1. 03.27.2013 MOVING BEYOND IMPRESSIONS: QUALITATIVE ANALYSIS IN SOCIAL MEDIA Ammar Khan - @ammar_ammar

2. Ford of Canada’s Social Channels – Blog / YouTube Our content marketing hub 150-200 posts/year. 50-75 Videos. blog.ford.ca blogue.ford.ca YouTube.com/FordCanada

3. Ford of Canada – Social Channels: twitter / facebook Community Managers -Quick responses from 9-9 on Weekdays, 9-5 on Weekends -Thousands of interactions per community manager per year. 3 English French facebook.com/FordCanada facebook.com/FordQuebec twitter.com/FordCanada twitter.com/FordQuebec

4. METRICS: THE BASICS & OPTIMISING ACTIVITY The basics from owned channels and listening platforms: Social Impressions / Video Views Likes Favouriting rates People Talking About This Share rates / Retweets / Top Hashtags Commenting rates Dislikes Share of Voice (with Sentiment) Video Completion rates Help us Optimize: -The types of posts that will lead to the most social interaction and shares -The Best CTAs -Determine time of day to post for most interaction -How to cut our videos to maximize completion rates -Compare between activities. 4 Enough to Measure Success? -> Are we changing perceptions / generating advocacy?

5. The Need for Qualitative Research 5

6. Sample questions: Based from what you have seen from us in Social Media how likely are you to recommend us? (Indicator of Advocacy) Are you an existing customer of our brand? If not which competing brand are you a customer of? Based on what you have learnt about our brand in social media how has your perception changed? After following / friending us do you feel more familiar with our brand? Which products from our brand are you most interested in? What are we doing well today on Facebook? What would you like to see more of? To get enough responses for statistical significance use Paid media to generate traffic to your survey What Questions Should I be Asking about my Brand? 6

7. Survey Insights: Social Media is Changing Perceptions with Non-Ford Owners Likelihood to Recommend Vehicles based on Blog? Perception of Ford as a result of Blog Are You More Familiar With Ford Because of Blog? It’s not social media itself, it’s having a great product and brand story to tell with responsive customer service. Context: 66% of our blog visitors are non-Ford owners; 29% are repeat readers.

8. ZOMBIE ESCAPE – Measuring the Effectiveness of Content 8 Did this fun video improve opinions of the All-New 2013 Ford Escape? Video Launch Link

9. Questions? 9 Ammar Khan - @ammar_ammar