Putting ROI to Work: Ford Spotlight (B2C)

Putting ROI to Work: Ford Spotlight (B2C)

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  Putting ROI toWork Sarah Holm & Eric Grenier July 2021
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  2 SARAH HOLM DIGIAL &SOCIAL MEDIA COMMUNICATIONS MANAGER, PR FORD MOTOR COMPANY ERIC GRENIER SOCIAL MEDIA COMMUNICATIONS MANAGER, MARKETING FORD MOTOR COMPANY ROZA TSVETKOVA SENIOR CONTENT SPECIALIST FALCON.IO Putting ROI to Work: Ford Spotlight (B2C) Welcome to: With: • Sarah Holm, Digital and SoMe Communications Manager, PR at Ford Motor Company • Eric Grenier, SoMe Communications Manager, Marketing at Ford Motor Company • Roza Tsvetkova, Senior Content Specialist at Falcon.io @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
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  3 What you’ll driveaway with today: Methods on how to converge efforts across Marketing and PR to bring value in social… together. The importance of unifying how and where you publish Marketing and PR stories. How to find the intersection of what people want to know and what you want to tell them.
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  4 Cast your voteon-screen. Q: How is social media structured in your organization?
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  5 Source: Facebook InternalData The average person scrolls through 300 feet of mobile content every day.
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  6 So, how doyou break through and converge efforts between marketing and PR to deliver value? @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
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  7 Understand shared audience(s) across thebrand Align on platform strategies and content synergies with an aptitude for long-term learning and evolution Unify how and where you’re telling your stories
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  8 Across all threeentities, we’re all talking to the same group: consumers CONSUMERS MARKETING PR CUSTOMER SERVICE MEDIA, EMPLOYEES, SHAREHOLDERS, ETC. OWNERS IN-MARKET & CONQUEST FANS/ FOLLOWERS @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
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  9 And our coresynergy across PR and Marketing is content… ADVOCACY CONTENT MARKETING PR CUSTOMER SERVICE REPUTATION OWNER EXPERIENCE Content and messaging is aligned and jointly approved ahead of publishing. Platform strategies are jointly owned by PR and Marketing. Content performance and evolving platform behaviors are shared across both teams for on-going optimizations.
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  10 Cast your voteon-screen. Q: What’s your content strategy for publishing across channels?
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  11 Content is key,but not platform agnostic National Mustang Day: April 17 – Paid Campaign / 37M Impressions Learn: News Share: Community Love: Artistic
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  12 Content is key,but not platform agnostic
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  13 Multiple inputs gointo Social distribution and is approved by BOTH PR and Marketing: Alignment on embargo timing with comms team + consecutive distribution afterwards Paid media amplification of owned posts and whitelisting of third parties as applicable Content created for specific platforms and audiences + Adaptations for other markets Social copy aligned with key messages given in press release Response plan aligned with community managers & customer service agents xx:xx xx:xx xx:xx Unifying how and where we publish is critical for success:
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  14 Cast your voteon-screen. Q: What drives your content strategy or narrative on social?
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  15 of people don’tthink brands or companies share interesting content. 68% Forrester, The Social Marketing Playbook, 2020
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  16 What people want intheir social media feeds What brands want to tell them Finding the intersection of what people want to know and what we want to tell them Work within your organization to find the synergies that complement how each entity is telling the story Optimize content strategies to mirror natural and unique platform behaviors Keep learning and adjusting • Sometimes, saying “no” is actually better than always having to say “yes” on social ideas. A consistent reminder to extended teams that we aren’t always the target customer and social isn’t a dumping ground Use social listening and qualitative research to understand consumer tensions and themes that your content can solve for
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  17 PR put togetherthe live event and livestream of the reveal How this works in practice Fast-follow with paid media to target audience from Marketing and Media coverage pitched from PR Combined efforts for digital experience for those to watch and engage on social
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  18 The results fromTwitter alone… 127.4M impressions 22.4M Video Views 4.5M livestream views 1.15B impressions to date from conversations on Twitter
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  19 Measuring Results Social mediais a single channel and at Ford it happens to have two owners. With this, all measurement and report outs are combined to tell the full story- social is just a piece of that. • Earned Media Coverage Findings • Organic Social Listening Findings • Influencer and Owned Social Behavior Findings • Owned Social Sentiment (Qualitative) • Owned Social Performance (Quantitative) • Paid Media Performance • Employee Communications • Site Analytics • Benchmarking Against Previous Activities WHAT OUR REPORTS INCLUDE: @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
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  20 Takeaways Unify how andwhen you tell your story to capitalize on complementary communications (owned, earned and paid) Your audience and their behaviors should drive the content and your publishing strategy- not the brand. Educate teams that social is a piece of a larger pie and show, with data, how it completes the larger story (also educate that not everything needs to be supported by social) Force alignment on the working level for social- it’s not always going to come from the top down.
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  21 @Falcon.io @Ford #MeasuringWhatMatters #growwithsocial
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  22 @falconIO falcon.io [email protected]