Live from DMA09: Ford's Scott Monty Says to Zig When Others Zag
Some of the things Monty reported as being key to achieving high-performance social media campaigns are putting a human face on the brand (with Monty's guidance, CEO Alan Mulally features prominently in Ford's audience interactions); zigging when everyone else is zagging, to stand out from the crowd; and being transparent in communications with the online community.
"We've been operating at a higher level than the FTC guidelines for some time now," Monty said, referring to the new parameters the consumer watchdog has set for bloggers' disclosure of relationships with the brands about which they write.
While social media marketing can seem overwhelming, Monty stressed that you can make this market interaction manageable. For example, he noted, "We can't touch every customer with the CEO—it's not realistic." But Ford can, he explained be strategic about what the CEO responds to personally, with particular emphasis on the key issues being discussed by the marketplace for which the company can boost awareness.