Scott Monty | Behind the Brand

TL;DR

Scott Monty, Head of Social Media for Ford Motor Company, discusses his role in developing and implementing the company's social media strategy.

Transcript

behind the brand features the people who are making things happen get the insight to grow your Biz from experts who've done it get behind the brand sponsored by Raven internet marketing tools hi I'm Brian Elliott thanks for watching another edition of behind the brand today I'm here with Scott Monty head of social media for Ford Motor Company Scott... Read More

Key Insights

• 🔉 Ford recognized the need to take social media more seriously and hired a social media strategist to develop a strategy for the company.
• 🔉 Social media at Ford is integrated into overall communication and marketing strategies rather than being a standalone function.
• 😒 Ford uses multiple channels, including Facebook, to engage with different segments of its audience.
• ❓ The reveal of the 2011 Ford Explorer on Facebook was a successful example of a social media tactic implemented by Ford.
• 🔉 Engagement, sentiment analysis, and reputation management are important metrics for measuring social media success.
• 🪛 Ford leverages its customers and partners with them to create advocacy and drive engagement.
• 🥺 Social media is not just about lead generation, but also about building relationships and providing excellent customer service.

Questions & Answers

Q: How did Scott Monty get hired as Head of Social Media for Ford?

Scott was contacted by Ford's communications team in 2007 as they realized the need to take social media more seriously. Scott was working for a consultancy specializing in social media strategy for big brands at the time.

Q: How does Ford integrate social media into its overall strategies?

Social media at Ford is not a standalone function but is integrated into corporate communications and marketing strategies. It is essential to consider social media early in the planning process to ensure seamless integration.

Q: Can you provide an example of a successful social media tactic implemented by Ford?

The successful reveal of the 2011 Ford Explorer on Facebook is a notable example. Ford used a combination of paid, earned, and owned media to drive engagement and generate more impact than a Super Bowl ad.

Q: How does Ford handle its presence on Facebook?

Ford has a corporate page for Ford Motor Company and separate pages for different vehicle models. This allows Ford to cater to the specific preferences of its audience and provide content that matters to them.

Summary & Key Takeaways

• Scott Monty was hired by Ford in 2007 to develop a social media strategy for the company, which had previously only engaged in social media as a hobby.

• Social media at Ford is integrated into overall communication and marketing strategies, with a focus on improving the company's reputation and purchase consideration.

• Ford uses multiple channels, including Facebook, to reach different segments of its audience and provide relevant content.