Interactivity is one of the main reasons why websites are beginning to receive a drastic makeover. No longer do companies want to use websites as a one-way flow of information to the consumer. Companies want their consumers to actually engage in their websites by getting their customers involved in their products and services.

How are companies accomplishing this task? Well, Mattel, the infamous toy company who is most known for their Barbie dolls and Hot Wheels, wanted to turn their website into an interactive digital program for both children and adults.

Mattel is completely changing their online marketing strategy. According to GamesBeat, the updated version of the Mattel website, the Mattel Digital Network, will provide games and virtual worlds targeted to different age groups, instead of simply just using their website to promote their products. The reason behind this new initiative is that fact that children have grown up using technology. In order to keep up with the times, Mattel felt it was necessary to create an entertainment platform that was based on digitalized toys.

Virtual World News said that Mattel wanted a way for the consumer to have the control over what they wanted to do with the brand. U.B. Funkeys, one of the many Mattel brands, first started out by selling toys and collectables, until they realized that virtual worlds were another way to attract consumers. Customers can now purchase virtual representations of the toys and then they receive access to an online world, where they can play games and participate in a new digital experience.

Mattel realized that the virtual worlds were becoming more popular than the toys themselves, even if they had to pay for something they couldn’t physically play with.

Now, a new addition to the Funkey’s site is the Funkey’s Game Factory tool, allows users to have more gaming options as well as generate their own content.  Funkey’s is not the only virtual success for Mattel, but it shows how they are utilizing technology to reach out to where their customers are playing: online.

So, what exactly does Mattel have up its sleeves? According to Social Media Portal, they have several ideas to increase their customer’s interaction with their brands.

1. Mindflex: A chance for users to move objects around an obstacle course using their mind. A headset is needed and sensors from the forehead and ear lobes will trigger a ball to follow the directed path.

2. Barbie Digital Nail Printer: Users can connect this electronic device to the printer and select thousands of nail designs that can be added directly to the nail using thermal inkjet technology. The user can even take their own pictures to create really unique designs, as well as view them with a built-in camera before actually printing them.

3. UCreate Games: This application allows the user to create their own games using a catalogue of gaming elements and activities.

4. UCreate Music:  Similar to UCreate Games, this interactive application allows users to create their own music, by making songs with different instruments and recording their own voice. The user is also able to share their finished product with friends.

5. Xtractarus: This game is more targeted to boys, where they can create their own dinosaurs and then battle to see how well their creation turned out.

6. FAMPS (Feelings, Attitudes, Moods, and Personalities): This function is more targeted to girls, where they can express their emotions using virtual figures that can communicate with others. They can also create wallpapers and e-cards to show how they are feeling at that time. Collectable key chains are available to show off and trade with their friends.

I think the direction Mattel is going with this remodeling is really interesting. They know their target audience very well and are catering to them specifically. The games that will be offered on Mattel’s Digital Network are very out of the box and put a spin on the traditional ways that children play. It is great to see that companies are starting to understand where they can best reach their customers and provide a way for them to actually interact with the brand without going overboard.

Image from USA Today

Comcast, at least before they started to implement social media tactics, was known for keeping customers on the phone for way to long and taking days to fix service problems. Not exactly what a company wants to be known for. According to Socialmedia.com, Bob Garfield, a media critic, designed ComcastMustDie.com, where agitated customers could post their horror stories relating to their Comcast experiences. Comcast soon got the hint.

Meet Frank Eliason. He is the man that has transformed Comcast into a company that cares about its customers by turning to social media. How did he go about changing the face of Comcast? One word: Interactivity. Eliason opened the gap of communication between the company and its customers. Being able to talk to customers one-on-one was the primary ingredient of Comcast’s new strategic plan.

Image from Socialmedia.com

Yet again, Twitter seems to be saving the day for companies. Comcast is using Twitter to keep their customers constantly updated and even to help out with service needs. According to WindowObserver.com, Comcast has employed Customer Service Reps that use Twitter at all hours of the day to help any customer that may need some assistance. The author of this blog, Andy, who has a background in telecommunications, had a very interesting story about his experience with Comcast that I think proves how the company molded social media tools to specifically improve their customer service, as well as their overall reputation.

Andy was leaving to go on a trip when all of a sudden the Internet and phone lines were down. Normally, this would lead to a panic mode. But, Andy signed onto his Twitter account from his cell phone and sent a tweet informing Comcast that he was experiencing an outage. Within a couple minutes, Customer Service Rep, Bonnie, replied asking what can she do. Bonnie looked up his account information and saw that the outage was not just happening to him, but to hundreds of people in his area. Within an hour his Internet and phone lines were back on. When I read this, I couldn’t believe how fast Comcast responded. The idea of having a 24/7 helpline with employees purposely searching for customers that need help is utilizing social media to its fullest.

Business Week wrote an article featuring Eliason and how his methods of using Twitter has even led to other companies taking on a similar approach.  The fact that conversations can take place immediately is something that sets Comcast apart from their competition. Another thing I really like about Frank’s efforts is that he actually listens to customers. In the article, he mentioned that a lot of people asked about him having a picture, because at first he only used a symbol to represent himself. He took their advice and now his customers can put a face to his name, adding a more personal touch. I also like how all the rest of the Twittering members use their actual names, like @ComcastBonnie.

It just amazes me how a microblogging site, like Twitter, which only allows 140 characters, can be so effective.  It really is up to the company to how they want to employ these social media tools, and it seems as if Comcast really understands how to reach out to their customers. I know a bunch of different companies that use Twitter, but have not gotten the same successful outcome.  Comcast knew that their customer service was going downhill, so they had a precise reason to use Twitter, which ended up being a huge hit! By just asking one simple phrase, “Can I help?,” it completely changed the way Comcast interacted with its customers. And, just in case you were wondering, ComcastMustDie.com no longer exists.

Image from IME

I have been pinpointing the idea a lot in my posts that the web is becoming the center of interest for a business. Companies are building their reputation online by appealing to their stakeholders in several different  ways. The more a company tries to put themselves out there and listen to their consumers, the more customers are going to take that company seriously. How consumers are treated will also affect their purchasing habits, so when companies go out of their way to build trust among its consumers, that company will experience a higher success rate.

It is important for companies to have the right attitude when it comes to engaging with customers. One company that is all about interaction is Zappos, an online retail store that specializes in shoes. They offer a large scale of choices, separating them from any other online shoe store. Because they are only available online, they are known for having great customer service, which they place a great emphasis on. According to the Zappos website, they predict that eventually, 30% of all transactions in the country will be from an online retailer. Because of this popularity of the Internet, Zappos wants to be the leader of online services and create a positive image when it comes to customer satisfaction.

Branding with Social Media lists how Zappos is going about trying to accomplish this task:

1. Deliver Wow through customer service
2. Embrace change
3. Create fun and a little weirdness
4. Be adventurous, creative, and open-minded
5. Pursue growth and learning
6. Build open and honest relationships with communications
7. Build positive team and family spirit
8. Do more with less
9. Be passionate and determined
10. Be humble

How is Zappos so successful when it comes to using social media? Twitter is one of the main social networks that has been making a difference within this company. It is shown to have use between employees especially, where 700 members are able to chat and get to know one another. The CEO, Tony Hsieh, also has a Twitter account with over a million followers. The Institute for Media and Entertainment states Hsieh encourages the company to use social mediums, like Twitter and YouTube, in order to form a personal relationship with customers. The idea is not to market their product over social networking sites, but to familiarize customers with employees by being more transparent. Twitter is also part of the Zappos employee training sessions to teach communication skills between other employees and consumers.

Image from The Social Media Guide

Blogs are also another use of social media that Zappos incorporates into their marketing strategy. Hsieh even has his own blog, where he posts about everything from using Twitter, to updates about the company, to his own personal experiences in the business. He is all about the transparency factor. Another feature the website includes is the Inside Zappos blog, titled “Fun & a Little Weird.” Here they document information about events they put on to the finance department PJ day at work, where employees decided one day that they didn’t feel like wearing the traditional office attire. Videos are also embedded with each post, which allows the viewer to see a whole other side to the company, and again, make the company seem more open and humanizing.

I think the focus of Zappos really beats any kind of traditional advertising. They do not have any out of this world technology, such as virtual worlds or idea forums, like Dell and Starbucks; they just simply stick to providing the best customer service any way they can. According to The Social Media Guide, they have no limit to how long representatives can talk to consumers on the phone. If for some reason Zappos does not carry a specific shoe that a customer is looking for, they will go out of their way to find where that shoe can be located, even if means making no profit from that customer. To be honest, I don’t know many companies with that policy. Because of everything they are doing with their consumers, word of mouth is spreading about Zappos. They have created such a well-known company because their goal is for all interactions between employees and consumers to be a great experience. Zappos has definitely used social media to their advantage by placing consumers first at all costs.

This new technology is not only benefiting major corporations, restaurant owners, fashion designers, and the mix; it is even starting to have a presence in the music industry. We all know that purchasing music is on the decline. No one buys CDs anymore when they can just download them from iTunes, a lot of the times illegally. Well, one musician decided to take another approach to selling his music. He wanted to have his fans help write his new album.

Who is it? It’s none other than the famous rock and roller Tommy Lee, the lead drummer of the group Motley Crue.

According to Fortune Magazine, a recently created website, called Public Record, put together by producer Scott Humphrey, is where all the action is taking place.

How is this collaborative process going to work? Every week Tommy will upload tracks to the site, where fans and interested musicians can add their work to his songs to help create his new album “Public Mayhem.”  Tommy and his production team will listen to the participant’s submissions and select which parts will be incorporated into his album. Those whose tracks are picked will be mentioned in the credits of the CD, as well as online.

Image from Public Record

What I really like about this idea is the fact that anyone can contribute. There are no rules and individuality is recommended. Those with unique talents have a better shot at being selected. It also is a chance for the average Joe to get their musical talents out there for others to hear. Recordings can be submitting from a home studio so quality is not taken into consideration. The production team will take care of all those details if a track is chosen. Those that have the best additions to the album will be asked to play with Tommy at the release party in Los Angeles.

Another interesting thing they are doing is creating daily video updates, which include shutouts to individuals that have sent in amazing tracks, answer questions that participants are asking about, Tommy’s recording tips, and prizes for their favorite submissions. It is almost like they are showing a step-by-step process for the public to see. And, the fact that individuals are actually getting noticed for their work from a musician like Tommy, adds a humanizing spin to the contest.

I think this is a really good idea to build a relationship and initiate interactivity among the fans who look up to their favorite musical artists. One of the reasons why social media is becoming so popular is because anyone can be published over the web, whether it’s by writing their own blogs or posting their comments and concerns on a company’s forum. Now, this gives musical enthusiast the same opportunity to show off their talents.  Giving people the ability to add to the production of Tommy’s album is something that has never been done before. It is closing the gap between artists and fans. As Public Record stated, albums have always had other artists contribute their part to the process, but albums have never invited anyone and everyone to participate. It’s not just Tommy’s album, it is his fan’s album as well.

Intrigued yet? Well, let’s first think about one of the main aspects of using social networking sites. Of course the profile picture is up high on the list. This allows users to show off a certain vibe about them to others. According to Advertising Age, Estee Lauder decided this was the way to go in order to get more people interested about their cosmetics. Their grand plan: give out free makeovers and photo shoots to customers so that they replace their profile pictures with their glamour shots. Pretty neat, huh?

Image from Estee Lauder

Customers can go to department stores around the country and pose for a free photo shoot. The photographer will take their picture, make some minor adjustments, send it through e-mail to the participant, and then they are left with a gorgeous picture of themselves for everyone to see. Not to mention, they will receive a free ten-day supply of foundation. And, all of this is at zero cost for the customer.

I bet you are asking what’s in it for Estee Lauder? Well, the pictures will be branded with the Estee Lauder logo, so the company will be able to get their name out there beyond Facebook and its website. It is also a smart idea since customers are actually able to try on products and interact with the brand first hand. They will also have a chance to talk with sales associates at the counter. Estee Lauder anticipates this to contribute to in-store sales, which have been declining recently due to the economy.

The hopes of this campaign is to reach not only the 35 to 55 age group that is currently the main target, but to pull in a younger crowd that already is embracing social media.  The tagline for this promotion: “Your Beauty. Your Style. Your Profile.”

I think it is important for companies to be on the same page as its customers. With this campaign, Estee Lauder knew that a lot of its customers are using social networking tools on a daily basis and is trying to cater to their lifestyles. It’s a step in the right direction to create attention and excitement about a company’s products. According to Social Media Marketing, finding a creative way that sets a company apart from its competitors is the focus of setting up a strategic marketing plan. Estee Lauder is stepping out of the box in terms of using social media to attract its customers.

So, when’s the first stop?  Macy’s at Westfield Valley Fair in Santa Clara, CA on October 9^th and 10^th. A list of locations can be found here.

Image from Ad Age

But, Starbucks wasn’t ready to call it quits just yet. They wanted a way to actually communicate to their customers and get them more actively involved in their company. This interactivity between Starbucks and its customers was the next step to improving the company’s overall image.  That is when My Starbucks Idea came into play. It is following in the footsteps of Dell’s famous IdeaStorm, a social networking site that allows users to submit their ideas about Dell products. On  My Starbucks Idea, customers can post their ideas on how they would like to see change within the company. Whether it is bringing back a popular flavor, opening up a new location, or just altering the Starbucks environment, everyone is allowed to voice his or her opinion straight to the company itself. Comments are also permitted from other users, giving their personal take on the issue at hand.

Image from flickr

Once an idea is submitted, a voting process occurs when members of the network vote on which ones they think will help contribute the most. Every time you vote, ten points are either awarded or taken away. There is also a group of Starbucks employees who are knowledgeable in related fields, such as coffee, entertainment, and community programs. These employees are responsible for keeping track of all the ideas, as well as comments from other customers relating to each of those ideas. Based on the responses from the customers, the team chooses the ideas with the most number of votes, along with creative ones that could further add to the success of the company. These ideas are then taken for further review and soon acted upon.

What I really like about this site is the “ideas in action” section, where users can see their ideas actually come to life. It is set up in a series of blogs dedicated to the ideas that have been launched. What I think is really interesting is the fact that Starbucks employees humanize this section to form a connection with the user. For instance, a new Strawberry Banana Vivanno Smoothie has been introduced by popular demand from customers who have been requesting more nutritious options. There is actually a member of the Heath & Wellness team, Katie, who is writing the post, with her picture included. She mentions her expertise, a registered dietitian, and then goes into further explanation about the ingredients of the beverage. She concludes her post by thanking the customers for their thoughts and how Starbucks is glad to execute them. They do this with almost every post. Adding a face to who exactly is talking on behalf of the company makes users feel as if they actually know the person they are communicating with.

Users can also see what ideas are under review, reviewed, what’s coming soon, and those that have been launched, like the Strawberry Banana Vivanno.

Image from mediazombies

But, Starbucks doesn’t stop there. According to New York Times, they employed a marketing strategy that incorporated traditional advertising with the social networking site, Twitter, back in May. Starbucks placed advertisement posters in six cities and promoted coffee drinkers to find these posters, take a picture, and post it on Twitter to receive a prize. Starbucks also uses Twitpic with celebrities, such as Miley Cyrus, to promote their brand by drinking from a Starbucks container. YouTube is next in line. They are looking into using video to connect coffee specialist to Starbuck’s customers.

The main focus of Starbucks is trying to create buzz about their brand. Having people talk about their products is the best form of advertising. By trying to connect to customers online, they have an advantage over competitors who solely rely on traditional means of advertising.

So, Strawberry Banana Vivanno Smoothie anyone?

Image from Chicago Sun Times

Lately, I have been mentioning companies that have gone beyond the call of duty in regards to social media. With Ford and their Fiesta movement, American Airlines and their Penalty Challenge, and Norma Kamali with her virtual online shopping experience, where does that leave everyone one else?  Companies are still relying on the social media tools that started it all: Facebook, Twitter, Myspace, you name it. In this post I want to show how these simple networking sites can really improve a company’s overall image. Nothing fancy needs to be employed. Just simply recognizing that a company has an overall online presence will already put them ahead of the game, as well catching the attention to their customers.

Recently, Twitter has been gaining tremendous popularity. Starting out as a platform for people to keep in touch with one another, this social networking site has caught the attention of corporations of all sizes. They want to be where their consumers are. By using Twitter, it is a way for companies to reach out to their customers, as well as receiving valuable feedback.

Twitter can be used for updating groundbreaking news, informing customers about new promotions, or even holding competitions among customers. Twitter has endless possibilities. Meet Carl Galvan. He is in charge of sales at Supreme Lobster & Seafood in Villa Park. According to the Chicago Sun Times, Galvan uses Twitter to upload pictures of the seafood the company has to distribute throughout the region. Twitter is helpful in the fact that chiefs can see the products that are being offered, network with Galvan, and soon they are provided with quality seafood before they know it.

One of the big perks of Galvin using Twitter is that chiefs can see for themselves first hand the freshness of their products without even leaving the privacy of their own homes. Galvan, who has been a Twitter member for four months, believes that using this social network has doubled his sales.

http://twitpic.com/jqqq7 – Andy is unloading Harpuku from 3 Kings Island, New Zealand. Only 4 fish left folks, who wants them?12:09 PM Sep 30th from TwitPic

Social media in the seafood industry is becoming more common due to the ease of use and how these tools can be molded to fit the needs of a company, as well as their customers. Seafood Business Magazine claims Twittering is a new and upcoming platform for advertising since it can reach customers all hours of the day and from any location. So far 12 million people have become members of this social networking site. Not to mention, it’s free.

Other small businesses are becoming a part of the Twitter craze because it allows their customers to get an insight scoop of what is going on. North Shore Seafood, located in Lafayette, Indiana, uses Twitter to post daily specials, which are only  available for other Twitter members. This helps word-of-mouth-marketing since many people will show up with their friends to the specials posted on Twitter.

Even though Twitter is a rather simple tool, with its 140 character limit, it really has revitalized the way companies and individuals do business. Customers now have the advantage to get updated with instant information any time of the day. For individuals, like Galvan, this media tool helps to put his product out there  for the public to see. Jill Moorhead, a marketing director at The Hills Market in Columbus, Ohio, made a good point in Seafood Business Magazine, that newspapers no longer have the space to write about local companies. So, it is up to the company itself to find a way to reach their customers and that is how social networking sites, like Twitter, can come into play.

Image from Roiworld.com

Image from Roiworld.com

If online shopping wasn’t addicting enough, fashion designer Norma Kamali, is raising the bar even more so. According to PaidContent.org, Kamali is promoting, as well as selling, her new clothing line for Wal-Mart in a completely new platform. Lifetime’s Roisworld.com, a virtual world dedicated to fashion and beauty, is where her collection is being sold.  She is pulling in potential customers by letting them play games and essentially try on her clothes.

Being the curious person that I am, I had to go check out what it was like to shop around on a virtual world. Right away I could tell that this site was meant for teenage girls. For the most part, it is centered on playing dress up and giving makeovers. It is very interactive in the sense that you can pick down to the color of the lipstick you want to add on to the doll. It also has different make-up themes to play with, such as “vampire make-up” or “self-tanner make-up.” The site allows you to dress up celebrities as well, like Disney star, Demi Lovato or singer, Beyonce. They had a total of over 275 celebrities, both male and female, that could be dressed in their own unique wardrobe.

In the mix of all these different dolls to make over, is Norma Kamali’s clothing line. When clicking on “everyday fashion”, her game is the first to pop up. It is just like all the rest of the games that can be played, except for the fact that you can buy the actual clothes you add to the doll!

In this particular game, it is promoting Kamali’s all-in-one black dress, where it can serve multiple purposes. It can be changed from a halter-top dress, to a strap-less dress, to a one-strap dress, etc. When I dragged over one of the versions of the black dress from the doll’s wardrobe, a price tag-shaped box appeared, with Norma Kamali’s name, the price of the dress, as well as a “buy now tab.” Kamali knows how to make things easy! Once I hit the “buy now tab,” it took me to the Wal-Mart shopping catalogue, where I could add it to my shopping cart. There is also a “watch now” tab, which plays a video that shows off how the dress can be worn in the different styles if offers.

Another versions of her game, “Norma Kamali for Wal-Mart,” shows off other clothing in her line. You can pick outfits from her wardrobe, click buy now, and then you’re done! The only difference with this version is that a “new style list” tab is included, which illustrates all her outfits, their prices, along with the eye-catching “buy now tab.”

Just in her Wal-Mart version alone, it has been played with 272,288 times as of September 30,2009. It also allows for users to leave comments. (The entire site is a game where players can enter challenges and win points. Two points are awarded just for commenting.)

Virtual worlds, like second-life, have been around for a while. Incorporating advertising into virtual worlds is something that could serve as another accepted medium to link consumers with a company’s product. According to Virtual World News, virtual worlds are becoming a popular way to target kids. (The largest age group being seven years and below.)

E-Marketer claims that advertising in virtual worlds can soon be an increasing business because they help to show how consumers can get actively involved in the product.

Nothing can get more interactive than Kamali’s interesting approach of using virtual worlds to advertise. This way, users have all the control. They can pick out what outfit they want and soon, all is history when they are actually wearing what they saw on a computer screen.  It is taking online shopping up another notch. This social media tool is providing a more realistic method of selling a product by bringing it right into the consumer’s home.

Image from Walmart Catalog (all-in-one black dress)

Since 1996 American Airlines has been a partner with the Major League Soccer and now they are taking their relationship to a whole new level. This company is breaking the mold by not only trying to get soccer fanatics to fly with them, but to open their market to the Hispanic community. Hispanic Market Weekly stated that it was key to identify Hispanic customers by getting them actively involved in the company. Another goal in mind is to get customers to take part in their AAdvantage program, which is a rewards membership. Anyone who signs up for this, receive free miles depending on how often they travel, as well as discounts at certain hotels and car rental agencies.

This interactive campaign, called the AA Penalty Challenge, was recently launched on September 24, 2009, according to PR Week. It can be played in both English and Spanish. Fernando Fiore, a Hispanic sports newscaster is the commentator of this game.

After hearing about this promotion, I thought it would be interesting to test it out myself. I love flying and I love soccer, so what’s not to like? Right away they start offering incentive after incentive. First, a small box pops up which encourages viewers to sign up to become an AAdvantage member to earn 1,000 bonus miles. (Enrollment is free) Next, a larger box informs players of the penalty challenge that they can save 10% on their next trip with American Airlines. But, of course there is a trick. When I hit the play button, it would not let me proceed. I had to sign up to become an AAvantage member to participate in the game.

I was taken to the AAdvantage enrollment page to fill out some basic information. After getting an AAdvantage number I was ready to play. It is set up like a penalty kick shootout. For those who don’t know that much about the soccer world, it is basically shooting a ball into a goal, trying to get the ball past the goalie and into the net. It is very simple to figure out the logistics of the game. Based on the difficultly level picked, a certain amount of points are awarded for each goal. The site allows players to challenge their friends and to see the high scores. On my first try I was impressed with scoring five goals at 900 points. (I have a lot more practice to beat the number one spot at 3,500 points!) Most importantly, there is a link to the promotion page, where players can use their AAdvantage number to collect discounts.

Why did I pick this campaign to write about? First, I think it’s a really interesting way to kill two birds with one stone: to interest both soccer fans and the Hispanic community. Offering the game in Spanish really does help reach a larger demographic. Secondly, I think it’s actually a rather clever idea to make individuals sign up to become an AAdvantage member before playing the game. Since that is one of those goals of American Airlines, it makes sense. Tracking and measuring the success of the campaign also becomes a lot simpler due to this approach. Also, presenting new members with a 1,000 bonus miles is definitely a plus. But, on the other hand, it might turn some people away since information is required of them.

So, do you think this method is effective?

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For today’s post, I am going to examine Ford and their new Fiesta Movement. Yes, Ford is expanding their horizons by taking part in over six social sites to change the opinions of people regarding the Ford brand, as well as trying in incorporate a human voice, but that is not what I want to focus on. For more information concerning what direction they are going with these social sites, visit Ford Takes Multiple Routes in Social Media.

What I really want to dig into is how Ford is marketing their vehicles using social media, but in a way that is distinctive and going beyond sites such as Twitter and Facebook to reach their consumers.

The Fiesta movement is centered on the new Ford Fiesta, a lightweight, but fuel-efficient car, that will not even be released in the United States until the spring of 2010. They know how to get the ball rolling! In order to help get the word out about latest addition to the company, Ford is turning to selected customers to promote the product with hands on experience. They have recruited 100 people to join in the campaign by test-driving the Fiesta for six months. Not only do these lucky individuals get to ride around in car that is yet to be on the marketplace, lucky in the sense that over 4, 000 people applied to take part in this movement, they have the chance to tell others about their experience.

The great thing about this whole ordeal, is that anyone was allowed to participate, not just car enthusiasts. So, we are hearing feedback from people like ourselves.  Even though Ford is using typical social media platforms, such as blogs, to store all the reactions from the participants, who the information is coming from is important. Ford is not sending out mediated messages from the company encouraging people to go out and buy this product, they are letting the consumers speak for the company, whether their experience proved successful or not. That is why I picked Ford as an example of how using social media works best when consumers are the ones in control. (Also, check out the top five lessons learned from this campaign. They are all centered around consumers and what is the best way they should be approached in terms of marketing)

After all is said and done, how well is the campaign working so far? Pretty well! If gaining interests from potential buyers was something the Ford Company wanted from all this, then I think they sure are on the right track. According to Scott Montly, the man in charge of Ford’s social media, over 13 million responses have been made about the Fiesta, awareness about this new product has increased to 40 percent, and the number of videos that have been produced about the Fiesta is well beyond what anyone imagined.

After all this talk, visit the Fiesta Movement site and see what all the buzz is about. Read the blogs of the participants, or “agents” as they are more commonly called, look at their pictures and videos. And if you really are interested in exactly who is providing all this information, look at the agent’s profiles! They are all listed, pictures and bios included. Pretty neat, right?