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Wednesday, April 08, 2009

Secrets Revealed: How Ford Rates Video Bloggers

Scott Monty points us to this WSJ article featuring Hilary McHone, aka. Brooklyn Hilary: Ford Takes Online Gamble With New Fiesta:
"To build a new generation of Ford car buyers, the 'Fiesta Movement' marketing effort is enticing its 100 test drivers with a free car for six months, auto insurance and gas. In return, they agree to upload their adventures online.

Ford selected the 100 participants from more than 4,000 video submissions viewed more than 640,000 times online. Ford assigned applicants two scores: a 'social vibrancy' rating based on how much they were followed online and across how many platforms; and an overall grade based on those factors plus creativity, video skills and their ability to hook a viewer within the first five to 10 seconds."
Now that's in interesting inside look at how a major brand looks at the value of videobloggers.

Ford Video Blogger Scorecard

Social Vibrancy
- # of online followers
- how many platforms

Video Skills
Ability to hook a viewer within the first 5 - 10 seconds

Note to the Wall Street Journal:

How about a link to the featured videobloggers. Can't you embed the Brooklyn Hilary video?

Visit Hilary's blog.