TOP 100 RACING SITES
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| Roush Fenway team aims to reverse fortunes at Texas Texas Motor Speedway figures to be as good a place as any for Roush Fenway Racing to turn its season around. Carl Edwards has ... rssfeeds.usatoday.com |
Rain washes out qualifying, hands Pocono pole to Stewart Rain didn't entirely spoil Tony Stewart's week. He will start Sunday's Pocono 500 from the pole after a downpour Friday washed ... rssfeeds.usatoday.com |
Severe crash forces red flag, mars Watkins Glen race The rain-delayed race at Watkins Glen International was halted again Monday, this time by a violent crash that brought out a ... rssfeeds.usatoday.com |
Ford Spending 25% of Marketing on Digital and Social Media Ford Motor Co. this year will spend 25% of its marketing dollars on digital media, more than twice the amount spent by the industry.According to J.D. Power, about 9% of spending this year by automakers will be digital, but that will rise to about 12% by 2012 as more companies embrace social networking, online gaming and rich media ads in place of traditional TV and print.Speaking at J.D. Power’s Internet Marketing Roundtable in Las Vegas today, Ford’s chief marketing executive James Farley says the company has made a bigger digital and social media bet than rivals because, “If you are trying to communicate, as we are, that you have been reinventing the company , you can’t just say it. You have to get the people to say it to each other.”Perhaps Ford’s biggest single bet on digital and social media has been the Fiesta Movement, a program that began in 2008, 18 months before the cars will actually arrive in dealerships. Ford gave 100 European Fiestas to people to drive and live with. The results of the blogging, Facebooking, Youtubing and Tweeting by those people, plus the echoing of those messages by the blogosphere, followers, etc. has been an eye opener.Consider this: The awareness level of Fiesta, a car that is not even in the U.S. yet (though it has been a fixture in Europe for years), is 37% among Generation Y, according to Ford-commissioned surveys. That is about equal to the awareness level of Fusion and Flex, models that have received, especially in the case of Fusion, hundreds of millions of dollars in traditional media spend. “The Fiesta movement has changed the way the whole company views media planning and buying,” Farley said at the conference.Here is one of the videos submitted to Ford by someone wanting to be one of the 100 Fiesta drivers:If that isn’t an indictment of the impact of traditional media, and the power of viral and social media, I’m not sure what is.Ford isn’t saying what it’s cost on the program is. But it says that just the Fiesta Movement has created 11 million social networking impressions; five million engagements on social networks (people sharing and receiving); 11,000 videos have been posted; 15,000 Tweets (not including re-tweets), 13,000 photos. And the cars have been driven over one million real-world miles by the 100 participants. rss.businessweek.com |
People skills key to the success of Hendrick Motorsports Before becoming the general manager of Hendrick Motorsports nearly five years ago, Marshall Carlson held an executive role in ... rssfeeds.usatoday.com |