Scott Monty explains what drives Ford’s social-media strategy | SmartBlog on Social Media

Scott Monty explains what drives Ford’s social-media strategy | SmartBlog on Social Media: "When it comes to return on investment, are you only thinking about units sold? Or are you also thinking about brand equity?

The sales funnel is pretty extensive with the automotive business, as you can imagine. … Somebody starts thinking about buying a car, they might not actually pull the trigger until six, nine months down the road. … I think where social media is most effective, at this point, is at the broad end of that funnel: awareness and just a basic level of engagement. And then when you get down as they’re closer, you can do more transactional things. But those are probably going to happen at the dealership level. So we kinda set the stage of general awareness and reputation for the company, as well as for a particular vehicle. But beyond that, it actually feeds into that local level. And that’s why it’s important for us now to start integrating with dealers and making sure they’re involved. And it’s a challenge because we don’t own our dealerships. They’re independently owned and operated. We can make guidelines and recommendations, but what they do is up to them, ultimately.

– Lähetetty Google-työkalupalkin välityksellä"
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