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February 20, 2011

How Ford Is Using Social Media

Ford  was probably the first " Auto  Majors" to hire "A Head of Social Media " ( Scott Monty) and put in a place put in place a Social Media strategy including multiple Social Media channels.
one of Ford's Biggest and successful social media “Jewel in the Crown” is the Ford Fiesta Movement that involved selecting 100 socially vibrant individuals who were provided with the European version of the Ford Fiesta 18 months prior to it being manufactured and released in the USA. These socially media aware fanatics were encouraged to share their experience with the Ford Fiesta over the 6 months on their Blogs, Twitter, Facebook, Flickr and YouTube channels.

The 5 secrets to Fords Social Media Marketing Success
  1. People trust corporations less so with the rise of social media , Corporates needs to talk to them as fellow users and not as Manufacturer
  2. Reached out to those who are listening and let them do the talking for you and to connect with people like themselves
  3. Run a competition involving Social Media eg.. To be selected to drive a Ford Fiesta for six months – select 100 of those who are “socially vibrant” such as Michelle McCormack ..view her application on YouTube.
  4. Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it!
  5. Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz
  6.  Get the "Buy In From senior Management / and or  "“Get On Board” the executive team and the board of directors
The Ford Social Media Results

  • 11 million Social Networking impressions
  • 5 million engagements on social networks (people sharing and receiving)
  • 11,000 videos posted
  • 15,000 tweets.. not including retweets
  • 13,000 photos
  • 50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those don’t currently drive a Ford vehicle
  • 38% awareness by Gen Y about the product, without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).

Source : Jeff Bula Blog