The Real Meat of the Question

I think the problem is with the “make you” language, to be honest. No one can “make” someone do anything. What advertising and social media should be about is making a case, building an argument that your product is relevant and solves someone’s problem or fills their needs. Especially with large consumer items like cars, this is not gum at the cash register where Wrigley’s is as happy with an impulse buy as a well-considered and fully weighed decision. People buy large ticket items (at least most of us…) with a fair amount of research, and the job of marketing and PR is to make sure when people are considering that decision, you are in their matrix of possibilities. You have provided enough background information, enough data, enough exposure that you are a contender. That’s where social media is valuable- the conversation around cars for people who are in the market can help convert people on the fence on a more one on one basis, beyond the pressure of the dealership.

So when my minivan, a Toyota Sienna with 186,000 miles and still going strong, eventually gets sick and needs to be put out to pasture, the fact that I know Scott Monty and he talks to me about his companies vehicles that might meet my needs, or that GM is interested in engaging me makes them part of the matrix where I may have discounted them before. Who knows what we’ll end up with in the end- that’s an economic decision, matched up with the needs of our family, such as whether we need another minivan or can we reasonably go down to a 4 seat passenger car. Other things like whether it’s a hybrid are significant in our matrix as well, but the sale is made from the researched contenders + dealership experience + price combined.
The advertising alone only gets my attention, it doesn’t “make me” do anything.

I think the problem is with the “make you” language, to be honest. No one can “make” someone do anything. What advertising and social media should be about is making a case, building an argument that your product is relevant and solves someone’s problem or fills their needs. Especially with large consumer items like cars, this is not gum at the cash register where Wrigley’s is as happy with an impulse buy as a well-considered and fully weighed decision. People buy large ticket items (at least most of us…) with a fair amount of research, and the job of marketing and PR is to make sure when people are considering that decision, you are in their matrix of possibilities. You have provided enough background information, enough data, enough exposure that you are a contender. That’s where social media is valuable- the conversation around cars for people who are in the market can help convert people on the fence on a more one on one basis, beyond the pressure of the dealership.

So when my minivan, a Toyota Sienna with 186,000 miles and still going strong, eventually gets sick and needs to be put out to pasture, the fact that I know Scott Monty and he talks to me about his companies vehicles that might meet my needs, or that GM is interested in engaging me makes them part of the matrix where I may have discounted them before. Who knows what we’ll end up with in the end- that’s an economic decision, matched up with the needs of our family, such as whether we need another minivan or can we reasonably go down to a 4 seat passenger car. Other things like whether it’s a hybrid are significant in our matrix as well, but the sale is made from the researched contenders + dealership experience + price combined.
The advertising alone only gets my attention, it doesn’t “make me” do anything.

Good discussion here! I agree that social media can’t stand alone and needs to be part of integrated marketing and sales efforts. Clearly, this is the case for my company, a B2B firm with an established brand among PR professionals. But I can tell you social networking participation is an effective touch and has resulted in sales, per my previous comment to this post.

I don’t see the Fiesta SM experiment pulling in a lot of new customers, but I defiantly think that it could influence someone already interested in the product. Given the down turn in car sales converting a maybe into a yes is a very valuable thing. If it can do that I would say the experiment is a success.

I think more and more people are heading to the internet to research big ticket purchases such as computers, televisions, and cars. So having content out there such as the Fiesta Movement could be invaluable to company’s like Ford.

Just recently I purchased a new Nikon Camera. Before I even thought about spending a dime I went online to find reviews of the product. Of course, the most influential reviews are the actual customer reviews I found on places like amazon or the best buy website. Ultimately, that first hand account of the camera is what made me buy it.

Now one does have to wonder if the reviews come from a company sponsored marketing device such as the Fiesta Movement how that will effect the out come. But as we all now, if the social media content is transparent and is a true representation of the consumers experience then it might just work.

Interested to see how it turns out.

Yes, I will be more interested in buying a car … if my friend drives one. In fact I just bought my best friends car from her and God help me, it was a Ford. Yes I am interested in hearing about this type of story from my “friend” because she matters to me more than a brand, more than German engineering, more than all of the perceived marketing dept. benefits of the vehicle. My best girlfriend’s recommendation is worth more than a season of football sponsorship in trust and reliability …because, if she says so, it is. That is the power of social media … truth and relationships. Can Ford sell some cars through social media? Yes. I think it depends who is delivering the message.

I was disappointed to see that only 6 or 7 out of the 100 contestants (from a pool of 4,000) choosen by Ford are non-whites. Great marketing idea, but sadly they really missed the diversity boat.

Chris, We are in the process of finding out just how well social media will help our website http://www.twolia.com. I worked in the automotive advertising business for a few years. Direct mail was a huge success in driving traffic to the store, but will SM work the same magic? As stated by you above, if in the market for a car already then advertising in any medium is becoming a necessity. Social Media absolutely should be a part of that strategy, and chances are, using the right demos the results may be quite effective.

The same question was once asked of advertising… “How many cars will I sell if I place an ad in the Sunday paper?” Social media is another touchpoint / channel for consumers. Most people won’t buy anything directly because a company has a twitter account (just as they wouldn’t because the company advertised in their favorite magazine).

However it is important to point out that SM has the advantage (as mentioned above) of personal recommendations. SM users are likely to place nearly as much value on suggestions or comments from their online followers/friends as they would for their “real” friends.

This is a great post because it really forces the company/organization/etc. to take a good look at themselves and who they are trying to target. It’s my belief that have an active social media presence online isn’t the appropriate avenue for everyone, although it may be for the majority. I would say one of the most important questions one has to ask them self before jumping in is: Are my publics online?
I really like how you end with: Are you putting it to the test? Any results to report yet? It draws one’s attention to the fact that you can get out there on the web, but if you’re not monitoring how you’re doing while you’re out there, what’s the point?

At the end of the day, people buy from people or companies they trust. Before you trust someone or something you must know them. Social media helps you be known whether you are alive or an institution. Find which of the SM tools are used by your target market and then go about being known. Build your network – without it social media is useless. The key here is that SM is about tool. You have to add value or no one buys anything. I have found almost all of my clients and engagements as a direct result of my LinkedIn presence. I am still working Twitter into the mix. We’ll see.

Ed
twitter.com/edcallahan

We use a Blog (4equallogic) with a strong call to action of Self-Service Pricing to sell high-end Dell EqualLogic equipment for our company, Federal Appliance. Having a Social Media strategy without a conversion strategy is like setting up a free lemonade stand outside your store. The point is to get them IN the store on their terms, i.e. using inbound techniques.

We use a Self-Service Pricing Tool to allow interested prospects to see if they can afford our solutions; no email blasts. 100% inbound permission based responses with 70% resulting in sales ready leads.

Our results since implementing the blog: $185,702,716 in Marketing Funnel Value

Email Addresses Captured 2338
Budgetary Quotes Requested 2764
Budgetary Quotes Denied 324
Total Sales Ready Leads (Quotes Approved) 2439
Value of Approved Budgetary Quotes $185,702,716

See the Live Customer Report HereNo BS, it’s live.

Dale – Federal Appliance

Success of a social media campaign is the same as any other marketing campaign. I have to connect with the problem their product seeks to solve. Using social media It goes beyond transportation but what transportation requirements do I have in common with others or “my tribe”. In terms of social media, People consider and buy products they’ve see others use to solve similar problems.

That’s why I see so many SUVs in the school carpool line. Everybody else has one, I must need one too! (I don’t and won’t drive a SUV, see below)

Though I am not currently in the market for a new car payment, the campaign didn’t influence me because:

1. I didn’t see anybody middle-age couples with two young children. Everybody was younger than us without kids. Conclusion: It must be a car for 20-somethings.
2. I like station wagons because they have lots of cargo space, are safe, and fuel efficient. Conclusion: Didn’t see a wagon option, there must not be one.
3. My other car is a 1996 Toyota Avalon which as been extraordinary reliable. If I shop for a sedan I’ll likely return to Toyota again. Conclusion: Nothing said about what make a Fiesta a better choice. I’ll stick with what I already know.

Am I wrong?

I'm late to this post, but the answer is HECK YEAH! Ford is doing something innovative and fun, and really, it's not about social media success, but great idea success. It's not about the tools all that much really. It's about doing something different, and use these new tools if they fit.

As for me, there are plenty of ways that I see social networking/media could be used for local businesses and aren't on yet. Heck, they aren't reaching me and I live down the street. Because I don't get a paper, I don't get any information on them and wouldn't know where to go without googling. Then it's hit and miss assuming they even have a site up, and likely it just has a phone number to the store. A phone which some teenager is going to answer and barely be able to tell me if they even carry bolt size 12x.

Oh yeah, there's room for the new media and networking tools to bring prosperity, but mostly it involves skills and knowledge they already have that just needs a little leverage.

Skittles is getting a lot of publicity about their social media stunts and their wacky commercial advertisements like the one seen on Adwido. They should give their PR people a raise.