Ford uses social media to hear innovative ideas and respond

10/14/2012 | MediaPost Communications

Testing out ideas then immediately scaling them up is the secret behind Ford's new program for innovation, says Jim Farley, group vice president of global marketing, sales and service. Social media platforms were targeted for prelaunch buzz, as Ford could find self-selecting enthusiasts to opt in and share their ideas. "They weren't going to buy the old car anyway, so we could show them the product a year ahead of time," and innovate in advance of the launch, Farley says.

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