Ford’s Digital Snippets: Good Social Media Idea or Bad?

My previous post when I was first contacted by test drive campaign.
Here’s the link to Ford’s Digital Snippets

99 Total TweetBacks: (Tweet this post)
  • en: "It’s when you hold eye contact for that second too long or maybe the way you laugh. It sets off a flash..." http://tumblr.com/xwm29z2 07/08/09 11:23am
  • en: did they exploit that child or what? 07/08/09 11:23am
  • en: Fuckety fuck fuck, it's ok to say fuck on here isn't it, or will they kick me off for freedom of text? 07/08/09 11:23am
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  • en: @Teresa_Mrsh listen to Spirit FM tomorrow morning during breakfast or go online www.spiritfm.net for the full interview 07/08/09 11:23am
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  • en: @Penellie FINE BY ME! PREMIER IS JULY 15th OR SOMETHING??? WHOS COMING TO ALMERE TO SEE HARRY POTTER??? 07/08/09 11:18am
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  • en: lookin for some warriors or HOLY GHOST MANIACS........<>< 07/08/09 11:18am
  • en: @delytron Use towels or hoodies. 07/08/09 06:14am
  • en: am debating cooking up a flu playlist to get me through tomorrow. can't decide between cameron frye-style sopor or just nostalgia fun 07/08/09 06:14am
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  • en: @miragelamb all about honor of Michael,not a talent showcase or who could steal the show,that is why it was a great night.I felt a couple of 07/08/09 06:14am
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  • : of you like it once a week Sanur is the place. 07/08/09 06:14am
  • en: RT @Pentenscribes: U must take personal responsibility.U can't change the circumstances,the seasons,or the wind,but U can chg yourself.~Rohn 07/08/09 06:14am
  • en: oo. i'm excited! 8am! that means i have to leave here by 5.. maybe i could get my brother to sleep over or something.. 07/08/09 06:14am
  • en: @mac_feisty LOL Is that even real hair? Or is it store bought? 07/08/09 06:14am
  • en: @menacingpickle Aww isnt that nice of him. Wonder if he needs volunteers. lol Or maybe donations for building materials. 07/08/09 06:14am
  • en: @KenPlume She's writing notes on her paper airplanes. Spiritual messages in a bottle, or Jewel poems? We may never know. 07/08/09 06:14am
  • en: @ashleeadams people calling you fat? People just retarded and/or anorexic. If you're fat then Erin is not Scottish or Kayla not an Aussie. 07/08/09 06:14am
  • en: @tdm911 definitely, last goodbye should be right up there, hallelujah somewhere in there. or else I'll be mad! 07/08/09 06:14am
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  • it: @mogotti2 is red tail public or private? 07/08/09 06:14am
  • nl: #turnoff lazy niggaz ughhhh wtf nigga u want a redbull or something? 07/08/09 06:14am
  • en: @YarnHarlot I was just thinking you are up to late for work....time to sleep...or bed :) 07/08/09 06:14am
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  • en: @TayVengeance They aren't very good. I'd advise you not to waste your time. And there's like....a gazillion of them or something... 07/08/09 06:14am
  • en: Goodnight folks. Falling into a sweet dream or beautiful nightmare.. Can't wait for this weekend. 07/08/09 06:14am
  • en: A member asked if anyone does yoga or pilates: http://tinyurl.com/nnevv7 07/08/09 06:14am
  • en: @racheyrach I should be free starting around 2pm, if you want you do something. Give me a call, or I'll call you. 07/08/09 06:14am
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  • en: @ShanOnTheRun i dont mess with roofies. floories on the other hand might follow me to vegas tho, whether i like it or not. 07/08/09 06:13am
  • en: Give @DwightHoward a Million Followers or he will Dunk on u 07/08/09 06:13am
  • en: @MaryKai thru thursday! i have a freakin root canal at 7 am :( first and only cavity everrrr. go big or go home! 07/08/09 06:13am
  • en: "“‘You’re going to have to learn to let go, or you’ll never be happy with anyone.’”" - - The Heat Seeker 07/08/09 06:13am
  • en: @thoRoH213 lol.. Sorry.. Damn IPhone.. & TPS is jus a ref 2 the cult classic 'Office Space' like a memo or sumthing.. 07/08/09 06:13am
  • en: @crixlee remake? or? 07/08/09 06:13am
  • en: I think i need a new job... or a sponsorship 07/08/09 06:13am
  • en: Do you do crafts or other home projects? http://tinyurl.com/lyy4w6 07/08/09 06:13am
  • en: trying to color a tigger and pooh coloring book with NO yellow or orange. and eating spegettios. what am i, 5? 07/08/09 06:13am
  • en: Just posted some recent ideas. Ever seen a game about being proactive? Or visual awareness, or a shmup for blind people... http://tr.im/rlqE 07/08/09 06:13am
  • en: @RichardWiseman where's the UK? or is that part of the illusion ? ;-) 07/08/09 06:13am
  • da: @retsevlys you pregnant or pregnant noodles? hahahah! 07/08/09 06:13am
  • en: @u2gigs if u care about Bono at all read this blog & pass it on http://blondeonblondeblog,blogspot.com or myspace.com/blondeonblondeblog 07/08/09 06:13am
  • en: @applesundae - yes, lets chill soon. --ur currently in driving school? or are u driving ur dads car?lol 07/08/09 06:13am
  • en: "Whatever you can do or dream you can do, begin it. Boldness has genius, power and magic in it." Geothe #iranelecton #iran 07/08/09 06:13am
  • : [margoisthename] 07/08/09 06:13am
  • fr: Im craving some choys or dennys 07/08/09 06:13am
  • en: I'm cool with SyFy as long as they don't air more wresting. Wrestling = sport. Not Science Fiction, Horror or Fantasy. 07/08/09 06:13am
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  • en: Turn on: young tenders not 2 sound like a perv or nuttin but the 16 and 17 yr olds are on da come up they got it..no disrespect to u 20and u 07/08/09 06:13am
  • en: @Edward0Cullen *smiles the same way* ok then i will find paul or quil they can be evil 07/08/09 06:13am
  • en: Or anybody I really talk to 07/08/09 06:13am
  • en: @sianstaceface i think breown would look good on you or like a dark brown with blonde through it :) 07/08/09 06:13am
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  • Such tough decisions!!: 07/08/09 06:13am
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  • en: @Anna_63 I did get onei am not phone or pc sassy-u smart PC people may not get how dumb some of us can be. 07/08/09 06:13am
  • en: wants to be a drummer if only to play Disintegration by J.E.W. Sighs. Going to sleep now.. Or uh.. is going to... http://plurk.com/p/17n9y2 07/08/09 06:13am
  • en: @thesciphishow That's just understanding history. Making moral absolutes of one side or another is morally reprehensible. 07/08/09 06:13am
  • en: Ending this crazy day with "Live Free or Die Hard" #fb 07/08/09 06:13am
  • en: anyone need to rent a room? or know anyone that is looking to rent a room? lemme know. PS NO CREEPERS! thnx 07/08/09 06:13am
  • en: Was that an MJ memorial or celeb event? 07/08/09 06:13am
  • en: @cookiesisJAILED I thought u fell asleep or passed out lol! You never text me anything lol! 07/08/09 06:13am
  • en: Pacific place with mommy,papi,sissy,and uncle(uncle or uncly?hehe) 07/08/09 06:13am
  • en: My mom rules. She gave me the piano she had since she was a kid. New instruments to sort out random (or not random) thoughts on are the best 07/08/09 06:13am
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  • en: goodnight twitter :) thank you and mucho love to everyone who has either made a good or bad impact in my life. god bless. rip mj. 07/08/09 06:13am
  • en: Not excited about this process-of-elimination physical therapy. It is not the hamstring, piriformis, or back. What is left?! 07/08/09 06:13am
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  • en: @takedat dammit...its so annoyin cuz they tread lightly...like plz dun waste my time...either way if its now or later...chances r its no... 07/08/09 06:13am
  • en: @icewulf getting in around 4:30 or 5pm 07/08/09 06:13am
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  • en: @SherriSher yea i cant find a background i like haha. i might have to make one like you did or somthing 07/08/09 06:13am
  • en: alex is making me name the guinea pig Mr. or Mrs. Wobbles. 07/08/09 06:13am
  • en: http://twitpic.com/9nz11 - or this??... 07/08/09 06:13am
  • en: Heard real live NPR news people argue over who was cooler, MJ or Elvis. Sounded like 12yr old boys discussing Batman v. Superman. 07/08/09 06:13am
  • en: Added some bros to the tweet stalk'n list. Nice to have someone following me who isn't selling pills or pr0n! 07/08/09 06:13am
  • en: ask a dog or directions they may not know the direction but they will be friendlier than a stranger 07/08/09 06:13am
  • en: @Magic_Mikey if Bass doesn't come, there isn't much out there that can start on our team at PF or SF UNLESS we pay Marion and he likes it 07/08/09 06:13am
  • en: As an artist you constantly make mental notes on how you'd draw this or that (people, places, objects). It colors how you look at the world. 07/08/09 06:13am
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  • en: @smeykunz LOL... What did Sookie call him a man-ho or something like that? *laughing* 07/08/09 06:13am
  • en: @lalavazquez..Sorry to bring this to you. I dont know how to contact Melo or I would express my dissapointment to him instead. 07/08/09 06:13am

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  • Disclaimer: I only know about this program through people talking about it online, so I don't know all the program details. At the same time, that makes me a good candidate for opinion considering the objective of the program, right?

    From an ROI perspective, it's probably a good idea. I mean, the ROI will be very little, but I also don't think it costs Ford much to do this. The barriers are low. These cars would probably be sitting in a warehouse otherwise, so it doesn't cost Ford much more than paperwork to equip the social media guinea pigs (SMGPs).

    However, I'm skeptical that Ford will sell anymore cars through the program or by way of recommendation from the SMGPs. Too many other factors go into a car purchase, and the SMGPs are probably distant, online-only contacts for most people who read them for something other than their car knowledge. I think first-person recommendations are powerful, but considering the purchase size of a car vs. say an iPhone, I think most people would defer to recommendations from people they really know offline with a knack for cars... not just a good Twitter following.

    Overall, I think it'll be a win for Ford because they can say, "We're hip," and have a good case study to point to. The idea of localizing promotions is great, but long-term campaigns are necessary for long-term, tangible results. I'll be curious to see if Ford is committed to that strategy or if this is just another stunt to chalk up to the corporate gods.
  • By and large...if you're given a car I think you'll be predisposed to Ford...provided you're treated well.
  • Why? What if we gave him a car that didn't meet his needs, or if we had a poor quality product? By that reasoning, every long-term test drive given to automotive reviewers would predispose them to the OEMs that gave them to them, and we'd end up with all positive reviews.

    At Ford, we select bloggers on a number of criteria, including their honesty and inherent believability with their readers. We're confident in our vehicles and know that a lot of people will be pleasantly surprised at what they discover.

    Scott Monty
    Global Digital Communications
    Ford Motor Company
    @ScottMonty
  • Good point. I have previously had bad experiences with the company, as seems to be the case with a number of people I know, but it looks like they're turning the corner.
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