- The Story of Lisa’s Career
- Human Marketing
- Paid Social Media
How did you know that you wanted a career change and to move into marketing?
I think I just knew, and the more I did, the more I really knew! Dipping my toe in the marketing waters was in a product marketing role and so I was still very much part of the product development process and how we develop new vehicles for market, it was just in a slightly different role. So it really was like a soft landing and easy transition from an engineering role. My engineering roles were also at the attribute level and how the systems would come together for the consumer experience vs. working on a section of the suspension! I was always at that consumer level so it was easy to move over to the marketing side. I’ve had so much satisfaction in my career since making that switch because I still have that background or know who to call to solve a problem but now it’s about diving into the marketing side of the business and how to push to move us forward.
What is Ford’s approach to social media in general?
Social is a solid part of our digital strategy. From the early days, we jumped into social head first because we recognized the opportunity it presented, allowing us to get into an area where you can cultivate a community, speak to consumers and really understand what drives people. What was easy to see early on was that the fans and community we were building loved it and the interactions we were having with them. I loved the way that Ford embraced these channels and platforms as a way to really cultivate a relationship with our community. Now the platforms have changed and improved so much that the opportunities presented have evolved along with our narrative as a company and the solutions we are able to provide.
Key Sound Bites
-“Make sure your messaging across departments is balanced and flows – think of it like ‘water skis’, they should stay parallel and never cross!”
-“What was easy to see early on was that the fans and community we were building on social loved it and the interactions we were having with them.”
-“Be a human marketer – avoid silos and disconnected messages.”
- Company Website: http://www.ford.com/
- Company Twitter: @Ford
- Personal Twitter: @LNSchoder
- Personal LinkedIn: https://www.linkedin.com/in/lschoder/
- Company LinkedIn: https://www.linkedin.com/company/ford-motor-company