Comments on: Ford About To Test The Limits Of Social Media Branding

By: London

London — Sun, 19 Apr 2009 01:50:01 +0000

I think it is a great idea for Ford. It sounds like they have 'vetted' the team to a large extent so I am sure they will act in Fords interest. Prepare for the car to be all over the web, that is a very large team to have working for you….of course if what they produce is any good then you can multiply that exponentially up into the millions in the online world.

By: homepage

homepage — Tue, 14 Apr 2009 03:11:17 +0000

Good for Ford… they might be the only US automaker if GM and Chrysler don't get their act together.

By: Scott Monty

Scott Monty — Fri, 10 Apr 2009 23:41:02 +0000

Michael,

We not only used characteristics of online social vibrancy to select our agents, but we also looked at geographical dispersion. If you go to http://www.fiestamovement.com, you can browse through the agents based on their proximity to you.

In addition, we'll be taking 40 Fiestas around the country between now and the end of the year, hitting 100 cities and attempting to get 100,000 people in the vehicle for test drives/rides. Not to mention that the agents will be taking their vehicles out in public locations and sharing the experience offline.

So yes, we thought it through on a number of levels.

By: Carrie Watkins

Carrie Watkins — Fri, 10 Apr 2009 23:20:22 +0000

I wonder if those 100 bloggers will have more of a reach than we might think. I actually already heard about this from a blogger who doesn't drive much (lives in NYC and travels a lot) but he took a test drive anyway. He included his thoughts in a enewsletter that goes to almost 20k people across the county.

I drove a Festiva in high school and college, and will post the link on my Facebook page for all the people who knew me while I drove it (the new design is much nicer than my beloved "box on wheels"). I only have 150 friends on FB, but I could easily see where the reach of this project could be exponential if even a handful of other people who received that enewsletter did the same thing, not counting those other 99 bloggers.

By: Michael Sommermeyer

Michael Sommermeyer — Fri, 10 Apr 2009 22:19:52 +0000

Ford has limited the risk of finding hateful content about the Fiesta by hand-selecting the 20-somethings testing the cars. That gives them a major advantage over the Tahoe scheme, which backfired for numerous reasons, including anyone with dislike for the Tahoe could express their dislike.

I agree the sample may be too small to do much good. Unless of course, the group of 100 is concentrated in the Top 5 markets, with a handful rounding out the other markets. Scott, did you consider top population centers for 20-somethings as well, or only strength of social networks? I would be interested to also see how you capitalize on their reviews, videos and other postings to generate buzz in the more traditional media.

By: Travis Sheveland

Travis Sheveland — Fri, 10 Apr 2009 21:46:52 +0000

Ford has nothing to fear !! The New Fiesta is fun and Sporty !! If people do their research, they will end up on Ford's doorstep more often than not!! Look at the new Fusion Hybrid !! 41 MPG !!! Are you kidding me !!! Look out Toyota !! And if you look at JD Powers dependability report, Ford is way up at the top!!! Toyota and Honda are lower !!! Everyone needs to open their eyes to what Ford has to offer !!! More bang for the buck, and dependable!!! I would love to be part of this test market !!! The New Fiesta Looks Sweet!!!!!

By: pamela mac

pamela mac — Fri, 10 Apr 2009 21:35:53 +0000

I think its brilliant. GM right now has commercials talking about how they're making changes yet they show a bunch of big cars & SUVs. Gas is going to go back up and people care about how bad these big vehicles are for the environment. Give a bunch of cool people a chance to show what a great gas& enviro saving car Ford can produce. I say Bravo hope it works!!!

By: Haus Verlosung

Haus Verlosung — Thu, 09 Apr 2009 23:41:49 +0000

I always thought that the Fiesta is Ford's product that is only sell in Europe. Never mind! The marketing gag is really risky but what should they do when Ford is in a fight to the death?

By: Robert Lönn

Robert Lönn — Thu, 09 Apr 2009 23:36:28 +0000

This will be so cool to follow. I am quite sure that this is the right thing for them to do. If it backfires they can probably save it somehow. But if it becomes a success(which I am sure they can affect if they pick the right people and give the right kind of assistance.), they will be riding a very cheap wave that they can spin a very long way.

By: Nuri Djavit

Nuri Djavit — Thu, 09 Apr 2009 20:47:02 +0000

I think the comparison to the Chevy Tahoe debacle is poor. The Tahoe is a rubbish vehicle even if you don't consider the inefficiencies it represents. The Ford Fiesta, however, is a tried, tested and awarded platform in Europe – where Ford generally enjoys a much higher profile than in the US. So, it's no where near as risky and highly calculated. I think it's important for brands to show that they can stand behind their products, and this is a highly credible one. I believe Ford as a great opportunity to eclipse it's ailing competitors in Detroit.