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Ford Motor Company & Scribd Case Study

Ford Motor Company & Scribd Case Study

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Published by: Scribd on Jul 27, 2010
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01/25/2013

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Ford Motor Company
America's #1 AutomakerGoes Directly to the People
 
"Ifyou'reacompanyonYouTubeandTwi6er,youdefinitelyneedtobeonScribd.”
 –Sco&Monty,DirectorofSocialMedia,Ford
 
 
Case Study; Ford 
THESITUATION
WhiletwooftheBigThreeU.S.automakerswerepeoningCongressfora$25billionbailoutinNovember2008,Forddecidedtoforgothehandoutandtaketheirstrategyandplandirectlytothepeople...onScribd.
WHATTHEYDID
Tocommunicatethecompany’sstrategy,unfiltered,Fordimmediatelypublishedtheir
restructuringplan
anda
transcriptoftheirCEO’sSenatetes?mony
(theyhavesincepublishedeverythingfrom
carmagazines
,
designoverviews,illustrated?melines
andmuchmore,intheprocessbuildingoneofthelargestfollowingsonScribdofnearly100,000peopleworldwide).Fordalsobrandedtheirenreprofiletopromote
“TheFordStory,”
anoverviewoftheautomaker’shistoryofinnovaon,greeniniavesandsmarttechnology–allofwhichhashelpedtokeepthemaheadofthecurve.
 
WHYITWORKED
WithScribd,Fordwasableto
communicatedirectlywiththeiraudience
–consumers,shareholders,Congress–withoutcharacterlimitaonsorhavingtorelyonthirdpareslikethemediaoranalyststodelivertheirmessage.Fordalso
seamlesslyintegratedScribdintotheirexis?ngsocialmediaprogram
:documentsofalltypes,whichrequirednoaddionalefforttoproduce,wereeasilysharedonScribd,whereFord’smarkengteamwasabletolinkthecompany’sFacebookandTwi&eraccountsandwherefollowerscould
easilyshareFordcontentonthesocialweb
.
SAMPLEMETRICS
Campaigns:50+Readers:Morethan600,000Scribdprofiles:5
 
Reads400,000+Followers95,000+Collecons9
Case Study; Ford 

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GardenBunnyGirl added this note
Wow! What a great company to have as a partner! A car company who makes ****** products and scams their customers. God forbid, you have a problem with one of their vehicles. You will be SOL because Ford doesn't stand behind anything they make. Plus you have Mark Warner as a partner. Another liar and scam artist who has wrecked Virginia. Now I see where you get your business practices from.
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