Ford with its Fiesta Movement Campaign is a great example of how to leverage social media to achieve your marketing goals. From the beginning, their goals were to create more broad scale awareness in the small car market and ultimately, to generate sales. The campaign started with giving 100 consumers (or “agents”) a free Fiesta for 6 months and having them upload videos to YouTube, pictures to Flickr, and updates on Facebook and Twitter, to share their experience. Ford didn’t just rely on the giveaway- they also gave their agents specific missions like delivering Meals on Wheels and taking Harry & David treats to the National Guard.
Business Week does a great job with a summary of the Ford Fiesta Movement Campaign results, but in a nutshell, they got 6.5 million views on YouTube (website visits), 50,000 requests for more information (leads), and 10,000 sales in the first 6 days.
Social Media Marketing is still very much an art today, but I think companies that are investing in it are making it a science. For those who are still standing on the sidelines, here are a few lessons from this campaign:
1) Don’t Just Test, Commit – While this campaign is a fraction of the cost of a traditional TV campaign, there is actually a much bigger commitment in terms of people that is required to help create, nurture, seed, and react to this campaign. I also really like that Ford continues to give this campaign legs with their local Missions and Events.
2) Be Selfless – Help People Market Themselves, NOT You – this is a key insight that drives the success of this and many other Social Media Marketing campaigns. If you ask your “agents” to just blab about your product, the message will be heard once and probably not ripple. And, most likely, your agents will grow tired of blabbing. Bribery only takes you so far. I think the key is to give your agents the tools to create and publish something they are proud of and want to propagate and market to their network and beyond. You are simply giving them the platform and fueling the ideas for their creativity. The rest is left to the collective creativity of your agents.
Still not sure what I mean? Watch this video of how these agents simply got a local musician to sing while riding in their Fiesta. This musician can now promote this to his fans. –And there are plenty of other examples of how creative Ford Fiesta agents got.
3) Integrate Campaign with Your Website – I think it is a mistake to have Social Media campaigns living outside your website (inside Facebook, or in a micro-site). It’s best to have the campaign live inside your own site, so product information is easy to find and web traffic can flow easily in both directions. After all, the goal is to sell more product – see how Ford integrated the Fiesta Movement campaign into its website.
Apply these 3 lessons to your Social Media Marketing campaigns to increase your chances for success.