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(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.


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

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Facebook
Please consider reading, Engage!: It will help you find answers to your questions…

Get Putting the Public Back in Public Relations and The Conversation Prism:

38 COMMENTS ON THIS POST To “(R)evolution: Scott Monty Steers Ford to Social Relevance”

  1. Gene says:

    Interesting how the more “Transparent” a company becomes, the more engaging Facebook Fans become. Most companies still have trouble opening up to other people and businesses. There is a level of trust business owners must obtain and its not coming easy, it seems with time everyone will be accepting of this new technology. Brian your right, “Engage or Die!”

  2. Great vid. I've had the pleasure of talking a few times with Scott via Twitter and he's always been an incredibly engaging guy.

    What stuck out the most to me about the interview (though it wasn't touched on for very long) was the important of personal branding in today's social media culture. Hands down one of the most important things you can do to help you success in this culture. When people can attach a personality with a voice ahead of time, it makes the voice speaking to you that much more powerful and trusted.

    Thanks for giving us another great vid Brian.

    • briansolis says:

      Thank you Cristian…Indeed it's an important topic. In fact, we had to cut about 10 minutes of footage on that very subject. Perhaps we can run it as an additional installment.

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