The Real Meat of the Question

For BurrellesLuce, I can answer this question with a “yes.” We can directly attribute some sales to our participation on Twitter and LinkedIn. I can’t yet answer the ROI question – we aren’t yet tracking and valuing the time spent by sales, client services, and marketing staff on participating in and monitoring social networks.

For BurrellesLuce, I can answer this question with a “yes.” We can directly attribute some sales to our participation on Twitter and LinkedIn. I can’t yet answer the ROI question – we aren’t yet tracking and valuing the time spent by sales, client services, and marketing staff on participating in and monitoring social networks.

I’m not sure that any Social Media program on its own is going to make someone buy something.

Where it can certainly help is when a potential client is trying to choose between a number of competing products – the one that relates to the client personally is likely to have an edge.

In the Ford case, I don’t see the program making someone decide it is time for a new car. If they are in the market already and are clients that would consider Ford, it can only help the Ford case.

I’m not sure that any Social Media program on its own is going to make someone buy something.

Where it can certainly help is when a potential client is trying to choose between a number of competing products – the one that relates to the client personally is likely to have an edge.

In the Ford case, I don’t see the program making someone decide it is time for a new car. If they are in the market already and are clients that would consider Ford, it can only help the Ford case.

Yes Social media can sell products. No hard results to report right now, but it’s only a matter of time, and not much of it. My firm’s brand has high unaided recall and a lot of long time customers. I feel we are in a unique position in our industry to succeed in this space.

Dell surely says YES! The question is more about marketing than social media at the fundamental level. Without the complete evidence yet, I would say yes it can without much concern to be wrong. It is how our society is evolving.

I don’t know that people will buy a car because of social networking, but I believe the association can be powerful. Having just returned from New Zealand, you may have noted that Holden (GM) and Ford have very big followings and young people ‘have’ to belong to one fraternity or the other to fit in with their social group.

When people buy a car, they often associate themselves in a group which is loyal to that particular brand in many ways. I suspect that they would be very open to overtures via social networking and would collaborate, especially through applications on Facebook, if they were available. The larger the participative group of people that they associate with within a car brand, the more likely they might be to buy from that brand or at least stay away from the brand’s main competitor.

A car is very often a status symbol, where status doesn’t necessarily mean expensive. People who buy cars will go to great lengths to justify why they bought that particular make or model and where it becomes a group thing, eve more so.

If I was a car manufacturer or distributor, social networking would be strong in my marketing mix.

You may say yes, but at this point you have absolutely no proof that it will sell cars. Any “social” media campaign must be integrated with other forms of marketing to be successful. Wonder how many extra bags of Skittles have been sold as a result of the “brilliant” “social” media marketing stunt the company pulled last month? I honestly don’t see how putting 100 “digerati” in Ford Fiestas is going to sell more cars. I hope I am wrong.

Hmmm… thru SM relationships I’ve already involved hundreds and hundreds of people in helping some of the poorest villages in the world… Seems to me it’s ALL about relationships… in EVERY sector… in ALL of life…

This really is the BIG question for companies. Even once they understand the value of being part of the conversation, ultimately they’d like to know that their business will be better off after investing their time and money into social media.

I think this will help Ford sell more cars. If your potential customers are using social media, then anything you can do to create any sort of bond with them, or level of trust about your products through social media platforms will help you. In terms of Ford cars, everyone isn’t going to need a car right now, but when they’re in the market for their next car, they’ll feel more familiar and comfortable with the Ford name, and its products.

Dave

At least their trying something new – kudos on Ford for experimenting – that’s what it’s all about. Also, Cashmore says “beta test” – I’ll say imitation is flattery here (beta testing traditional products was an idea I had, and implemented last year for a tangible product – and then went on to create a final product based on the feedback).

In the sense that effective use can help make sales that otherwise wouldn’t have been made, possibly. Directly as a sales tool, perhaps not, at least, not in the way, say, advertising a special discount would. But does that mean we have to change our minds about social media, or about what makes people buy?

Even with straight-up advertising, there’s that old adage that “half of my advertising budget is wasted, but I don’t know which half”. On the other hand, some people absolutely swear by word of mouth, but can’t quantify its impact.

And how about this – the fact that you’re writing about it is going to make me look it up, because I hadn’t heard about this campaign, and I want to buy a new car this summer. If I buy a Fiesta, or some other type of Ford, does hearing about the campaign from your blog count as a yes or no for social media influencing a sale? Because technically I wouldn’t have known about it if you hadn’t mentioned it… but maybe the fact that you had to mention it means that it isn’t working the way its supposed to… and yet, by blogging about it, it IS still being spread through social media.

I am a fervent believer in social media but I do not believe it will have any immediate impact to Ford’s sales efforts. Social Media today is is first and foremost about creating conversations, communicating about brands (corporate or personal) , and these conversations and branding exercises take time.

In addition, while I am unclear if I am in the minority or the majority I have an unfortunate distaste for Ford cars because of the poor quality of my last Ford. I want to believe in the company but turning these perceptions around will take time, time I am unclear if Ford has.

John Moore
http://johnfmoore.wordpress.com
http://twitter.com/JohnFMoore

Hey there Chris. For me the answer is a definite yes. Let me draw on a real world example and ask a similar question. Yesterday I did my semi-annual “go shopping for clothes” trip to get it over with. :) There is one particular store I like to go to each time, partly because of the clothes but partly because of the service. So I’ll ask this question, do you think floor salespeople help sell clothes in clothing stores? I’m pretty sure the answer is “yes” because nearly every store has them (except the discount ones where people are mostly motivated by price). And note, clothing floor sales folks that do the process right don’t bother you when you enter the store. They don’t try to shill you or push product. They simply say hello once and then go about doing other stuff while waiting for a point of need – the point at which the shopper gives off signs that he/she needs some help. And again, they don’t push but they provide customer assistance by offering to help get a size etc…

Listening for the point of need is just as applicable in social media as it is in the real world. People publicly express needs, often looking for help. For instance, in the past month on Twitter alone approximately 900 people have tweeted the expression “buy a car” and “buy a truck”, and that doesn’t even include the many dozens of other ways a need for a vehicle could be expressed. Again, I stress, this should never be an invite to jump into “salesy mode” and press for a sale on unsuspecting Twitterers. It is simple a chance to reach out and say hello and offer up a simple phrase, “we’re here if you need any help” or “here a few sites comparing vehicles that may be helpful.” It’s about building a relationship, sharing and helping and if it stays in that realm then 9.9 times out of 10 the person on the other end is totally thrilled you reached out.

I assume Ford’s social media project is a component of an overall marketing strategy shift. Perhaps Ford’s 2009 top exec pay cuts, early retirement packages, elimination of performance bonuses for salaried workers along with the company’s resolve to operate without needing to access bailout funds from the U.S. government all contribute to the company’s commitment to rebrand Ford as a ‘socially responsible’ company.

I assume Ford’s social media project is a component of an overall marketing strategy shift. Perhaps Ford’s 2009 top exec pay cuts, early retirement packages, elimination of performance bonuses for salaried workers along with the company’s resolve to operate without needing to access bailout funds from the U.S. government all contribute to the company’s commitment to rebrand Ford as a ‘socially responsible’ company.

@Mel Webster – you and I agree on the Skittles perspective. I don’t rate that effort a success. This, however, I’m not so sure. I’m not sure it will motivate me to buy a car if I’m not looking for a car, but if I am looking, will it motivate me to choose Ford over some other brand? That’s the question, I think.

Further, would social media be any more or less effective than traditional car sales efforts? What makes this better or worse than a 30 second spot on TV?

I’ve seen very little in the way of social media campaigns that actually sell more product. It’s not that it can’t be done, but the purpose of social media isn’t really to sell – it’s to inform and persuade.

Salespeople close. Websites sell. Social media is horrible at both of those things, which is why only anecdotal evidence from small businesses exist. Dell points to a million dollars of revenue, but how much of that is cannibalization?

Social media is good at referrals, which is why recruiters and salespeople and service people get good results. Those are easy to track off Twitter, LinkedIn, and Facebook. Money saved from SEO and PPC campaigns are also powerful trends, but the selling is still based on conversion, traffic, and usability, itself an inexact science.

The real problem is marketing and PR and customer service have problems actually proving increased sales – and as social media is a subset of those, it will have the same problems.

Add in that social media programs rarely spend over $100,000, and do the comparison. How much can you really sell for such small budgets, and what to do you expect?

I ultimately say yes. It is proof already with this string of comments that it builds brand awareness which as all marketers know indirectly leads to sales. Until I read a twitter post on the campaign, I had never even heard of the car let alone the campaign behind it. Measuring brand awareness even in traditional spaces has always been a challenge but companies are always willing to put money toward the tools that will get in-front of consumers. In this case, the topic of the campaign and its use of social media aspect is enough to get us talking about it.

There are a number of goals with respect to the Fiesta Movement. It’s not simply about selling more cars. After all, the Fiesta won’t even be available here in the U.S. for over a year – a full 6 months after the Movement program is complete.

What you’ll see happen in the interim is that Ford will be in the spotlight, both through the online content that the agents generate, as well as the offline appearances of the vehicle in public areas – their 100 cars, plus another 40 that will be making the rounds of 100 cities across the country. Throughout, people will begin to notice that Ford is different and will be able to see firsthand what our new products are like. And that in turn will change brand awareness and perception – something we really need right now.

Jim Durbin’s point above is another key one – that social media is more about influencing and making an impact in the middle of the marketing funnel, rather than at the end. Yes, this may ultimately affect sales, but it’s about more than that.

Scott Monty
Global Digital Communications
Ford Motor Company

I think, like every other commenter thinks. No one can answer the question if it is a lead source/traffic driver for consumer products or b2b. I don’t think it is valuable except maybe as a touch point in a 7-9 touch marketing program, and that is if adoption and identification is wide enough that you can count on a touch. Lots of ifs there. So, I think it is not valuable for outbound marketing, it is really a brand protection tool, every example I have seen is a response to listening. Not a bad thing but doesn’t close a deal.

It’s all going to come down to whether people trust those that were invited to participate to be honest and the product itself. If people don’t believe the reviews as being honest or the product is not what it should be; it will not sell cars. AND I’m not so sure that would be a failure. I’m sure in Ford’s eyes it will be seen as a failure and I also think it would be a success with respect to using social media. The crux of social media is that it is a meritocracy. If things are not of quality, they will fail.

I know Scott Monty says that it is more than just about selling cars but there is always a bottom line and I’m positive none of the big three can just not be in it for selling cars. However, I do agree it is more than just about selling a car or a Ford Fiesta. Personally, this movement has me looking at a Ford Fiesta when before I would have never looked. It actually has me looking at Ford differently and even when I’m convinced to buy a Ford Flex (love the vehicle) I am more convinced now then ever to go with Ford. On many levels but I love that Ford is thinking out of the box and being non-traditional. Actually, Henry Ford was never traditional so if he was around today he’d be smiling. It good to see divergent thinking when the consumers are more divergent today then yesterday. Ford is speaking our language, walking our walk and that will sell more cars.

Global companies should be prepared for the truth of their market, afraid of 140 and the power of … little people with a keyboard.

Yes, I think that social media can help me sell products but I have to work on building relationships and earning trust. Right now I am working on building relationships, and I have to figure out how to provide real value. What are people really looking for? Avil http://www.twitter.com/avilbeckford