DISQUS

There are a number of goals with respect to the Fiesta Movement. It's not simply about selling more cars. After all, the Fiesta won't even be available here in the U.S. for over a year - a full 6 months after the Movement program is complete.

What you'll see happen in the interim is that Ford will be in the spotlight, both through the online content that the agents generate, as well as the offline appearances of the vehicle in public areas - their 100 cars, plus another 40 that will be making the rounds of 100 cities across the country. Throughout, people will begin to notice that Ford is different and will be able to see firsthand what our new products are like. And that in turn will change brand awareness and perception - something we really need right now.

Jim Durbin's point above is another key one - that social media is more about influencing and making an impact in the middle of the marketing funnel, rather than at the end. Yes, this may ultimately affect sales, but it's about more than that.

Scott Monty
Global Digital Communications
Ford Motor Company

I don't know if we can be friends any more. ;-)

Just kidding. Glad you got to "kick the tires" at GM so to speak. They're going through a rough time right now. We're pretty fortunate to be in a different situation at Ford, but we still have a good relationship with our colleagues at the RenCen - Christopher and I go back a ways (he encouraged me to come to Detroit - remind me to thank him some time!) and we're believe that what what we're all doing helps to raise the bar for the industry.

And to quote our chairman, Bill Ford, "I wish them well. But I wish us better."

Scott Monty
Global Digital Communications
Ford Motor Company

We're glad to be able to give you a drive experience and we hope you'll be candid in your reaction to the vehicle.

Scott Monty
Global Digital Communications
Ford Motor Company

I've maintained throughout his campaign that while Obama was shrewd to use such a new and popular service such as Twitter, he was using it like a traditional marketing channel: all one-way communication that was "on-message." Nothing personal or authentic about it.

I hope they can get their game together for the next phase.

@tech mogo - think of it this way: it's not corporations reaching out, but people who work for corporations reaching out. It's less about a hulking entity and more about relationships that are built, information that is shared, and value that is created for customers.

Scott Monty
Global Digital Communications
Ford Motor Company

Och, yon bonnie Brown! If I dinna have a wee bit 'o Scottish blood coursing through my own veins, I dinna ken ya. ;-)

Thanks for your kind writeup, Danny. It can be hard work at times, but I'm lucky I work for a company that not only embraces this approach, but that has the products to back up what I'm saying. I don't think I could be a corporate mouthpiece if I didn't really believe it what I was saying.

Oh, and for the record: Ford's part in the so-called "bailout" was to take no money. We've consistently stated that we'd like access to an emergency line of credit, should one of our competitors file for bankruptcy or the economy worsen.

Well done, sir. And to answer every one of your questions above, "Yes."

:-)

Confession: I use an auto-follow function. But in my defense, it doesn't contain a link, nor does it market anything to people. It simply instructs my new followers on how I prefer to use Twitter.

My auto-follow text goes something like: "Thanks for following me. If you ever want to get my attention, just '@' me."

Am I still crossing the line in your book?

As a follow-up to our conversation here, Robert, I'd like to invite you to check out The Ford Story at http://www.thefordstory.com

It will undergo some changes, but it's due to the hard work of a great many people over the holiday weekend.

Scott Monty
Global Digital Communications
Ford Motor Company

@ceedee The specs for the Flex (heh - that rhymes!) are 17 mpg city, 24 mpg highway. These are the best for any 7-passenger vehicle on the market today.

Next year, our EcoBoost engine will go into the Flex, boosting that amount by about 20%. See more at http://ford.digitalsnippets.com/2008/01/05/intr...

In the meantime, Ford has the most fuel-efficient SUV on the planet in the Ford Escape Hybrid (one that President-elect Obama and his family own).

I can understand the pollution issue. I was talking with one of our marketing guys who was in Bangkok for about 4 years on a rotation, and he said it was horrible there (and that was 6 years ago).

I agree that the taxi fleet in NYC does need some updating. Ford has been working with Mayor Michael Bloomberg's office to introduce the Ford Escape Hybrid as the vehicle of choice for the taxi fleet. Plus, with our Ford Fusion hybrid (mid-size car) that was just released, the technology allows you to go up to 47 mph in all-electric mode. That means that in typical city driving, you could get 700 miles between fill-ups.

If you're interested in seeing firsthand some of the innovative solutions that Ford is experimenting with, then may be we should talk. DM me on Twitter if you like (@ScottMonty).

Scott

P.S. Thanks for acknowledging Ford's efforts in social media. It's a start, but we've still got a long way to go.

Robert,

I'm sorry you've had a poor experience in Ford vehicles. I'd be interested to know what you define as "crappy." The excellent Ford Flex that you noted is a crossover not an SUV, btw. :)

You're wrong about Ford not innovating. Innovation comes from much more than creating an electric car, which seems to be the idea that you're fixated on. Let me see if I can enumerate the innovations at Ford that I'm aware of:

- Ford's vehicle mix was about 70% trucks & SUVs (largely because we were giving people exactly what they demanded in times of cheap gas); we have restructured to produce 60% cars & crossovers.

- We're using our successful European & South American manufacturing models to bring the more of those outstanding small cars to the United States.

- We're committed to being best-in-class in fuel economy in every vehicle we produce.

- We've doubled the number of hybrids we offer, and we're actively testing plug-in hybrid electric vehicles (PHEV), battery-powered electric vehicles (BEV), hydrogen, compressed natural gas, and more.

- We're environmentally friendly in every aspect of our business. It not only includes the vehicles we make, but the before and after effects as well.
- We're using soy in creating seat cushions, replacing plastic with polyol in certain parts (thus reducing our carbon footprint), and creating materials that more easily biodegrade at the end of the car's life;
- The lights shut off at the world headquarters at 6:30 and I have to dial a code if I want more power, and tell the system how many more minutes I need;
- I use Ford pencils made from recycled denim; our Rouge plant has the largest green roof in the world;
- Our Dagenham, UK facilities are powered by wind turbines; facilities in Spain have solar panels.

At Ford, we're committed to making the cars that people want and value, and that comes down to making *affordable* fuel-efficient vehicles. Which is why we want to be sure that if we do make an electric car, it'll be done in a way that millions of Americans can afford it.

There is a lot of misinformation out there and many Americans, from Congress on down, are oversimplifying the problem as well as the solution. If it were easy, we wouldn't be in this situation. But we need Americans to understand the U.S. auto industry's commitment to the country and its future, and we need to ask the same in return.

If you haven't yet had the opportunity, I would recommend that you, and every one of your readers, spends about 8 minutes to watch/listen to this very eloquent statement:

http://www.youtube.com/watch?v=U7YBjjLKLd0


If there's more information you need or would like access to some of the subject matter experts at Ford, you know where to reach me.

Scott Monty
Global Digital Communications
Ford Motor Company

In an industry where a 99% failure rate is acceptable (i.e. being satisfied with a 1% response on direct mail), you'd think there isn't much to lose by going after the smaller, stickier audiences.

But as you say, there's always the lure of more. And in a society where bigger is better, it's ingrained thinking. Ultimately over time we'll be able to track loyalty, influence and ROI much better - where trends will pop and such measurement will be much more apparent.

In the meantime, we soldier on...

Scott Monty
Global Digital Communications
Ford Motor Company

Not sure how much I can add after 50 very thoughtful comments, but here's my take on the spammy Facebook activity that I've been the victim of.

Social networking is like a cocktail party. Think about it: you're at a party, quietly talking with a circle of 5 friends or so, when suddenly, the door bursts open, a loud guy comes in and skirts around the room handing out his business card to everyone, and then leaves.

Not much of a meaningful interaction, is it? Have you created an impression? You bet. But is it a lasting and valuable impression. No way.

Social networks are no different. Use some common sense.

Thought-provoking & clever wins every time. McDonald's in particular does a great job with clever outdoor creative:
http://joannapenabickley.typepad.com/on/2007/10...
http://www.scottmonty.com/2006/09/im-lovin-it.html

Thanks for the shout-out, my friend.

Great points - and ones that I'm prepared for. Luckily, I built my brand before Ford recruited me, and it will continue to be my brand. Yes, Ford is the beneficiary of the credibility that I built up, but I'll be working hard to transfer some of that credibility to the company while maintaining my own.

It's definitely a delicate balance and one fraught with subtleties we never dreamed of 5 years ago. But that makes it all the more challenging and exciting, doesn't it?

Actually, major automakers were already using or investigating intermittent windshield wipers before Bob Kearns presented his ideas. And Ford didn't steal anything; a jury found that Ford did not willfully infringe on Kearns' patents.

For a more true-to-life timeline than Hollywood is presenting, you might want to take a look at: http://ford.digitalsnippets.com/technology/#fla...

Scott Monty
Global Digital Communications
Ford Motor Company

Wow - wisdom? Now the pressure's *really* on. Plus, I'm lumped in with some pretty smart folks above. Well, I suppose if we're held accountable by anyone, Lijit is certainly legit. :)

Way to leverage the current goings-on in the market to make a great point. ;-)

Seriously, your point is well taken. It's more than lip service and trying to mimic what's going on - it's a matter of understanding it and living it.

Dear "honesty in journalism":

I'll tell you exactly how much Mashable was paid to be there - the same as all of the other journalists: $0. We didn't ask for a post, nor did we imply one; we simply brought bloggers and journalists out to see for themselves what Ford has been up to. We treated bloggers just like traditional journalists.

Speaking of honesty, out of the thousands of products and services that Mashable has reviewed over the years, I find it interesting that you'd single out a traditional company for criticism. Actually, I don't know for certain if you've criticized other posts, because you haven't established a profile. Your link only takes us to some suspicious ad-based site, which leads me to conclude that your login name is ironic.

Thanks for being there to take part in the event, Kristen. I'm glad you got to see some of this impressive technology firsthand and were able to share it with your readers/viewers. Feel free to let us know if you'd like any more information.

Scott Monty
Ford Motor Company
Global Digital Communications

Great point. How many times do companies ask their employees for the ROI of their telephones? Or the ROI of email? Exactly. Social media is just another communication method.

*Love* your answer! This was one of those crowdsourced projects that made me proud to be associated with so many smart & funny people.

Wow! You're living the dream - way to go, Rachel! Keep us posted on your progress (can you climb & Twitter at the same time?).

Chris - Feel the anger pulsing through your veins. Give in to the Dark Side. Christopher is your faaaaaaatherrrrrrrrr!!