Well, the title says it all. We are very pleased to have won with Social Square for Ford. It represents a different approach to social that Imagination explored in Europe with Ford but were fully able to implement at the Detroit autoshow 2106 and in subsequent autoshows. While most social media at events focuses on a short burst of high profile activity from some very high profiles influencers to drive reach and attention we take a different tack.
Our focus is always the visitor to the stand. Across a year about 35 million people attend autoshows big and small. And they buy cars. High numbers are 3 month intenders, it’s a highly concentrated bundle of good for any brand. We focus on the visitors’ needs and how they behave as social interactors. Because of this we construct moments and conversations to appeal to them as they navigate the show and share their experiences with their own audiences, large and small. For them the day they attend is Day 1. They may not even pick up on the big ticket PR social media that happens at press day, because they aren’t the target market for that vehicle. But they are still influential. We then pair that focus on visitors with audience appropriate influencers who are also presenters. Their focus is what happens at show, encouraging people on stand to interact and giving them the reward of social attention and engagement.
It’s a strategy that works, garnering Ford a reach of 13,500,000 across the 10 day period of the Detroit autoshow across all channels and with 30,686 Engaged minutes on YouTube.
Social used to be more about conversation, I feel it’s moving towards the same old shouting we used to see from traditional media. Yes that has its place, but experiential social is just as effective and focused on the buying public. And it’s their interaction which drove our reach and engagement, so I’m doubly proud of this award.
We are well into the Winter Olympics now in Sochi and I have been poking about trying to find out what social activity looks like.
I think it would be no surprise that social activity is lagging behind London, Russia is another country in more ways than one, and the levels of global excitement are inevitably less than for the Olympics, simply because the sports in the Winter Olympics require conditions that are difficult to find in much of the world.
Brands seem to be taking a safe line – sponsors are getting involved heavily, but challengers are more reticent, possibly due to the controversies surrounding Russian statements about the LGBT community.
Regardless, here is a nice and succinct infographic you might enjoy.
Slowly, slowly brands are coming round to the idea that sharing their social media channel with other brands, providing free information and allowing for self-discovery is the way to an engaged, interested and loyal audience in social. And this is particularly true of millennials.
Here’s a great example – Bobbi Brown has launched (on Sep 9th) a new channel on YouTube that combines all these factors, and adding editorial voice from well-known beauty bloggers.
There is so much great video content on YouTube around creating looks, basic beauty etc from interesting voices like Lauren Luke and it’s all part of a trend towards a more experience based conversation between brands and individuals. I’ve been reading Joseph Pine’s book The Experience Economy which makes exactly this point. Consider the change in McDonalds from Commodity (cheap street burger) to Service (best burger fast) to Experience (burger + green coffee-style, linger-longer environment). Take a look at their latest ad. It focuses not on the product but on the allegedly lovely unifying community experience that eating a McDonalds brings to the world (ok you can sense my cynicism here…)
And now for those of you who clicked to get real Bobbi Brown inside info, here’s her key tutorial on creating the perfect face…
As you know, t’s been all go for social media at work recently. Not least because in around 2 weeks flat we filmed edited and launched a film with the sounds of Killa Kela,the beatboxer, and the Focus ST.
Why a beatboxer with an ST? Well, cars lend themselves so well to videos of “hooning” beauty shots and the engine revving. But this car has a special “sound symposer” that has been developed from Mustang technology so you can see why we’d want to make a feature out of that. And then of course there is the target audience magic that has to be applied which makes Killa Kela’s vocal stylings a perfect match to demonstrate precision and power.
Enough of the strategy stuff already. It’s a great film! Hope you enjoy it. And of course, if you do please don’t feel backward about coming forward to share it!
It’s been all go for social media at work recently. What with social media week last week and the Paris autoshow starting immediately after that finished I could be described as pooped. In a nice way…
So I thought I would give a little run down in chronological order backwards of the stuff we’ve been up to starting with FordLIVE.
Yes, Zoe and the team are back and they are reporting from the Ford stand at the Paris autoshow. It’s important to us that the stand experience reaches further than the stand itself. Socialising Ford’s content in this way allows people who might never otherwise attend and enjoy a stand to get a flavour of the experience. Hope you enjoy the latest installment!
I just read this article “Why every social media manager should be under 25“. It’s well written but I’d have to disagree with it on a number of points.
1) the writer asserts that because people of her generation have grown up with social they instinctively understand it’s honest, upfront and energetic nature.
“We were around long enough to see how life worked without it but had it thrown upon us at an age where the ways to make the best/correct use of it came most naturally to us. “
Arguably this applies to anyone over the age 25 too.
2) Understanding the inherently sociable nature of social media platforms doesn’t fit you for running a business social programme. Understanding the needs and demands and pitfalls of business communications combined with that understanding of social media platforms fits you for running a business social programme. That’s why businesses are asking for people with 5-10 years of direct experience.
3) We all know stories of young social media “experts” who have caused embarrassment on a business level because they weren’t savvy enough to know when to argue and when to stop, what to say and how to say it and what not to play around with. The case of Tom Watson MP’s intern is just one recent example. An internt too unprofessional to know what kind of mistakes can easily be made and what not to play around with. See here http://www.tntmagazine.com/news/uk/mp-tom-watsons-intern-in-twit-rape-twitter-outrage
The term Manager implies a level of responsibility that requires experience. It’s true that there are some precocious, intelligent under 25s out there who would make good social media managers but this is the world of business. And business feels safer with someone experienced. It’s always been that way. I spent a year trying to get a job after graduating from Oxford because I hadn’t got enough experience, while people who had been on more business focused, experiential degrees sailed past me into graduate traineeships and interesting jobs. They had experience, I didn’t, end of discussion.
If you are an aspiring social media manager under 25 the best bet is to volunteer, to build that experience and to approach younger more daring companies or charities that are more open minded and prepared to invest time. But don’t assume at 25 that anyone older than that only uses it for business, doens’t understand it and can’t possibly be as instinctively engaged as you are. It’s about a mindset and the willingness to learn and experience and 15 years out from 25 I can tell you that doesn’t change.
I was rather pleased to get a package recently from Peerindex and Ford. Inside was a torch and a hologram and some
information on the new car. I knew Peerindex were running a perk on the car – partly from my profile and also my contact with one of their key creative agencies – but I didn’t expect to get one. So, a nice surprise.
The hologram is sweet and has had a lot of people dropping by my desk to have a look and a play. A torch is provided which you use to illuminate the hologram itself. It’s rather ingenious and a nice way to showcase the fact that the car has no pillar into which the doors close. Which is tricky when you don’t yet have the actual car on the road.
A nice appetite-whetter and an interesting, creative and strategic approach to blogger outreach. Thumbs aloft.