While I was not stunned to learn that Scott Monty is leaving Ford, I was more taken aback by Shel Israel’s view, which he’s been talking about on Facebook, that Monty’s departure is part of a larger trend, a trend of social media innovators and rock stars leaving large companies.
With the US still a major figure in the global automotive industry in both production and consumption, auto makers are among brands specifically targeting the Hispanic market. And with good reason – in the US, this group accounts for 20% of new vehicle sales. Here, I turn the spotlight on Ford and Toyota.
There are several major approaches to the use of social media in marketing. You can be focused on just maintaining the brand, or you can create a big splashy campaign that draws a lot of attention. In the best of worlds, you can work with communities, influencers, or a content-focused approach.
Content is playing a key role in Ford's strategy. As Scott Monty told me, "our marketing is moving away from a campaign mentality, to an 'always-on' mentality. That requires a lot of content." Their experiments are providing us with case studies and templates for successful approaches to what is at the heart of the social media revolution.
Just two days prior to Facebook’s IPO, peculiar as the timing appeared, General Motors (GM) announced it would be pulling its $10 million advertising from the social networking behemoth (approximately 5% of Facebook adjusted 2012 revenues), with automaker marketers arguing GM wasn’t seeing the ROI reflected in vehicle sales. The kerfuffle surrounding GM’s announcement resulted in a single day spike May 16th in GM social media conversations, according to NetBase analytics.
I have always had this philosophy that a social business enables a brand to communicate more effectively with customers, partners, employees etc. and as Peter says “scale” programs such as Ford’s initiative earlier this month. That being said, a natural conclusion of Ford being a social business is that their external engagement initiatives are second to none.
The ford explorer campaign has been getting a lot of attention... this is how well it's doing according to John Bell, Managing Director of Ogilvy 360, who along with Team Detroit, created and managed this campaign with Ford.
Listen to Scott and I talk about the campaign in this exclusive interview! It’s hard to go anywhere today on the web and not get the news that Ford is “revealing” its latest version of the Explorer, the SUV that practically launched the category many years ago. Social Media Today checked in with...