Social Media Marketing Tactics from Ford's Scott Monty

Using SocMed to Pre-Launch a Car in the US

Larry Chase: I saw a statistic about the upcoming US launch of the Ford Fiesta. It said there's already 37% awareness among those in Generation Y, even though you haven't spent any money promoting it via paid media. How are you getting that kind of awareness without any media spend?

Scott Monty: The current number is 38% awareness of a vehicle that is not in the market, which is equivalent to the awareness level of vehicles that we have had in the market for two to three years.

Our 100 "agents" out there have produced over 700 videos total. [Note: "Agents" are the 100 people, called "Agents of the Fiesta Movement," whom Ford chose to drive a Fiesta and to blog about their experiences and create online videos.]

We've had over 4.8 million views of the agents' YouTube videos, over 600,000 views of their Flickr photos and over 3.2 million impressions on Twitter.

LC: How did you get the word out? Did you give these cars away?

SM: They were lent to people for six months. We did a grassroots effort where we used connections we had and connections our agency had and basically got the word out online.

We got over 4,000 applicants for those 100 slots. We narrowed it down, using a number of factors to determine whom we actually selected.

LC: What were your criteria for choosing them?

SM: We looked first and foremost at their ability to create a monthly online video, because that would be a requirement of every agent.

We looked at their "social vibrancy:" how connected they were across a number of social networks and how many connections they had within those social networks. We also looked at the geography of each person.

In reality, this is not just an online campaign. These people are out driving on the street. We needed to think about where they actually were around the country so that we had a pretty good spread out of home as well as online.

LC: How do people find out about these first-person videos about the Fiesta in the United States?

SM: We have aggregated them on FiestaMovement.com. As you can imagine, each of these agents has a significant social network. They all know people who know people who know people. It's a matter of word of mouth just working its way around.

LC: How many hand-raisers do you have for the Fiesta?

SM: We have 50,000 hand-raisers. Of those 50,000 people, 97% are currently non-Ford owners.

LC: How do they raise their hands?

SM: Either through the in-person experiences - in addition to the agents, we've had in-person drive experiences in various cities, so they can sign up there - or there's a registration section on FiestaMovement.com or the Ford Fiesta section of FordVehicles.com.

Cumulative Effect of Paid Media, Earned Media and Owned Media

LC: Tell us about the cross-pollination of Ford's digital media spend and how the social component is folded into that.

SM: We look at the social component through three forms of media: Paid media, earned media (blog posts, news items and whatnot) and our owned media, material that we produce on a regular basis.

If we can get the three of those interplaying together, it's going to have a much more powerful effect than relying on social as a grassroots, bottom-up kind of approach and relying on PR and paid ads doing their own thing.

LC: A lot of auto advertising has been there to support the decision to buy a Ford or GM product. Is that still the case, or are you looking now to reach out to people who are untouched by Ford?

SM: I think it's both. Take the audience we have for TheFordStory.com. It's people who want to see Ford succeed. Who are those people? We've narrowed it down to four groups: employees, retirees, dealers and enthusiasts.

For the average consumer, if we went out of business tomorrow, people would buy their cars from another manufacturer. But, to the people who have a vested interest in seeing Ford succeed, we want to help them understand what's important and why it's important and give them the tools to communicate to their own networks, to reach people who maybe are skeptics or who haven't heard the message yet.

Ford's Paid Listening Services

LC: How do you zoom out to get the 30,000-foot view of your efforts?

SM: We're a little early on in our monitoring services because a lot of it had been done patchwork. We've been consolidating our efforts so that from a financial perspective, we're not all over the place and our efforts are actually complementary rather than working at odds.

SocMed Puts Mustang Design Campaign into Overdrive

LC: Where else in the digital domain is Ford putting its media spend?

SM: We did a homepage takeover with Yahoo for the Mustang customizer for the 2010 Mustang, where people custom-create their own vehicle, colors, wheels and all sorts of whiz-bang things. We had over 750,000 custom Mustangs done.

People downloaded the wallpaper, screensavers and whatnot. They also could share their creations with their social networks. The share-ability extended the impact of that campaign.

Measuring the Social Media Investment

LC: How is Ford measuring its social media? Are they asking, "Are we getting a proper bang for the buck based on the amount of money we're paying Scott Monty and his staff and the time and attention of our employees worldwide? Are we getting more out of it than we're putting in?"

SM: I was the only social media staffer here for a year, so the notion of a global manufacturer having this huge effort is not necessarily the case.

Yes, we've had agencies support us, but ultimately, 90% of social media is just showing up, to borrow a phrase from Woody Allen.

A lot of the credit we're getting for social media is because we (Ford) are showing up. We're present.

Our social media activities are really geared more around awareness and changing perception and the broad end of the sales funnel rather than the narrow end. It's not that we put out a Tweet and we sell a car although we have had instances of it.

Humanizing Ford

LC: Somebody bought a car because of Twitter?

SM: In one Twitter conversation, one person says, "I only bought a Ford because of Twitter." And then he goes on to say, "I bought the Ford because my interest was piqued because of Twitter, and a relationship was created, and they make a great Escape." And then he responds to someone, "... They built a relationship with me, and I trust Ford."

Ultimately, we want to break through that barrier of trust. If you look at the Edelman Trust Barometer, it shows that 77% of people trust corporations less in 2009 than in 2008.

Whom do they trust? They trust third-party experts such as Consumer Reports and The New York Times, and they trust people like themselves.

This whole notion of humanizing Ford is to show consumers that there are people just like them at Ford who are intelligent, talented and passionate about the company for a very good reason.

Resource List

Follow Scott Monty on Twitter: @ScottMonty.

Read his personal blog, The Social Media Marketing Blog.

These are the Ford Websites and outside resources Scott mentioned in the interview:

• FiestaMovement.com
• FordVehicles.com
• TheFordStory.com
• MotiveQuest
• Edelman Trust Barometer
• Radian6