How Ford Got Social Marketing Right

It's a year old but this is a really great article from Harvard Business Review on how Ford really "gets" Social Marketing.

"There is an awful lot of aimless experiment in the digital space these days. A lot of people who appear not to have a clue are selling digital marketing advice. I think the Fiesta Movement gives us new clarity. It's a three-step process.

1. Engage culturally creative consumers to create content.
2. Encourage them to distribute this content on social networks and digital markets in the form of a digital currency.
3. Craft this is a way that it rebounds to the credit of the brand, turning digital currency (and narrative meaning) into a value for the brand."

Link to HBR Article here.