,
You've shared so much about your experiences at Ford and every bit of information has been valuable. However, this post is definitely one of the best (approach and strategy development is what always get my attention).
Can't wait for part two!
Brandon @bchesnutt
Eric_Hoffman
· 5 months ago
Congrats on a very inspiring first year Scott. You've provided valuable advice and motivation to many of us involved in businesses that are poles apart from the automotive industry. I have really appreciated your recaps of various social media projects in terms of your successes and where you have found your own inspirations. Thanks and good luck in the years to come!
rickhardy
· 5 months ago
Congrats, Scott, on your anniversary at Ford. I've enjoyed and benefitted from your blog. Thanks! And thanks for this post. I appreciate the behind the scenes descriptions. Just so you know, my impressions of Ford have improved since reading your blog and tweets. Good luck on your second year.
stevegarfield
· 5 months ago
Congratulations. I've had fun following the #fiestamovement. I hope one day my #fiestamovement cameo sees the light of day.
murrayrossnewlands
· 5 months ago
I think that you are going a great job over there! Well done
I'll also be going to a Fiesta test ride at Highland Fest this weekend in St. Paul July 17 - 19. nice work.
vadadean
· 5 months ago
I am rooting for you and Ford - the only remaining independent American car company.
Bill Ford did a great job empowering competent and passionate car folks. You and Alan have taken it to the next level by putting some of these people on the front lines of social media. The resulting message has been authentic and human.
I look forward to enjoying a deepening relationship around your products, our personal social media interactions, and my company's social media services.
Now if we can get the banks, credit card companies, and insurance companies to become american we will pull out of this mess. I am now the proud owner of two Ford products to show my support. Congratulations to the Ford Team!
James Bennett
· 5 months ago
Scott,
This is fascinating reading. Would you be willing to edit this down to a shorter piece for Melcrum members?
Just in case you don't know Melcrum, we are a news, research, reports, training, conference, webcast, online, multimedia membership company for the global internal communications community.
Our members would be very interested in reading about your first year at Ford and how you used social media to communicate internally particularly at a time when the US auto industry is in crisis and the fact that you took this job probably a year to the day when the US first entered the recession. I'd love to know you used social media to increase employee enagament levels as well as to communicate difficult messages and feed that back to the board or senior members at Ford.
Still remember our chat in Maynard, MA just after you had accepted the position. Amazing to see what has happened in a year's time. And is there a hint at the start of your post that you're liking the city of Detroit, too? :) Looking forward to reading the rest of series, Scott, and thanks for including in your list!
maggiefox | Social Media Group
· 5 months ago
Has it been a year already? Hard to believe! And you're right - a lot has been accomplished since Ford started getting serious about social media in 2007. We also have a lot more in front of us - looking forward to continuing the great work with you!
bricin6
· 5 months ago
Hi Scott, congrats on your first year. Feel like I know you as I researched Ford for the BzzAgent.com Ford BzzScape to compete for the BzzScape job. Suggested a lot of the social media solutions you have instituted for Ford. Design, good content, transparency, and approachability are key.
Mark
· 5 months ago
Thanks for the insight into how you began to turn Ford (who'd have thunk it) into a social media embracing organization. I look forward to your continuation of this series.
Gary Cohen
· 5 months ago
Scott, Congrats on a great year. As you so clearly articulate, it truly is important to look at where one is going while reflecting on where one has been. Onward and upward! Best, Gary
John Bell
· 4 months ago
Thanks for the shoutout Scott. Ford is walking the walk of social media and transforming their business. It's a wild ride and your just the guy to have at the wheel, so-to-speak.
Barbara Kelly
· 4 months ago
Hi Scott: Today's Wall St. Journal feature describing Ford's reaction and response in a crisis communications situation, resulting in what is now considered a case study for how to use social media, is one more candle on your first birthday cake! Also, I really like the way you've boiled down Ford's social media strategy above: the mixing / connecting of employee and stakeholder communications when appropriate.....and adding value. Great stuff.
scottmonty
· 4 months ago
Thank you, Barbara. I certainly didn't start that fateful day intending to be the subject of a case study; I merely did my job. I think we're all glad that it turned out so well - including the owner of TheRangerStation.com.
benpitman
· 4 months ago
Hi Scott, congrats on your anniversary! This is a great post on how companies can develop their social media strategies. Thanks and keep it up
Shiva Kumar
· 4 months ago
Congrats on your Anniversary Scott. you have a long way to go. I really admire and appreciate your efforts in the Social media which leads to Employee empowerment. Continue the good work.
Shiva DBA Lead from Ford Technology Services India.
tomob
· 4 months ago
Hi Scott:
I have read this post about 4 times. All I can say is great work. I don't think I would have been brave enough to take on this job - much less accomplish as much as you did in the last year.
My takeaway? 1. Sr. Mgmt Buy In 2. Stakeholder Buy In 3. Strategy 4. Get GREAT help 5. Execute.
Looking forward to part II - and it would be great to hear about the ideas/things that didn't work so well.
Thanks -
TO'B
ssp
· 4 months ago
About that MEDIA site... it's Ford's website, on the Ford.com domain, with a Ford logo. Do you think every news headline on there needs to start with the word Ford?
scottmonty
· 4 months ago
You'd rather it started with "Toyota"? ;-)
I double checked, and you're wrong. Every news headline on our Media site does not start with the word Ford.
candis11
· 4 months ago
Hi Scott – This is a great post. I was wondering if you have a social media team at Ford and how many people are involved. Or do you manage all the Twitter handles and other social media tools alone?
scottmonty
· 4 months ago
So far, it's only me on the social media team - but we have great agency support and many departments that are becoming active in their own areas. That's something I'll talk about in the future posts in this series.
As far as Twitter goes, we've got a few individuals on them who are in Product Communications or out in our regional offices. We're going to be expanding that as well, and continuing to use CoTweet to manage those accounts.
maxcarter
· 4 months ago
Thanks so much for this useful experience. In fact, this article worth reading. Very interesting ... I've also got some marketing staff to read
Nick Saporito
· 3 months ago
Scott, something that stands out to me about this post (and a few others of yours) is that you appear to have a separate classification for enthusiasts. Although I have not worked with Ford Communications, I have with another automaker that is getting big in the Social Media arena and they really don't seem to know how to handle the enthusiast demographic. While they are becoming more open to it, they seem to view enthusiast groups as a "damned if you do, damned if you don't" situation. I believe the hang up is that there is a commonality that the enthusiast base is does not need converted as they are already "believers" of the company. Ironically that is usually furthest from the truth. While the enthusiast demographic in the automotive industry is very loyal to the company they follow, they are often times the most critical of said company.
Again, I cannot speak about Ford in particular, but I know in most cases the enthusiast base feels largely left out of the new level of transparency within the industry with social media. The enthusiast is not only critical of the company, but they also end up being advocates for the company amongst the buying public and are often the ones to pioneer a new product in their local communities. Word of mouth advertising is priceless.
I'd be curious to hear more about your strategy with enthusiasts at Ford as I rarely hear of them demographic being singled out.
scottmonty
· 3 months ago
Hi Nick,
We do have a plan for enthusiasts moving forward, as we recognize it's a very powerful demographic for us. The challenge is how to get our arms around all of them - it's really a matter of scale. So we're working on how to ramp up the process and include these very important members of our family in this new thinking.
I'm not at liberty to discuss publicly what our approach is at this point, but as we roll it out, it'll become clear. Thanks for pushing on this very important issue.
Eric Rudolf
· 3 months ago
I understand the need to 'humanize' Ford, and the benefit that Social Networking has had in that regard. But let's not over-estimate Social Networking as it relates to the automaking industry. The bottom line is, Ford must continue to manufacture attractive, high quality and fuel efficient cars, or it will go out of business--no matter how many Twitter and Facebook accounts your staff runs. As marketers, at times I believe we tend to over-estimate our impact on our companys' bottom line. Social Networking seems to be one of those times for many.
scottmonty
· 3 months ago
Thanks, Eric. No one's saying that this is a panacea for all that ails the industry. It's merely another marketing & communications channel. And without the great products, it's just a faster way for people to learn about mediocrity.
The key here is that Ford is turning itself around with it's freshest lineup ever, thanks to leadership and a laser-like focus on key brands, ensuring that the company is best-in-class in fuel economy in every segment it's in and that the company is now ahead of Toyota in initial quality. Coupled with the face that the digital communications space is changing right before our eyes - it's somewhat of a perfect storm.
Sally / Sale's Jobs
· 1 month ago
Congrats on your anniversery a little late but I have only just recently found this site and so far I really have been learning a lot here, and I am looking forward to learning alot more with time, yours is an easy to read blog especially for a newbie like myself.
All Comments
This is a terrific article, and I applaud all of your efforts. I too carried a lot of baggage about Ford until I went and saw them, and finally bought one, and while I believe in all that you have done for the company, it feels like a corporate perspective. For most customers, their dealer is the most important connection they will have with Ford, and the dealer network is not, from my experience, a social media savvy bunch. Stamford Ford, for example, has five fans on its site, and one photo of a picture of their building. Not even the cars! I think the dealer network is independent and you can't control how fully they embrace social media, but until they begin to adopt it also, the old perceptions of Ford will continue to influence potential buyers.
A Ford historical blog? (I know, broken record. LOL)
(did I toss in the requisite number of dumb automotive puns?)
You've shared so much about your experiences at Ford and every bit of information has been valuable. However, this post is definitely one of the best (approach and strategy development is what always get my attention).
Can't wait for part two!
Brandon
@bchesnutt
Thanks and good luck in the years to come!
Murray
I'll also be going to a Fiesta test ride at Highland Fest this weekend in St. Paul July 17 - 19. nice work.
Bill Ford did a great job empowering competent and passionate car folks. You and Alan have taken it to the next level by putting some of these people on the front lines of social media. The resulting message has been authentic and human.
I look forward to enjoying a deepening relationship around your products, our personal social media interactions, and my company's social media services.
PS: As someone who innately supports social media, you will enjoy this great post by @steffanantonas: "How To Say Thank You On The Social Web"
http://blog.steffanantonas.com/how-to-say-thank...
This is fascinating reading. Would you be willing to edit this down to a shorter piece for Melcrum members?
Just in case you don't know Melcrum, we are a news, research, reports, training, conference, webcast, online, multimedia membership company for the global internal communications community.
Our members would be very interested in reading about your first year at Ford and how you used social media to communicate internally particularly at a time when the US auto industry is in crisis and the fact that you took this job probably a year to the day when the US first entered the recession. I'd love to know you used social media to increase employee enagament levels as well as to communicate difficult messages and feed that back to the board or senior members at Ford.
I'm on james.bennett@melcrum.com.
I hope to hear from you soon.
Kind regards,
James
Still remember our chat in Maynard, MA just after you had accepted the position. Amazing to see what has happened in a year's time. And is there a hint at the start of your post that you're liking the city of Detroit, too? :) Looking forward to reading the rest of series, Scott, and thanks for including in your list!
Congrats on a great year. As you so clearly articulate, it truly is important to look at where one is going while reflecting on where one has been. Onward and upward!
Best,
Gary
Continue the good work.
Shiva
DBA Lead from Ford Technology Services India.
I have read this post about 4 times. All I can say is great work. I don't think I would have been brave enough to take on this job - much less accomplish as much as you did in the last year.
My takeaway? 1. Sr. Mgmt Buy In 2. Stakeholder Buy In 3. Strategy 4. Get GREAT help 5. Execute.
Looking forward to part II - and it would be great to hear about the ideas/things that didn't work so well.
Thanks -
TO'B
I double checked, and you're wrong. Every news headline on our Media site does not start with the word Ford.
As far as Twitter goes, we've got a few individuals on them who are in Product Communications or out in our regional offices. We're going to be expanding that as well, and continuing to use CoTweet to manage those accounts.
Again, I cannot speak about Ford in particular, but I know in most cases the enthusiast base feels largely left out of the new level of transparency within the industry with social media. The enthusiast is not only critical of the company, but they also end up being advocates for the company amongst the buying public and are often the ones to pioneer a new product in their local communities. Word of mouth advertising is priceless.
I'd be curious to hear more about your strategy with enthusiasts at Ford as I rarely hear of them demographic being singled out.
We do have a plan for enthusiasts moving forward, as we recognize it's a very powerful demographic for us. The challenge is how to get our arms around all of them - it's really a matter of scale. So we're working on how to ramp up the process and include these very important members of our family in this new thinking.
I'm not at liberty to discuss publicly what our approach is at this point, but as we roll it out, it'll become clear. Thanks for pushing on this very important issue.
The key here is that Ford is turning itself around with it's freshest lineup ever, thanks to leadership and a laser-like focus on key brands, ensuring that the company is best-in-class in fuel economy in every segment it's in and that the company is now ahead of Toyota in initial quality. Coupled with the face that the digital communications space is changing right before our eyes - it's somewhat of a perfect storm.