One of the US ‘Big Three’ automakers, the Ford Motor Company is recognized in the broad marketing community as a pioneer in using social media effectively as part of its strategic and product-supporting communication activities that directly support the company’s business objectives.

In the United States in particular, Ford has embraced social media tools such as Facebook, Twitter and blogs as well as outreach to influencers. But what about elsewhere in the world, outside North America? How has Ford embraced social media in its marketing? What has been their experiences? And what is coming next?

In this FIR Interview, co-host Neville Hobson talks with Scott Monty, Ford’s Head of Social Media, and Paul Thomas, Vice President Marketing for Ford of Europe, on the picture in Europe.

The conversation includes a contrast in what Ford is doing in North America in social outreach and engagement with what’s going on in Europe; the state of the auto industry in Europe and what engagement with customers and others might look like in the future; how technology is rapidly changing the motoring experience, (putting Twitter in cars, for instance), and more.

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[Related: FIR Interview: Scott Monty, Head of Social Media, Ford Motor Company – December 11, 2008]

About our Conversation Partners

Currently on the staff of corporate communications in Ford Motor Company, Scott Monty heads up the social media function 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 business.

In addition to his consulting and agency background, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in numerous news and business publications, on a variety of podcasts, and on national television. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events.

Scott received his Master’s in Medical Science from Boston University’s School of Medicine concurrently with his MBA from BU’s Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

Paul Thomas is Vice President Marketing, Ford of Europe. He has responsibility for all of Ford’s pan-European consumer advertising and product marketing communications, vehicle pricing and production programming. He is based at Ford’s technical development center in Dunton, Essex, England.

Paul was previously Managing Director of Ford of Britain. During his career, he held a number of sales and marketing posts covering a wide range of responsibilities within Ford of Britain, Ford Credit and Ford of Europe. He joined Ford as a graduate trainee in 1974 with a BSc in mechanical engineering from City University, London.

Paul is married with two children, and lives near London.

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)