Tweet 

Ford tries the ultimate social media experiment

Let's see how many negative reactions they get – same as payperpost/izea. I also found it interesting that Sarah Myers wasn't on the list but now I see she has been added.

Here's hoping Ford doesn't ask for TARP money….

A great marketing ploy by Ford? You bet. Risky? Don't think so.

First,the Fiesta appears to be the perfect economical car arriving at the perfect time. If quality holds, it'll be a hit.

But Ford minimizes risk by co-opting the messengers, giving them a free car, free fuel and free insurance for half a year. We'd be naive to think this won't affect what they say and write about the Fiesta. The “socially vibrant” became paid shills for Ford the minute they took the payoff.

As a social media marketing experiment, it's brilliant. But let's not pretend its an exercise in transparency or authenticity. It's just a clever promotion. Hey, I'm rooting for Ford to save Detroit, but I'm not buying one word any of these folks publish. They've been bought.

Allen, I'm surprised at you. It looks like NYC Entrepreneur Week is a sponsor on Center Networks, yet here's a post you wrote about them: http://www.centernetworks.com/nyc-entrepreneur-…

And Clicky seems to be another one of your lead sponsors, yet here are a number of posts about them:
http://www.centernetworks.com/holiday-gift-clic…
http://www.centernetworks.com/clicky-email-anal…
http://www.centernetworks.com/clicky-web-analyt…

Frankly, it is not the same as payperpost/izea, and you'll see why as I explain in the response to Bill Sledzik.

Scott Monty
Global Digital Communications
Ford Motor Company

I’m sorry you feel that way, Bill. But if you think – for one second – that Ford is telling these people what to say or that we’re only looking for glowing reviews, I want some of what you’re smoking.

The fact of the matter is that Ford is letting people have access to this vehicle and is encouraging them to talk about whatever they want, however they want. We’re collecting feedback from them, looking for ways to improve the driving experience before this car comes to North America. The car doesn’t launch for another year, so we have an opportunity to make changes to it. We’re going to get their input on all sorts of things as they – one of the key target audiences for this model – get a chance to put it through its paces here in the States. We *want* to know what they think, and we have stressed the importance of *complete honesty* above all else – because we want the truth, and because their readers & viewers will be able to tell if it’s not genuine.

We will in no way edit, censor, or delete anything that comes across as negative. We’re using this as an opportunity to learn from our customers, engage in dialog, and let them talk about it in their own way. So yes, that’s a risk. But what about this isn't transparent or authentic?

I’d imagine you’ve read a number of automotive reviews in your time – from newspaper reporters, trade journalists, bloggers, etc. They had time behind the wheels of our vehicles, usually a week at at time. By your assertion above (that Ford provides a free car, free gas, free insurance), those journalists are “paid shills” that have “sold their souls.” They’ve just sold a smaller portion of it, since they drove the cars for longer.

Scott Monty
Global Digital Communications
Ford Motor Company

Scott – not sure what you are surprised about? I am more than happy to discuss your program anytime – The post about Entrepreneur Week I noted at the top that I am a media sponsor and noted that I don't actually think it gets me anything – in fact, most of the events are free and I am speaking at one of the events for free as well. I give more hours for free to startups around the country/world asking for nothing in return than anyone I know and I would put my record up against anyone elses.

The clicky posts I noted that we are an affiliate of Clicky – they do not sponsor CN – and in every single post where I mention them (since we started as an affiliate) I don't even include the affiliate link in the post. So there is no benefit to me whatsoever – I don't even get a cut of the income when someone clicks from the post (or the rss or an aggregator). Show me others who take this level of care.

I spend good amounts of time to make sure what I say should be done is what I do.

As I said, “let's see how many negative reactions they get” – so when this campaign is over later this year, let's get together and discuss – I'd totally be interested to see how it worked out and as someone who has managed many online campaigns before social media experts became greater than those who aren't, I am seriously interested in the results – even if they aren't for posting.

Fair enough, Allen. It just seemed that by lumping this in with PPP/Izea, you were implying that there was a negative connotation of sponsored posts, which you point out you're open about on your site.

These agents – and Ford – are all disclosing their affiliation, so there should be no confusion. And what if (gasp!) we make a product that people really really like? Then there probably won't be any negative posts. We shouldn't be judged on the presence of negativity, but on the genuine conversations that are the byproduct.

just a tip but it might work better next time to answer the issues than attacking the poster(s) as you have done here

i hope you do make a product that people really like – as i told you on twitter a few weeks ago i was looking forward to using one of your cars on my last trip and was shocked that all they had was toyotas — i use zipcar and they have no fords either!

the interesting thing here is that Steven calls this the “ultimate social media experiment” but I think the ultimate would be getting the buzz going without having to give out the cars and pay all the parking/gas/etc to get them to talk about it – that's the ultimate goal – maybe that will happen when you launch the car next year – it will certainly be an interesting campaign to watch and study.

Sorry if it came across that I was hostile to you, Allen. I was merely pointing out a pot/kettle situation.

In an ideal world, yes, people would speak about our products spontaneously. In this case, I'd be interested to hear your solution for exactly how we'd get “the buzz going,” without giving cars out, since the Fiesta is not yet available in the United States.

Perhaps my impatience is showing – and that's my bad – but I'm sensitive to social media pundits' knee-jerk reactions to efforts before they're even off the ground, or before they take the time to truly understand the market realities.

I am not just some guy who sits on the sidelines and calls fouls – I've been in the game for as long as it's been around and have bought/sold hundreds of millions of dollars in media along with creating hundreds of online campaigns for fortune 100 companies – I think from reading your bio seems similar – this is one of the differences between me and many of the other bloggers.

See you tomorrow – hope there is a fiesta or a new mustang to check out!

Scott as the author of the post I just want to thank you for dropping and contributing to the conversation and I really hope this experiment works for Ford. If you would at any time like to update me on what is happening with the experiment please feel free to do so. You can reach me at steven @ winextra.com or on Twitter at http://www.twitter.com/stevenhodson

Who is the one with the real hidden agenda here, Bill? This is the second site (That I found) you have made a point to post your negative and generally disingenuous negativity on.

Really makes one wonder what your real reason for posting is, especially when you make bogus claims like this “Hey, I'm rooting for Ford to save Detroit.”

Really Bill? Rooting for Detroit with one hand, and giving them the proverbial finger with your other? Quite the interesting “unbiased” opinion you are bringing to the table- need we ask if you are getting the keys to a a shiny new import for free, too?

Unfooled, and certainly not entertained,
Mark Kleis
Supposed “paid shill” AKA Fiesta Movement Agent

Brilliant – I see nothing but upside, market research, lots of free publicity about innovation, initiative. The US car industry in such a shape that this more important than ever. I believe this will open Ford up to be the only one in Detroit that will not only survive but gets my nod for consideration on the next vehicle – by the way Ford – I will be looking this time next year – I know you are out there.

Great stuff. Thanks for sharing. But last I checked, it was only GM and Chrysler who were asking for government money. Why does Ford always get linked in?

The ultimate social media experiment would change the products and the company – not simply seek to use people as a channel to sell what you've already decided they want.
Here's hoping Ford did the former too…

I've read both this post (and its comments) and Steven's follow-up post at WinExtra, and I wanted to throw my four cents in:

(1) While it is true that you will be positively inclined toward a company that gives you a free product to use, that in itself doesn't completely suspend the critical judgment of the reviewer. I don't know what criteria Ford used to calculate “social vibrancy” – Steven, perhaps it relates to “personal brand' – but I would suspect that “socially vibrant” people tend to be opinionated, and are willing to share their opinions (e.g. Robert Scoble and Toyota).

(2) For what it's worth, this experiment gained additional credibility for me because I “knew” a person involved. When I originally read this post in my RSS feed (before seeing the comments), Scott Monty's name popped into my head. For better or worse, when I think of Ford and social media, I think of a person. When I think of Disqus, I think of Daniel. There are countless other examples of companies who have placed a human face on their social media efforts, which somehow makes the thing friendlier (provided that the company selects the right people as their human faces). What will this mean if Toyota hires Scott away next week and assigns him to the Half Moon Bay customer satisfaction team? I don't know, but I am curious to see what happens from this test.

Sorry to get back so late on this thread. I was one of the initial commenters, and thanks to Mark K., one of the most vilified. (I'm late because I forgot to check the Disqus box. Duh!)

Scott Monty and I hashed this out last night over at Eyecube. We went back and forth, and it got a tad heated. We still disagree on the issue, but in all, Scott handled it professionally. It was a good debate, and he won my respect. Here's the link to those comments for anyone who cares: http://eyecube.wordpress.com/2009/04/08/ford-cr…

I left the Eyecube thread because what needed to be said had been said. But on this post, I must answer the groundless attack by Fiesta “Agent” Mark K. Mark seems to believe I have some “hidden agenda” on this issue — some axe to grind with Ford. Yes Mark, I did post the comments on three different blogs. I thought my points belonged in the dialogue. All my comments were consistent, but not part of any “conspiracy.” So you can relax.

Mark, I'm willing to forgive your vitriol as a product of youth and inexperience. Truth is, I was much the same as a 20something. But your comments do underscore my point about the campaign. You are ranting blind advocacy on behalf of Ford, and it's not helping the Fiesta team at all. Good thing only a handful of us gear heads are paying attention at this point.

Anyway, Mark. I know Scott Monty isn't going to rein you in. He and Ford have pledged not to interfere that way. But I suspect what they're thinking is: “Dude, chill out and take that nice new car for drive.”

You can have the last word, Mark. And I'm sure you will.

Well I guess I was late to this party! I came across this discussion interestingly enough from Facebook; fancy that .

After reading this rather lively discussion, I must say I too am a bit confused by what it is that you are trying to accomplish Bill? I took the time to do a little research and found the other 'discussions' you were involved with; as well as your own personal website. To me, it seems quite clear that you have something to gain from this discussion as you are promoting yourself and your previous blogs. Are you not?

Don't worry, to be fair I also researched Mark K. It is pretty clear that Mark has been a loyal Ford fan for some time, apparently and according to his own words because Ford has provided jobs and reliable transportation to multiple generations of his family. In other words, Mark was already saying positive things about Ford before the Fiesta Movement…meaning he didn't have to “sell his soul” as you are claiming Bill. Also, for what it is worth, Mark was open and honest from his first post on the other site that he was a Ford fan- again eliminating any ethical issue on his behalf. I still haven't seen your post where you admit to running a website and blogs of this nature and take imense pride in the popularity of your posts…

So now that the thing that bothers me, Bill, is that it was you that first raised the red flag on “ethics” against Ford Motor Company. However, it appears the collective team of Mark K and Scott M both made what I personally found to be incredibly sound and essentially irrefutable arguments, based on facts dare I say, that proved the actions of Ford to have no intentionally misleading intent or ethical dilemmas behind them. When both Scott and Mark made these points you simply ignored directly addressing them- in every debate I have seen that is called admitting you are wrong.

Furthermore, not only did you fail to acknowledge what other readers agreed to be a valid point, you then went on to defend yourself, and make claims that you have no vested interest in these topics.

Bill, you are promoting your views and more importantly your website which is linked directly from your posts, how I found it, which in turn benefits you, does it not?

I think you were right in stating that there is an ethical misconduct in the air, but you need to check which way the finger is pointing; from where I am sitting Bill, it looks to be pointing right back at you.

Just as the passionate “Agent” (Seems silly to call them that, but alas I will play along) Mark K pointed out, it just doesn't stack up right that you would take the time to post a clearly negatively slanted and highly critical post on numerous outlets against the Fiesta Movement if there wasn't something to be gained.

By the way Bill, your closing line in your last post was really quite dissappointing coming from someone who prides himself in debating online. To an outsider, it really just looks like a childish attempt to give yourself the last word, and it definitely make you look hypocritical. Just my .02.

Well, that's how I see it at least… but I don't doubt you will find me to be biased as well for not agreeing with you.

-Morgan

You've lured me out, Morgan. I normally don't respond to anonymous comments, but since this case is part of next week's lesson plan, I dare not disappoint my students.

1) You are correct. I confess to having a blog, but since every comment I post links to it, that's no secret. I also confess to participating in discussions on other blogs when the issues align with my themes. One of those themes is ethics in communication. When I saw the Fiesta story in the WSJ, I (and several of my colleagues) saw gray areas worth exploring. So I searched to see who was talking about the story and posted comments to 3 blog posts.

The blogosphere is a conversation, Morgan. If that brings traffic back to my site, so what? That's how it works. But I don't “gain” anything from that traffic, since I'm not compensated to write the blog, nor will I ever be. Those 100 folks driving the Fiestas, on the other hand, are being nicely compensated for what they write, are they not?

2) Glad you researched the other comments I posted, but it wasn't necessary. There were only two others, the most significant of which I linked to in my previous comment before you arrived. The other is here: http://shankman.com/fords-razors-and-laps-oh-my/

3) As for Mark, he is a Ford guy, and he said that upfront. No research needed. I didn't accuse him or Ford of ethical breeches or dishonesty. My issue is with authenticity. In Mark's case, I did point his bad manners. But that was evident to anyone who read the comments.

4) You are correct that Scott Monty makes solid points clearly and concisely. He is a professional, and one smart guy when it comes to social media. I didn't accuse him or Ford of attempting to mislead anyone, since Ford clearly didn't do that. In fact, if you read my comments at Eyecube you know that I acknowledged Ford's disclosure of who was getting what. My point is simple that because the “agents” are being compensated with free car/fuel/insurance, that their messages are — in essence — sponsored ads.

My primary error was assuming that most people who read blogs are familiar with the controversies raised by pay-to-post programs and sponsored messages. Apparently not.

Not sure what points you think I failed to address. If you'll be more specific, I'll see what I can do. But I do hope the next time you chime in you'll tell us who you are. That way we don't have to worry what YOU hope to gain from all this.

As for the last line on the previous comment — you got me. Mercifully, it seems to have worked

Bill, thanks for keeping up the discussion here by not shying away. Glad to see the points being discussed here.

One thing I'd like to add – to your point #4: these are NOT “sponsored ads.” Advertising connotes staying on-message and being purely promotional. If anything, this is earned media, not paid media, and we have no idea what they're going to say. I'm guessing that the “compensation” – as you call it – is causing you to think we'll have bought their reviews. It's just not the case.

I'll frame it another way: book review editors at newspapers and magazines across the world receive free books to read so they can review them. Are their reviews sponsored ads? Do you think that book reviewers are more inclined to give a book a positive review because they receive free copies?

If you're calling into question the ethics of the program, the agents or Ford, then so too should you be calling out anyone – from an automotive journalist to a book reviewer – who has an experience or gets a product for free and writes a review. It doesn't matter whether it's a $20 book or the use of a car for six months; if it's a matter of right and wrong from an ethical standpoint, the principle should apply.

I'll hang in there with you, Scott. I've enjoyed the discussion, as have my students. Let me respond to you on the two key points where we disagree:

1) The value of the gift DOES matter. When journalists are invited to review a $20 book, that “gift” has no significant value, no significant influence their lifestyle. Same is true for a journalist who borrows a car for a few days in order to write a review. The gift, if it's a gift at all, simply isn't enough to affect the outcome. It's just part of the job. On the other hand, a free car + fuel + insurance for 6 months does have significant value and impact, especially to a 20something just starting out in life. The pseudo-celebrity status this program conveys to its participants may add further to their allegiance to Ford.

2) “Sponsored Conversation.” We disagree fundamentally on this point. Because it is organized and paid for entirely by Ford, the Fiesta program does qualify as “sponsored conversation.” Ford is spending a significant amount of cash and resources to create this conversation, and those 100 “agents” in the dialogue are benefiting significantly from Ford's largesse. I'm not naive enough to think that these folks will be entirely objective about the car, but I also don't expect them to be. An “agent” represents his or her client. Caveat emptor.

I understand and accept that Ford is not attempting to control or censor the agents' messages, and I never believed you were. In fact, it seems that Ford has gone out of its way to tell the agents to be candid. Whether they will be candid is what I'm questioning.

There's nothing ethically wrong with this campaign so long as we accept it for what it is. After all, advocacy is the core principle of marketing. I'm simply saying that the Fiesta Movement a brilliant and cost-effective way to help sell cars. It is not is not some great experiment in social media dialog.

I don't know of a single person who isn't rooting for Ford to succeed.