Ford has without a doubt been active in the social media scene lately. The Ford Explorer Reveal on Facebook and the Ford Fiesta Movement are clear indications that this is the direction Ford is choosing to connect with their audience.
Facebook Reveal – First Ever To Reveal Online
Ford was the first car maker to reveal to the public the first glimpse of a new vehicle to an online audience. They utilized Facebook, the largest social networking site which has grown to over 500 Million users, to debut their 2011 Ford Explorer.
The purpose for utilizing sites like Facebook are to encourage a dialogue and give people a good platform to discuss and evangelize what they see being attractive about their cars.
People having a live discussion is an extremely valuable opportunity to spark curiosity and build excitement around certain topics. Not only is Ford able to have a great discussion with some of their most popular fans, they also gain feedback and gather product suggestions that they may have not been able to gain otherwise.
2011 Ford Fiesta Movement – Designed and Developed For Customers
“Fiesta was developed with customers, not just for them,” said Derrick Kuzak, group vice president for global product development. “Fuel economy, spirited performance and efficient use of space are universal desires, across global markets – and Fiesta delivers.”
The anticipated new Ford Fiesta arrives in North America with strong consumer awareness, thanks to the Fiesta Movement program. With 100 social media mavens chronicling their experiences of driving European market Fiestas on American roads, Fiesta has generated more than 675,000 Flickr views and more than 5.5 million YouTube video views.
The Ford Fiesta Movement recruited agents who were given a Ford Fiesta to drive for 6 months. This took place months before the Fiesta would be made available to the public.
Ford pays for the gas, creates the contests where the top prize is a Ford Fiesta. They are now letting the agents create their own forms of advertisement to promote the vehicle, and may select some of the ideas to incorporate into Ford’s actual marketing initiatives.
Social media is changing how people learn about new technology. They listen for ways other people react to products, and use this in their decision making process. By allowing social media influencers, or agents get their hands on the product, a more realistic review of how these vehicles suit their lives will be the result.
