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Case Study:

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  1. Case Study: Setting Content Free at Ford

  2. Hashtag: #fordw2e

  3. Ford changed…

  4. …to this.

  5. Questions?

  6. First, a little background

  7. 2007

  8. Sept 2007

  9. Commoncraft video

  10. We wanted to make storytelling…

  11. www.ford.digitalsnippets.com/focus

  12. This is not a campaign.

  13. Members Only.

  14. It’s a revolution

  15. Ford Changed.

  16. We stoppedpretending.

  17. Results?

  18. The goods. Content has been used in over 5,000 posts since Sept 2007 - meaning that journalists, enthusiasts and others are telling richer, better-informed Ford stories online*SMPRs are regularly used as a source of news and assets by Autoblog.com (Technorati Top 50), Wired, NYTimes, ABC News & many others, both traditional & “new” mediaApproximately 1.2 million video views on YouTube, 499 channel subscribers, 120,000 views on Flickr imagesEnthusiast communities are embedding SMPR RSS feeds into their sites as a credible source of Ford news *Based on 1300 links - sample surveys indicate that only about 1 in 4 people actually observe the attribution terms of the CC license

  19. Well, no. Not really.

  20. Make it less scary

  21. Do your homework

  22. Make your case

  23. DRM is still a challenge

  24. How has settingour content freechanged us?

  25. Everyone is a publisher

  26. Digital is no longeran afterthought Everyone is a publisher

  27. Experimentation and “test, learn, refine”

  28. Where to next?

  29. Integration

  30. www.TheFordStory.com

  31. It came back.

  32. Thanks.www.ford.digitalsnippets.com@ScottMontyDigital Communications ManagerFord Motor Companysmonty@ford.com@MaggieFoxCEOSocial Media Groupmaggie@socialmediagroup.com

  33. Photo credits http://www.flickr.com/photos/jahansellhttp://www.flickr.com/photos/lights_out_222http://www.flickr.com/photos/rattodisabinahttp://www.flickr.com/photos/oberazzihttp://www.flickr.com/photos/andres_worldhttp://www.flickr.com/photos/transkamphttp://www.flickr.com/photos/rkarenahttp://www.flickr.com/photos/robertopecinohttp://www.flickr.com/photos/nooone)http://www.flickr.com/photos/23680544@N07(control button)http://www.flickr.com/photos/flickerbulb (laptops)http://www.flickr.com/photos/rocketgirl13/3076521093/ (revolution)http://www.flickr.com/photos/jbonnain/523672080/ (DRM)http://www.flickr.com/photos/nohodamon/3291529138/ (actors DRM)http://www.flickr.com/photos/mugley/2152865463/ (fireworks)http://www.flickr.com/photos/tcmhitchhiker/1913229391/http://www.flickr.com/photos/pbo31/2379746566/ (where2next)http://www.flickr.com/photos/nacente/646871906/ (green lighthttp://www.flickr.com/photos/fordmotorcompanyhttp://www.flickr.com/photos/70267096@N00http://www.flickr.com/photos/billselak