Ford has certainly been a Big Three standout, especially as the only one of the three that has not gone through bankruptcy restructuring. But Ford is also very different in how they approach the Web and online communication. The way in which the company has embraced technology and social media has helped real people share their experiences with Ford products in an all-new way, paving the way for a real emotional connection to the brand.
One method for opening up communication with existing and potential customers is through blogging. Blogs such as The Ford Story have not only been a successful outlet for Ford news and unique stories about the company, but it has also been a forum where consumers can make their ideas and opinions be heard. The site also focuses on important areas that Ford wants to highlight, including the company’s overall plan and progress, quality, green initiatives, safety, and smart technology – all of which is also important to consumers as well.
Another important website for Ford is the Fiesta Movement. To build anticipation for the upcoming 2011 Ford Fiesta, 100 lucky people were selected to drive the cars for six months and share their experience via blogging and social media. Giving consumers the ability to promote what they really think about the car day after day is a bold step for Ford, and it also says plenty about the Fiesta’s quality and Ford’s confidence in the product ahead of its official release. It also doesn’t hurt that Jeremy Clarkson seemed to really enjoy the Fiesta either.
Ford can now be found everywhere online. From YouTube to Facebook to Twitter, Ford is not just present on prominent social media properties, Ford is an active participant. Ultimately, this reflects on their products as they’re giving consumers more opportunities to be heard, and obviously what people are saying isn’t always good and that’s not a bad thing. The company’s social media activity is a good model for other automakers and car dealers as well. Today’s auto market and today’s consumers are very different from just a few years ago, and connecting with consumers socially appears to be an increasingly important step to create trust and sell more cars.
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Hey, thanks for noticing our activities. While we haven’t accomplished as much as we’d like, we’re constantly improving and looking for ways to innovate. Through a lot of active listening and participation out on the social web, we’ll certainly be able to move forward with consumer needs in mind.
Scott Monty
Global Digital Communications
Ford Motor Company
@ScottMonty
Scott, thanks for the comment. It seems that Ford is picking up steam online judging from published data sources and from the general buzz in social media. What stands out about the Fiesta Movement initiative in particular is that is shows that Ford truly “gets” social media, which is rare. I look forward to seeing what effect this will have when the Fiesta is launched, and I for one also look forward to future social endeavors from Ford.