Convince and Convert Blog: Where Social Media and Email Collide

Live from Marketing Profs Digital Mixer

Scott Monty, the head of social media for Ford, participated in a Twitter 20 interview on October 23 and answered a wide range of questions about social media at big companies, and his ideas for the future of conversation marketing.

Scott and myself and 248 other lucky folks were in Scottsdale for the Marketing Profs Digital Marketing Mixer.

Scott Monty Interview Transcript

1. @jaybaer: How do you describe your role at Ford?

• @scottmonty Strategist, evangelist and advisor within the the entire organization. My job, ultimately, is akin to a conductor of an orchestra.

2. @jaybaer: This is a new role within Ford? How did they handle social media before you arrived?

• @scottmonty It’s a new role; previous SM work was handled by Social Media Group, our agency of record. Their CEO @maggiefox is my #1 advisor.

3. @jaybaer: A lot of talk at this #mpdm conference about setting social media objectives. Do you have one for Ford, or several?

• @scottmonty We’re creating a global corporate social media strategy to guide us in everything we do. All depts, audiences, regions = complex!

4. @jaybaer: Auto is a many layered business. How do dealers view your work? Are they aware? Can and do they do their own social media?

• @scottmonty Dealers are at every level; some barely understand email, others want to use social media. They’re busy, but SM could boost CRM

5. @jaybaer: Interesting point about CRM. Do you feel social media is more an acquisition tactic or retention and brand loyalty tactic?

• @scottmonty Depends on how you want to use it. I’m more of a purist - I value creating awareness, changing perceptions, building relationships

6. @jaybaer: Ford is of course a large company. How does that help or hinder your social media efforts? It sounds like they’ve given you a lot of rope

• @scottmonty To hang myself with? Good news: I’m the sole appointed expert. Bad news: I’m only one person and I’m in constant demand.

7. @jaybaer: The company has a lot of agencies and other marketing programs. Do you actively coordinate the social media efforts with them?

• @scottmonty Yes. I sought out the Digital Marketing team early on and have connected with their agencies. International efforts are up next.

8. @jaybaer: You were at Crayon, a social media strategy firm previously. Differences in the in-house and out-of-house SM process?

• @scottmonty It’s much more complex internally than I had assumed as an external consultant. IT, legal, and general corporate politics abound.

9. @jaybaer: What social media programs/plans are you rolling out for Ford that have you excited (other than free Ford Flex rides at #mpdm)?

• Lots of stuff I can’t tell you about. Wide-reaching Twitter strategy; http://www.the2010mustang.com; bloggers at Media Drive Day

10. @jaybaer: In terms of your Twitter strategy, is it de-centralized? Several people, several accounts? How do you staff it?

• Our Twitter accounts will be distributed across departments, and in some cases will have teams on each account. We’ll ID who they R

11. @jaybaer: There’s talk about companies cutting SM budgets because it’s “experimental”. How do you balance SM and today’s auto climate?

• @scottmonty We’re committed to social media and building relationships - can’t go dark on that. Borrow against media budgets 4 low-cost SM programs

12. @jaybaer: Some say (including here at #mpdm) “Sure he can do it, he’s at Ford. I’m a small biz, I don’t even know the 1st step.” What is step 1?

• @scottmonty Step 1 is to find where your customers are online, and become part of that community. Listen, listen, listen. Then jump in.

13. @jaybaer: In today’s #mpdm luncheon @garyvee talked a lot about passion. Why are you passionate about social media?

• @scottmonty I’ve seen it as the future of marketing & communications for some time. And it’s all about talking with people, which I enjoy.

14. @jaybaer: I agree that SM is the future of marketing, but when will that future arrive? Still people not online, much less Soc Media.

• @scottmonty My best guess is some time within the next 3 years. I’d watch what happens in the newspaper industry as an indicator.

15. @jaybaer: Are you more of a Ford Flex guy or a 2010 Mustang guy? What else do you have coming out?

• @scottmonty I’ve enjoyed driving the Flex over the last 2 days, but I’m waiting for my Mustang to be delivered. We’ve got 2 new hybrids in 2009

16. @jaybaer: Your travel schedule is onerous. Is that helping or hurting your social media outreach efforts? Wi-Fi in the new Mustang!

• @scottmonty Now that would be dangerous! Ford & I both view my conference speaking gigs as a chance to tell Ford’s story & connect with people.

17. @jaybaer: You apparently have a Sherlock Holmes blog?http://bakerstreetblog.com Can you elaborate on that please?

• @scottmonty Another passion. I’m a member of the Baker Street Irregulars, the 75 year-old literary society. I merged my SM passion with that.

18. @jaybaer: It’s Elementary. You also have a co-blog with@cc_chapman on diners and dives (@diners). Recommended diners or go-to items?

• @scottmonty Diners are like politics - everyone has their preference, and all diners are local. I like the old Worcester diner car types.

19. @jaybaer: I imagine it’s been a bit of a whirlwind since you started at Ford (3+ months). What’s been most gratifying to-date?

• 1) The excitement of my arrival at Ford; 2) Seeing the faces of bloggers as they’ve had access to super-secret areas at events.

20. @jaybaer: The rules are still being written. What bugs you? If you could outlaw one component of social media, what would it be?

• @scottmonty Tough question. I suppose the general level of snarkiness & excoriation that happens on some sites. But that’s just human nature.

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Welcome. If you liked that, there's plenty more. Please subscribe to my RSS feed. You can also find me on Twitter @jaybaer

AdAge reports that GM has moved approximately 25% of its total media budget online over the past three years. That’s 25% of a $2 billion+ annual media spend.

A current focus for GM’s online initiatives is the new Used Car Ambush program, a microsite and online campaign intended to convince used car shoppers to purchase certified GM used vehicles, rather than those sold by private parties.

The site is perhaps a bit too polished to pull off its desired “organic” vibe, and it requires a serious download commitment from the user. But, this type of online-only content and accompanying campaign demonstrates that car makers are trying to use the Web to make their overall media spend more efficient in these tough economic times.

Targeted Ads Are More Efficient

From an online advertising standpoint, moving dollars online (at the expense of TV) is a no-brainer for automotive and other highly considered purchases. Here are just a few of the way you could target your advertising online to reach only consumers with a demonstrated interest in making a vehicle purchase in the near future:

- Manufacturer Web site
- Dealer Web sites
- Paid search
- Organic search
- Behaviorally targeted banner ads
- Ads on auto aggregator sites like cars.com
- Ads on blogs and social networking sites devoted to vehicle research and reviews (However, we do not recommend ads on social networks. Here’s 3 reasons why:)

Conversely, here are the ways to isolate TV viewers so that you are only reaching folks that are currently in the market for a vehicle:

- Using demographics and psychographics and hoping for the best

Furthermore, reaching out to prospective buyers online enables automakers to presumably collect data from Web site visitors, allowing for ongoing, targeted follow up via email, postal mail, etc.

Broadcast Is Not a Research Medium

Of course it’s true that the Web doesn’t reach everybody. As Dan Gorrell from Autostrategem mentioned in the AdAge account of GM’s spend, 34% of U.S. new vehicle buyers do not use the Internet to shop for an auto. He states that this makes GM’s online strategy a “double-edged sword.”

This makes zero sense to me. First, if 66% of the country IS using the Web to research new vehicle purchases, that’s a colossal market segment. Second, I very much doubt that the other 34% are instead using television to research vehicles. How would that work exactly? You watch “24″ hoping commercials for cars you like appear at the breaks?

Comparing Internet and TV as opportunities for consumer pre-purchase research is like comparing apples and chihuahuas.

Broadcast Creates Demand. Online Fulfills It

Let’s don’t go crazy, however. There’s no question whatsoever that online advertising doesn’t have the reach or power to go it alone for a broad category like automotive. You need TV to generate initial interest and awareness (unless it’s just an under the radar program like Used Car Ambush). Once that awareness takes root via broadcast, the online components of the campaign pick up steam in a hurry.

I’ve seen this happen many times, and it’s an easy phenomenon to measure (and agencies should try it). Measure search volume for your key terms. Then run a broadcast campaign (alone) for a couple of weeks. Then remeasure your search volume. You’ll find it goes up considerably. The same thing happens with banner ad campaigns. Click through rate always goes up after the market has been “softened” by broadcast.

Automakers looking to market more efficiently should reduce their TV spend and use it in short bursts at the beginning of campaigns to introduce new models and programs, and then follow up with aggressive Internet advertising programs that are much more targeted and cost effective.

Do you agree? Leave a comment.
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