Social media is clearly mainstream, and customers are demanding attention there more than ever. In this presentation, given the to the Customer Response Summit in February 2013, we look at the trends in the industry, how Ford Motor Company handles social customer service and how the company handles fans, advocates and influencers to build purchase consideration and improve Ford's reputation.
3. Almost ½ of Americans engage brands
on social networks
4. It’s not just for kids
Business owners are 28%
more likely than those
who don’t own a business
to follow/engage with a
brand (59% vs. 46%)
Senior executives, decision-
makers, and leaders are
40% more likely than those
without such authority to
follow/engage with a brand
(63% vs. 45%).
13. It’s not about your brand any more
79% “My relationship with brands is
of consumers agree with the statement:
much more personal than ever
before.”
68% of consumers say:
“Shopping today is less about
the brands/products
themselves and more about
me - what I’m feeling or
needing.”
14. Behaviors along the Purchase Loop
Openness
Post purchase Realized want
evaluation / need
Research / Learning /
vetting education
Seeking
ideas /
inspiration
15. Behaviors along the Purchase Loop
Openness
Post purchase Realized want
evaluation / need
Opportunity
to engage
Research / Learning /
vetting education
Seeking
ideas /
inspiration
17. Ford Strategy
Use social media to improve concern resolution,
increase customer loyalty, and help influence
purchase decisions
How we do it
Proactively engage in Twitter, Facebook and
web forums including: Yahoo! Answers,
AllFordmustangs, Explorerforum, and over 20
others
@FordService Twitter account has almost 15k
followers, the largest following among all OEMs
19. But don’t take our word for it…
@FordService – TY. I #Ford apparently gets social
appreciate the assistance. networking. A random tweet
This is why I drive a Ford. from me is leading to my
Service is everything and you looking at a Ford car I never
guys are top notch. even considered before.
I’m a prospective buyer Thank you @FordService for
and it’s pretty awesome taking care of my wife and
to see an actual Ford kids! (And the car of course.)
Customer Care person Superior response and service.
posting on here. I am awed. #Ford #TY
28. Engaging with Influencers
“The longer you can listen, the more you’ll
learn; the more you engage humbly, the
more likely those influencers will amplify
your message later. What do you call a well-
informed, respectful, sustained
engagement? A relationship.”
- Marshall Kirkpatrick, LittleBird
71% of those who experienced a quick and effective response say they are likely to recommend a brand or company, versus just 17% who had an effective but slow response. 29% would use a company’s Facebook page to comment on or ask a question about a product or service, followed by their personal Facebook pages (28%); the company’s blog (15%); and Twitter, using a personal handle (14%) or a brand handle (13%).Social media users between 18 and 34 are more likely to post on Facebook or Twitter (at about 35% and 25% on average) than those users 35 or older.http://www.marketingcharts.com/wp/topics/blogs/7-in-10-would-recommend-a-brand-or-company-after-a-good-social-care-response-24387/
Consumer exposure to a combination of paid, owned and earned media led to better bottom-line results, including a larger average order size and greater revenue per click.http://www.emarketer.com/Article/Social-Media-Key-Influencer-Multi-Exposure-Purchase-Path/1008845#VlwRe1VZgPmiOQ00.99
Stefania Butler told us what she thought was wrong with the U.S. auto industry in a long rant, during a time when Ford was defending itself as we tried to separate ourselves from the other two U.S. automakers.
We invited Stefania and 49 of the most influential female bloggers from the 2009 BlogHer convention to join us at Ford’s Chicago Assembly Plant for a day-long event that included interactions with executives, engineers, futurists, and the men and women who build our great Ford vehicles. They even had a chance to get in our vehicles and test drive them.
This is the world cloud we collected before the day’s events began. It equated to only 27% of the attendees having a positive view of Ford.
This is the resultant word cloud at the end of the day’s events. That 27% figure increased to 96% of them reporting a positive impression of Ford after our activities concluded.
And Stefania herself began to rethink her position, with her network proceeding to be influenced. She even wrote a longer blog post than her first, titled “What Ford Motor Company, the Women of Ford and a Guy Named Larry Taught Me About Ford.” We turned a complete negative into a complete positive.