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The Evidence — Stories from around the globe
Ford ‘Earned Cred’ Online
Detroit automakers didn’t top anyone’s “favorite brand” list during the recession. Of the Big Three, Ford has done the best job at using social media to regain ground with consumers. Since 1981, the carmaker has garnered respect in Europe with its Fiesta line and wanted to bring the brand’s reputation back to North America when it reintroduced the model there in 2010.
Ford gave 100 indie “agents” a free Fiesta for publicly “lifecasting” their experiences with the car. Recipients included bloggers, filmmakers, and social networkers who were already documenting and sharing their lives. Their stories built an authentic and compelling narrative, published online at FiestaMovement.com.
Alexis Morrell drove her Fiesta across the country twice in six months. “It changed my mind about Ford cars,” she says. Meanwhile, a huge plus for Craig Benzine was that Ford didn’t lead the discussion. “They made sure we could do or say what we wanted about the car, even if we hated it.”
For $5 million, Ford achieved with social media what has traditionally cost auto marketers millions. Fiesta had 60 percent name recognition before it hit US lots. Jim Farley, VP of global marketing, said: “I want customers to tell our story. That’s what digital has shown us—how to earn cred among consumers.”
TV Network’s Turnaround
A few years ago, CBS was known as a “silver network”—one with old, boring shows. In the cherished Thursday night block, CBS was losing ratings to NBC. In 2007, CBS tried to gain ground by introducing The Big Bang Theory, a sitcom about computer geeks directed at younger viewers. But the network still needed to get 20-somethings’ to watch it.
Genevieve first noticed the show in 2008 at the pop-culture conference Comic-Con. “I started following the producer Bill Prady and some of the actors from the show on Twitter,” she says. “Prady’s feed gave us an insider’s view … he’d show [things like] the inside of the characters’ fridge. He’d even crowd-source old computer props for the show.” Prady & Co. pinpointed their target audience and built on fans’ passions.
In 2010 at Comic-Con, The Big Bang Theory cast and crew took over an auditorium. The show rose from a Neilsen ranking of 59 in 2008 to 12 in 2010. CBS now aims to win Thursday night by creating a comedy block anchored by The Big Bang Theory.
A Refreshing Approach
The Pepsi Refresh Project is less about beverages and more about ideas. It uses social media to shift brand focus from buying sodas to funding causes for social good. Anyone can post—and vote—for ideas that “save something, create something, or change something” at Refresheverything.com. Grant seekers leverage their networks on Facebook, Twitter, YouTube, and MySpace to spread the word and encourage participation.
Created by GOOD Projects, PepsiCo, and TBWA/Chiat/Day, the project gave $20 million in grants in 2010. After six months in service, 39 million votes had been cast online. PepsiCo expects to receive another 70 million by early 2011.
Retailer Skips the Script
Only 8 percent of CEOs are active on Twitter. Brian Dunn, CEO of Best Buy, is one of them. Dunn, who’s been tweeting since 2008, sees social media as core to Best Buy’s strategy: “When people buy a device, they often ‘crowdsource’ advice…[something we’re] best positioned to give consumers.”
Best Buy has long held an “open social strategy.” The retailer took it public in 2009 with the launch of Twelpforce, a Twitter program in which employees offer advice to people who tweet questions about electronics. With nearly 3,000 active employees tweeting, Best Buy is realizing its vision of becoming more than an electronics chain. The company sees a future where customers rely on Best Buy as a trusted source with a “human search engine.” Best Buy is also launching an experiment to help people share knowledge with fellow shoppers at BByfeed.com.
Viral Video Rejuvenates Old Brand
With Wieden + Kennedy in 2006, Procter & Gamble reinvigorated the Old Spice brand by putting more emphasis on innovation through marketing strategy than product development. By tethering the brand to its “manly man” equity, P&G made Old Spice relevant to a new generation. Nothing demonstrates this better than 2010’s real-time social media blitz. The Old Spice team posted 186 personal video responses to queries from fans featuring ex-football player Isaiah Mustafa in nothing more than a towel holding an Old Spice Body Wash.
The live production process made marketing history. Even more impressive was the seeding strategy: Days before the blitz, Mustafa recorded messages to influencers, including a “get well” video for Digg founder Kevin Rose who was home sick. Engaging with those who influence the technorati set the stage for success when the videos hit You Tube. By treating social media as a place to have a conversation with fans, P&G saw Body Wash sales climb 107 percent (versus the prior year), got tens of thousands of people to post questions, and made Old Spice the top-viewed branded channel on YouTube ever.
Discussion
nobelboy
November 7, 2012
ash
November 28, 2012
What if we instead used sustainability to “Feed the Beast”? Or strengthen our considered sides with meaningful information about the environment?
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adam11
April 27, 2013
Social media plays a huge role in the business today. There are no doubt in it. If the company don’t use social media for their success - it is really strange and they are missing a lot. Thanks for the interesting article here by the way.
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www.realestatecareers101.com
June 6, 2013
As the job title indicates it, a real estate appraiser has the job to investigate every single corner of the house in order to determine its official value for purchase, sale, investment, mortgage and loan purposes.
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menhealthblog.eu
June 6, 2013
Women need more fruits and vegetables and less carbonated drinks even coffee and alcohol should be limited.
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thewebdesignsoftwares.com
June 6, 2013
The proper application of information technology in a restaurant can be beneficial across the board. It can increase profits, efficiency and productivity.
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thevillarentals.com
June 6, 2013
Launched with just one single car, SS Travels has since grown into a far-reaching transfer-service provider with over 600 modern, stylish and fuel-efficient vehicles.
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upgradetowindows7.com
June 7, 2013
Information technology (IT) has created significant benefits for accounting departments. IT networks and computer systems have shortened the lead time needed by accountants to prepare and present financial information to management and stakeholders.
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dentalhealthguide.eu
June 7, 2013
When you’re shopping for a dental insurance plan, ask each company for a list of dentists in your area that are on the preferred list, so that you can decide on a suitable dentist before committing to a plan.
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institutesofeducation.eu
June 7, 2013
After you have decided to consider law education as a career after completing your graduation there are two things to be considered even then. First of all you will have to choose the most suitable field of law education for you to be adopted as your career. There are several fields in legal education
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