Scotty Monty at the Miami Social Media Club

Scott Monty, head of Social Media for Ford Motor Company, kicks off the 5th year of the Miami Social Media Club on February 11, 2013 at the JW Marriott Marquis. Scott was ranked by Forbes as one of the top 10 influencers in social media. Scott has been called “an unstoppable force of nature,” “the best corporate social media lead on the planet,” and Alan Mulally, the CEO of Ford Motor Company, called him “a visionary.”

Miami Social Media Club

At Ford, Scott heads up their social media arm and holds the title Global Digital & Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford’s business.

Alex de Carvalho (@alexdc) talking about various events that are upcoming in Miami.

Scott Monty is excited to see how much Miami’s startup community has grown and how he met Alex at South by Southwest in Austin.

Scott Monty

Scott starts off the presentation by talking about how Alan Mulally invested $23 billion in capital into R&D to design better products. He referenced a joke by Bill Cosby as an example of how social media can amplify your problems – so fix your problems!!! Build better products. Then have your customers tell your story. He accomplished this success with the iconic Ford Fiesta Movement by allowing customers to share that message to others.

Ford Explorer wanted to launch their campaign in a way where it had some unique exposure instead of a traditional automotive show since there are so many automotive launches at these shows. Scott said that Ford launched a Facebook page with a goal of getting 50k ‘Likes’ that day in addition to the Ford Explorer reveals in the various cities.

Ford Explorer Facebook Page

During the campaign, Scott felt is was important to provide customers with choices. Some of these choices were:

What do you want to do?

  • Do you want to watch a video?
  • Do you want to watch a participate in a live chat stream?
  • Do you want to get a chance to go behind the scenes with our product development team?
  • Do you want to talk with our green team about sustainability?

Collectively the earned, owned and paid media had a tremendous success and surpassed their goals.

Ford Campaign Results

The day of the Ford Explorer launch, the brand was the 2nd largest trend on the internet, Scott said. He then added, Ford would have been #1 if Lindsay Lohan hadn’t gotten so much attention from Hollywood.

Scott talked about Doug, their puppet and a little bit about Ford’s history before he shared some insight about the launch of the first Open Developer Program in automotive history.

Smart Phone Stats

To learn more about Sync AppLink and the Ford Developer Program, visit


Special thanks to: Ford Motor Company, Social Media Club of Miami, Scott Monty and Alex de Carvalho for making this event possible.

Adam Boalt
About the Author Adam Boalt

Serial Entrepreneur and Emerging Technologies Evangelist. Interactive Strategy, User Experience, Search Marketing, Search Optimization and Social Media enthusiast.
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