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The Ford Story Redesign

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  • The Ford Story Redesign

    It became obvious Ford could not rely on the press to tellits story. The company needed a forum tocommunicate directly to consumers and influencers a forum that offeredtransparency and energized advocates. Ford needed to become more human, and tapinto the passion owners and stakeholders felt about the brand. And, most importantly,give them a voice with which to share their passion.

    Solution
     
    1. To help socialize the story, theFordStory.com evolved to feature widgets of social network tools such as Facebook, Twitter, YouTube and Flickr. 
    2. Online polling was put in place to gauge consumer interest in Ford initiatives and to measure sentiment about automotive issues. 
    3. Feedback mechanisms such as the ability to comment on individual story and video posts were put in place to provide more interaction with site visitors. 
    4. Monthly chats with Ford executives were added to allow consumers to ask product and company questions with subject-matter experts in real time. 
    5. To provide additional voices on theFordStory.com, the site was expanded to include influential bloggers providing content, perspective and commentary on Ford products.