Perception and Listening in Marketing with Ford Motors

 Perception and Listening in Marketing

Perception: a way of regarding, understanding, or interpreting something; a mental impression.

I sat in a seminar and an afternoon session last week put on by a company called Brandwatch and their Now You Know (#NYK) Conference, and the topic in this breakout session was called “Evaluating Consumer’s Propensity for American Made Products”. The focus was on the Ford Motor Company. The gist of the session was to determine if people in this country buy Ford, or any brand because their products are made in the USA. We all generally “know” that Ford cars and trucks are made in the USA by US workers in US factories, right? Isn’t that why so many people buy Ford vehicles?

ford marketing campaigns american made

We saw videos of people, mostly men, in focus groups being asked why they buy Ford products, and invariably the answer was because their trucks and cars are made in America by American workers. After all, Ford is an entrenched American car and truck company. But interestingly, the data suggests otherwise. Yes, it’s true we love to buy American, and American made Ford trucks, but how do we know if a car or truck or even a widget is in fact made in the USA? Actually, according to FTC guidelines, to say you are “Made in the USA”:

“Made in the USA” means that “all or virtually all” the product has been made in America.

ford truck marketing strategy

 

That certainly leaves some room for making that claim.

With vehicles, a made in the USA claim to be on the Fortune Magazine list of “Most American Vehicles” means that a vehicle must be made of at least 75% U.S. parts among other things.

All that said, per Fortune Magazine the most American Car in the United States is in fact…the Toyota Camry. Followed closely by the Toyota Sienna. So, perception and reality can diverge.

In fact, the all-American Ford F-150 Truck dropped off the list completely in 2015 for NOT being American made. So, why is it that people are still buying Ford trucks and cars because they believe them to be American made? A quick check of their website and I couldn’t find one single instance of the phrases “American Made” or “Made in the USA”. In fact, on their company page, there is not even one instance of the words America or American. Not one. So, again, why do people want to buy supposed American made Ford vehicles? Marketing and perception, that’s why.

The Laws of Perception in Marketing

the law of perception marketing

 

There’s no crime at all, in creating a perception that dances around reality. In the marketing world, perception in marketing has four distinct stages while a consumer is processing information about a product or brand; Sensation is when a person’s senses are initially exposed to the external stimulus of a product. Like the overload you get when walking into a Starbucks store. Attention is the next the phase, which is when mental processing gives in to an external stimulus from a product or brand. The third is Interpretation; when we assign meaning to the sensory stimulus of a product or brand. Last, and most important to you as a brand or marketer is Retention; the storage of information into our short and long-term memory. If we go back to our story about the perception of Ford as an American made brand, it’s easy to see with imagery, commercials and videos of American workers assembling cars and trucks in American factories, strolling through American cornfields, splashing through water, or the familiar and easy voice of Toby Keith as can be seen in the video commercial below:

But that’s not always enough anymore. The marketing scene is extremely noisy, and consumers are constantly bombarded with similar messaging across an endless stream of channels. You might even have to create a perception of being bigger than you really are. To battle through this noise and create a perception, you also must stand out in the crowd. But how do you do that?

Perception in marketing

 

 Is changing perception enough for your brand?

In today’s world, speed is everything as is being nimble and adaptable. But you can test different strategies, and the ones that work should be at least partially repeatable in all your campaigns. It also doesn’t hurt to be unique. Unique in your angle, unique in your message, just don’t be afraid to set yourself apart without sacrificing your primary brand message. But is it enough to create or even change the perception of your brand and/or your products?

Absolutely, and unequivocally no. It’s a great start to be sure, but you absolutely cannot relax once a customer makes a purchase. You need to continue to foster these perceptions to create that emotional connection, but you also need to delight and create brand loyalty which Ford and Starbucks do very well. They foster superior customer service which in and of itself creates a perception of caring. Maybe not 100% of the time, as no business does, but they approach that elusive proportion.

social listening companies

 

What is the perception of your brand, and how do you find out?

Lastly, you need to monitor your perception with your fans. Listen to what they have to say. Will they recommend it to friends and family? Why or Why Not? What are people saying about your brand or products? You can do this by going to websites, discussion boards, and of course social media channels and searching for your brand and products. You can also ask. But you need to be allotting time every day to simply LISTEN. Only then can you discover what your customer’s perception of your business is, and only after that can you determine how you will need to either change that perception or further cement that perception when it’s working.

It’s very hard and very time consuming to determine what that perception of your business is. That’s where companies like ours, iWeSocial, and others can help but taking the work out of listening. We listen for you across the entire web, give you all the data and conversations, develop insights and next steps, but it’s still up to you to create that perception and go through the steps we have listed here, and use the examples of those successful businesses like Ford and Starbucks who have mastered the art of perception.

If you need help with determining the perception of your brand across the web, want to know next steps, or need extra help to listen what’s being said about your brand and products, contact us at info@iwesocial.com or call us at 720.880.5492. Your customers are talking, are you listening?

Author Eric Graham, Digital Marketing Manager- iWeSocial

Who’s leading the Internet of Things (IoT) Marketing Battle?

Internet of Things (IoT) Marketing Battle

Introduction to IBM and Microsoft IoT

Social media marketing is more of a subtle art than an exact science and big brands often make the mistake of comparing it with traditional marketing. You cannot have an “if you build it they will come” approach. We see this with comparing the effectiveness of two giants, IBM and Microsoft in the IoT space. Although just a three-month sample, looking at marketing activities between these two IoT market leaders, we see a winner. There is a clear distinction between how IBM and Microsoft promote their IoT products and services to the market.

The Analysis

In a recent Forrester Wave report looking at the top IoT software platforms (published November 2016), both IBM and Microsoft were identified as leaders. This analysis looked at these two market leaders to understand how effective their marketing efforts have been in this space. Specifically, social listening and analytics tactics were used to assess Q1 2017 (Jan., Feb., and Mar.) performance of these two IoT vendors, to understand:

  • Share of Voice and social media reach
  • Overall marketing effectiveness (what worked)
    • Top Post comparison
    • Top Media comparison
    • Top Author comparison
  • Influencer marketing and engagement strategy

free iot report

Followers and Page Likes Comparison

When comparing IBM and Microsoft’s IoT social presence, IBM has the edge with 6,628 Facebook Page Likes and 68.2K Twitter Followers, compared to Microsoft’s 2,289 Facebook Page Likes and 41.5K Twitter Followers.

ibm watson iot

 

Twitter was the highest conversation channel represented for both IBM and Microsoft in Q1 of 2017. There were over 134K posts that mentioned IBM IoT compared to over 54K posts mentioning Microsoft IoT. IBM significantly outperformed Microsoft with Engagements (12,205 compared to 275). There was a low conversation count identified for both brands on Facebook.

microsoft iot

 

Looking at a high-level social metrics view comparing IBM and Microsoft’s IoT efforts, IBM (71% share) significantly outperformed Microsoft (29% share). IBM saw a peak in conversation the week of February 13th with their announcement of the IBM Watson IoT Headquarters in Munich. IBM also realized a higher Passion Intensity index compared to Microsoft. Interestingly, Microsoft IoT conversation netted a higher negative tone compared to IBM.

ibm watson analytics

Looking at the Passion Intensity Index of these two brands, IBM IoT saw a very strong Brand Passion Index with a score of 96 compared to Microsoft IoT Passion Intensity Index of 75. Top emotions identified with IBM, include: Great, Excited, Proud, and Happy.

microsoft iot passion index

Looking at the top terms and hashtags used by each brand, “MicrosoftCorporation” was frequently used within the Microsoft IoT conversation. Whereas, “Watson” and “IBMInterconnect” were frequently used within the IBM IoT conversation. Terms like BigData, Cloud, and Security were used more with IBM compared to Microsoft. IBM also used “Recruiting” terms as part of their IoT conversation. Note: Use related industry terms and hashtags to increase the reach of your primary term.

iot wordcloud

A couple of key events drove IBM’s conversation for Q1, 2017. On February 15th, IBM announced the opening of their IBM Watson IoT Headquarters in Munich. IBM successfully leveraged several promotional materials for this announcement including a wonderful video highlighting the opening.

ibm iot

We see other excellent examples of IBM using video effectively in their IoT marketing efforts. On January 26th, IBM Japan posted a video that demonstrated Bluemix with Watson, Blockchain, and IoT technologies. This single video was viewed over 37K times and shared over 100 times.

ibm watson live video

 

We see IBM using video across multiple channels effectively as well. In the below Twitter post, IBM used video and an industry influencer to increase their IoT presence.

ibm watson security and iot

free iot report

Compare this to Microsoft’s IoT historical trend and top posts. Microsoft relied on traditional news outlets and social posting to promote their IoT brand. Although a steady conversation trend, nothing of significance to note from Microsoft’s IoT marketing efforts for the quarter.

microsoft social media iot

When comparing how IBM and Microsoft are leveraging key influencers, IBM again has a clear advantage. The top 3 influencers that engaged in the IBM IoT conversation had a combined Follower base of 280K+. This creates a great opportunity for IBM. Note: Marketers should “listen” and engage, promote, converse with key Influencers to further promote their own brand.

What is iot

We see another great example of influencer marketing from IBM on the below Facebook post where Rebecca Jarvis, Chief Business, Technology, & Economics Correspondent interviews IBM Watson at CES. This interview has been viewed over 13K times and shared over 175 times. This is a very strategic influencer outreach by IBM as Rebecca has over 200K Followers on Facebook.

Rebecca Jarvis, Chief Business, Technology, & Economics Correspondent interviews IBM Watson at CES.

Conclusion

Marketing professionals are beginning to realize that social interactions with online users with large followings can be tremendously beneficial. We see this with IBM’s IoT marketing efforts. IBM was very effective in leveraging key industry influencers to promote their IoT offering.

Influencer marketing has become top of mind for many marketing professionals. In a recent survey of 100 marketing professionals in the US, nearly a third (32 percent) consider influencer marketing an essential part of their strategy. Furthermore, 40 percent found more success by working with influential social media users than through traditional ad campaigns.

Along with influencer marketing, we found that IBM successfully created and promoted an assortment of compelling video content. Whether it’s video on Facebook, Twitter, Snapchat or Youtube, marketing professionals should be thinking about how best to incorporate video into their marketing mix. In a 2016 survey of over 5,000 marketers, a significant 60% of marketers use video in their marketing and 73% plan on increasing their use of video. The single most important strategy in content marketing today is video.

So, what did we learn? The question surrounding social media marketing today is not whether you are doing it, but rather how effective you are at doing it. Most of us marketers have moved beyond the traditional vanity metrics of a number of likes and shares (if you haven’t, you should), to analyzing what’s important with your marketing efforts. We see from this analysis that using social analytics tactics, we can identify key drivers of successful marketing campaigns. We can also understand where our own brand stacks up against our greatest rivals.

 

Author: Evan Escobedo, VP and GM iWeSocial, evan.escobedo@iwesocial.com

 

free iot report

 

Facebook adds job listings to business pages, taking on LinkedIn and Glassdoor

Facebook’s new Job posting feature for business pages

In what appears to be a shot over the bow aimed at LinkedIn and other websites such as Glassdoor and Indeed, Facebook has just announced a new a posting type called “Create a job post”. It will allow any business page to post, for free, a job opening at their company, and also receive applications from people with a personal Facebook account. The job postings can be found in the business page like a regular post in their feed, or within the newly created “Jobs” bookmark.

Facebook job post

In recent weeks we have seen Facebook and Instagram, which is owned by Facebook, take straight aim at features people love on Snapchat including Stories, and now advertising withy Stories. But this new job feature seems to take square aim at LinkedIn which is now owned by Microsoft, and become a one-stop shop for now business users of social media. But since this new tool is free, it’s safe to say that Facebook is targeting small businesses that can’t otherwise afford the price of posting a job on LinkedIn or other job boards.

The other nice feature for prospects is that you can directly apply for the position right in the post itself, by clicking the “Apply Now” button on the post. The application itself will be prepopulated with information from their profile on Facebook. Page admins will be able to track applications and communicate directly with applicants through Facebook Messenger.

 

According to Facebook, “We’re focused on building new ways to help make it easier for businesses to interact with the over 1 billion people visiting Pages every month. Businesses and people already use Facebook to fill and find jobs, so we’re rolling out new features that allow job posting and application directly on Facebook.”

Facebook new jobs post

 

But this could also pose a dilemma for prospective applicants. Especially those who use Facebook as a repository of images from their latest escapades at the neighborhood watering hole. Or the issue of what to do with those images from college while burning couches in their front yard, or a profanity laden diatribe aimed at a former employer or college professor. There are privacy setting that can be enacted to store and hide your “less professional” style of images. Potential job seekers might also want to comb through the pages that they follow and like as they should be age appropriate, and reflect your actual interests. It’s fair to say that any prospective employer will sift through a profile before moving forward on any application, and a subsequent interview.

It remains to be seen how this will play out, and what, if any, effect on LinkedIn it will have. But it’s safe to say that the employment and jobs sector just got more social, and more business friendly to small businesses in the USA and Canada. And by the way, you can also boost a job post with advertising dollars too. But it should still be much cheaper than the $200 to post a 30-day job single listing on LinkedIn. You can also search jobs at Facebook.com/jobs. Here’s to even more dwell time on Facebook at home after work.

Author:

Eric Graham, Digital Marketing Manager/Social Media Consulting- iWeSocial

eric.graham@iwesocial.com

Contact us by phone at 720.880.5492

Top