• Consumers buy a car because they like and trust you (this concept is not new); social networking is the technology that makes it scalable.
• Be congruent with:

1. who you are
2. who you connect with
3. how you are connecting

• Focus on Quality, then Quantity.  If you reverse this the mechanism breaks down and can perhaps work against you.
• Leverage your employees, they are your community, let them be your voice in the broader community.
• Examples of success stories:

1. Papa John’s Camaro
2. Fiesta Movement
3. Meet the Volkswagens

• Words of caution

1. Don’t populate twitter with your inventory – it’s counter productive
2. Don’t have multiple people logging in under the dealer’s personal account – authenticity implodes

• The dealers that have the ability to take online relationships and convert them to offline ones will be the most successful.

• Opportunity to connect with customers
• Democratizing technology for everyone
• Ford’s products are ahead of the brand – challenge to build the customer relationship
• Leverage strengths globally, maintain passion and emotion
• Ford is ahead of the curve on their migration to digital.  Marketing spend is 50% TV and 25% digital, followed by experiential and print
• Listening to customers – bring in global products journalists and enthusiasts have been asking for
• Activate your Advocates – this strategy, though it creates vulnerability, pushes to make a connection with the consumer at large
• We expect WAY TOO MUCH from traditional media.
• Changing the paradigm

1. Fiesta Movement campaign began 18 months prior to vehicle’s NA launch
2. 83% of buyers make their decisions based on input from friends and families
3. Low cost – 100 leases

• Sharable content such as the Mustang builder.  More than 1 million are saved on Ford’s site – creating opportunities for analysis (packaging, aftermarket, etc.)
• Closed with how we (vendor)could help them (client)

1. Better measurements – upper funnel metrics in particular
2. Global Focus – help them leverage global efficiencies
3. Efficiency
4. Engagement