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Showing posts with label Ford social media. Show all posts
Showing posts with label Ford social media. Show all posts

August 21, 2011

Ford's Social Media Initiative Targets "Millennials"


The millennials are coming, and few businesses are prepared. For Ford, millennials which the car maker describes as people between the ages of 16-32 are a challenging proposition. Never mind buying a car this generation is getting drivers licenses later, and less often, than previous generations

The “Millennial Generation” also known as Gen Y includes those born between 1982 and 2001 (numbering approximately 80 million individuals in the U.S. alone). This generation outnumbers the baby boomers and is just entering the workforce now, while the bulk of the group will reach adulthoodin the next decade.

But when it comes to Twitter,Millennials are over-indexing.Twitter’s director of sales marketing, Shane Steele, citing third-party research, said 55% of the Twitter audience is made up of Millennials,compared to 40% of the rest of the internet. Ford has worked with Twitter to reach the social-media savvy set for years, having had a strong presence on Twitter since July 2008.
"This group of consumers is an incredible market opportunity, but the way that millennials interact with brands is totally different from earlier generations," said Sheryl Connelly, global consumer trends and futuring manager at Ford Motors.


On Twitter, Ford  is specifically trying to to target them and also observe glimpse at the millennial mindset and figure out what this generation wants, likes and needs from its products. Their use of technology is one of the defining characteristics of this generation. In fact, Gartner refers to them as “digital natives” because technology is embedded in their lives. They have truly never known life without the Internet and mobile phones.


According to Ford The old marketing message showing off the engine, the speed, the car body itself is not working for this  new generation. Millennials are not as interested as baby boomers were in a car as a status symbol. The car for them is about basic transportation but adding technology to the car turns the car into a "lifestyle enabler.

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.
Facebook
Twitter
YouTube
Flickr
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

March 28, 2010

Lessons from Social Media at Ford Motors





At a time when the auto Industry in US is not going through a not so pleasant times .. Its heartning to see how social media has been taking a center stage at the beleaguered giants strategic execution. One man who has made a difference among its other competitors, including Chrysler and General Motors is " Ford social media and digital head", Scott Monty. Scott Monty 's single largest objective is to make the Ford Brand digitally more enhancing and more visible .. and make sure that users are empowered to talk and interact with the brand, rather than the company doing all the talking.

One of his jewels in online strategy was a campaign and contest which involved promoting the Ford Fiesta across online audiences. Ford ran a contest across social media channels,like Youtube, facebook, Flickr,and Twitter where he encouraged users to share their experiences and opinions on Ford.. out of which the top 100 most socially vibrant individuals who were then selected to test drive the European version of the Ford Fiesta before it was launched across the US.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.

Ford realised that instead of them doing the talking at the social media it would be more acceptable to let the Ford users do the talking via their uploads at youtube and facebook or twittering their feedback to their followers ... A classic case of influencing influencers

In terms of exposure, the Fiesta Movement YouTube channel garnered over 9,000 views, with some individual clips getting well over 150,000 views each. Altogether, the company said the drivers created over 4.6 million worth of impressions (across YouTube, in their blogs and tweets) for the brand. Meanwhile, driver Natalie Neff got into a major accident—though she lived to rave about how the car’s construction had actually saved her life. And Jody Gnant got pulled over by the cops one day—just so they could check out her new ride .

This led to the creation of the Ford Movement, where content about Ford Fiesta was Aggregated ( without editing any of the posts)Check out their site here : Ford Fiesta Movement (Read the Great summary on Jeff Bullas’s blog)

This contest and the viral mention it got across the mainstream news papers and TV channels including users mentioning it at their blogs and facebook pages could never have been achieved without even a $million marketing spends.

In terms of Viral Buzz this is what the Campaign had generated
  • 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
As Jeff Bula points out at his Blog Fords model “Fusion” doesn’t have that awareness even after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)