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The Big Brand Theory: Ford Motor Company Taking Content Seriously



ImageThink About if any person had given the usa automobile trade a tarot card reading six years in the past.  They Might probably have pulled the card exhibiting the tumbledown tower – the person who means your entire world is being grew to become the wrong way up. Indeed, there were bailouts, loans, spin-offs, and a basic decrease in sales. It Is Usually been a time of rapid innovation and re-invention.  One Of The Vital locations that you can witness that is in taking a detailed have a look at how the Ford Motor Firm is the use of social media.

For Those Who’ve ever skilled a presentation via Ford’s global head of social media Scott Monty, you’d almost definitely take into account that his impeccable sartorial sensibility and his golden-technology-radio-announcer voice. He’s also been a key thinker in how a world enterprise can use social to create actual price. I lately had the pleasure of catching up with Monty and hearing about Ford’s newest endeavors in social media.

Being “all the time-on” with Content Material


Monty first gave me some heritage and massive-image information about social media at Ford.  It’s a global undertaking, with quite a few completely different manufacturers, as well as different departments on the company level.  An Immense side of their work in social lies with communications for the company branding facet, while marketing owns any other section that offers with neighborhood administration and having an affect on gross sales. On top of that, the company has a advertising agency of record as well as a social media agency of report.

Content is playing a key role. As Monty told me, “our marketing is shifting faraway from a marketing campaign mentality, to an “always-on” mentality. That requires various Content Material.”

You Can Find some of that Content In Case You check out the “One Tank Adventures” being created by way of viral video impresario, Devin Graham.  Ford provides Graham with a car and one tank of gas. For his section, Graham, who’s Neatly recognize on YouTube as “Devin Super Tramp“ does reputedly insane feats. The cars included In The movies don’t seem to be at all the major player of the story, however as Monty mentioned, “the automobile is actually the automobile to lend a hand them accomplish their adventures.”

Several years ago, Ford launched into a application called the “Fiesta Movement” by which the corporate loaned One Hundred automobiles to 100 individuals for six months. In return, the participants had been requested to create one video for each month.  In fresh the program this 12 months, Ford reintroduced this system, partnering with completely different media shops similar to X Video Games and Bonnaroo to offer it scale.  Within The up to date software, the contributors were informed that every one of their pictures and movies may be the sole basis of all of the Company’s promoting for the model for the approaching year.s reputedly insane feats. The vehicles incorporated In The videos aren’t at all the primary participant of the story, but as Monty said, “the car is actually the vehicle to lend a hand them accomplish their adventures.”


Ford is demonstrating the very philosophy that has been at the coronary heart of the entire Content Material marketing Movement. Monty declared,

“We’re having to educate ourselves on the adaptation between promoting and Content.”

As A Result Of their scale and skills Within The group, a company like Ford is ready to test on a stage that is difficult in smaller firms.  Their experiments are providing us with case studies and templates for a hit methods to what’s at the coronary heart of the social media revolution: that as an alternative of being self-promotional, there is an opportunity to create actual price via excellent Content Material.

the enormous Model Thought is an exclusive column for Social Media Lately written by way of Ric Dragon that explores the social media strategies of big brands, both B2B and B2C. Look For the following installment next week. Trademarks by using Jesse Wells.




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