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Ford Fiesta Movement Social Media Campaign Value

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Insight into the success of Ford's Fiesta Movement Social Media Campaign.

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Ford Fiesta Movement Social Media Campaign Value

  1. 1. 2011 Ford Fiesta<br />Social Media Marketing Campaign<br />Fiesta Movement, Chapter 1<br />May – November 2009<br />Dam Le<br />Social Media Marketing & Management<br />Schulich School of Business, York University<br />
  2. 2. 2<br />http://www.netcarshow.com/ford/2011-fiesta/<br />
  3. 3. 100 people receive a Ford Fiesta<br />Socially-vibrant ‘Agents’ digitally capture experiences and share through social media sites<br />Agents are to complete monthly missions<br />Ford is aiming at the Millennial cohort<br />Each agent to create a social media conversation<br />Deliver message through a broad spectrum of media<br />3<br />http://media.ford.com/article_display.cfm?article_id=29911<br />
  4. 4. 4<br />http://www.facebook.com/fordfiesta<br />
  5. 5. 5<br />http://www.flickr.com/photos/fiestamovement<br />
  6. 6. 6<br />http://chapter1.fiestamovement.com/<br />
  7. 7. 7<br />http://twitter.com/fordfiesta<br />
  8. 8. 8<br />http://www.youtube.com/user/FiestaMovement<br />
  9. 9. Social Media Campaign<br />Over 1.0 million miles driven<br />3.0+ million twitter impressions<br />37% awareness of the Ford Fiesta<br />117 million consumer engagements<br />50,000 interested potential customers<br />60% vehicle recognition in Ford’s survey <br />11 million social networking impressions<br />Golden Effie for the Ford Fiesta Campaign<br />http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm<br />http://mashable.com/2009/10/02/fiesta-movement-numbers/<br />9<br />
  10. 10. What’s next?<br />Spend 25% of marketing budget on digital and social media<br />Launch a campaign using traditional media<br />Adapt SM campaign for new Ford Explorer<br />Take the digital and social media campaign for Ford vehicles global<br />Monitor frequency of mentions in social media<br />Fiesta Movement 2 begins December 2009<br />10<br />http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_25_of_marketing_on_digital_and_social_media.html<br />
  11. 11. 11<br />Brittani Taylor – AGENT 21<br />Socially networked Millennial<br />Actress, artist, and cupcake fanatic<br />Enjoys long walks on the beach, and sunsets<br />Lives in Los Angeles, California, USA<br />http://chapter1.fiestamovement.com/agents/21<br />
  12. 12. Ford Fiesta vs. Lamborghini Gallardo<br />YouTube Video Link<br />12<br />

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