karen untereker: social media tips from a ford brand strategist #flblogcon13

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90%70%70%69%

64%62%61%

59%55%55%54%

52%41%

37%33%

24%

Recommendations from people…Consumer opinions posted online

Brand websitesEditorial Content (e.g.…

Brand sponsorshipsTV

NewspaperMagazines

Billboards/outdoor advertisingRadio

Emails signed up forAds before movies

Search engine related adsOnline video ads

Online banner adsText ads on mobile phones

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What Millennials want

Interested in Co-Creation

Real-time Social Media Engagement

Entertaining Events

Creating Online Content

What Millennials want

Fiesta Movement

A Question of Trust

Fiesta Movement – Key Metrics

6.2 million views

750,000 views

40 million impressions

132,000 handraisers 82% new to Ford 30% under 25

Fiesta Movement – Lesson

Summer of Taurus

Two-Way Street

All about exposure

Summer of Taurus – Key Metrics

62MM UMVs on blog posts Influencers’ purchase consideration rose to 89% from 29% Favorable opinion across all categories from attendees

Summer of Taurus – Lesson

Ford Social – Lesson

Off traditional auto show cycle

New York

Detroit

Chicago

Los Angeles

16

Reveal Video

61,500 views

61% from third party links

Mike & Alan

11,500 views

52% from third party links

Walk Around

23,000 views

41% from third party links

Owned Earned Paid

Pre-Reveal Reveal Post-Reveal

CONVERSATION

MANAGEMENT

Faces of Explorer: Media Relations

Teaser Photos

Unlock the Sweeps

Facebook Media Buy

Facebook Media Buy

10-City Grassroots Media Events

National Print & Broadcast

Facebook Reveal

Mike Rowe Involvement

Facebook Reveal & Interactive Timeline

Sustain Engagement

Event Videos

100 million social impressions

66 million Americans reached

overall

400 million browser impressions

Explorer – Lesson

Fiesta Movement Remix – Lesson

MPG And – Lesson

Connect Ford – Lesson