Focusing on the Future – and Winning Today (Pt.1)

This is the first in a series of articles on companies that are not racing to keep up with Social Media.  In fact they are focusing on the future, while setting a powerful example today.  They are winning in the race for Social Media success.

According to eMarketer Digital Intelligence:

“In 2011, four out of five US businesses with 100 or more employees will use social media marketing. That’s a dramatic change from 2008 when just 42% of companies marketed via social media. As consumer usage of social media continues to increase in the US and around the world, marketers have transitioned from cautious engagement to full deployment.”

In addition, Social Media is increasingly popular with smaller, entrepreneurial companies who are flocking to Twitter, Facebook and YouTube because of their low cost, flexibility and power.

eMarketer continued with its analysis by noting:  “Social media spending is also increasing, as marketers move beyond experimenting to include it in all their marketing planning. The companies leading the way with social media are giving it a place at the table next to—and sometimes in place of—traditional media such as TV and print. These marketers are also integrating social media initiatives and budgets into brand marketing, customer relationship management and communications.”

FROM CAUTIOUS ENGAGEMENT TO FULL DEPLOYMENT

It may sound like a short trip from cautious engagement to full deployment – but it isn’t.  Despite its wide popularity, Social Media is still a vanguard business concept.  To fully deploy requires a significant commitment on the part of all management, plus their various stakeholders and constituencies.

THE FORD MOTOR COMPANY

A particular favorite of mine, Ford has accomplished some impressive results with Social Media.  In no small measure, this result is due to the professionalism and dedication of its Social Media Director, Scott Monty, and the able leadership of its CEO, Alan Mulally.  I have given both due praise on this blog in several previous articles.

I could easily devote a lot of screen real estate to Ford’s success, but let’s concentrate on its more recent accomplishments:

1. The Ford Story website is an excellent example.  From its page title, “See where we are.  Be a part of where we’re going;” to its logo subtitle, “Read it. Help write it. Share it;” Ford’s approach epitomizes the best characteristics of commanding Social Media.
2. The website gives equal play to Ford’s own articles and the articles written by their customers.  By comparison to the typical “testimonials” on many websites, this is a dramatic improvement and resonates with both customers and potential customers.
3. Of even greater value and uniqueness, the section of the site devoted to “Your Ideas” solicits suggestions and reports them online.  What a perfectly designed tool to engage with their audience.  Ford introduced the first product design initiative wherein the customer actually participates in product design.  This innovation is a remarkable departure from the days when companies designed their products unilaterally, hoping to create a receptive audience later.  This is a very big idea.
4. Instead of the typical marketing approach where product sales is the first shot, Ford has chosen to accent their customers’ opinions first.  Since it is axiomatic in today’s marketing that the buying public gives more credence to the opinions of others than it does to traditional advertising, this is a home run.
5. Of course, Ford also makes strong use of the more traditional forms of messaging, product images and videos, but even when so doing they innovate.  Ford uses Flicker and YouTube — both of which accent Social Media interaction.
6. Finally, scattered throughout the site are engaging questions and invitations:  “You look like you have an idea brewing…” — “Does any of this remind you of a story?” — “What’s your story?” — “Post Your Idea” and “Submit Your Story.”

Taken together, the whole of these innovations is a great deal more powerful than the sum of its parts.  My hat goes off to Ford, Scott Monty and Alan Mulally.  A Social Media marriage made in heaven.

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