Ford thought leaders, social media can be a marketing decision to launch youth 2010 Fiesta. But with social media came to relinquish control. Some of the company believes that if Ford is going to go beyond its conservative image of the brand to launch a new small car chances have been taken. Others err on the side of caution. Chantel Lenard, Ford group marketing manager for Global Small and Medium Car Vehicle and Connie Fontaine, Brand Content Director and alliances advocated a new approach for new vehicles and driven by a comprehensive six-month social media initiatives targeting younger, ethnically diverse, and city-based market, called "Movement Fiesta». Thus most of the marketing campaign was handed 20 and 30-somethings across America, and Ford had to get used to a new way to do marketing. To what extent direct the activities of the company and report their army of bloggers ? It has two months to move, as the team evaluates performance of YouTube, Twitter, Facebook, and their website, and I wonder if they are doing what needs to be done to make the Fiesta success with the new target market. "Hide
by John Deighton, Leora Kornfeld Source: Harvard Business School 22 pages. Publication Date: February 15, 2011. Prod. #: 511117-PDF-ENG
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