There are two fundamental challenges that marketers face today. The first is the fact that brands aren’t trusted as much by consumers as they once were. People value third party opinions (academics, analysts, the media) and input from people like them.They also put more importance on transparency and trust rather than products.
Global sharing is on the rise.
The second challenge is that with over 3,500 brand messages a day, consumers are barraged with information. How are we, as marketers, going to be able to break through?
Ford is different. It’s always been a very human company, starting with our founder, whose name is still on the logo today. That human approach has persisted through the company’s family ownership and still rings true today.
This ad was created under Henry Ford and was first seen in the January 1925 edition of the Saturday Evening Post. The company’s vision is simple yet broad and is founded on the notion that everyone should have the ability to be mobile and that the company that makes that possible on a grand scale also owes something back to the world.
We give our fans an opportunity to choose the content that matters to them. With over 70 Facebook pages around the world, in this simple “Pages” app on http://facebook.com/ford, people can see the collective size of our fanbase in one shot and they can scroll through the pages to find the ones that matter to them.
There are global commonalities to what people want: strong products, engaging content, the ability to have a say, the need for companies to speak and sound like them, and the need to be heard.
Doug drove awareness & familiarity of the 2012 Focus:39% of survey respondents were unaware of the 2012 Focus prior to seeing Doug videos38% are under 3026% are import ownersConversations across social channels also show we’re reaching a new audienceDoug also boosted consideration:61% of survey respondents reported lift in consideration (top 2 – “much more likely” or “somewhat more likely” to consider)30% of respondents say they are much more likely to consider a FocusOf those who would consider the 2012 Focus, 5% attributed their interest to Doug
Stefania Butler told us what she thought was wrong with the U.S. auto industry in a long rant, during a time when Ford was defending itself as we tried to separate ourselves from the other two U.S. automakers.
We invited Stefania and 49 of the most influential female bloggers from the 2009 BlogHer convention to join us at Ford’s Chicago Assembly Plant for a day-long event that included interactions with executives, engineers, futurists, and the men and women who build our great Ford vehicles. They even had a chance to get in our vehicles and test drive them.
This is the world cloud we collected before the day’s events began. It equated to only 27% of the attendees having a positive view of Ford.
This is the resultant word cloud at the end of the day’s events. That 27% figure increased to 96% of them reporting a positive impression of Ford after our activities concluded.
And Stefania herself began to rethink her position, with her network proceeding to be influenced. She even wrote a longer blog post than her first, titled “What Ford Motor Company, the Women of Ford and a Guy Named Larry Taught Me About Ford.” We turned a complete negative into a complete positive.
Alex Hultgren (Ford) iStrategy London 2012
Going Global: Ford’s Approach to Social MediaiStrategy London 23 May 2012 @AlexHultgren
A Global ChallengeSource: 2012 Edelman Trust Barometer
Back of all the activities of the Ford Motor Company is this Universal idea – a whole-hearted belief that riding on the people’s highway should be within easy The Ford Motor Company views its situation today less reach of all the people. with pride in great achievement than with the sincere and sober realization of new and larger opportunities for service to mankind.Ford’s Approach to Social Media
“The business that makesnothing but money is apoor business.” - Henry Ford
Social Purpose - a Business Decision “What we need is an integrated system that uses real-time data to optimize personal mobility on a massive scale… without hassles or compromises for travelers….and frankly, that is the kind of system that will make the future of personal mobility sustainable.”Bill Ford at TED 2011
Ninety percent of social media is just showing up.
Primary Places to Interact with Doug YouTube: Twitter: Facebook: • Home for campaign videos • @FocusDoug & @FocusJohn • http://facebook.com/focusdoug •2.4M views •2,600 followers (Doug + John) • 40,000 fans • .77% Engagement rate (Ford Focus = .26%) Blogs/Syndication: • Placement in 10 online sites (Autoblog, AdAgeDigital, Vehix) • +2M monthly visitors to the sites • Mentions of individual articles reached +400K through social channels
Results“More Doug.....finally something coming out of Fordthats worth watching.....smell my fingers.....LOL....”- youtube.com, March 26, 2011 “When I first started reading the article I thought it was a horrible idea then I watched the videos and I think its brilliant.” -focusfanatics.com – Mar 21, 2011 “Im hearing good things about the new 2012 Ford Focus. Looks pretty sharp and gets 38-40mpg. Some of the options are pretty nice too. 2012 Ford Focus is one of the best cars Ive ever driven.” - forums.macnn.com , Apr 18, 2011 “@SugarJones I love @FocusDoug also. I am hoping that I will get a FocusDoug puppet with my 2012 Focus when it arrives in a couple of weeks” - May 17, 2011
Results• Doug drove awareness & familiarity of the 2012 Focus: – 39% of survey respondents were unaware of the 2012 Focus prior to seeing Doug videos – 38% are under 30 – 26% are import owners – Conversations across social channels also show we’re reaching a new audience• Doug also boosted consideration: – 61% of survey respondents reported lift in consideration (top 2 – “much more likely” or “somewhat more likely” to consider) • 30% of respondents say they are much more likely to consider a Focus – Of those who would consider the 2012 Focus, 5% attributed their interest to Doug
Programs are important, but what about ongoing engagement?
Bringing Influencers InBlogHer Influencers @ Ford’s Chicago Assembly Plant