Scott Monty, global director of social media at Ford, is best known for his role in formulating the company's social media marketing programs and as the editor of the Social Media Marketing Blog. He is also user #1 on Ford's Yammer enterprise social network, which has grown to have about 17,000 registered users (about 10% of them active participants).
Since joining Ford in 2008, Monty has been seeking out opportunities to use social media to distinguish Ford from the competition. One milestone: when Ford introduced a redesigned edition of the Ford Explorer in 2010, it skipped the usual auto show and auto journalist briefings route in favor of a simultaneous announcements in eight cities -- and on Facebook. The Facebook campaign, created using tools from Buddy Media (now part of the Salesforce Marketing Cloud), prominently featured videos about the vehicle from product managers and engineers, as well as CEO Mulally and celebrity spokesman Mike Rowe. The Explorer "reveal" campaign attracted 99 million social media impressions, became the #1 trending topic on Twitter, and the #2 search for the day on Google.
"We took that as indicator we could be successful in social at the scale we were used to in traditional media," Monty said.