BANGKOK, Thailand — With more than 130,000 fans, the Ford Fiesta Thailand Facebook fan page (www.facebook.com/FordFiestaThailand) is considered the highest liked Facebook page for a single automotive nameplate in Thailand. The Thai community of Fiesta fans on the Facebook page is also the largest among Fiesta online communities globally.
To celebrate the milestone of reaching (and passing) 100,000 fans in June, Ford decided to create a survey, asking fans to share user experiences and gave away two movie tickets each to the 100 winners who provided the most useful suggestions to help enhance Ford’s content on Facebook.
Results from the survey reflect the different dimensions of online users in Thailand these days. But ‘keeping the content relevant -- and useful’, one of the mantras brands often get from digital evangelists, continues to be the most important quality that Facebook users in Thailand are looking for when they become a fan of a public page.
For Ford Fiesta fans, the number one expectation for them is to receive the latest news about new product launches (14 percent), followed by getting tips on how to operate and maximize the usage of technology and features in their Fiesta (13 percent) and getting tips on vehicle maintenance (13 percent).
When asked about the type of content that best attracts their interests, more than 50 percent of the 1,372 participants revealed that they prefer multimedia (36 percent for photos and 18 percent for videos) than written content (26 percent).
Notebook and desktop computers are still the most popular devices fans use to access the fan page (50 percent), followed by mobile phone (34 percent) and tablet (16 percent).
And 59 percent of Ford Fiesta fans in Thailand said they are not a member of other automotive fan pages.
“We believe the growing fan base is the result of our strong focus in generating interesting conversations, keeping our fans engaged, and being helpful in answering questions or addressing any concerns as quickly as possible,” said Tidayut Nophaket, communications director, Ford Thailand.
Results from the Ford Fiesta Facebook fan survey were collected from June 21 to July 8.