Scott Monty. Global digital and multimedia communications manager for one of the biggest companies in the world and Sherlock Holmes fanatic. He’s also partial to a spat or two in public.
If there’s one person anyone in media jobs should be paying attention to it’s Scott Monty. He’s the guy in charge of social media marketing for Ford Motor Company and has been described by Ford CEO Alan Mulally as ‘a visionary’, while he’s also been referred to as ‘an unstoppable force of nature’ and ‘the best corporate social media lead on the planet’. Praise indeed. But as you will discover, Monty is not a humble man, and nor does he favour hiding his light under a bushel…
Towards the end of 2012, General Motors, Ford’s arch nemesis announced it would be pulling the plug on its $10 million Facebook ad budget. Rather than keeping quiet and maintaining a dignified silence, while beavering away and making headway as his fiercest rival slunk off the edge of the digital landscape, Monty seemed more than happy to stick the knife in. And give it a twist.
He has nearly 90,000 followers on Twitter, and they all read this: “It’s all about the execution. Our Facebook ads are effective when strategically combined with engaging content & innovation.”
He’s also not afraid to have a bit of fun at the expense of his corporate buddies. One of his famous quips became ‘most tweetable quote’ at last year’s BusinessInsider Social Media ROI Conference. The quote went something like this: “What’s the ROI of putting your pants on every day? It’s hard to measure but there’s negative consequences for not doing it.” A neat analogy as I’m sure you’ll agree.
What Monty says is interesting. His content is engaging. And that’s why he’s so good at social media marketing. He also adopts what he calls the ‘Woody Allen’ approach to social and states that 90% of it is simply turning up. Being where the customers expect you to be.
“You need to be where people expect you to be,” he said. “And a while back we would see people tagging us with that “@” symbol and “Ford” after it on Twitter whether or not they realized we had an account.
“It could be on programs that we were sponsoring or during sports events or commercials. They would tell us exactly what they thought. And then when Ford actually replied it would blow them away that a global company would be paying attention, and then taking the time to actually respond to them.”
What Else Is Monty About?
Scott has a Master’s in Medical Science from Boston University’s School of Medicine at the same time as he completed an MBA from BU’s Graduate School of Management and prior to joining Ford he worked for strategic marketing firm Crayon.
As well as conquering social, Monty is also obsessed with fictional, London-based detective Sherlock Holmes and has two blogs dedicated to the super sleuth ‘The Baker Street Blog’ and ‘I Hear of Sherlock Everywhere’.
He publishes his musings on PR, advertising and marketing in his own blog ‘The Social Media Blog’ which sits on his website www.scottmonty.com. He also writes regularly for a number of news and business publications and is in regular demand as a public speaker, although history would dictate that anyone thinking of engaging his services would be wise to agree what he’s going to talk about before he takes to the stage!