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Social Media Marketing: without skills is not going anywhere (No Skills No Party Blues)

I take inspiration an interesting article by David Lux \u200b\u200bon the experience of American Ford on social media for the promotion of Fiesta.

David writes: ".. Ford has embraced social networking Rather Than taking a traditional marketing approach to drive buzz. Without breaking the bank or burning through massive media budgets, Ford was able to promote the Fiesta nameplate, gain traction with consumers, and get people to connect with the Fiesta in an all-new way. Best of all, the excitement continued to brew months before the Fiesta had even been unveiled.”

Ford ha avuto in questa circostanza il coraggio e la necessaria convinzione per puntare con decisione e coerenza su una campagna di social media marketing articolata su YouTube, Flickr, Twitter, e Facebook. 

L’attività di Ford si è incentrata sull’iniziativa Fiesta Movement:  “..The Fiesta Movement Promotes the small car through 100 "socially connected trendsetters Referred to as Agents That Have Been driving Euro-spec Fiestas and taking part in monthly themed" missions "such as volunteerism, adventure, and style and design. Each Of These agents Discusses Their missions and Their experience with the Fiesta through social media

Through this coordinated approach Ford has generated 6 million views on You Tube, Flickr 740,000, and more than 3.7 million on Twitter. And 80,000 customers have already raised their hand to book a Fiesta. According

Scott Monty, Director of Social Media in Ford, …”Social media is “common sense” , but he also notes it’s important to listen – perhaps more so than talk . Opening up a Twitter account is so easy that car dealers often yield to the temptation to tweet inventory or specials, which honestly is a quick way to lose followers. Regarding the tendency to sell on Twitter, Monty says, “Just because you can, doesn’t mean you should.” It’s a valuable lesson that more dealers are realizing.”

Insomma, quel che occorre sono una reale valutazione delle potenzialità dei social media in rapporto al proprio target, e un approccio che comprenda sino in fondo caratteristiche e dinamiche, senza commit the blunder of treating them 'more you' less traditional media. It seems to me that companies often take a bow on social media in an almost "forced", as if it could not simply do more for less, but these are not choices made with due conviction and without trying to understand the nature, so different from the traditional marketing tools. Instruments of evaluation of the results are obviously different, and this is another aspect that should be clarified in the planning stage.

concludes David. "There are plenty of creative opportunities That are possible with social media. Looking at the success of the Fiesta Movement, one important lesson That is to learn active listening and Being in conversation is crucial. Sure this May sound intuitive, But Too Often at car dealers and even Fortune 500 companies are too focused on controlling conversation. By giving up of little bits of control, You May Be Able to gain a little trust too. "

Technorati Tags: PR , Social Media, Marketing , Ford, Ford movement, Fiesta