@PaulJ: We're just getting started. While we've gone from zero to 60 in a short period of time; we'll push for more global adoption and democratization of social media across the company
@ReneeS: We developed an iPhone app for the Ford Flex. But eyond that, you don't really need many apps because our SYNC system handles so much. Want to reroute yourself around traffic? Or find a gas station and sort by price? Or check movie times? Sports scores? Weather? It's all baked into the system.
@Terry: I deal with the IT staff on a variety of initiatives; my involvement with Nick is limited. I have more regular involvement with Alan Mulally (our CEO), Jim Farley (our Group VP of Marketing & Communications) and Ray Day (VP of Communications)
@PaulJ: The push for social media came from our VP of Communications, Ray Day, who understood that the world was (and is) changing and that Ford not only needed to change with it, but to lead it in some ways. Full credit to management here.
There was an earlier question about internal use of social media. We use Yammer, as well as MS Sharepoint (blogging, wikis, Communicator, document sharing, etc).
Within Ford, how has the culture changed in response to this social media venture, for example, are people utilizing mobile devices more at work (BlackBerries during a meeting)?
@PaulJ: Yes, social media is making its way through a number of departments. While no one "owns" it so to speak, Communications is responsible for setting the strategy and ensuring that - like the conductor of an orchestra - all team members are functioning effectively together.
@SteveGNYC: I think the gold standard still is email. Even if you have a bunch of social network accounts, what's the one thing that's common to all of them? You need an email address. We'll continue to look at how email plays a role in all of our activities.
Re all of the "no bailout = I support Ford" messages: yes, we hear that all the time, but our focus going forward is on what we are doing, not what we didn't do. It's getting people familiar with our great products, strong business plan, and support for making the world a better place.
if you were to lose the ability to reach folks the way you are now through SM, what "old school ways" would best replicate? is the a duplicate in old school?
Re the value of bringing that negative blogger in (from @JanineSwensen): yes. She was part of a group of 60 bloggers that we did a program for. 25% before the event said they'd consider a Ford; afterward, 97% said they'd consider a Ford for their next vehicle.
Is there a voice twitter? Speaking about traffic or accidents directly to a car mic and posting it out to all other Ford vehicles nearby would be cool.
Re integrating social media into cars - we're already on it with our SYNC system. The beauty of SYNC is that it relies on your phone & mp3 device (iPod, Zune, etc). Services that are already on your phone - such as mobile Pandora - will be pulled through to your car. We're also working on apps specifically for SYNC, including a hands-free texting capability. Currently, you can rig that through Jott or Dial2Do.
Great interview Scott and Terry! I'm very interested in the whole social recruiting/Facebook angle. Is Ford working with any other manufacturers in the broader context of getting next-gen talent interested in careers in manufacturing?
How about integrating social media INTO in car telematics- pulling in GPS/Sensor data. A Fusion club? What is my milage compared to the other members of the club? Flash MOB in 20 minutes?? Parking space now available??
I am sort of obcessed with the rold of devices as totems in Socail Networks (I mean real, meat, networks). Is For ord thinking about this? Sync is a good start.
Hey Scott, what social media monitoring tools do you use? What is your policy on reacting to comments positive and negative about FORD? What do you drive?
Nice dicsussion...What is Ford doing to promote the generational acceptance of Ford? Net Gen or GenY may not listen to parents now, but they will as they get older.
Are there specific aspects of a company's culture that makes it easier to adopt social networking? It appears that GM hasn't taken a similar path as Ford.
Grandjordanian, I can take a hint. :) And it's a great point. I'm trying to get something together about that. Believe it or not, it's difficult to get anyone to say anything negative or honest about this stuff. But I'm working on it!
Recently women bloggers and the products they write about have caused concerns about the independence of the bloggers. The consequence is cynicism about bloggers and their ability to tell their own story instead of being a PR arm of a company. What are you seeing about bloggers who wrote/write about Ford and reactions to their blogs?
How about integrating social media INTO in car telematics- pulling in GPS/Sensor data. A Fusion club? What is my milage compared to the other members of the club? Flash MOB in 20 minutes?? Parking spec now available??
Hey Scott, what social media monitoring tools do you use? What is your policy on reacting to comments positive and negative about FORD? What do you drive?
Nicole, I keep waiting (hint, hint) for someone to blog about the impact no one sees yet wrt enterprise 2.0. So much progress that was going to happen inside big companies is now going to potentially stalled by another decade because 401Ks are worth half what they were a year ago...
does Ford use twitter/yammer/laconi.ca INTERNALLY and what is the culture like? Many companies start internally and fail because there are far too few millennials (particularly since that huge swath of traditionalists that WOULD have retired before this dissolution of wealth now cannot) make up the core workforce
re: the old ford. My dad once got to rental car agency and they handed him the keys to a tiny car. He asked, "what is this?" to which the agent said, "that is a Ford Aspire". My dad asked, "what is it aspiring to be, a real car?" They've come a LONG way!
For Scott - have you measured how the social media campaign(s) have affected Ford's brand perception among younger consumers, and/or young potential employees?
about 2 weeks ago my daughters friend ran through an intersection (failure to yield) and nearly died on a moped. (she wasn't texting at the time, though)
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