In all the years I've been in the media business, I've seen and heard some really weird things but automakers and their marketing agencies never cease to amaze me with their ignorance and dubious promotion methods. Earlier today I received an email from a representative of the Social Media Group, an independent agency handling a Ford account.
In brief, the email stated that Ford is hosting the exclusive media event "2010 Model Year Drive" in Dearborn, on July 21st but since the number of people interested in attending the event are more than the available places, Ford decided to create a draw in which a winner will receive two all-expense paid tickets for the test drive event. And yes, there's a catch...
To participate in the challenge, the Social Media Group representative told us that we'd have to create a post on Carscoop on the theme "Ford in 2010" and link it back to from "Opportunities with Ford - Ford in 2010 on Connect2Ford.com". But wait, it gets even better. We are told that we can enter as many times as we like as the more posts linked back to Conect2Ford.com, the bigger our chances to win a place in Ford's 2010 Model Year Drive event.
Now here's my personal take on the matter. First of all, I really don't care who sent the email, for me it wouldn't have made any difference if it was signed by Ford's CEO himself. The agency represents Ford - period.
And while I may understand the need to promote the company, there's no way I can agree to these type of marketing methods even for casual blogs that rant on numerous subjects, let alone for a weblog that specializes on automobiles like Carscoop. We've received plenty of "regular" media invitations - even though for logistical reasons, we cannot attend many of them, but this is something entirely new, and not in a good way.
I'm guessing that the winner would probably have to state something in the article(s), but still, it's unbelievable whichever way you see it - to take part in a media test drive you have to write about our cars and participate in a draw! Guess we'll have to add this to our list of shame alongside the first test drives and first photos of vehicles that many automakers hand out to specific publications and websites well before the official release...
As one fellow blogger - journalist put it (yes the media test drive offer was sent to many sites,) "even if you won, you'd be the jackass of the event".
Ethics aside, it's clearly evident that these people are completely ignorant of the fact that (sure there are plenty of exceptions) the thin line between the so-called traditional media (magazines, news sites etc) and blogs is diminishing every day with both sides trying to incorporate elements from one another.
And if anything else, just because a site is labeled as a blog, it doesn't mean that the writers (professionals or not) don't respect their readership. Feel free to express your thoughts on the subject in the comment section below. - John (Photo created by Carscoop)
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Hey....
Well I'm at http://motorgears.blogspot.com
and I too got an e-mail from 'M80 for Social Media Marketing Manager', which represent Ford.
To be honest, I was quite surprised to get an e-mail from them, since I'm just another causal car blog.
But the 'win a test drive' sort of advertising and marketing is pretty weird. Because how can they compare professional car news websites, and their road-tests, to amateur blogs?
Well said John. I chucked my invite straight into the bin. Nice quote, "even if you won, you'd be the jackass of the event." LOL ;p
Well, u know who I'm quoting Brian ;)
John, as the head of social media for Ford, ultimately, the buck stops with me. Social Media Group works with us to handle influencer outreach for various events, and they reached out to a wide variety of bloggers - more than just automotive.
What we were trying to accomplish is interest in our event from some non-traditional segments, such as enthusiasts and amateur bloggers. What ended up happening is that there was some overlap in the process and a handful of more serious automotive sites were contacted.
Ford's efforts in social media have been widely lauded, and we're making great progress in that area. Does that mean we won't occasionally mess up? No. But we're committed to experimenting, trying new tactics, and learning from our successes as well as from our mistakes.
Clearly, our efforts here fell flat. And for that, I apologize. If you have any further comments or suggestions, I'd be happy to hear them.
Scott Monty
Global Digital Communications
Ford Motor Company
@ScottMonty
@ScottMonty
Tell the 'Social Media Group' that they should have learned from watching the whole Microsoft-Federated Media "People Ready" debacle. There are things you can get away with when talking to YouTubers (Fiesta Movement) that just don't work with segment bloggers who have a reputation to consider.
http://gawker.com/tech/federated-media/microsoft-pays-star-writers-to-recite-slogan-271485.php
@Carscoop: As a daily reader, I applaud your decision to not participate in this contest. While I can't speak for others, I definitely would have started questioning which of your posts were legit and which of them were just pandering for access.
Scott, first of all thanks for the reply. You say that there was some "overlap in the process and a handful of more serious automotive sites were contacted".
So does this mean that Ford finds these kind of promotional tactics acceptable if they are not targeting more serious automotive sites? Because I don't. These people, some of which may be very high profile bloggers, will be writing about Ford products, possibly giving readers false impressions.
In what way does this differ for example, from giving professional journalists expensive gifts at a presentation?
Of course, any site or blogger that will go and write a series of posts on Ford's products in order to have a very small chance in winning a free ticket to a media test drive event should not be taken serious in any way, but that's another story.
From what I gather, Ford doesn't seem to have a problem associating and promoting its products and in essence its name, with "less serious" sites (remember Jake Bronstein?), as long as the word gets out there.
From Ford's standpoint, it's smart move - heaps of promotion targeting a receptive audience at zero cost. There is the possibility that some of these plans may backfire once in a while, but guess the gains outweigh the risks ;)
I'm not trying to diminish Ford's efforts in social media, but surely there must be a middle road somewhere.
Just my two cents, and again, appreciate the response.
John @ Carscoop
Well Said John!
I read Carscoop everyday, and follow it entusiasticaly.
The reason for that: You tell it as it is, and a Journalist myself I apreciate it.
The minute you give in to this kind of `pressure`(more like Idiocity) is the minute you'd lose well read fans like me.
Thank you
"And if anything else, just because a site is labeled as a blog, it doesn't mean that the writers (professionals or not) don't respect their readership. Feel free to express your thoughts on the subject in the comment section below"
- WORD!
Situations like this are going to occur more and more in this world of changing media. Being a marketing person myself, I see the potential danger that John has explained well. However, I don't have a problem with companies like Ford doing this, as long as they do not ask bloggers to conceal anything, write specifically about anything and the writer is up front about the benefits they received. That is no different than any product being reviewed on CNET, in magazines, in newspapers, etc.
I think Ford and Social Media Group have exhibited a poor understanding of how digital media operates. I doubt they would send such a promotion to journalists at newspapers and magazines - why should digital writers be any different?
I see no meaningful distinction between professional or amateur writers - they all reach the same audience. Some may have bigger audiences than others, but it's a mistake to start treating them differently.
Great points John, and the best post (and comments!) I've read on a blog in some time.
If some Chinese company did it, I would not have cared, nor would you have. But heck its Ford and looking at the popularity of this blog, Ford should send you free invites to the event. Your helping Ford get the word out and not the other way.
@John: there's a significant difference. We're not giving expensive gifts away to anyone; we're extending a standard practice (hosting journalists at our events) to an audience that might not otherwise have an opportunity to experience it. We have to get influencers in vehicles - that can be done by moving cars or moving people. For this event, it's people.
And your reference to the so-called "less serious" sites like Jake's are a little disingenuous. Everyone has a car story, and when people are looking to buy a car, they seek out advice from people like them, as well as from authoritative sites. We're simply extending our efforts to the non-traditional now. It doesn't make it any less valuable an effort.
@James: we understand digital media just fine, thank you. Journalists at newspapers are paid to write, and the ones at this event focus on the automotive segment - i.e., they'll be writing about it anyway. Most bloggers do so as a hobby - and the ones we're trying to reach typically don't write about cars. That's why they should be treated differently.
We do not make a judgment about validity of one media form over another. We believe that if an outlet has a dedicated readership (such as Carscoop), it has a relationship with its readers and that they come to expect something from that site. We always encourage transparency and never tell the influencers we reach out to what they should write - positive, negative, or neutral. Doing so allows us to be upfront about our efforts and allows the site to be open with its readers - just like you've done, John.
Thanks for taking the time to hear our side. We probably aren't going to agree entirely, but I appreciate the opportunity to elaborate on it.
The only "Jackass" in this situation is the person who conceived this tactic and the enablers who gave it the green light. I bet they all had a 'Brightest Guys in the room' moment. Probably learned these principles in the Harvard business school.
Clearly John and Company/CARSCOOP are cut from a different cloth.
Automotive reviewers like movie reviewers who are shills for the industry are transparent in their formulated 'call it in' comments, and do themselves and the industry they represent a huge disservice. They are no longer perceived as creditable. This is particularly troublesome for branded hard product makers due to transference. The reviews are suspect and there by the products are suspect. We no longer find products from that brand worthy.
Unfortunately these tactics work for a while and that was what Scott Monty and company were banking on.
'Scott Monty"? Sounds like a made up name, something a 'Suede Shoe Bandit' would use to hide his real identity.
Re; "We probably aren't going to agree entirely," Scott apparently still doesn't get it. Must suffer from that pervasive, uniquely human trait of 'Self Delusion'.
Thanks for airing this situation with your readers John/CARSCOOP.
A Knesal ........ 3Deuce27
@Scott Monty - Whether the writer of content is a paid professional or an amateur with an audience, I don't see why they should be treated any differently when you're attempting to generate coverage.
The fact that this online debate about your campaign is taking place is proof enough that it has gone wrong. The bloggers you've tried to reach out to suspect - rightly or wrongly - that Ford is trying to bribe its way to positive reviews. You also say that you're trying to reach bloggers who don't typically write about cars, but two motoring blogs have been on your email hitlist, which is a basic mistake.
Apologies if my criticism sounds harsh: I appreciate digital media can be a tricky area, often needs a creative approach and has less predictable results. It's also great that you faced your critics.
I'm curious, is there any type of stipulation that requires the bloggers to project the vehicle in a "positive light"? I mean, are these folks just being asked to throw down the truth? If so, who gives a sh*t about an food, lodging and air fare to Dearborn, MI?
do each one of these posts count as an "entry"? :)
Mmmm, funny how other blogs discover posts like the Hummer H1 on Carscoop but not this one
hahahaha, can you imagine if Carscoop wins the trip lololol
Hey folks come one wake up!!!
I've got a blog too http://lebcarsnews.blogspot.com/
but i didn't receive any invitation. Ford are playing this shitty game for 1 purpose to talk about them as you did now in your blogs!
It is purely a marketing tool and even though no one will talk about them for a driving trip we already did it now all of us hehe right?
Issam# I don't think anybody said anything positive about Ford here
@ Alex/CARSCOOP/Monty...
"Mmmm, funny how other blogs discover posts like the Hummer H1 on Carscoop but not this one"
Thought the same thing and a search turned up very little coverage of this subject...? And a search of the Auto Blogs I frequent revealed No coverage. Makes you wonder who fell for the scheme. Typically there is a lot of Linked coverage.
Only NBC's Traffic and Auto's blog for the Bay area and Los Angeles linked it back to CARSCOOP.
3Deuce27
Why did you think that they were going to post something 3Deuce27? Car sites in the US have a duty to report hardcore automotive news like the deaths of Billy Mays and Michael Jackson (WTF, really),and not about Ford's social media games
Actually I didn't expect they would for obvious reasons, one of which is indicated in my comment. The other is 'ACCESS!' Most of them don't have the courage to go out on a limb and possibly get their throats cut.
Other wise I agree with your sentiments on 'dilution' of a blog sites intended subject coverage.
3Deuce27
The sad part of this story isn't Ford's devious scheme to raffle media test drives for free promotion but that no one else had the balls to reprint it. So yeah, Scotty's right about Fords well accepted Social Media efforts
Great post. It's sad to see this kind of strategies in a company like Ford. As a marketing professional, i hate this kind of methods.
As a reviewer of the Ford Flex I can tell you, I was encouraged to give my host opinion, the good, the bad, and the ugly. And trust me, if I'd found any ugly I would have written about it, because my readers (and the readership of the site I reviewed the Flex for) trust me. I would not tell them a car was good just because I got to drive it for 7 days. No way.
I think Ford is to be commended for reaching out to the every day consumer for reviews. Some of us really want to know what someone like us has to think about a car before we buy it.