If you happen to swing by this site, you may have noticed on my sidebar that I've had quite a number of speaking engagements lately.
Below is a short video of an interview I did with Lee Odden while I was at Blog World Expo last weekend. While my panel wasn't recorded, this is a short and succinct insight into social media and large corporations - in particular, my experience with Ford Motor Company.
In the meantime, here's a 45 minute-long video of my panel last Monday at the Social Ad Summit. It was moderated by Ian Schafer and my co-panelists were Deborah Korb from J.P. Morgan and Don Steele from Comedy Central. One of my key observations was around 8:00 mark - where I mentioned Your Brand Is Not My Friend, is by my friend Alan Wolk.
September 23, 2008
Are you ready to open the door? If so, have I got an offer for you.
It's been about 9 weeks since I joined the team at Ford Motor Company, and what a ride it's been. I'm working with an amazing team of people in Communications; I get to tap into the strategic and creative brains at Social Media Group; I interact with teams from IT, Marketing, Product Development, Customer Service, and many others; and I'm responsible for leading the company forward in digital communications.
Does this sound like something you'd like to be involved in? Then come work for me.
I've got an opening for a Digital Communications Manager on my team, and you'd be my right-hand person. You'd be responsible for:
Overseeing online publishing staff responsible for content on media, public affairs and employee communications sites.
Managing Corporate Communications Team Connect web site including wikis, blogs and share documents.
Actively managing the capital project to redesign key media and employee websites to ensure on-time and on-budget delivery with content that reflects forward thinking social media applications, tools and practices.
Providing strategic thinking and support around Ford's social media efforts that extends to all areas of the company, coupled with creative solutions that will put the company on the cutting edge of digital communications.
Implementing tactics that flow from the social media strategy, coordinating efforts of our external agency and staff members, including the development of a blogger relations program.
Managing and mentoring staff, and managing vendor relationships including financial responsibilities.
If you've got about 8-10 years of business experience, you know your way around the social media space, and can handle project management (preferably experienced managing IT projects), then this may be the right fit for you.
You can check out the full job description and submit your resume on the Ford Careers website. If you have any questions, feel free to be in touch.
P.S. I know there's going to be a lot of "I'm not moving to Detroit." Well, I thought that when I was first approached by Ford. There's obviously a lot going on here and a lot that impressed me to make me leave Boston.
September 18, 2008
Pardon the expletive, but it's for a good cause. You see, Bud Light has won its first Emmy Award.
I received the following announcement via email:
The 60th Creative Arts Emmy® Awards were held this past weekend, and Bud Light’s "Swear Jar" received an Emmy Award for "Outstanding Commercial," marking the first time Anheuser-Busch has won an Emmy. The 60-second spot was created by DDB Chicago and directed by David Shane through Hungry Man.
I used Swear Jar as an example when I was debating the proper use of WOM vs. Viral. According to this version on YouTube, it's gotten about 3.5 million views. According to Anheuser-Busch Communications, the aggregate total is over 12 million. Not bad for Bud.tv.
September 16, 2008
One of the things that's always struck me about social media is the level of sharing that occurs on the many networks, sites, blogs, etc.
I'm not talking about the ceaseless flow of status updates, geographical show & tells, or video postings. I mean how willing we are as professionals to be completely candid about our work in very public areas, and how open we are about sharing our successes, failures and lessons.
While those mired in the old way of doing things bristle at the idea of giving away information, the savvy marketer knows that in the current search-heavy environment, customers don't necessarily care where they get information from; they just want it. And the company that provides the information without restriction is the one that will command attention. Chris Brogan cleverly refers to this dichotomy as Gatekeepers vs. Gatejumpers.
Gate Jumping in Michigan When I announced my intention of moving to Detroit to join the automotive industry, I was greeted with open arms by my counterparts at GM. Christopher Barger and his able team leading social media efforts there were very excited about having another social media colleague in the area.
We all agreed that rather than being in direct competition, GM and Ford could benefit from the collective brainpower that social media would bring to the area. Because we've both been busy with a number of work-related commitments, Chris and I didn't get to meet up for dinner until I was nearly 8 weeks into my job, but we both reaffirmed our commitment to the industry as well as to our respective companies.
We noted that we should think of this as "co-opetition" - a mash-up of cooperation and competition. While we'll be competing for vehicle sales, we'll also be able to advance the auto industry in the social media space.
And speaking of co-opetition, here's Ford's gesture to GM on its 100th anniversary today:
This is the kind of corporate magnanimity that makes be proud to be associated with Ford Motor Company. Happy anniversary to my friends at GM. May our companies continue working together throughout the next 100 years.
Photo credits: buglug (top) Ford Motor Company (bottom)
September 14, 2008
As social media has continued its rise in the past few years, there's been an increasing need for education on personal branding - that is, the you that people experience online.
The things that you do, say and post on Facebook, Flickr, YouTube, Twitter, your blog, and any other public-facing social network are part of your reputation. Are your profiles consistent with each other and with who you are? Does your online persona reflect what you want it to? How do all of these come into play with your professional life? The savvy and thoughtful digital professional will give this due consideration.
These and many other questions and issues are being addressed by a number of people in the social media space. People like Chris Brogan, Mitch Joel, and Dan Schawbel, to name just three. They're all worth checking out, if you don't follow them already.
Since I moved to Michigan, I've been introduced to another personal branding expert - one who is really taking it to the next level. His name is Hajj Flemings and I'm proud to call him a colleague.
In addition, he has created and is producing an event called Brand Camp University in the Detroit area on September 27. I'm honored to be one of the speakers there, where I'll be talking about the importance and impact of social media and your career.
If you're in the area or planning on being in the area on September 27, I'd urge you to sign up for the event. And if you can't be there, you should order a copy of Hajj's book. The personal journey he shares is worth it, let alone the solid personal branding advice that comes along with it.
September 6, 2008
My good friend Aaron Strout (@astrout) at Mzinga asked me to participate in a webinar on moderation and community management.
This is an important topic that is important for companies to understand, whether they write a corporate blog or manage an enthusiast community. Knowing how to engage with commenters, leaders and detractors alike, and how to understand what's appropriate to post and what's fair game to ban - these are key items for community managers and brand managers everywhere.
I'll be joined by Mike Pasucci, Director of Moderation Services at Mzinga, who was formerly part of eBay, and Aaron Strout, VP of Community at Mzinga will act as moderator. I'd be delighted if you tuned in as well, because we'll have some time for Q&A during the webinar.
Details: Tuesday, September 9 at 2:30 p.m. EDT Learn about:
Key components of effective community management
Multiple moderation techniques and advice on which are best for your business
Industry statistics on the link between effective moderation and management, and community success
Featured case studies from leading brands with thriving communities
September 3, 2008
The news is in . And it may upset some of you.
Turns out that only slightly more than half of adults know what social networking is.
According to eMarketer's reporting on a recent Synovate study, only 58% of the multinational respondents knew what social networking is. While some of you might be thinking, "How can that be? I spend my life on Facebook/MySpace/Hi5/Bebo/Orkut."
What's interesting to me is the specific geographical breakouts - the Dutch, Japanese, and Americans all had the highest percentages of recognition - 89%, 71%, and 70%, respectively.
And specific social networking penetration in countries peaked with the Netherlands at 49%, the United Aram Emirates at 46%, and the United States at 40%. This tracks fairly closely with results that were featured in the April 2008 Universal McCann survey. The U.S. clearly leads in raw numbers.
If you're interested in how social networks rank in international circles, here's a table of the top 3 social networking sites by membership in various countries. Also worthy of note is that the UAE, Indonesia, India and Bulgaria all rank at the top of countries where social networkers register for multiple sites. Other countries consisted of respondents who registered for one or two main sites.
For my international readers, does this fit with your reality? Are there sites that you favor (or favour) that aren't listed here? Have you noted any trends in your own work?
At Ford, Scott heads up the social media function and holds the title Global Digital &
Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger
relations to marketing support, customer service to internal communications and more, as social media is being integrated into many
facets of Ford business.
Prior to joining Ford, Scott served as Consigliere for crayon
and spent a number of years with PJA Advertising + Marketing, a
boutique BtoB agency specializing in health sciences & high tech.
In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of
advertising, marketing and PR at ScottMonty.com and
also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott
has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of
mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and
frequently speaks at industry events.
Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's
Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and
has a hidden talent for voice over work.
Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.
I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on business, technology, communications, marketing and the vast changes in the industry that impact leadership. This blog contains my personal views. My bio is available here and my headshots can be found here.