(R)evolution: Scott Monty Steers Ford to Social Relevance

Welcome to the (R)evolution, a new series that connects you to the people, trends, and ideas defining the future of business, marketing, and media. Today we journey to Las Vegas where we shot on location at the House of Blues Foundation Room during Blogworld Expo. My first guest in a three-part series is my good friend Scott Monty, head of Social Media at Ford.

In episode 7, Scott Monty and I discuss how Ford is placing social media in the passenger’s seat and driving its business and story directly to the consumers. We review important topics facing brands and brand representatives today and the idea of the brand “you” and the brand you represent. Monty also reveals the strategy and intentions of the Explorer “Reveal” campaign and how connecting with consumers on an emotional level was instrumental to its success in social media. Scott also introduces us to the company’s ambitious Focus Rally America initiative to bring the world of reality TV to the social Web in order to launch the 2012 Ford Focus online and in the real world.

Credits:

Andrew Landini, Producer
Adam Eckenfelder, Audio Tech/Re-Recording Mixing

Past Episodes:

One: Empowered with Josh Bernoff
Two: Silicon Valley vs. The World with Sarah Lacy
Three: Rick Bakas of St. Supery Winery on Social Media, Wine and Community
Four: Charlene Li on Open Leadership
Five: Michael Fertik on Privacy and Social Networks
Six: Philip Kaplan on Social Commerce and Influence


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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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