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Showing posts with label Scott Monty. Show all posts
Showing posts with label Scott Monty. Show all posts

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)