Ford Motor Company

It's All in the Share and the Buzz
April 10, 2014

In an era when just about everyone has a Facebook page, why did President Barack Obama, the Ford Motor Co. and Ian Somerhalder turn to the same person to manage their online voices? Oliver Luckett and his company, theAudience, are virtual producers, creating thousands of pieces of content per month: Facebook pages, videos, Twitter messages—just about anything with the potential to go viral. Luckett says old models of communication have lost influence; building original, shareable content is now the most valuable way to connect with people. And he argues that the same principles apply whether you’re campaigning for leader

Get Over Yourself. Let’s Talk More About Me. And the Marketers Who Get That Consumer Mindset - The Past 10 Years of Direct Marketing Part 4
July 23, 2013

It's never been clearer than while researching this article that consumers aren't thinking about you at all—ever. They're looking for themselves in you, if they notice you at all. How do you make them look? How do you make them feel? Which of their problems do you solve? What does spending time and money with you get them? Noticed? Affirmed? Appreciated? If not by their friends, then by you?

Facebook Graph Search Is Here. What Do Marketers Need to Know?
January 17, 2013

When Facebook announces something, people listen. And when the words "Facebook" and "search" are mentioned in one event, people really listen. And when marketers learn the possibilities presented by this new search product, called "Graph Search," they'll listen even more. While Zuck did not focus on brands, it's clear where Facebook is going with its search strategy. And businesses large and small will be among the primary beneficiaries. What did Facebook announce? Zuck announced the social networking giant's foray into search in Menlo Park Tuesday. Instead of pages and links, the heart of Facebook search is called Graph Search, which

Ford's Scott Monty Has Big Ideas About Data
July 9, 2012

Ford Motor Company isn't shy about social media. Four years ago, it hired PR guy Scott Monty to establish a more cohesive social media program—and it hasn't looked back. Following campaigns that combined Facebook with real-world adventures, the car company began developing branded entertainment with social media components. Last year's "Focus Rally" was an online-only show; this year's "Escape Routes" aired on NBC and urged viewers to tweet along and upload their own videos.

Now's the Time for Mobile Marketers to Unleash the Power of Data
October 7, 2011

It’s time to for marketers to unleash the power of their mobile lists and data. Although mobile engagement is still an emerging discipline, savvy marketers are transforming the power of mobile opt-in lists into marketing gold. Here are a few tips marketers need to start paying attention to or risk losing customers to their competition.

Print Production Spotlight: Defining Print’s Role in Modern Direct Marketing
April 27, 2011

An Internet information company seeking to boost response rates and drive traffic to its website was reluctant to use direct mail. After the campaign generated so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used—even for the coveted new-media generation of 18- to 35-year-olds. The moral: "Sometimes you find a role for print in the areas you least expect it."

The Social Network Star
February 1, 2011

Scott Monty, whose formal title according to his LinkedIn profile is "global digital and multimedia communications manager," became part of Ford's forward-looking approach to marketing in July 2008.