Scott Monty by Dave Delaney via Flickr
12:45pm: Social Media & the Automotive Industry: Moving Along the Networked Information Superhighway
Keynote Presenter: Scott Monty, Digital & Multimedia Communications Manager at Ford Motor Company
All the stuff below comes from Monty, unless noted otherwise.
Fun fact: Ford did not take any government loans.
How many people associate personality with Ford? A problem is Ford lacks it. An opportunity's been lost that can be regained through social media.
Now has "Drive One" campaign. Should be: "Meet One" – get connected to the people.
How many people here have heard of "eco-boost engines"? (Maybe one person.) Problem. Reduces CO2 emissions by 15% and boosts mileage 20%. 90% of vehicles will have these. Direct impact to oil import. Also doing other hybrid stuff, battery electric, etc.
How does Ford get the message out?
Gets into discussion of what&39;s important with social media, plays clip of Seth Godin. Godin: Social networking doesn&39;t matter in the sense of how many Twitter fans and Facebook followers. What matters is doing it to help people achieve their goals. All the hyperfriending is a waste of time.
Back to Scott: Has to be about building relationships over time.
One area where most crucial: dealer network. Dealers want to learn this and how to do it right. Dealers that have been around are integral part of offline community. People know, respect that. Online, shouldn&39;t be any different.
Ford portal: at.ford.com – broadcasting employee news feed to rest of world. Knowledge management is building Fordipedia.
Results: Anecdotally, starting to see separation from GM, Chrysler. Benchmarking themselves against Toyota, Honda.
Another site: Fiesta Movement – recruiting 100 people who will get car for 6 months to do as they want while joining social movement.
For more on Ford&39;s take on social media and why it sees cars as social networks, read my CES Interview with Ford President of the Americas Mark Fields or watch the video below:
Twitter Highlights During the DigiDay Session