Professional Documents
Culture Documents
America's #1 Automaker
Goes Directly to the People
THE
SITUATION
While
two
of
the
Big
Three
U.S.
automakers
were
peBBoning
Congress
for
a
$25
billion
bailout
in
November
2008,
Ford
decided
to
forgo
the
handout
and
take
their
strategy
and
plan
directly
to
the
people
...
on
Scribd.
WHAT
THEY
DID
To
communicate
the
company’s
strategy,
unfiltered,
Ford
immediately
published
their
restructuring
plan
and
a
transcript
of
their
CEO’s
Senate
tes?mony
(they
have
since
published
everything
from
car
magazines,
design
overviews,
illustrated
?melines
and
much
more,
in
the
process
building
one
of
the
largest
followings
on
Scribd
of
nearly
100,000
people
worldwide).
Ford
also
branded
their
enBre
profile
to
promote
“ The
Ford
Story,”
an
overview
of
the
auto
maker’s
history
of
innovaBon,
green
iniBaBves
and
smart
technology
–
all
of
which
has
helped
to
keep
them
ahead
of
the
curve.
Case Study; Ford
WHY
IT
WORKED
With
Scribd,
Ford
was
able
to
communicate
directly
with
their
audience
–
consumers,
shareholders,
Congress
–
without
character
limitaBons
or
having
to
rely
on
third
parBes
like
the
media
or
analysts
to
deliver
their
message.
Ford
also
seamlessly
integrated
Scribd
into
their
exis?ng
social
media
program:
documents
of
all
types,
which
required
no
addiBonal
effort
to
produce,
were
easily
shared
on
Scribd,
where
Ford’s
markeBng
team
was
able
to
link
the
company’s
Facebook
and
Twi&er
accounts
and
where
followers
could
easily
share
Ford
content
on
the
social
web.
CollecBons
Campaigns:
50+
Followers
Reads
SAMPLE
METRICS
Readers:
More
than
600,000
9
Scribd
profiles:
5
95,000+
400,000+
www.scribd.com/partners