You don’t have to look very far to notice that there are a lot of car companies trying to get in the social game — you can see plenty examples in this year’s Super Bowl ads.
It wasn’t always this way for Ford. In 2009, they recruited Scott Monty to be their head of social media. Since then, he’s come up with innovative strategies to blend social into all of Ford’s marketing campaigns.
“Social media is not a standalone,” Monty said. “It’s not a rubber stamp you put on after having done everything else. It’s absolutely important to be integrated into the thinking early on as you’re putting your strategies, programs and tactics together.”
In this episode of Behind the Brand, Monty speaks to Brian Elliot about the company’s biggest success stories in bringing all their marketing elements together. When Ford began planning how to unveil the 2011 Ford Explorer, they decided they wanted to centralize the announcement around the brand’s Facebook Page.
“Not only did we want to reinvent the vehicle, we wanted to reinvent the way we told the story,” Monty said.
Watch the whole interview with Scott Monty above to learn about the innovations behind Ford’s social media strategy, and how he’s helped raise the brand’s engagement level, then tell us what you think in the comments.
More Recent Episodes of Behind the Brand:
- What to Do When Your Social Media Strategy Is Successful [VIDEO]
- The New Rules of Relationship Marketing [VIDEO]
- Why You Should Stop Marketing and Fascinate Your Customers Instead [VIDEO]
Filed under: marketing strategy