Web 2.0 Expo- Ford Motor Company Case Study

The Ford case study was one of the best presentations at the conference. I wish there were more companies sharing their success stories (or failures) of how to actually implement these techniques in an integrated campaign.

The presentation was led by Scott Monty who manages the social media efforts at Ford and Maggie Fox from Social Media Group who is their social media agency of record. I captured my notes and also embedded the slides from the presentation below.

Getting Started

Before jumping into any social conversations they began by doing a SWOT analysis.What they found is not too much different that what I think most people will find. People are talking about them but they weren't leveraging and integrating these people into their communications efforts.

The Revolution

So they decided to change that. They revolutionized the way they interacted with bloggers. It started by inviting bloggers, the people who were already talking to them to a traditional media event. The bloggers were integrated into the process and invited to see and test drive new vehicles.

They continued that relationship online and as Scott puts it, "we wanted to make storytelling easy." They created web-ready content and distributed it through social media press releases.

What's important to note is that this does not replace their traditional media efforts nor is it packaged and distributed in the same way. Their social media releases are not pushed across the wire. Instead it's a pull method of obtaining content, the releases are optimized for search results, uploaded to the Ford website and RSS enabled so that people can subscribe to the content.

Challenges

Scott said that overall there weren't really any challenges. I don't think this will be the same case for every company. What's different at Ford? Alan Mulally, Ford's CEO. The shift to change their communication style was accepted from the top down. There was a little bit of a legal hurdle to get over since they were opening the access to their content including images and videos to anyone. They agreed to put a creative commons restriction meaning people are free to use the content, but they must link back to Ford and they cannot use the content for profit. Also all images and files are for web use only and can't be reprinted.

Results

More people are talking about Ford, they have received 500 posts since September 2007 and the content of the stories is richer and more inline with the corporate positioning. Some enthusiasts are even embedding the social media releases into their sites as a credible source of Ford news. There are 120 videos posted to YouTube which have received over 1.2 million hits.

Lessons Learned

Ford realized that in today's world, 'everyone is a publisher' not just the journalists and that digital content needs to be an integrated way of thinking, not just an afterthought. Also when it came to making this happen what really helped them get this approved and accepted internally was to sit down and explain this big scary thing called 'social media.' After education and understanding people's fears about it, it became a non-issue. People are only afraid of what they don't know so if you explain the mystery it becomes less scary.

What's Next

The Ford Story is the tip of the iceberg when it comes to what's next. The initial creation of this site was done in 4-days (over the Thanksgiving Holiday). The future plans for this site are to pull in 3rd party content and become the centralized hub for all Ford content. They also plan to expand beyond auto bloggers to parent blogs, green, tech and finance blogs.

The Deck

Setting Content Free At Ford - Web 2.0 Expo

View more presentations from Scott Monty.

So, have you driven a Ford lately? Admittedly I haven't but all of this social media outreach gave me some warm and fuzzies so I think I may have to take a test drive this weekend

Web 2.0 Expo: Designing Social Websites

I attended two workshops at today's Web 2.0 Expo: Designing Social Interfaces: Principles, Best Practices and Patterns for Designing the Social Web and Designing Social Websites.

The first presentation was more of an read out on the analysis of different social features popular on sites like FaceBook, LinkedIn, Flickr and others. I wish they would have done more of an analysis of which ones actually work, what makes them work and who they work on. Anyhow, the slides are still interesting and can be viewed here.

For me the more interesting presentation was from Christina Wodtke. I've embedded her slides below and here are some of my key takeaways:

"Behavior is a function of a person and his/her environment," this is Christina's theory to social sites. Environment is half the equation and something we can control. Christina shared an interesting analogy that you can follow the same process to designing the architecture of a building as you would a website. For example when you build a wide and open staircase it becomes a natural place for people to take a seat and socialize (for more on this check out A Pattern Language).

Christina identifies 4 motivations for contribution:

1. Reciprocity - an example is LinkedIn endorsements, people who ask for endorsements are likely to give an endorsement back. Another example is when fund raising groups send you mailing labels as a gift, by doing so people are more likely to return the favor by opening their wallets.
2. Reputation - Cisco's NetPro discussion forum do a good job of this by through a point system.
3. Increased Need of Efficacy - The reason people use sites like Digg is because it's an effective way to obtain information they have something to gain.
   
4. Attachment to and Need of a Group - This goes back to Maslow's hierarchy of needs, people want to have a sense of belonging. Then when they build their reputation it increases their self esteem.
   

Anyone who's building a social website should learn more about the Ross Mayfield's Power Law of Participation where a ' low threshold participation amounts to high engagement'. Then follow the AOF method:

1. Define your activity (ie. what are your users doing? what do they have to do for you to be successful)
   
2. Identify social objects (ie. videos for Netflix, photos for Flickr)
   
3. Choose your features (ie. sharing, tagging, advice)

(Note: this is an older version of the deck she shared at the Web 2.0 Expo, the slides are almost identical, when/if she updates SlideShare, I'll update the embed.)

Design for Product Managers

View more presentations from cwodtke.

Web 2.0 Expo - Friday Session Wrap-Up

I wasn't able to make it the Web 2.0 Expo on Thursday but I was there all day Friday and attended a few good sessions. But it was Friday after a long week so I apologize for the delay in getting this post up but here are my key takeaways:

Keynote: Dan Lyons, aka Fake Steve Jobs
This guy is hilarious and he authors an entertaining blog from the perspective of Steve Jobs (on crack). He talked about how and why he started the blog and why he thinks it works. In the end it boils down to boredom, fear, an idea, and an engaged audience.

Boredom because it started as a prank that happened to take on a life of its own. Fear because as a traditional Forbes tech writer he saw print publications coming to an end due to the emergence of blogs. An idea - "what would Steve Jobs write if he really did go nuts?" And an engaged audience that included 90K monthly readers after just 6 months and 25-50 emails a day with suggestions on what to write next.

Games 2.0: Why the Future of Games Looks More Like Zombies and Scrabulous and Less Like Halo 3
This session ended up being a little different than what I expected but what was interesting is that while social networking sites are trying to deploy game dynamics in their communities as discussed in the 'Children of Flickr' session, game sites are trying to embed social relationships and social context into games.

The Audience is the Medium: Video 2.0 & Online Communities
I was a little late to this session but joined in on the debate of Live vs. On-Demand video. Live events have a higher interaction and allow viewers to be part of the conversation. BUT...the web is not equip to handle live video distribution and advertisers look at the big numbers as oppose to engagement. Ultimately there's a place for both and the decision needs to be made based on the objective.

The Power of Online Communities: Lessons from the Best of the Consumer & Business Community Managers
This session included community managers from SFDC, Dell, Yahoo!, Kiva and Flickr. Here are a few things worth passing on:

• SFDC put the responsibility of their community into the hands of their product managers by making it part of their job to create, encourage and maintain conversations for their product.
• Kiva lucked out and avoided formal marketing all together. They grow 100% organically through word of mouth - but a big part of this was knowing and connecting with the right people.
• Flickr suggests being 'elastic' and don't just try to make your audience do what you want them to do.
• When building a community create a feedback mechanism. Don't just listen - engage.
• When hiring a community manager look for someone with relationship building and communication skills - PR background a plus. Also someone who authors their own blog or possibly someone in your community.

Best-kept Secrets to Search Engine Optimization Success: the Art and the Science
This was a session on Wednesday that I attended but didn't have good notes for. This guy - Stephan Spencer - really knows his stuff but it was hard to keep up. Luckily he made his slides available and you can view them here:

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Children of Flickr: Making the Massively Multiplayer Social Web

This was the last morning session and ended up being my favorite. This session was moderated by Justin Hall from GameLayers with three panelists: Rajat Paharia from Bunchball, Christopher Chapman from Areae and Gabe Zichermann from rmbr.

The theme of this session - Everything can be a Game.

This session focused on game dynamics and how game psychology can drive engagement, interaction and loyalty on your website, traditionally a non-gaming environment.

Gabe was clearly passionate about the gaming concept and explains it as "the only force that exists without the threat of violence that makes people do irrational things."

Here's a few key takeaways I walked away with:

• The definition of a game is changing and what people really want is to do something they like, something they consider fun, and/or something that makes them feel like they accomplished something.
• There are three basic things to make something fun: Challenges, Leaderboards and Points - when added to any experience it changes peoples behavior.
  Advice is to think about how to make an experience fun from day 1. If you’re not in a situation to do that you can still go through the experience and layer in gaming mechanics to et more engagement and interaction from your existing community.
• Game mechanics involve rewarding people along their journey. You can have different metrics for success to make them feel like they are 'winning'; for example slice and dice the data - different activities can have different leaderboards and that data can be grouped by network or time.
• Gaming Essentials from Gabe: It needs to be overly simple (no instructions required); you need to be able to play with one hand; you need to be able to start/stop playing at any time; and it needs to be infinitely playable.
• Interesting stats - woman who are 35+ are not thought to be traditional 'gamers' however they are the demographic that drives a big portion of the gaming industry including Yahoo Games.
• Gabe dropped an interesting bomb about how women don’t respond as well to 3D environments and the fact that they are not well liked by a lot of people because they are confrontational. He recommends sticking to a 2D environment like the world we live itn. He says 2D environments are easier to navigate and ultimately more flexible.

Bringing Web 2.0 to your Enterprise

This was a vendor driven session presented by David Carter, CTO of Awareness. Awareness helps companies build web 2.0 communities for internal or external use.

David started off the session stating that the challenges we faced in 1988 haven't changed within an enterprise. I thought this was interesting because as much as things changed they also stay the same. We are still trying to improve collaboration, trying to connect the right people and trying to make information easier to find (that's always fun). And these challenges only get harder as the organization grows.

David continued to talk about why this is a problem internally and that "the" collaboration tool within the enterprise is still EMAIL. Why is that a problem? Well, when people leave the organization so does all of that intellectual property. Common sense for most of my readers but it's still a problem most enterprises haven't solved. There's still a need to figure out what content to pull out of email and into collaboration tools like blogs, wiki's and discussion forums.

In the case of McDonald’s, Awareness was looking for creative ways to engage people and get them to share ideas. They did this during an event registration process which simultaneously built a person's online profile and with an optional question at the end. Hundreds of people were contributing content that was then made public and shared with the rest of the organization. By doing this they removed the barrier of entry and made it very easy and convenient for people to contribute. This was one of my favorite examples and I think it can be leveraged in multiple ways to kick start a new community.

Community Building: Good, Bad, and Ugly

I am at the Web 2.0 Expo in San Francisco today surrounded by hundreds of other web geeks like myself.

I started off the day at the "Community Building: Good, Bad, and Ugly" session which was moderated by Jeremiah Owyang from Forrester Research and included three panelists: Dawn Foster from Jive Software, Bob Duffy from Intel, and Kellie Parker from PC World and Macworld.

Here's a summary of the panel discussion:

What is the opportunity when it comes to building a community?
Communities provide the platform for your evangelists to shine and talk about your products. This builds brand loyalty and allows you to engage with this audience and also learn and get feedback from them on your company/products.

Should you build or join a community?
Both. When people come to your side you want to give them the ability to interact and engage when they are there but you also want to interact in communities where you are the subject.

What skills are needed to manage a community?
Kellie explains her role as a community manager as the host of a party. Her role is to add value by introducing people and encourage conversation with the different people who show up.
Need to be diplomatic and let negative people know that they were heard. You need to have a customer mindset and remember that you are there to serve them - not the other way around.

You need to balance being an advocate of your company to your community while being the community advocate back to your company.

What are the challenges around community building?
Intel's biggest challenge was the organization and the resources available. To get around this Bob spent a lot of time getting data and building a strong strategy - then spent a few weeks evangelizing the plan to get buy-in and support.

Dawn's challenge was getting people to come after it was built. In this situation they reached out to their influencers and evangelist and they helped spread the word. By brining them in early and giving them beta access to the site they embraced the opportunity.

Dealing with trolls or negative people, don't be quick on the trigger. Be patient and allow the community to jump in . If your evangelists jump in it is seen as much more credible.
Getting people to engage can be a challenge. In this case Kellie recommends starting with something simple that everyone has an answer to.

What's the ROI, how do you measure success?
The common answer - it's based on the objective. Intel looked at organic traffic and how much their blogs and forums are driving that traffic as well as the increased number of logins and registration. Their goal is to build a stronger, loyal customer base. Jive is looking at participation and the number of messages posted. They don't try to tie it to sales and look at the community as an awareness tool. PC World/Macworld looks at both page views and interaction with number of messages posted.