August 4, 2014 | Amanda Martin

How a Targeted Marketing Tweet Got Me to Spend $20,000

Targeted Marketing Tweet got Amanda to Buy a Ford

I tweet constantly. In Twitter years, I’m the grumpy old lady yelling at the kids to stay off her lawn.

I got started on Twitter when it was still a young buck in 2007, and I've never looked back (you can follow me @DrifterMama).

I truly appreciate it when companies hop on board with Twitter. I don’t mean that they just have a Twitter account; I mean REALLY use Twitter, the way it was meant to be used.

I’ve been itching for a new car for a few months now. I can be pretty indecisive, and when it comes to cars I’m the worst. I’m a car person, so I really fawn over details.

A couple weeks ago, I tweeted that I was looking for a new car and asked for suggestions from my followers, because they know my background and priorities. I was exchanging tweets with a friend of mine, a blogger who road-tests cars, to get her opinion because I hadn’t driven a new car in a number of years.

After I tweeted this...

... @FordService hopped into our conversation with this:

The account @FordService is Ford’s Official Customer Service team and mouthpiece on Twitter (as well as other social platforms and web forums). They have a team staffed to talk with current and potential customers, answer their questions, and perform social listening using targeted marketing tweets.

How did Ford see my tweet and decide to contact me? More than likely, they set up targeted keyword searches to find the people they want to talk with.

The @FordService people went a step further with this targeted marketing tweet - they didn’t just throw some information about their cars at me, nor did they jump in and start suggesting cars that clearly didn't fit my criteria.

Instead, they listened to the conversation I was having, saw what I was looking for, determined my price range, and then tweeted me a suggestion.

The conversation ended that day with the representative I was talking to scheduling a test drive for me later that week at a local dealership:

The @FordService team even checked with me after my test drive to make sure everything went well and see how I liked the car. Each time I sent them a tweet to ask a question, they answered me very quickly and were always extremely pleasant.

Because of all of that, I ended up purchasing a 2014 Ford Focus Titanium, the car I test drove! My experience is a testament to how customer service via social media has tremendous potential for businesses, large or small.

When I asked them why they use this method to communicate with their customers, the @FordService people said this:

Another smart move on their part is tying in their company hashtag, #GoFurther, with their customer service statement.

I hope that Ford can continue to leverage social media to really #GoFurther and continue to show their savvy digital nature. Ford is one of the few companies out there that truly “gets it” when it comes to utilizing social media to its full advantage. They even wrote their own version of this story on their "@FordOnline" blog, which you can read here.

If you want to see great examples from other industries, here are three other companies that are pretty awesome on Twitter:

@JimmyJohns

@FireflyVodka

@TescoMobile

They all have great interaction with customers, fun and informative updates, and excellent customer service. If you represent your business on Twitter, you can model your own customer service after any of these businesses.

That doesn’t mean you have to be super funny or witty; just use your company’s personality to create your own social presence, talk with your customers, and educate them.

It works! Just ask Ford.

So you know how to interact on social media - make sure your profiles make you look like a pro, too!

Social Media Image Sizes Guide and Templates

 

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Amanda Martin

Amanda Martin

Amanda is no longer with VIEO, but as an inbound marketing project manager she coordinated with VIEO’s design, content, and strategy teams to create compelling, effective inbound marketing campaigns.

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