5 Minutes With Ford’s Scott Monty – thnxz to @SocialOgilvy


@SocialOgilvy

Everything you need to know about social business from the world’s largest network of social media strategists and beyond — brought to you by @OgilvyWW

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This post originally appeared on Social Media Week by Lindsey Taylor Wood.

The following are excerpts from the original post.

This is Social Media Week’s first year partnering with Ford. This SMW NYC, Ford will be making a very special announcement to help kick off the week. You’ll want to be there! Then make sure you swing by our Global HQ to see what we’re doing together. Why? Well, in addition to their success in the automotive industry, they have made quite a name for themselves as a leader in the social media space. We sat down with Ford’s Global Head of Social Media, Scott Monty, to talk about the past, present and future of the company’s social marketing efforts.

Scott, you tweeted this week that “Ford has now posted a pre-tax operating profit for 14 straight quarters” -— in what ways do you think that Ford’s social and digital efforts have contributed to that sustained level of success?

We’re very fortunate to have a company full of talented employees that are making some of the best Ford vehicles that the market is responding to. From excellent fuel efficiency to state of the art technology and truly breathtaking design, the products are leading our strong financial performance. That we get to amplify and share that product superiority on digital and social is just icing on the cake.

But more than just sharing our business results, our advanced efforts on digital and social are consistent with the kind of brand that people want to associate themselves with. We often say that people trust people like them; well, they want brands that reflect their choices and their lifestyles. So they want fuel efficiency and they want a brand that answers them on social networks, they get both in Ford.

Given what you’ve learned from campaigns past, how has your approach to engagement through social media changed?

I can’t really say all that much has changed. Our core principles remain the same: create engaging content, speak like the customer, allow them to speak, and above all, listen. It’s just that the scale on which we do it now is more intense and broad than ever before. And fundamentally, it’s about the human touch: making it clear that there are real people – just like you – who work for Ford or who drive Fords, and that by forging relationships over time, we begin to regain the trust that had been lost.

It’s been over six years since Ford’s many agencies consolidated into the Team Detroit megaforce -—from the brand side, how do you feel that consolidation has improved the workflow for Ford and your social team in particular?

It’s refreshing to have a single shop to be able to coordinate with. The efficiencies we’ve seen have allowed us to think about other ways to direct our spending. And when you also consider that WPP’s Social@Ogilvy is our corporate social agency, there’s another aspect there as well. The ability to have the expertise of PR, marketing and social agencies together under one company means that there are checks and balances that work within the system as well.

Read the full post here.

Social Media Week Social@Ogilvy and Ford Panel:

The Rise of the New Community Manager: A Discussion with Ford and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm

Location: Ogilvy & Mather Theater

Summary: As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations?

Click here to learn more about attending.

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EL SALTO RED BULL STRATOS: CUANDO LA MARCA SE CONVIERTE EN UNA NOTICIA DE CABECERA


Branded Content, la nueva publicidad por Javier Regueira

La relación tradicional de las marcas y las teles

Siempre he pensado que la relación de siempre entre las teles y las marcas debería discurrir por caminos más colaborativos y no cirscunscribirse a un mero intercambio: “dame pasta y a cambio enseño tus anuncios en mi parrilla de programación, que está mucho mejor que la de mi competencia”.  El enfoque“coge el dinero y corre” no creo que sea la mejor manera de asegurar relaciones de partnership con los clientes.

Por otro lado, aunque en muchos eventos a los que acudo, los ejecutivos de TV continúen ensalzando sus parrillas de programación, supongo que (les tengo por tipos preparados y serios) no dejan de ser conscientes de que esas parrillas están seriamente amenazadas por la imparable oferta de contenido audiovisual libre de interrupciones publicitarias (el 40% de los hogares americanos, equipados con equipos DVR, ya no ven un solo spot en sus televisores).  Cuando la tele por Internet penetre mayoritariamente los hogares españoles (la tecnología ya esta en las tiendas, tan solo la crisis está ralentizando el trasvase) y yo pueda ver la peli, la serie o el informativo cuando me dé la gana libre de anuncios: ¿cuál será la utilidad de las parrillas?  Este asunto lo traté hace ya tiempo en un artículo titulado “el fin de la TV tal cual la conocemos”.

La relación por llegar entre las marcas y las teles

Esta realidad para el actual modelo de financiación de las teles (los spots suponen el 95% de sus ingresos), debe servir como punto de inflexión para abandonar comportamientos erróneos en relación a las marcas.  Viendo cómo los locutores repiten el clásico “una conocida marca de refrescos de Cola”, cuando hay que hablar de Coca-Cola en un contexto editorial y no publicitario, me pregunto quién les habrá enseñado que las marcas no son reales, que tan sólo merecen pasar al frente y ganar protagonismo cuando están pagando por ese espacio. 

Pues no, las marcas comerciales son reales.  Tan reales como otras marcas de diferente naturaleza:  The Killers son una marca, la saga Resident Evil es una marca, incluso Eduardo Punset es una marca… y todos ellos son mencionados con total libertad en directo. Pero lo más importante que necesitan entender es: las marcas son reales porque los consumidores hemos decidido libremente cuáles de ellas queremos en nuestras vidas y cuáles no.  Y que esas marcas tengan presencia en los contenidos audiovisuales sin necesidad de pagar el peaje con los anuncios será algo inevitable en el futuro más cercano.  Si queremos consumir los contenidos, simplemente los encontraremos. 

El ejemplo perfecto: Red Bull Stratos …  Leer más “EL SALTO RED BULL STRATOS: CUANDO LA MARCA SE CONVIERTE EN UNA NOTICIA DE CABECERA”

3 Ways to be the Architect of Your Own Life

Your vision can literally serve as your blueprint for the future. Your ability to walk into the life that you crave depends on the future you see. That’s because anything exceptional that you attempt is often birthed with a vision. It’s the vision that inspires hope when the struggle gets too hard and when calamity becomes all too familiar. That’s why it’s important to not bankrupt your future with a limited vision. It’s hard to move forward confidently without having a good idea of where you are going. Powerful motivator Zig Ziglar always says if you aim for nothing, you’ll hit the mark every time.

There are numerous reasons for lack of vision. Sometimes it’s the pain of previous failures that halts our progress. In such cases, we have to remember that missteps bring experience and provide insight; moreover, our survival is a testimony of our resilience. You can experience a do over! Other times we’re blinded by complacency with past successes. However, suppose we had stopped with the telegram or the telephone?


Written by Shawn Watson | pickthebrain.com


Architects are skilled in planning, design, and oversight. Architecture isn’t just limited to the construction of buildings. For example, often visionaries are architects of their generations.
When you look at the leaders of yesterday and today, such as Henry Ford, Bill Gates, and Steve Jobs, they are architects of sorts.

They planned, designed, and oversaw huge transitions that, in many cases, redefined how we function and process reality on a daily basis. Similarly, we can be the architects of our own lives. Here are 3 ways to awaken your inner architect!
Architects Create Vision

Vision is key! Leer más “3 Ways to be the Architect of Your Own Life”

Case Study: Ford & Social Media

Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results…


Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results… Leer más “Case Study: Ford & Social Media”

Personal Branding = Principles Not Ego

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, “Hello my name is Mr. Awesome.”

I reckon the first paragraph about Scott Monty soured the audience to Josh Hyatt the writer. Here’s is the first paragraph.

“Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer. “I’m not somebody who can be accused of using Ford’s brand to benefit my own,” says Monty, the car giant’s first global digital and multimedia communications manager. “If anything, the opposite is true.””

Let’s dissect this paragraph step by step:

“Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer.”

This could mean that Scott cares so much for his ego, that he thinks he is more important than Ford.


My Photo

http://pr.typepad.com/pr_communications/2010/08/personal-branding-principles-not-ego.html

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, “Hello my name is Mr. Awesome.”

I reckon the first paragraph about Scott Monty soured the audience to Josh Hyatt the writer. Here’s is the first paragraph.

“Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer. “I’m not somebody who can be accused of using Ford’s brand to benefit my own,” says Monty, the car giant’s first global digital and multimedia communications manager. “If anything, the opposite is true.””

Let’s dissect this paragraph step by step:

“Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer.”

This could mean that Scott cares so much for his ego, that he thinks he is more important than Ford. Leer más “Personal Branding = Principles Not Ego”

Mondeo returns to TV with ‘inner beauty’ ads

Ford, which spent £2.5m on advertising for the Mondeo in 2009, compared with about £11m for the Focus and £7m for the Fiesta, last rolled out a major campaign in support of the model in 2006.

The TV ad, entitled “Desire” depicted a London skyline full of balloons with cars attached. The ad aimed to suggest that the latest incarnation of the Mondeo would usher in a new era of automotive technology.

In the UK, Ford is running an ongoing ad push to emphasise the quality of its vehicles, using the concept of the “Ford Standard”. The TV, outdoor, print and digital campaign highlights features that come as standard across all vehicles in the Ford range, such as alloy wheels, keyless technology and “quickclear” windscreens.


By Alex Brownsell, marketingmagazine.co.uk

Ford of Europe is to launch the first new above-the-line marketing activity for its Mondeo model for four years, focusing on the “unseen benefits” of the family car.

Ford Mondeo: readies TV campaignFord Mondeo: readies TV campaign

The pan-European push uses X-ray imagery to show “under the skin” of a range of creatures, including a zebra and a stingray, before revealing the hidden technological strengths of the Mondeo, which is to be updated next year. The ads, which carry the tagline “True beauty comes from within”, will break on Friday.

The campaign was created by Blue Hive, the WPP-owned agency formed in March from teams at Ogilvy, Wunderman and Mindshare specifically to handle the Ford of Europe advertising and media accounts. Leer más “Mondeo returns to TV with ‘inner beauty’ ads”

Personal Branding = Principles Not Ego

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, “Hello my name is Mr. Awesome.”


Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, “Hello my name is Mr. Awesome.” Leer más “Personal Branding = Principles Not Ego”