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Scott Monty speaks about Ford's very successful social media campaigns.

  • Currently 5/5 stars.

Views: 213

SEO Tags: Facebook, media, social
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Comment by Philip Zelinger on November 7, 2010 at 5:24am
Hi Gillon,

If you aren't good with riddles I will give you a hint -- Ralph Paglia is the National Director of Digital Marketing for ADP and I have followed him and his team into many Ford Dealers in awe of the impact that they have made in digital marketing in general and in monetizing social media in specific. Of course he is too humble to surface ADP and his team as the answer to your concern over how you can replicate Scott Monty's efforts for Ford at your dealerships, however, outsourcing the problem to a specialized team of experts from ADP and some similarly qualified team is certainly one answer. The trick is to inspect what you expect ad to set realistic expectations of the results -- much like you should do for your in-house team and investments.

I think that you wil aslo find that all solutions rely on the viral nature of social media and the leveraged exposure that word of mouth optimization, WOMO, has on the pebble that you drop in the pond. Putting your customers to work for you still requires someone to manage the message and there are many ways to access resources from inside the dealership as well as from outside consultants; many of whom are on ADM and they would be happy to help!

After all, what are friends -- and ADM -- for!
Comment by Ralph Paglia on November 7, 2010 at 12:18am
Gillon - We hear you loud and clear! It is all about resources... Those resources can be either PEOPLE that work for the dealership as employees, or PEOPLE that work for a supplier that provides social media marketing and reputation management services to that same dealership. For someone in your position, the choice you need to make is whether to pursue assistance with the work that needs to be done, yes, social media marketing is a lot of work. I love the warm and fuzzy stuff, and I do believe in it, sort of, but anyone who thinks that social media marketing is exceptionally easy has not lived it as an income earning profession as I and you are doing right now!

There are right ways and wrong ways to go about social media marketing and reputation management. If you like what you hear Scott Monty talk about on this video, then you ought to find out what supplier helps Ford by furnishing Digital Marketing Consultants (DMC) assigned to every Ford Region, who then go into every Ford dealer and help them get this stuff done. Then check out their social media reputation management solutions for dealers... The kind designed to provide somebody like YOU with your very own social media Ninja that works for you and gets stuff done in a way that makes YOU look like the hero... Remember, "Ninjas" are not seen nor heard! Anyways, not to be too mysterious, but check out and then visit (same server) to solve the riddle we just gave you...
Comment by Philip Zelinger on November 5, 2010 at 6:55am
Hi Gillon,

I relate to your concern about how you can apply what Scott shared with us for your dealership group, but perhaps you took the video too literally? In other words, his real instruction -- as I saw it -- was to put your customers to work for you to supplement your own efforts. The impact of Ford's C2C conversations building top of the mind awareness and shared experiences to build value in their Focus, Explorer and other related products may only impact your Ford franchises, however, his shared wisdom that the market is a conversation between potential buyers before, during and after their buying cycle that you and yours must join is universal.

Facebook is a media that can be leveraged to resource content as well as conversations as long as you position you and yours in the conversations from the inside out -- as a friend -- vs. from the outside in as an auto dealer with a self serving message. People buy and sell cars, not processes or dealerships. The solution lies in developing processes that create efficiencies that will facilitate conversations that can then be monetized by sourcing them back to relevant information on your website or other online resources such as targeted microsites that address only those issues that center around the conversation that drew potential customers -- and friends -- there.

If you stop trying to sell to your customers on social media like Facebook and start listening to them and answer their questions with no expectations or reciprocal demands you will start a viral message that will resonate in a targeted circle of qualified and interested friends and potential customers. People like to do business with people that they like so get them to like you first by helping them find what they went online to look for --- which was not an auto dealership or a sales person. Everyone likes having a friend in the car business when they need to buy a vehicle and it might as well be you!

After all, what are friends for!
Comment by Gillon S. Johannson on November 5, 2010 at 5:50am
Great information...All fine and well for Ford, but I work for a group of Dealerships. I have to do all the work myself, from taping the videos, to being in them, to posting them on whatever site. I would love to see more of this ilk from the dealership level.
Comment by Ralph Paglia on November 4, 2010 at 10:31pm
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Comment by Ralph Paglia on November 4, 2010 at 10:19pm
If you are willing to pay attention and watch this video clip all the way through, you will hear one of the best Social Media Marketing "Proof Of Concept" case studies in existence at this time... Get the thinking, strategy and a fully managed tactical implementation of what Scott Monty describes for YOUR dealership by signing up at

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