The value of Facebook is much greater than its cost to advertisers. Here is an insightful article about Ford Focus and Facebook from the Wall Street Journal Online.
One major takeaway from the article is that Facebook did a fantastic job for Ford via a free page on Facebook that went viral. Who needs to pay when you get so much for free.
” The centerpiece of Ford Motor Co.’s online campaign for the 2012 Focus was a free Facebook page hosted by an orange-colored puppet that in a few weeks won over a new, younger audience for the once-stodgy compact.
“Ford spokespuppet “Doug” drew crowds to online conversations and videos that starred him clowning around the new Focus. Doug inspired more than 43,000 Facebook users to click “Like,” the icon that broadcasts to friends a thumbs-up approval of a brand or product.”
This is one good reason why you should be providing your retailers with encouragement and content for their Facebook pages, it’s free advertising and it works! It should be a part of your Ad Builder and Marcom portal.
Also in the article is this informative chart that shows where Ford spent their money for the launch promotion.
What caught my eye was the small amount spent on radio and newspaper, only $1.4 million while they spent $10.2 million on the Internet. And, they allude to great ROIs for their Internet efforts in the article.
Advertising isn’t anything like it was even three years ago. Have you adjusted?