Scott Monty

How Will Ford Go Further with the Launch of the 2013 Fusion?

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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, <a href="http://www.mediapost.com/publications/article/177616/ford-launches-random-acts-of-fusion.html?edition=48439">as MediaPost recently observed</a>, 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 <a href="http://www.ford.com/fusion/2013">2013 Ford Fusion</a>, which we revealed at the 2012 North American International Auto Show, where we debuted it to 2,500 media, including <a href="https://www.google.com/search?q=%23fordnaias+2012&hl=en&safe=off&source=lnms&sa=X&ei=dqTsT9f-Koe_2QW01J3WAQ&ved=0CA8Q_AUoAA&biw=1680&bih=965\">150 bloggers we hosted from around the world</a> 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 <a href="http://teamdetroit.com/">Team Detroit</a>. They are so full of energy and ideas and are the sparking plugs and engine behind the groundbreaking programs like <a href="http://chapter1.fiestamovement.com/">Fiesta Movement</a>, <a href="http://focusrally.com/">Focus Rally</a>, <a href="http://escaperoutes.com/">Escape Routes</a> and now, <a href="http://randomactsoffusion.com/">Random Acts of Fusion</a>.

How Will Ford Go Further with the Launch of the 2013 Fusion?

I've been fortunate to be part of some amazing vehicle reveals and launches that involve social media during the four years that I...

From Social Sharing to Creative Collaboration

<a href="http://farm7.staticflickr.com/6039/6325899191_9a7c35ed0c_m.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://farm7.staticflickr.com/6039/6325899191_9a7c35ed0c_m.jpg"></a>Editor's note: the following is a guest post by Charles Harrow, on behalf of <a href="http://screenmail.to/" target="_blank">Screenmail</a>. 
 
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.

From Social Sharing to Creative Collaboration

Editor's note: the following is a guest post by Charles Harrow, on behalf of Screenmail . A Sharing Economy The early part of the 2...

Scott Monty - Strategic Communications & Leadership Advisor

How Will Ford Go Further with the Launch of the 2013 Fusion?

From Social Sharing to Creative Collaboration

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