Ford site provides an open forum

[hotwheels]

"Why do North American versions suck so bad?" He or she elaborates: "Why is the Ford Focus so good over the other side of the pond and why is the one over here so ... boring, bland and just plain sucky?"

Check out this rant entitled, "Why does Ford not come out with a New Bronco?" from Red Ford Truck. "I'm not talking about an overpriced, underpowered mistake like the Tbird of recent years. I'm talking about something along the lines of ... old Broncos, i. e., '66 to '77 ... Ford used to be proud of what they made. But why listen to me? I'm only a long-time Ford customer. What do I know?"

To recap: "Boring. Bland. Sucky." You are forgiven for thinking the

above postings (and many other vitriolic rants) were lifted from some consumer protest Web site. Rather, the above diatribes are verbatim postings from the Ford Powered By You Web site (www.Fordpby.ca). Despite the "powered by you" moniker, the Web site is, in fact, powered by the Ford Motor Company of Canada. And, unlike the old days of corporate-produced and controlled Web sites, Ford is taking the brakes off when it comes to the content. Thus, if someone thinks a particular model "sucks," so be it. If a customer complains that Ford is indifferent and/or uncaring, well, let's discuss. To be fair, there are several postings giving kudos to Ford, with contributors praising everything from the wicked new Mustang Shelby Cobra KR to an edgy advertising campaign for the redesigned Focus.

Still, the question arises: Given that large corporations are notorious for being control freaks when it comes to both the media and the message, why is Ford pursuing such a strategy to begin with?

"It is part of a bigger strategy, the whole transformation or transition to Powered By You as our new brand platform and brand tag line," says Dean Stoneley, Ford of Canada's new vice-president of general marketing. "We did extensive consumer research across Canada last summer and we learned from consumers their important stories and things about Ford and what would change their opinions about the company."

Ford learned that its customers and would-be customers were concerned about myriad factors, ranging from vehicle design and technology to the environment. Analyzing the focus group research got the gears in motion to engineer a truly democratic Web site -- one that would give consumers a voice and a platform to share their experiences, good and bad.

Another reason Ford is pursuing such a social media route: The company realizes there's little to be gained by ignoring criticism given that Ford detractors are publicly complaining on independent Web sites anyway. "This is really our way of becoming a part of it," says Stoneley. "It's a wonderful opportunity for us to get engaged in the conversation rather than just be aware of it." In addition to critics, the Web site also offers a platform to fervent Ford fans. Stoneley notes that the company continually receives several letters and e-mails "from people who have 500,000 kilometres on their car and they'd love to be in a TV commercial because they're just so proud of the product. We can't shoot a commercial about all these people, but the Web site gives them an opportunity to actually talk about the great experiences with their vehicles."

And Stoneley insists the company is listening. For example, a recent discussion pertaining to winter wiper blades may result in Ford adopting a new wiper blade design in the future.

Alan Middleton, a marketing professor at Toronto's York University, believes Ford is ahead of the communications curve by embracing such a social media Web site.

"I think if we were having this conversation 10 years from now, this [a company allowing consumers to post criticism] will be the norm, not the exception," says Middleton. He notes that because Ford runs the Web site, the company can be "more engaged with its customers" and "responsive" to criticism, "which is a good thing."

Stoneley, meanwhile, says there's been "a sea change" in the ways consumers seek information and communicate. With the Web site, Ford is merely responding to those changes. "We don't control our brand anymore, consumers do," he says. "These conversations are happening; you can either hide from it or you can choose to embrace it. These are our customers or the people we want to be our customers. The days of companies stating, 'let us tell you about our company' are over."

[already7]

Well someone has a realistic view. Better to know upfront what people think about your product instead of always reading it from somewhere else.

[hotwheels]

exactly.......

[Loadclr]

Now, if real changes will come from it.

[einehund]

the problem is that every half wit will come up and say that the focus needs 27 cup holders or that the expedition is too tall to get in or some retarded ass crap like that. but the concept is better than nothing...just gotta weed out the nincompoops.