You're never too old or too big to tap into social media and connect with consumers. That's the message Scott Monty, Ford Motor's global digital and multimedia communications manager, sent OMMA Global
New York attendees Monday morning.
It's no secret consumers trust companies far less today than in the past, but they do trust other consumers. Although Ford's brand recognition ranks at
about 95%, the company set out to create a new direction to connect with consumers. That direction is firmly planted in social media, Monty says.
Ford wanted a strategy that would humanize
the brand and connect people with Ford Motor Co.
For starters, Ford created a broad vision statement not knowing what the future will hold, he says. That broad vision statement would connect
constituents with employees, allowing them to connect through an online community to share the experience they have with Ford products, as well as other types of products.
For example, the
"You Speak Green" Facebook application offers tips on protecting the environment.