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.


  1. Hi Steve,

    If you were in charge of Ford's Social Media programs, what criteria would you use to select videobloggers?


  2. Hi Jared,
    Thanks for the comment. I like the scorecard that Ford used.

    Ways that I'd be careful in using it are:

    1. I'd look at the quality of online followers. It's great to have a lot of followers, but I'd look deeper. Who are they? Are they also infuencers? Are they engaged? Will they do your bidding? Note how in Hilary's video she says that she gets people to do all kinds of crazy things. @garyvee makes things like that happen too.

    2. Creativity - Agreed.

    3. Video skills - On this one I'd give the video bloggers lots of leeway. What I'd look at here is how the video bloggers takes content that they shoot, and put it together in a way to make an engaging and entertaining story. Under this category I'd also include audio skills. You need to be able to hear what's being said.

    4. 5 - 10 second hook. I've heard this a lot and agree to a point. It's a good idea to refrain from talking about nothing at the start of your video. For the purposes of Ford's needs, this seems like a good requirement, although I'd also say that length of the whole video can be as long as the videoblogger wants it to be.


  3. Hey Steve! Thanks for the link! :D Hooray! The WSJ!

    You rock!

  4. Nice article. I actually already spoke with WSJ about making the pictures link to our videos. Doubt it will happen after the fact. If people are interested in following our adventures: is our blog site. It would have been interesting to have been in on one of the discussions picking the agents. Pretty cool to get a pic in the WSJ!