Time 11:30

Let them built it and they will come is an appropriate phrase for the Ford Fiesta Movement – This will go down as a text book study of incorporating real time information about a new product into that product’s final production, and social media as a communications ecosystem for the product.

Scott Monty, head of social media for Ford Motor Company,and I had a fun conversation several weeks back about how Ford was taking a new approach to building and launching the Ford Fiesta into the US market. This week is Monty’s first year anniversary at Ford,and a fitting time for this podcast, congratulations Scott. Monty is one of the Goodfellas of social media.

Situation: Ford Fiesta exists in Europe, need to incorporate unique needs for US market and rollout it out here.

Plan: Tap 100 personalities (now called agents) active in social media and with hundreds of people in their respective networks. Not A listers which I think is so special about this program. It is not taking old mentality and placing over a new, and much different medium. Follow the agents on twitter with the #FiestaMovement hashtag

Rationale: They will actively stimulate conversations about the car, get feedback, document their experience online over a period of time. Some of the ideas will be incorporated into a US version of the model and the product will be introduced in the US with great consumer conversations and input in the spring of 2010.

BRILLIANT!

This is a truly transparent marketing (no let’s call it something else) product program. The Feista Movement site has live feeds of the 100 agents who have received the car to drive around for six months which ends in November. This is not an example for companies that fear product improvements or believe the world is the same as it was in the last century. Anyone else can take a page from this experience.

Marketing Edge Reports from Ford Fiestavil (I made that up)

The weekend of July 17 – 19, the Fiesta Movement will be in my neighborhood Highland Park in St. Paul, MN during what’s called Highland Fest. Albert Maruggi, (I dislike talking about myself in the first person) will be there interviewing agents and others who are trying out the car, stay tuned to the Marketing Edge podcast, this blog and the Utterli widget for more over the next couple of days. Have any questions I should ask? pop them in the comment box below.

Schedule of Ford Fiesta Movement Test Drive Events

MARKETING EDGE PODCAST BOOK DRAWING

The Marketing Edge book drawing is Trust Agents from Chris Brogan and Julien Smith – send me an email MarketingEdge AT providentpartners dot Net and we will get your name in the drawing.

Share on StumbleUpon