page contents Automotive Thought Leadership: Ralph Paglia: Early buzz saves big bucks, says Ford marketing chief My title page contents

Tuesday, October 5, 2010

Early buzz saves big bucks, says Ford marketing chief


What happens is, by launching the vehicle early, getting people involved in talking about the new global Focus or the new Fiesta [in] the U.S. before it goes on sale, we can lower the amount of traditional advertising we do after the vehicle goes on sale. That's where the massive cost savings have been."

--Jim Farley, Ford's chief marketing officer, as quoted by

Early buzz saves big bucks, says Ford marketing chief
Ford's social-media efforts are saving the company huge amounts of money, says Chief Marketing Officer Jim Farley. The company built so much buzz with its Fiesta Movement campaign that it was able to cut back on conventional ad spending, winning sector-leading brand recognition while spending 90% less than usual. "By starting earlier and using social media to spread the word about the new product, we're really reducing the amount of traditional advertising we have to spend," Farley says.
How to fend off a Facebook PR disaster
There's no one-size-fits-all strategy for handling a Facebook firestorm, writes Gina Gotthilf, but some simple tactics can limit the fallout. Be sure to act quickly, and to keep talking to your customers in the personal voice you've already established -- if they can see that you're a real person, and that you're taking responsibility and trying to remedy the situation, the battle is half won. "If this conversation is taking place on your Wall then some of it was most likely your team's responsibility. Your fans want to hear you say 'sorry, we screwed up and this won't happen again,' " Gotthilf writes.
Why Google won't be buying Twitter anytime soon
There has been a lot of chatter about whether Google might buy Twitter, but it's probably misguided, writes John Battelle. Twitter's bosses have already sold companies to Google and seen them disappear, and they're unlikely to want the same thing to happen to their most successful project, he writes. Besides, Battelle notes, Google is getting much better at partnering with companies that it doesn't own -- so it would likely do better simply to partner with Twitter and let the social site remain an independent counterbalance to Facebook's dominance. John Battelle's Searchblog 
Klout lets companies target their most influential customers
A growing number of companies are looking to use Klout's social-media data to identify and woo their most influential customers. The Palms Hotel and Casino in Las Vegas is planning a "Klout Klub" that would use Klout's influence database to offer special perks to guests with exceptional social-media influence. Virgin America used the service to promote a new route by offering free flights to 120 heavy social-media users. Advertising Age (tiered subscription model)/Digital Next blog
How to turn an ad agency into a social-media success
Most ad agencies are rightly determined not to silo social media in the same way they once did digital media -- but integration shouldn't mean imposing old-school values on social-media marketing, writes Avi Savar. Social-media campaigns depend on nimbleness and engagement rather than polish and scalability, Savar argues, and agencies should be sure not to stifle those qualities. "The push for a constant flow of newness is becoming a key operational requirement," he writes. Adrants
Study: Groupon deals are a gamble for companies
Almost a third of Groupon deals are unprofitable for the companies that offer them, according to a study from Rice University. A survey of 150 companies in 19 cities found that 32% lost money on their deals and 40% had no intention of offering similar deals. One particularly unhappy participant declared that signing his company up for a Groupon offer had been "the single worst decision I have ever made as a business owner thus far." ClickZ
Report: Brands are reluctant to spend on social-media campaigns
More than a quarter of companies say they aren't spending a dime on social-media marketing efforts, while another third say they are spending a few thousand dollars a year, according to an survey. Almost four-fifths of companies say that a lack of resources or budget constraints are hampering their social-media efforts, but many say they're unwilling to commit serious cash without having a clear road map for gauging social-media return on investment.

Should regulators make it easier for health care companies to go social?
Drug and health care companies should be allowed to harness social networks more fully to promote their products and services, industry representatives argued at a recent conference. People are already getting information from unregulated bloggers and digital communities, so easing restrictions on companies would simply level the playing field, said Freda Lewis-Hall, Pfizer's chief medical officer. SmartBrief/SmartBlog on Social Media

No comments:

Post a Comment

Enter your comments or questions here...