Scott Monty is the head of social media for Ford Motor Company. I read and follow his insights regularly and find his perspectives and insights on social media are usually bang-on. As you would expect Ford is keenly interested in selling vehicles to many different generations, including Gen Y.
His point of view is that Ford is "not interested in advertising on social networks. We're interested in getting in there and interacting with people."
Reseach shows that while 84% of Gen Y notice ads, only 19% think they are relevant to them.
Monty goes on to detail what Millennials do care about on social networks:
"Getting news or product updates (67%)
Having access to promotions (64%)
Viewing or downloading music or videos (41%)
Submitting opinions (36%)
Connecting with other consumers (33%)
There's an opportunity here for you, marketers. If you want to make a splash on a social network where your customers are, make it worth their while. Give people updates about your products - perhaps information that they can't get elsewhere, or make it the first place you place the updates. Give them an offer that can only be gotten from the social network.
In other words, provide value and be contextually relevant to why they're there in the first place. Don't interrupt them with your ads and expect results."
Great stuff. You can read the entire Post and enjoy more of Monty's insights on his blog.
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