I've been fortunate to be part of some amazing vehicle reveals and launches that involve social media during the four years that I've been at Ford. Each of them has involved a number of teams of very talented and smart people working on cutting edge ideas, as we've collectively pushed the boundaries for how it's done. Or, as MediaPost recently observed, Ford "could probably publish a textbook on social-media launch strategies for cars and crossovers."
Well, we're about to do it again for the launch of the 2013 Ford Fusion, which we revealed at the 2012 North American International Auto Show, where we debuted it to 2,500 media, including 150 bloggers we hosted from around the world who produced some amazing content. Now, I'd like to share the next steps in Ford's unique approach with you.
But before I do, a quick word. While I'm often associated with much of the success of these big programs, the credit really goes to our Brand and Content Alliance team, led by my colleague Crystal Worthem and her very capable agency at WPP's Team Detroit. They are so full of energy and ideas and are the sparking plugs and engine behind the groundbreaking programs like Fiesta Movement, Focus Rally, Escape Routes and now, Random Acts of Fusion.
June 5, 2012
Editor's note: the following is a guest post by Charles Harrow, on behalf of Screenmail.
A Sharing Economy
The early part of the 21st century might be called the age of social media--though perhaps the era of sharing might be an even more appropriate description. Whatever we choose to call it though, there's little question that we've entered into a "sharing economy," creating an economic landscape wherein both for-profit businesses and non-profit organizations leverage the power of content sharing, to the greatest extent possible, to get the word out about their products, services, programs, and promotions.
While young people have grown up in this environment and therefore know no other, many in the older generation are embracing it, as well. For young and old, however, it's a matter of keeping up with technology and the increasingly complex capacities it confers on the average person--a reality that has totally changed the status quo. Those who are willing to accept the new business paradigm are rewarded with greater success. Those who aren't are simply left behind. From advertising to customer service and from human resources to corporate giving, news travels at the speed of now--and the conduit through which it travels is the group that used to be quaintly referred to as "the common people."
The Power of Collaborative Consumption
The personal arena is by no means exempt from this modern paradigm shift, however. Consumerism has changed drastically during this age of social sharing, with the balance of power shifting noticeably from big business to the person on the street. We've become collaborative consumers, sharing with one another, across a multitude of networks, the best and worst product deals, the most competent and incompetent services, the good, the bad, and the ugly treatment we've received from the companies with which we've dealt, and a whole array of other critical factors that shape the consumer experience--and dictate the profits of large corporations. To say that the modern consumer has a voice would be a gross understatement.
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 The Social Media Marketing Blog 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 social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views. My bio is available here and my headshots can be found here.