I think there is a consensus in the automotive industry that Ford is doing the best job of the OEMs in leveraging social media to drive excitement and mentions of their products. From the super-successful use of social experimentation during their 2009 Fiesta Movement, to the 2010-11 social promotion known as the Ford Global Test Drive, it is clear to me that Ford is doing more than just checking a box when it comes to social media. Ford, you see, is clearly focused.
In case you didn???t read about it, the Ford Global Test Drive allows anyone worldwide to submit a test drive application via Facebook to attend a special test drive event in Europe for the new Ford Focus. Additionally, participants will receive $10,000 towards a charitable cause.
Like the Fiesta Movement, this program is pure genius for a number of reasons. Here are a few of my thoughts on why this will be a huge success (again) for Ford:
1. Ford is clearly targeting just online influencers (people who influence others through their online writings, followers and/or networks). This is a critical step for any online social promotion or social experimentation endeavor. The chosen influencers are expected to share their experiences online via their own blogs or social networks, and because it will be an honor to be chosen, the influencers are certainly going to say great things about the Focus.
2. Ford is tying in a charity component. Even if the Focus event disappoints ??? which I doubt very seriously that it will ??? Ford is donating $500,000 to local charities on behalf of the influencers. How in the world could an influencer say anything but gushing comments about Ford and the Focus after receiving $10,000? Just not possible.
3. Europe and the new car smell. Fly me to Paris, keep me in a nice hotel and sit me in a new car and I will no doubt be very, very impressed ??? regardless of the Make/Model. Ask me to tell others how I feel and I will post great things every five minutes to Facebook, Twitter and anywhere else you want.
Other OEMs (especially those who think that beating their dealers over the head to get Facebook links on the dealers??? website homepages is a good overall social media strategy) should take note: Ford???s latest social media excursion (like the Fiesta Movement) appears to be goal-oriented, effective and above all else (excuse the pun) Focused.
For dealers, I think the greatest lesson one can take from the Ford Global Test Drive is this: Have a well-defined goal for everything you do with social media. Whether it involves building your fan base, posting and tweeting, or placing Like buttons on your website, all of your social media endeavors should have a purpose (and of course, be Focused, as well).
Good selling!
In case you didn???t read about it, the Ford Global Test Drive allows anyone worldwide to submit a test drive application via Facebook to attend a special test drive event in Europe for the new Ford Focus. Additionally, participants will receive $10,000 towards a charitable cause.
Like the Fiesta Movement, this program is pure genius for a number of reasons. Here are a few of my thoughts on why this will be a huge success (again) for Ford:
1. Ford is clearly targeting just online influencers (people who influence others through their online writings, followers and/or networks). This is a critical step for any online social promotion or social experimentation endeavor. The chosen influencers are expected to share their experiences online via their own blogs or social networks, and because it will be an honor to be chosen, the influencers are certainly going to say great things about the Focus.
2. Ford is tying in a charity component. Even if the Focus event disappoints ??? which I doubt very seriously that it will ??? Ford is donating $500,000 to local charities on behalf of the influencers. How in the world could an influencer say anything but gushing comments about Ford and the Focus after receiving $10,000? Just not possible.
3. Europe and the new car smell. Fly me to Paris, keep me in a nice hotel and sit me in a new car and I will no doubt be very, very impressed ??? regardless of the Make/Model. Ask me to tell others how I feel and I will post great things every five minutes to Facebook, Twitter and anywhere else you want.
Other OEMs (especially those who think that beating their dealers over the head to get Facebook links on the dealers??? website homepages is a good overall social media strategy) should take note: Ford???s latest social media excursion (like the Fiesta Movement) appears to be goal-oriented, effective and above all else (excuse the pun) Focused.
For dealers, I think the greatest lesson one can take from the Ford Global Test Drive is this: Have a well-defined goal for everything you do with social media. Whether it involves building your fan base, posting and tweeting, or placing Like buttons on your website, all of your social media endeavors should have a purpose (and of course, be Focused, as well).
Good selling!
