Brandwatch: Ford

Switched on brands are using blogging and social media in creative ways. None more so than Ford, which having spotted the potential went out and hired social media blogger Scott Monty to manage its marketing in this area.

Monty got to work right away. The brand now has a Facebook group offering cash back for student buyers, along with competitions and cash prizes. Also a page on Twitter with around 600 followers, and a Wiki presence on the online comedy Where Are the Joneses?

Monty also got the company to sponsor a test drive event for women bloggers. Smart move, says Melanie Notkin on Savvy Auntie.

Notkin says:

Sure, automotive reporters will tell Ford’s new story. And auto bloggers will too. But are they reaching women? Specifically, are they reaching women without kids? Women who don’t worry about juice-boxes spilling on the new leather seats? Women who need cars that make them feel sexy when they go out with their significant other? … Probably not.

Why is reaching women so important? Well women make 65% of the car buying decisions for the household. Reaching us is critical. Reaching those of us who don’t have children, and therefore may be more likely to buy a luxury vehicle, is pretty important too.

These women visit And as Founder and Editor, I can reach them directly. And so I will. Right now.

Enough said!



Motrin falls foul of social media

Motrin put an ad on its web site. It was incorrect and suggested that if wearing your baby hurts your back or neck, you need Motrin. Whereas you in fact need positioning help.

This sparked a storm of protests from Mums on Twitter.

It also generated lots of blog posts.

The ad was removed but damage has been done.

Companies need to create communities around their brand – private or public so that they can test out how these kinds of ads will be received.
Furthermore companies need Twitter accounts and/or a blog so they can respond swiftly when these things happen.  It could happen to you.  You need to be able to have a voice.

Show your PR/Marketing team this example. Maybe they would like to come on one of our social media executive briefing sessions to learn about how they can better engage with social media and help protect the reputation of your brands.


Google Search becomes more social

Next time you go searching on Google you are going to notice some new features. You can vote on the search results and make comments on them.  This is a big change as Google used to rely on computer algorithms to rank search results.

Watch this video from Google to hear from them about the changes.


Young employees want the communications tools they’re used to

Employers aren’t keeping up with their younger employees when it comes to communication channels, according to Accenture.

In a survey of 400 ‘Millennial generation’ students and workers – those aged 14 to 27 – many said they prefer to use their own consumer tech, social networking and open source software. More than half said that state-of-the-art technology is an important consideration when choosing an employer.

A fifth of respondents said the technology at their workplace wasn’t up to scratch. Many not only wanted to use the computer of their choice, but also access applications they are used to without having to get permission.

At work they often miss the communications channels they’re accustomed to using at home, such as online chat, instant messaging, mobile text messaging and RSS feeds, which they say they need to have to communicate with customers and clients. Only 6 percent say their organization provides online chat and instant messaging, while 5 percent have the use of RSS feeds.

To make up for the lack they regularly download non-standard technology from free public websites such as open source communities, “mashup” and “widget” providers.

Of particular interest is that fewer than half said their employees appear to have a policy on posting work or client information on public websites.

Gary Curtis, managing director of Accenture Technology Consulting, says: “The message from Millennials is clear:  to lure them into the workplace, prospective employers must provide state-of-the-art technologies. And if their employers don’t support their preferred technologies, Millennials will acquire and use them anyway.”

Of course in the current economic climate recruiters may find there is less need for ‘luring’ – young people will be glad to find work anywhere. But if communications with customers and prospects is a priority it makes sense to provide staff with the tools they need.

Click here for full details.