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.

With high fuel costs, consumers practically demand a more economical and efficient car while maintaining modern features– the 2011 Fiesta is aerodynamically-designed for use. The 2011 Ford Fiesta offers the best of both worlds, reducing the financial burden of fuel costs and maintenance, while at the same time providing excellent control and excitement for the driver.

The 2011 Ford Fiesta is a sub-compact car that practically provides satisfaction with a 1.6-liter, 16-valve engine producing 119 HP and 109 lbs. ft. of torque; answering the driver’s need for speed and power. Weighing only approximately 2500-2600 lbs, the new Fiesta is a mini but only in size.

The sub-compact’s engine can be shifted to fuel economy while at the same time preserving car flexibility, adaptability, and easy handling. Along with easy handling, the vehicle offers a push-button start pad, adaptable steering wheels, and provides a sleek and smooth car that delivers the thrill of driving. The interior experience includes a class-exclusive 4″ multifunctional LCD display screen.¹ Other features offered to further spoil Fiesta owners are a cell phone inspired center console, front heated leather seats, SYNC® in-car connectivity system, and Intelligent Access.

The 2011 Ford Fiesta provides the satisfaction every driver dreams of: speed, flexibility of controls, adaptability, fuel economy, comfortable ride, easy handling, and revolutionized styling; meeting the driver’s need for both excitement and economy.

[1] http://www.fordvehicles.com/cars/fiesta/features/#page=FeatureCategory2

The 2011 Ford Fiesta promises to be something many American car buyers are not used to – a subcompact car with premium quality and features along with a fun-to-drive personality. Ford figured that telling the car’s story to Americans, especially to young and young-at-heart buyers, would take a special media vehicle. Ford chose social networking.

Other companies have used blogs and social networking sites like FaceBook, FlickR, Blogger, YouTube and Twitter to drum up interest in their products. The experienced users of those online tools can see right through the corporate message, though. Ford took a different road.

The company decided to put 100 European-built Fiestas into the hands of experienced social networkers and let them share their experiences with the car in their own ways. Ford is betting that people who get an early hands-on opportunity to drive the car will promote excitement about the Fiesta while also providing feedback to Ford’s engineering team. Thus, the Fiesta Movement was born last spring.

After putting out the word that it needed 100 “agents” to test drive the Fiesta for six months and express their views on social networking sites, Ford received more than 4,000 applicants. Those chosen began their six-month adventures with the Fiesta in April.

“It’s one thing to talk about the vehicle, but it’s another to put people into it and let them experience it,” said Connie Fontaine, Ford’s brand content and alliances manager.

The Fiesta Movement agents are a diverse group from many different backgrounds. They do have some commonalities: All are technologically adept, socially vibrant and eager to spread the word about their favorite experiences.

These are not social networking “dabblers.” Two agents have more than 30,000 MySpace friends; six are YouTube personalities with more than 20,000 subscribers; seven are bloggers with more than 100,000 views per month; eight have more than 2,000 FaceBook friends and 20 have more than 2,000 followers on Twitter.

Not surprisingly, most of the chosen agents are younger. Many are college students or recent grads, and some are either studying for or are engaged in careers in filmmaking, broadcasting and marketing.

Ford assigns “missions” for the “agents” to complete, asking them to document their adventures along the way. The Fiesta Movement “missions” fall under various categories including Travel, Adventure, Social Activism, Technology, Style and Design and Entertainment. One such mission was to “Find someone you know, or don’t, who has never been to the ocean in their life, drive them there, take pics.” Another requested that agents “visit a family member or old friend that you’ve been out of touch with for years.” In May, agents were directed to live without technology for a day – except for their Fiesta and video camera.

Anyone can follow the Fiesta Movement agents from the website, www.fiestamovement.com/.

Judging by results from the early missions, the word on the Fiesta is very good, indeed. In May, Ford Fiesta Movement missions took agents on a quest for Bigfoot, a visit to Mount St. Helens and driving a Fiesta until its gas tank was empty.

Agents traveled nearly a quarter-million miles across the country. For one agent, the total mileage was 11,700. Altogether, postings by the agents generated an astounding 4.6 million consumer impressions through various social media platforms including YouTube, Twitter and FlickR.

The 100 Fiesta five-door hatchbacks involved in the program were built in Ford’s factory in Cologne, Germany. Fiesta’s powerplant is a 120-hp 1.6-liter gasoline engine. The Fiesta, which is smaller than a Ford Focus, will be sold as a sedan and a hatchback.

If you think the Fiesta Movement agents are having fun, wait until you drive the Fiesta for yourself.

Gas prices are on the rise again, but there is a bright spot in that potential cloud. It’s called “Fiesta” and it’s coming to your local Ford dealer starting next year.

Ford already offers some of the most fuel-efficient models available today including the Focus and Fusion. (The Fusion Hybrid is the most fuel-efficient midsize sedan you can buy, EPA-rated to achieve 41 mpg city.) A new generation of passenger cars – largely engineered with help from Ford’s European operations – promises even better fuel economy yet with fun performance and premium features.

The first of those new models, the Fiesta, arrives in 2010. Noted car magazines have already driven the Fiesta and are giving it high praise for its engaging driving character, quality and comfort. Fiesta is no ordinary small car.

Car & Driver said after driving the Fiesta, “American drivers are in for a treat because this new Fiesta is probably the best-handling and most driver-friendly of all the world’s microcars.” The magazine also compared the Fiesta’s handling fun to the MINI Cooper, but with a more comfortable ride quality.

Motor Trend praised the Fiesta’s interior design and quality and also noted its zesty handling. “Overall highway comfort really is close to far more expensive stuff like, say, an Audi A3,” the magazine said, concluding, “The new Fiesta can’t arrive here soon enough, but it will be worth the wait.”

Meanwhile, Ford is also preparing a number of other fuel-efficient models, with details to be revealed in the coming months. From each of these new models, you can expect striking styling, lively performance, outstanding comfort and, of course, high fuel economy.

Well before the Fiesta arrives for sale, you may spot one in your neighborhood. Ford used the Internet to recruit 100 “agents” for its “Fiesta Movement.” More than 4,000 people applied. The agents, many of whom are college age, will each drive a Fiesta for six months and record their experiences on social networking sites such as FaceBook, Twitter, FlickR and YouTube.

The Fiesta Movement prescribes driving “missions” that fall under various categories including Travel, Adventure, Social Activism, Technology, Style and Design and Entertainment. One such mission was to “Find someone you know, or don’t, who has never been to the ocean in their life, drive them there, take pics.” Another requested that agents “visit a family member or old friend that you’ve been out of touch with for years.”

You can follow the program on http://www.fiestamovement.com/.

You don’t need to be an agent to try the Fiesta soon, though. Ford is bringing driving events to cities all around the U.S. To find a driving event in your area, click on the Ride and Drive tab at fiestamovement.com.

Even before Ford’s intriguing new passenger cars arrive, business owners and tradespeople will be the first to experience its new vehicle revolution. Arriving this summer, the Ford Transit Connect is a radically different kind of cargo van, one that uses much less fuel while offering greater driving ease and comfort. It happens to be a snazzy looker, too.

What’s so radical about it? The Transit Connect will hold up to 135 cubic feet of cargo (up to a 1,600 pound payload), yet is 10 inches shorter than the midsize Fusion Sedan and rides lower than traditional cargo vans. So, it’s a breeze to drive and park, especially in congested areas.

The Transit Connect is coming at the perfect time, too. It starts at just $21,475 and will return an estimated 22 mpg city and 25 mpg on the highway. Check out the new Transit Connect at www.fordvehicles.com/transitconnect/.

Ford isn’t just ready for the future; it’s leading the car industry into it.