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Ralph Paglia
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Get outside your random access website!
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Social Media Marketing and Reputation Management; Showcase YOUR Sites!
1 Reply
Started this ADM discussion. Last reply by Ralph Paglia 1 day ago.
Cash For Clunkers Program - Has Your Dealership Made Any Plans Regarding "Cash For Clunkers" Auto Sales Stimulus Legislation?
11 Replies
Started this ADM discussion. Last reply by ADP Digital Marketing Jul 2.
Using TEL and PRO Domain Extensions
Started Jun 12
Cash For Clunkers Automotive Purchase Stimulus Legislation
17 Replies
Started this ADM discussion. Last reply by Jason Mickelson Jun 20.
Ralph Paglia's Automotive Events
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- At 6:48am on July 8, 2009,
Mark DeAngelis said… - Thank you for connecting. Let me know if you need any help with retirement or defined contirbution benefit plans.
Mark
- At 6:27am on June 30, 2009,
Ken Beam said… - Hey Ralph,
Thanks very much for the nice words, I really appreciated that! Hopefully we can meet up sometime in our travels.
Thanks again,
Ken-
- At 7:59am on June 29, 2009,
william robb said… - Ralph new site launch www.nadreviews.com very helpful for dealer clients as well as consumers Bill
- At 12:17pm on June 26, 2009,
Tami Boyd said… - Hey Ralph we have a guy at Pinnacle Nissan that is advertising cars on Facebook and getting over 300 calls a week can you give me a idea on how he is doing it and where to look to research it? Hope all is well.
Tami Boyd
- At 8:23pm on June 24, 2009,
Mike Warwick said… - I knew you had spoken with him which was why I was a little shocked when he said that this was a topic he hadn't covered yet. I always refer to the Microsite King and site you as one of the originators of the strategy! There was a little controversy over the future of ATC and Cars. I explained my belief that when most dealers start indexing their inventory correctly and customers will type their long tail searches directly into Google and Cars and Autotrader will eventually disappear. Mitch Golub's contention is that there will always be a place where consumers will "seek a degree of impartiality and selection." I think this is wishful thinking on Mitch's part. I have friends who work for Google and I've been told that capturing the ATC and Cars.com markets are a top priority. I'd be curious to know what you think.
- At 4:21am on June 19, 2009,
David T. Gould said… - Ralph,
I would image you would have heard from others if this was a major issue... FYI my computer did crash on restart... lost all hard drive settings. Reset, Started Up in Safe Mode, Restored to day before settings... all seems well. Maybe it is time for me to step up from the AVG anti-virus software. DTG
- At 7:16am on June 18, 2009,
Mike DeCecco said… - My number is 888-807-9119
- At 7:16am on June 18, 2009, Mike DeCecco said…
- Hey Ralph....
Give me a ring when you get a chance. I want to talk about some recent posts on your site regarding Dealer.com.
- At 2:33pm on June 17, 2009,
David Harris said… - Ralph,
Thank you for the Cash for Clunkers info!
- At 2:09pm on June 15, 2009, David T. Gould said…
- The group DrivingSales.com (featured) tripped my anti-virus software with severe threat... is it just me?
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ADP Dealer Services
Ralph Paglia is responsible for establishing ADP business partnerships and alliances with Automotive OEM's, enterprise class National Accounts and eBusiness organizations in the automotive vertical. Business development focused on defining and providing Digital Marketing solutions to car companies and dealers that accelerate and expand success in selling vehicles, parts and services using Internet based channels, strategies and tactics.
Ralph has over 20 years of leadership in information technology enabled automotive strategy and tactical implementation. He is a recognized expert at development requirements, CRM and Digital Marketing value propositions along with requisite performance measurements.
Experienced in using market research to improve results from people, business processes and the technology used to execute.
OEM and Retail Automotive organizational development guru. Industry leader in using B2C and B2B Web 2.0 interfaces as a differentiator. Creative problem solver with history of developing new techniques later adopted as industry best practices.
- 1986 San Diego: Ralph pioneered Internet lead generation by using dial-in access to Bulletin Board Systems (BBS) with a charter enrollment in the first public access ISP (CompuServe). Generated the auto industry's first Internet Leads by posting vehicle offers on multiple BBS's. News of his success with these early experiments in online lead generation helped inspire creation of automotive Internet Lead providers such as Autobytel.
- 1999 Philadelphia: Ralph was part of original start-up team that launched Cyber Car, an automotive consulting organization that implemented Internet Sales processes into Ford, Lincoln, Mercury, Volvo, Mercedes-Benz, Honda, Acura, Toyota, Nissan and Infiniti dealers thoughout North America.
- 2000 Houston: Led development of Toyota eCertified dealer development program for the Gulf States Toyota (GST) Region. Facilitated Toyota eCertified Dealer workshops for over 100 Toyota dealers.
- 2001 Torrance: Created seminar and in-dealership training program, led team of 25 consultants in national dealer orientation program for Honda's Interactive Network (iN) system roll-out all USA Honda and Acura dealers.
- 2002 Montvale: Proposed, designed and secured funding for in-dealership Internet Lead Management CRM implementation for 322 Mercedes-Benz dealers.
- 2003 Detroit: Ralph led development, wrote Scope of Work and trained over 50 RCS consultants to execute BDC driven CRM Implementations into 600 Ford dealerships.
- 2005 to 2007 Phoenix: Ralph develops, builds and leads a team that markets and sells more new and used cars using digital marketing strategies and tactics than ever before accomplished by a single point franchised dealership.
- 2008 Dearborn, MI: Ralph secures landmark agreement and purchase order from ford Motor Company to migrate 50% of all ford dealerships from conventional local marketing and advertising to more effective digital marketing strategies and tactics.
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Talk About Transparency!
When you've flown, how many times have you ignored the safety instructions? We've all heard the same boring routine over and over, and let's face it - if you don't know how to fasten a seatbelt, you probably shouldn't be flying alone.
Air New Zealand has done something to ensure they'll have your attention: they've made a safety video where the flight attendants are wearing nothing but body paint. See if you pay attention to the entire announcement now.
That's what Seth Godin would call remarkable. How is your company being remarkable - and most importantly - making it easy for people to remark about it? Air New Zealand could have kept their video locked up on their planes, but they put it on YouTube. Why? It's not like people need to watch an airline safety video at their desk. But people do have the power to tell everyone they know about this cool airline and what it's doing.
And that's how great content is spread.
Posted via web from The Full Monty
The Herculean Effort to Stop Ignoring Customers
If social is but a channel, then the real issue for companies lies in embracing feedback from their most important stakeholders: Their customers.
That was the focus of the Forrester Customer Experience Forum last week in New York City (photos here).
Organizations struggle with corporate barriers to moving towards their customers. Controlling the experience has long been the domain of various departments from product marketing to customer service. Giving stakeholders a voice in that process — via phones, email, mail, participation and yes, social media — has been the antithesis of many corporate cultures for decades. Yet according to Forrester, by failing to embrace their customers and bulwarking their experience, companies are denying themselves serious benefits:
- 14.4% of customers would purchase more
- 15.8% of customers would be less likely to switch brands
- 16.6% of customers would refer the brand more often
Yet in spite of these beneficial numbers, progress seems daunting. During the Chief Customer Officer panel (yes, this is apparently a title), two panelists indicated they were making progress, meeting with company executives as often as once a month or more… Once a month? That’s it?
But for every ten companies haltingly talking to and listening to their customers, there is a Virgin America. The entire company seems to be built around creating the ultimate, enjoyable (gulp) airline experience. As CEO David Cush went through his session, you couldn’t help but smile and admire the audacious brilliance of Richard Branson as he turns the American airline industry on its ear. This is how companies should be built.
Barriers to Adoption
We’ve discussed this before here on the Buzz Bin. There are serious cultural barriers to adopting social media, and in general, customer feedback (find a link to a white paper here). Siloed corporate structures prevent companies from listening to and embracing their customers.
Forrester outlined a five stage process that organizations need to go through to foster the evolutionary change towards a customer-centric organization:
1) Interest - Discuss that there may be a problem with customer interaction and that the company may need to research its stakeholders
2) Invest - Upon realizing that there is a lack of understanding about customer needs, get the company to invest in a “voice of the customer” program
3) Commit - This is where getting C-Suite buy-in is absolutely necessary for success. The company must commit to responding to customer feedback.
4) Engage - Take the feedback from customers, and apply it across the line. Change the experience.
5) Embed - Make the customer experience feedback loop and product innovation part of the actual cultural lifeblood of the organization.
According to Forrester, most American companies are either in stage one or two of the five stages. I think part of the failure to adapt has to do with the tendency to use old ways to affect change. Consider the siloesque idea of a customer department or initiative, rather than realizing customer centric behavior affects a company across the line.
Consider how David Armano and the team at Dachis are starting to address the challenges of cultural barriers to customer interaction (pictured above). They see multiple nodes touching hubs throughout an organization. Similarly, Charlene Li’s latest research is focusing on how companies embrace their customers to become socialprises.
The challenge to becoming a customer-centric organization is not as easy as simply listening. It involves reinventing many an organization’s actual structure and workflow. Cultural barriers to success cannot be underestimated.
The Social Backlash
Throughout the conference there was a very clear and present resistance to social media hype. Every single discussion around our new media certainly recognized its value as a great way to converse with customers. Every successful company featured at the Forum had some kind of social component, even if it was just listening to feedback.
But more and more, you heard executives rejecting social media as a panacea for customer ills and feedback. In fact, there were discussions about the viability of Twitter in the long term as a scaleable tool, and whether it really could supplant news organizations for information.
While companies recognize social media for its value as a toolset, they don’t see it as the cure all for an actual experience, and don’t see it as the alpha and omega for customer contact points. Instead it is one of several ways customers discuss their experiences from calls, web site chats, email, etc. There was a huge emphasis on multichannel integration of customer voices throughout the conference.
This backlash seems to me be a result of overhype. A smart communicator can see this. Customers don’t touch a company in one, singular channel. They have many touches from ads, news, web sites (standard and mobile) and packaging all the way through to the actual product experience. To think that social media is it for a company is a horrific error. And the implication of the current hype cycle would only have companies communicating in 140 character sound bytes. Thus the very natural backlash.
Related Buzz Bin Posts
- Cultural Challenge to Integration
- Moving from Siloes to Hives
- Examining Siloed Processes
- There Is No Social Media Department
- The Socialprise: A White Paper
Posted via email from The Full Monty
Are Your Priorities Screwed Up?
The recent news of Michael Jackson's death has a lot of people rattled. When an icon of that stature passes, it's natural for a whole generation of people to reflect on nostalgic times, pine for what could have been, and think about lessons for our own lives.In this case, I couldn't help but be struck by a similarity between Michael Jackson's status and that of some so-called social media "rock stars."
I've always been a little hesitant to anyone self assigning expert or "rock star" status. To me, experts are deemed so by others, after an individual has put in plenty of hard work and dedication. And the whole "rock star" thing boggles my mind. There seems to be a cult of weblebrities - people who are Internet famous - where social media types celebrate each other with more and more fervor. My question is: why?
The reason I tied it in with Michael Jackson is because I read a recent column written by the Rabbi Shmuley Boteach, who was MJ's spiritual advisor for a time. He makes a very profound yet simple observation about what fueled Jackson's passion for fame:
"He needed the throngs, he thrived on the adulation of the crowds...In many ways his tragedy was to mistake attention for love...Money [or fame] is not a currency by which we can purchase self-esteem and being recognized on the streets will never replace being loved unconditionally by family and true friends."
The strange thing is, I see a lot of this behavior in some social media types. And it's kind of sad, really. It's like they're busily trying to replace something that's missing in real life. To understand the absurdity of it, I'll give you an example of an exchange I witnessed:
But let's not kid ourselves. Using social media as part of your marketing mix is far more than recruiting some uber-connected individual who can bring attention to your brand. It starts with crafting a strategy and understanding what your business objectives are. And it means never, ever taking your eye off the customer and doing what matters - providing value to them. After all, isn't that what you're in business for?
A poignant reminder from Seth Godin (as interviewed by Debbie Weil) on that very topic here:
(Facebook readers, click through for the video)
Photo source: ovaratli (Flickr)
What Matters in Most Word-of-Mouth Marketing?
We all know that people trust people like themselves the most, and that "real" friends are more influential than online contacts. But how does this shake out, exactly?
If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.
I've Been on a Calendar, But I've Rarely Been On Time
Thanks for joining in the fun here. Let's work together so we can help raise enough money to give these deserving teachers and children some resources they need.
The Microphone Is Always On
Andy Warhol once noted "In the future, everyone will be famous for 15 minutes." Now that we're constantly publishing, sharing, microsharing, updating, vlogging... (I could go on), it seems to me that in the future, everyone will have 15 minutes of privacy.I've noted before that it's extremely important to live your life in a way that reflects positively of you, because you never know who's capturing what image, sound file or video. Put more bluntly - if you'll allow me to turn another phrase - whatever happens in Vegas stays on Google. Every action counts.
One need look no further than Michael Richards, who was caught via cellphone video making a racist rant at a comedy club. It's still the #1 search result on YouTube for "Michael Richards." And President Ronald Reagan made a famous gaffe during a microphone check, unaware that he was being broadcast live:
How does that apply online or in social media? Every tweet you make, every blog post you write, every video you record - it all adds up to showing the world who you are. And since content is easily discoverable by Google, the content you (or your company) produce needs to reflect what you want it to. For example, just the other day, I was told that I was the subject of someone's presentation, and they showed my Twitter feed up on a big screen. If I were careless about what I wrote, my stream might have been embarrassing. Luckily, that's not the case.
Since you never get a second chance to make a first impression, every single piece of copy, every minute of video, every utterance you make can become a decision point for someone. It may be a potential customer, a prospective employer, maybe even a family member. Make your actions count.
Have you run into a situation where you you either gave someone an impression you didn't intend to, or you discovered something about someone that made you think twice about them? I'd be interested in hearing from you.
Photo credit: iNafih
Oh, Mama!
There's no question that so-called "mommy bloggers" are an interesting demographic. Recent statistics show that there are more than 36 million of them online, and they definitely wield influence in purchasing power. Which is why many companies think this community can be a key in their word of mouth efforts.- Of the 36.2 million women actively participating in the blogosphere weekly as either publishers or readers, 46% -- or just over 16.5 million -- have children at home.
- 67% of moms online look for help making a purchasing decision.
- Overall, full-time working moms use technology at the highest rates.
- The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter.
Susan Boyle Knows Something You Don't
Over the past week, the name Susan Boyle has been pegged at the top of the Trending Topics on Twitter. You can always tell when there's an item related to pop culture, current events or breaking news, because it rises to the top of Twitter's barometer of culture on http://search.twitter.com.In this case, the name belonged to a woman who has ascended to the 15 minute throne because of a television show (in this case Britain's Got Talent), the immediacy of YouTube and an amazing talent. Rather than try to describe what's been happening, I'll let you see for yourself. Since embedding is disabled for this video you'll have to click through to see it.
When you come back, we'll talk about another equally as remarkable video.
Just about two years ago, a car phone salesman by the name of Paul Potts had a very similar story unfold on the same show. You can see that video by clicking here. I wrote about it in two posts: "Your Next Creative Genius May be Closer Than You Think" and "What I Learned From Paul Potts."In both situations, we see something happen with the audience (and perhaps with ourselves) that seems to universally apply to human nature: there's initial skepticism, followed by awe. But ultimately, we want the underdog to win. Why? Perhaps because we can relate to a "regular" person and we like the idea of overcoming odds to be successful.
The lessons that I wrote up in the Paul Potts post also apply to Susan Boyle's situation:
- Assumptions can limit your creative output
- It's okay to take risks
- Know your audience and connect with them on an emotional level
- Exceed expectations
- When we're constantly hit over the head with polished, branded, uber-cool ads, campaigns and come-ons, it's refreshing to see a down-to-earth, humble approach. It gets more attention.
But here's another thing that's going on. It's been just two years since Paul Potts made his first appearance, but the Susan Boyle phenomenon is being treated like an anomaly. How quickly we forget - the social media pundits and even the the show's judges seem to have forgotten Paul. The reality is we're overrun with the latest headlines, shockers, tragedies, personal issues and more, and things like this will always come and go. I still remember Paul, but mostly because I wrote about him before. I wonder how many others forgot?
Turning this to practical business advice (I wouldn't let you down!), do you think your company's product or service is that memorable? If a Paul Potts with 44 million views on YouTube doesn't even come to mind for the public and even the judges involved, what can you do that's going to stick with people?
Giving them a predictable, repeatable experience each time they use your product is one way - I'd say it's the price of entry. No amount of viral videos, marketing gimmicks or slick mailers are going to matter if you've got a shoddy product. But beyond what's expected, how are you exceeding expecatations, creating the "wow" factor, and still being on a level that they can identify with.
And that's the challenge, isn't it? Britain's got talent, but have you? If you don't, then go out and hire or partner with someone who does.
Maybe a Susan Boyle or a Paul Potts can help you.
Have You Got a Boss or a Leader?
Yesterday I had the pleasure of collaborating with Alan Mulally, CEO of Ford Motor Company (my employer) on Twitter. He was so excited about the opportunity to connect directly with the public again (you may recall his first exchange on Twitter).The thing that I was looking forward to the most was just seeing Alan in action. With our CEO, what you see is what you get - he's the real deal. He takes the time to listen to people and he responds thoughtfully and genuinely. He gets social media, whether or not he knows what blogs, Twitter, Facebook or Plurk are - he knows that it takes an investment of time and truly caring about customers to make it work. And to me, that's the critical difference between success and failure as a communicator.
Here's the transcript of what was said on the @Ford account for the 30 minutes that Alan was on. We answered 37 questions and we have about 40 more that Alan will respond to shortly. The hashtag we used for the day was #FordCEO and all of the tweets from Alan were signed ^Alan. As he states in one of the responses, Alan loves customers. I don't think anyone can doubt that.
irasocol: #FordCEO when will Sync work with all Blackberries?
ford: @irasocol SYNC works with most bluetooth devices. Scott says to check www.syncmyride.com for more info ^Alan #FordCEO
irasocol: #FordCEO, why not give the Ka to US Mercury dealers, and create buzz. Same car as the FIAT 500 which is supposed to 'save' Chrysler.
ford: @irasocol Re the Ka: we're trying to understand the U.S. market needs for it right now. It's a REALLY neat car! ^Alan #FordCEO
BradConley: @Ford What part will the Lincoln brand play in the resurgence of FMC?
ford: @BradConley Lincoln is a key luxury brand for us, we have a completely new family of Lincolns now. ^Alan #FordCEO
drivingsales: @Ford if GM & Chrysler get big UAW concessions through BK protection, how will that affect Ford's agreements? #FordCEO
ford: @drivingsales We continue to work with all of our stakeholders on our plan and we will not be distadvantaged. ^Alan #FordCEO
j_navarra: @Ford are there plans to replace the NA Focus line with the Euro Focus line, or the Fiesta replacing the NA Focus's place in the lineup?
ford: @j_navarra Yes. Over time, the products will come together around the world on our wonderful platforms. ^Alan #FordCEO
DRients: @Ford Alan, I would like to know what you think the strongest car/truck is in Ford's fleet? And Why? Thanks! #FordCEO
ford: @DRients Stong cars: the Ka, Fiesta, Focus, Fusion, Mustang and Taurus. ^Alan #FordCEO
ford: @DRients Strong utilities: Escape, Edge. Flex, Explorer & Expedition. ^Alan #FordCEO
ford: @DRients Strongest trucks/vans: Ranger, F-series, E-series and the NEW Transits ^Alan #FordCEO
ford: @DRients Oh yeah, one more: strongest new way cool van: Transit Connect Family One ^Alan #FordCEO http://bit.ly/IGXd
lombertop: @Ford what made u think so far ahead re. the obtaining of funds in case of an economic downturn?
ford: @lombertop We are so excited about our products, transformation - we wanted to ensure we had sufficient $ to complete it http://bit.ly/IGXd
lombertop: @Ford What do u think of the Fiesta Movement campaign so far?
ford: @lombertop "Moving" along really well. SO exciting & useful to gather customer input/feedback ^Alan #FordCEO
ford: @lombertop The Movement is the future for creating vehicles we all really want. ^Alan #FordCEO
radiomantodd: @Ford What role does a grassroots motorsports racer, such as a#SpecFocus team, have in building up a brand such as Ford? #FordCEO
ford: @radiomantodd "Race on Sunday, sell on Monday." Go Ford, go!! ^Alan#FordCEO
AtaruSVTF: @Ford If the Fiesta Movement is a success after it ends, is this the type of marketing you would consider doing again in the future?
ford: @AtaruSVTF RE Fiesta Movement - YES. More than marketing, we're creating our new products we all want together. ^Alan #FordCEO
azulejost: @Ford #FordCEO With the IIHS crash tests released yesterday, how confident are you that the Fiesta will outperform the Fit, Yaris, etc.?
ford: @azulejost That IS the plan. ^Alan #FordCEO
paul_db_weber: @Ford Is Econetic coming to US?
ford: @paul_dB_weber We're going to deliver the best fuel mileage forever. That's the plan. ^Alan #FordCEO
leeanthro: @Ford We are Ford family looking to replace Taurus wagon. We buy 1-2yo vehicles to save. What wld we gain buying NEW this summer? #FordCEO
ford: @Leeanthro Great design, better fuel efficiency and safety improvements...and great value ^Alan #FordCEO
povertyjetset: @Ford happy about Fiesta's fuel efficiency. More small cars from Ford in the works? #fiestamovement
ford: @povertyjetset Yes. Ford will provide a complete family of small, medium & large cars, utilities & trucks going forward. ^Alan #FordCEO
DaveBenjamin: @ford: #fordceo- Do you anticipate suppliers will survive much longer without substantial government financing? How does this effect Ford?
ford: @DaveBenjamin Yes. They'll continue to consolidate & align with successful companies. Like Ford. :-) ^Alan #FordCEO
byronpope: @ford Would a GM/Chrysler bankruptcy negatively impact Ford?
ford: @byronpope We are so pleased that customers are preferring Ford.(Hi, Bryon!) ^Alan #FordCEO
DonStugots: @Ford when can we expect a hybrid "edge" model? if not, then why? #FordCEO
ford: @DonStugots We're reviewing it now. ^Alan #FordCEO
azulejost: @Ford #FordCEO Mr. Mulally, congratulations on attaining 10% of Europe's market share last month! You're doing a great job.
ford: @azulejost Thank you! The customer decides, and we're SO pleased. ^Alan#FordCEO
Turbochacha: @Ford #FordCEO Is there any thought to bringing back iconic namplates like Thurderbird or Bronco since Taurus has been well received?
ford: @Turbochacha We continue to consider this, but our focus is consistency of purpose/continuous improvement with what we have. ^Alan #FordCEO
@Mooncricket: @Ford Alan where do you see Ford full size trucks in the next 5 years. Gas, hybrid, electric, power, same size or smaller?
ford: @Mooncricket Yes. ^Alan #FordCEO
DRients: @Ford..Alan, what are some of your talent acquisition and retention strategies in these tough times?
ford: @DRients Compelling vision for Ford, wonderful creative work, talented people working TOGETHER, making fabulous products ^Alan #FordCEO
ursch1311: @Ford Alan, you are doing an amazing job...can u give me hope for an ecoboost Fusion, and maybe how long I'll have to wait?
ford: @ursch1311 Yes. Soon. Such a neat drive with the additional torque at lower rpms. Yahoo!! ^Alan #FordCEO
joelandmandy: @Ford #FordCEO -- looking at the new Transit for our business. Could a 6' person stand up in the back?
ford: @joelandmandy Not quite. Scott showed me your video, btw - you rock! ^Alan #FordCEO
WirelessLife: @ford MS SYNC project is great. When does Ford plan on taking the next step in making the vehicle a connectivity hub? Media via mobile INET?
ford: @WirelessLife More capability in connectivity each year. Seamless connection, information will be ubiquitous as we drive Ford ^Alan #FordCEO
phenom1984: @Ford What are you driving these days?
ford: @phenom1984 I drive a different vehicle each day, including the competition. Last night = Ford Fusion hybrid 41 mpg ^Alan #FordCEO
mpgomatic: @Ford Any chance I could borrow a Fiesta ECOnetic to set a new 48-state fuel economy record for Guinness? #FordCEO
ford: @mpgomatic Need your help changing the regulations to make the dynamite new diesel to be more affordable ^Alan #FordCEO
mpgomatic: @Ford Sure thing, Alan! I can start by setting high MPG numbers on roundtrips to DC. :) 4/30 too early to start? #FordCEO
ford: @mpgomatic Go for it! Call me along the way. ^Alan #FordCEO
JamieGeek: @Ford any plans for a Hybrid truck (F150/F250/F350)?
ford: @JamieGeek EcoBoost is the next dramatic step in capability & fuel efficiency in our trucks. ^Alan #FordCEO
brittanitaylor: @Ford My family are Ford drivers, but to others who are not familiar with your brand,what would you like them to know about your company?
ford: @brittanitaylor Ford cares and has *great* choices. Please drive one, and feel the difference. ^Alan #FordCEO
raywert: @ford Alan, Ford Fiesta. Which comes stateside first, sedan or hatch?also, will mustang get ecoboost?
ford: @raywert We'll be announcing that soon (Fiesta). Can't get enough models around the world. ^Alan #FordCEO
BrentSnavely: @Ford Is Ford Advantage working? #FordCEO
ford: @BrentSnavely Yes! ^Alan #FordCEO
mlaspina: @ford #fordceo Thx for the oppty Alan. Do you expect to merge any current brands?
ford: @mlaspina No. We are laser-focused on our complete Ford family of vehicles. ^Alan #FordCEO
DaveMora: @Ford still has the "Fix Or Repair Daily" reputation. i 4 1 dont believe it but is Ford conscius about it and working on it on the PR front?
ford: @DaveMora Yes we are - the data says every new Ford vehicle is best in class worldwide. We have a great story to tell. ^Alan #FordCEO
mcritz : Why is @Ford producing the 2010 Fusion+Hybrid in Mexico?
ford: @mcritz We produce our vehicles all around the world. The vast majority of U.S. vehicles are made in the U.S. ^Alan #FordCEO
poptent: @Ford love that you guys are using Twitter for marketing + community - have you fallen in love with social media yet? #FordCEO
ford: @poptent We love customers, and can't get enough of 'em. ^Alan #FordCEO
Jeb_Hoge: @Ford Can enthusiasts expect SHO or RS versions of Focus, Fiesta, or Fusion?
ford: @Jeb_Hoge Yes. Over time. ^Alan #FordCEO
BRGT350: @ford Alan, I wanted to thank you for everything you have done for Ford. You are one of my hero's of American buisness.
ford: @BRGT350 Thank you. It is an *honor* to serve an American and global icon. ^Alan #FordCEO
Expect to see more of this kind of interaction from Alan and other executives at Ford. We believe that social media is an ongoing way of doing business rather than a marketing effort or ploy - it's not about one-way messaging or advertising. To us, social media is not a campaign, it's a commitment. And we're committed to listening.
Everyone's Got a Story
What's your story?If you stop to think about it, we live our lives as a series of tales. From the beginning of human existence, we have have developed the unique ability to be storytellers, whether it was through cave paintings, the oral tradition of Homer and other epic poets, or the latest episodes of Heroes. We convey our fears, joys, grief, thrills and more through recounting where we've been, what we've seen and how we envision the world. Why?
It's one of the most basic human needs after food, shelter and love - to be heard and to be understood, and ultimately to be able to relate to others.
Everyone's got a story.
Last fall, Ford ran a contest called Mustang Stories, where we encouraged people to submit their own stories about the iconic Ford Mustang in advance of the 2010 Mustang launch. In a photo and 250 words or less, they were encouraged to share their own unique experiences with this iconic brand. The winner, selected by the community by voting on the top 25 stories, would receive a trip to the L.A. Auto Show to see the reveal of the new car, and would walk away with the car as well.
Kory Chesher, who was at the time deployed in Iraq in the U.S. Army, submitted the winning essay and photo:
It started when I was about six years old. I was in the truck with my father and we were at a stoplight. Across the road at the other light was this "car." It drew my attention away from everything else in the world. I asked my dad what it was and he simply said, "Oh, that’s a Mustang." I remember it like it was yesterday. I now know that it was a 1968 black fastback. That was almost 20 years ago. 20 years of love, addiction, obsession. 20 years of longing and desire. Now I’m a soldier in the United States Army deployed to Iraq. I spend my spare time tearing through Mustang magazines that my family and total strangers are kind hearted enough to send to me. Every opportunity I get I’m online poring through forums and pictures; studying every little tidbit of knowledge I can get my hands on; meticulously memorizing seemingly insignificant trivia. Names, dates, specs, colors, paint codes, production numbers, costs, anything, everything. A Mustang of my own wouldn’t quell this life I live; it would supercharge it. The only thing greater than a life loving Mustangs is a life with a Mustang. With a Mustang to call my own I could finally experience the pride and freedom that I have only been watching from afar. It will ignite a passion like nothing I have ever experienced. Mustangs are my one true love. I am ready to go driving now.
Just this evening, I was on Twitter, helping a woman with vehicle choices, and unprompted, she shared her own Mustang story:
Carissa_MomIF: @ford Uh oh, now you get a story, for anniversary, got a convertible mustang rental, drove to Park City, VERY COOL, and no room for kids!
I love it when people instantaneously share like that! We got into talking about test drives, so I did a return volley and gave her a link to one of my favorite test drive stories - in this case it was the winner of the film version of the Mustang contest that Ford ran through a partnership with Filmaka.
And there on Twitter, separated by about 2,500 miles, we admitted to each other that watching that video brought tears to our eyes. The magic of storytelling and sharing a unique view of the world brought two people closer together for a moment in time. She said that she was going to share the video with her husband; I'd imagine she'll tell others about the experience as well.
Now, the cynics out there will undoubtedly be asking, "Yeah, great. But did this help Ford sell a car?" Maybe. If she got the information she was looking for in the first place and it was backed up by a warm & fuzzy feeling of sharing a moment like that, then maybe it will contribute to the sales process.
But storytelling in and of itself is not about selling; it's about connecting. Connecting with people, whether briefly or repeatedly over time, to make them feel like their time was not wasted and that they mattered enough for you to make an effort on them. If you're effective, they'll want to return the favor. And then you'll have another story to tell.
Everyone's got a story. What's yours?
Generational Marketing
As I was using the disposable two-blade, I thought about my Gillette Mach3 Turbo razor and was reminded of how I got to use the Gillette brand in the first place. In the late 80s / early 90s, Gillette made an incredibly smart marketing move: they purchased the mailing list of the Selective Service. If you're not familiar with the Selective Service system, every male in the U.S. between the ages of 18 and 25 must register, in case there's the need for a military draft.
Gillette sent their new (at the time) razor, the Sensor, to every registrant. For reference, Gillette makes more money on their blades than they do on the razor mechanism itself - it's similar to the computer printer model, in which printers are priced affordably and the cartridges are expensive. Each and every young male that registered got a free razor and set of blades from Gillette, essentially giving them the opportunity to be Gillette customers for life. I don't know what the long-term adoption rate for Gillette was, but I can guarantee you that it got more men thinking about their products than just advertising would have done.
But it got me to thinking more broadly: how many opportunities are there for marketers to really affect an entire generation? It seems like a tall order in this minute-by-minute attention-starved generation. But if it's something as simple as what Gillette did, such an experience has the potential to stick - especially since word of mouth (online and offline) can help such efforts grow.
Are there other campaigns that you know of that have affected entire generations that way? Or are there opportunities that you foresee for current brands to have this kind of impact? Drop me a comment and let's discuss it.
Photo credit: Brian Warren (Flickr)
Social Network Shorthand
Have you ever needed a quick analogy in a business or social situation that helps you explain what a social network concept is? I know I have - many times.Here's the best way I've been able to describe the difference in each platform and how I use them:
LinkedIn is the business meeting; Facebook is the hallway conversation; Twitter is the cocktail party.
Advertising to Gen Y on Social Networks
The other day, I remarked that Ford is "not interested in advertising on social networks. We're interested in getting in there and interacting with people." Here's why:The Good News
The Bad News
So once again we hear that advertising on social networks is not effective when you're trying to reach Millennials. This is according to the Participatory Marketing Network, Pace University's Lubin School of Business' Interactive and Direct Marketing Lab, and IDC (Source: MarketingCharts.com).
- Getting news or product updates (67%)
- Having access to promotions (64%)
- Viewing or downloading music or videos (41%)
- Submitting opinions (36%)
- Connecting with other consumers (33%)
The Business of Social Media
Lately, I've been lucky enough to have Ford's social media efforts covered in places like BusinessWeek's Innovators series and on a webinar by Powered, featuring Christopher Barger (my equivalent at GM) and Sylvia Marino from Edmunds.com.But yesterday, I had the opportunity to appear on Fox Business News with Liz Claman and David Asman to discuss Ford's approach to social media. I was also joined by Michael Howard, COO of KiwiBox.com:
They asked me about Alan Mulally's foray into Twitter, and ultimately the question moves toward monetization. They wanted to know how Ford is advertising on social networks. My response (which of course was more about our communications efforts):
"We're not interested in advertising on social networks; we're interested in getting in there and interacting with people."
And there's the very core of our social media goals at Ford - to humanize the brand by having real people interacting in communities online.
How does that sit with you? What level of interaction (if any) do you prefer to see from brands in the social networks?
Leading by Example
I often tell people that one of the reasons I came to work for Ford is that I could see that the senior leadership really "gets" social media.Not to the extent that I expected them to know what Twitter was or how to write a blog post, or anything related to the geek-speak we're all accustomed to. But rather that culturally, they were already there. (Aside: you may recall that I actually had Ford's CEO answer questions on Twitter)
Prime example: I was told that when Alan Mulally became CEO, he declined having someone assigned to him to respond to all of his email, instead preferring to do so himself. And his proclivity for sending personal notes to employees and even customers backed that up.
So imagine my delight last week when a couple of unrelated items surfaced on the web
First was a pretty widely-publicized event that took place last month, where Alan personally called a customer to thank him for buying a Ford Fusion hybrid over the Prius Hybrid:
Even though the Fusion hybrid was called "the best gas-electric hybrid yet" by USA Today, it still sends a message to have this level of personal touch.
The other was something that I helped orchestrate, but wasn't sure when it would happen. Craig Daitch expressed a "man-crush" on Alan Mulally, and I relayed that to Alan. He responded thusly:
Yes, these are gestures to two individuals by an otherwise very busy man. But it matters. Even though Alan can't possibly thank every customer or send an autographed photo to every admirer, it's the spirit of the interaction that demonstrates an interest in connecting with people.
Coming down from the ivory tower every once in a while and interacting with your customers is an important aspect of any business. It's so important not to lose touch with the people that actually touch and use your products, to hear what they have to tell you and to be open about receiving feedback.
It's a constant challenge to do that on a large scale, but the individual points of input cannot be discounted, for it is these people who will be so moved and so affected that they tell everyone they know about it (or call a television station or make a YouTube video about it).
Social media evangelism needs to happen everywhere at a large organization - from the bottom up and the top down. That's the only way it has a chance to take root.
Photo credit: patries71
Creo Que Si
Social networks in Latin America are pretty strong. Here's a chart from a recent comScore report that looks at the penetration rate of social networking sites and their relative growth over the last year.
Tactically Speaking
While I like to spend a lot of time reinforcing the importance of strategy, at some point, it gets down to tactics. In other words, how are you actually going to put those great ideas to work?A recent headline from eMarketer trumpeted Marketers Eye Online Video in 2009. While that shouldn't be a surprise (I think we can all agree that this particular visual medium is advancing and will be a more important part of our ADD-affected lives on a regular basis), as usual, it's some of the associated details that interest me.
As you can see, video gets the attention of about two-thirds of marketers. Pretty significant. But more than 4 out of 10 are also eyeing social media. Not bad for a niche channel that seemed to be fighting for attention over the past couple of years.
I'm happy to see that podcasts are part of more mainstream thinking, and that marketers haven't forgotten about that bellweather, search. I'd be interested to see what the plans are with a tried-but-true methodology: email marketing.
Have you got any unusual - or perhaps even back-to-basics - plans for 2009? I'd love to hear about them.
Photo credit: dbking
Social Media for the Entrepreneur
I recently received an email from someone asking me, " I'm starting a company and I'm interested in how I can use social media to get people to my site and my blog."It's a fair question, and one that is probably on many people's minds. I'm not an entrepreneur, nor do I know if I could ever be one. (That's probably why I'm at a corporate job). A few people - much more qualified than I to speak on this subject - have addressed this issue. You might take a look at what they had to say:
- Social Media Starter Moves for the Entrepreneur [chrisbrogan.com]
- Execute on Being You [garyvaynerchuk.com]
- Social Media and the Tech Entrepreneur [alanwolk.com]
- If I Started Today [chrisbrogan.com again - boy, this guy's good!]
I'm not sure what I can add, but here's my email response. Rather than being list of tools, resources or prescribed tactics, I took more of a behavioral approach.
First off, I wouldn't be concerned about getting people to your site/blog. Social media isn't about getting traffic, it's about building relationships.
What are you doing out there? What social networks are you involved in? What blogs do you read? Interact with people, leave comments, be helpful by providing tips or links. Overall, spend 2-3X more reading & commenting on other people's stuff than you do writing your own. Over time, this will get people naturally interested in what you have to say.
Social media is a karmic business, and you have to give in order to receive. Share you knowledge and information freely. Create an ebook with valuable tips and give it away on your blog or site. Go out of your way to connect people and to show you're willing to give something before you get something.
I'm sure there are many more suggestions that you have, as a smart social media practitioner, student or professional. What are they?
Photo credit: forimpact
What's In It for YOU?
When the one year turns into the next, it's human nature to become reflective. Rather than do a best-of post or look at what I've written, I thought I'd turn this post over to you.I'll admit that this is not a totally original idea. My friends and social media colleagues Todd Defren and Jake McKee have both done so as well.
It Is All About You
Essentially what I'd like to know is this: what would you like to see me write about in 2009?
Would you like me to write more about blogging techniques? Or tips for using Twitter? Or maybe developments in Facebook? News, information, statistics, and studies from the marketing and social media industry? I know I've spent a lot of time writing about Ford lately, but would you like to see more case studies from my work?
Maybe I'm missing the boat completely. But I'd like your input, either in the comments section, through an email, or Twitter. Let me know what kind of information you'd find most helpful.
If you don't already do so, please consider subscribing to this blog. It's free, painless, and calorie-free for all of your 2009 resolutions.
Photo credit: Karthik Sudhir [Aperture K]
Why Video Will Be So Important in 2009
One of the principles that Web 2.0 affords us all is that, thanks to the ease of self-publishing, we can create content in pretty much any form we want. And if you don't know exactly how your customers like to consume information, I'd argue that you should make every version available.This became pretty clear to me today, when we made an announcement at Ford that we're launching a new feature in the Lincoln MKS called Active Park Assist - which means you can parallel park hands-free. Sounds cool.
We launched a traditional press release along with a social media press release. There were mainstream online articles about it which got some pickup, including Engadget, the Wall Street Journal, and Yahoo. And the reaction was mostly people passing along the headlines on Twitter.
But it wasn't until we launched the video that we had that "a-ha" moment. People saw the technology in action and immediately understood what the text-based pieces and the image above were trying to convey.
In this case, we had a story that was more easily understood by observing how technology worked firsthand. When you couple an image-intensive story with an audience's need for quick information, video is a great solution.
So when it's time to make your own announcement, launch a campaign, or build awareness, you should ask yourself: what's the most effective way of telling your story?
Photo credit: Ford Motor Company
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