Case Study: Ford & Social Media

Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results…


Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results…

  • Ford achieved market share growth for first time since 1995
  • In a March 2010 Bloomberg poll, Ford had taken over the U.S. as the most popular automaker.
  • #1 automotive brand in Vitrue’s Social Media Index
  • After experiencing Ford through our social media engagement, influencers purchase consideration rose to 89% (from 29%)

http://blog.ogilvypr.com/portfolio/can-a-traditional-marketer-turn-influencers-and-consumers-into-vocal-believers-at-a-time-of-crisis-via-a-comprehensive-enterprise-level-social-media-strategy/

Autor: Gabriel Catalano - human being | (#IN).perfección®

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