I have written often in this blog about what Ford has done with social media – especially since the government bailouts for the big 4 and Ford choosing not to take the money. With Scott Monty – touted as a social media leader especially via Twitter – Ford Fiesta is getting it right!
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Happy New Year 2010! We here at SHARE would like to wish all of you an abundant and prosperous year. And I’d also like to thank all of you who have  voted for us (via Fuel Lines) to help us become social media ad agency for the month of December 2009. Voting continues until tomorrow so keep those votes coming!
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In my last several posts I have provided case studies and all sorts of information about why your company needs to engage in social media. I would be remiss if I didn’t show some results. I wrote about the Ford Fiesta campaign where they gave 100 people Ford Fiesta cars for 6 months and asked them to blog, tweet, participate on Facebook and Youtube about their experiences. Ford—at the onset of the fall of the American Auto industry—dove right in and took the lead in terms of their use of social media. They are living proof (virtually speaking) that by integrating social media tools into your marketing strategy, you not only can successfully build a brand but also extend your reach. Letting the customer own the relationship and share that with others, leverages the credibility of a product or service in a way that the company itself just cannot do.
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I have been driving the same car for the last 10 years and for those that will ask what kind it is, the answer is a Honda. This is the second one I have owned. I bought cars late in life due to the many years I lived in NYC and did not need a car. This car has been low maintenance—only a regular oil change needed. You can’t ask for more than that in a larger ticket purchase. Today during a lunch with a colleague, she said to me (who incidentally was driving Toyota) that she would go back to Honda or Toyota. Although they may not be the most exciting vehicles, she knows what she will get: a car that will actually start in the dead of winter and is safe and reliable.  Of course, the “what if game came up“. What if you could choose any type of car now and it would be given to you no questions asked. I’m sure we all have an answer to that!
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Ford is leading the pack when it comes to finding ways to engage their consumer. They have just created a campaign where they are selecting customers to be given a Ford Fiesta car and in return, have them blog about their experiences with the car. It is this kind of creativity, brand building and viral marketing plan that allows the customers to not only engage—but actually become the brand evangelist and brand ambassador for the company. They now have the opportunity to direct the messaging in a way that empowers them.
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