Measuring the Impact of Social Media on Brand Performance

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As you know, I’m in Italy this week on a week-long photography workshop. Before I left, I wrote a piece for the Marketing Executives Networking Group (MENG), which was published yesterday. The link is at the bottom. More photos coming soon!

I’ve been a fan of the Ford Fiesta’s pioneering relaunch since its inception last year. Recently, the vehicle’s social media campaign benchmarked solid ROI. According to U.S. News & World Report, the zippy subcompact is the best car for the money in its category and it has consistently been at the top of the subcompact sales charts. As such, Fiesta may be Ford’s first “social” brand to make its mark on the year-end sales report. If you’re still trying to convince your colleagues or clients to adopt social media to stimulate sales, read on.

As you might imagine, making the shift to marketing a car using 80% social media had its challenges. Fiesta brand manager, Sam De La Garza, spoke with me a while back about the cultural changes the Fiesta Movement campaign triggered at Ford.

There are three big takeaways from Sam’s playbook. I blogged about them at MENG Blend.

Read the full article at MENG Blend: Measuring the Impact of Social Media on Brand Performance