Peer to Peer Communications: The Marketing Opportunity

transcript

Peer to Peer Communications:The Marketing Opportunity

Richard Anson@richard_anson

8th November 2013

Agenda

•Consumer behaviour today

•Kia Motors: Putting the customer at the heart of marketing

•Crossing the chasm: the journey to customer centricity

Peer to peer communication is now the norm

of Europeansread reviews before some or all purchases

Source: GMI Research, March 2012

Consumers are engaging in large volumes

Source: Reevoo Insight data, 2012

14% consumers providing reviews post purchase

53% owners responding to questions in 24 hours

Social content is the highest driver of consumer action

Source: Top 5 shown only – Nielsen Global Survey of Trust in Advertising, Q1 2013

The rise and rise of m-Commerce

Review submission from Mobile

Dixons Retail

Agenda

•Crossing the chasm: the journey to customer centricity

of car-buyers research online

before visiting a dealership94%

88%of car-buyers look for owners’ reviews

1.3 dealership visits per purchase

Car Buying Process & Review Usage

Kia Motors Ltd

Kia Motors UK Solution Highlights

Marketing Challenges

• Get on consideration list

• Speed up shift in brand perception

• Make digital assets work harder

Beyond the Web: Kia Showrooms

Kia Motors Ltd

Increased number of leads:

7.3 times increase in clicks to dealership locator

3x times increase in test drive requests

Kia Motors Ltd

Increased engagement:

29% increase in return web visits

3x times more time on site

2.4x as many page views

Kia Motors Ltd

Actionable Insight:

• Improved messaging by highlighting features and attributes that Kia’s customers loved most in their vehicles

• Provided real-time feedback on issues and consumer preferences into product development

Sunday Times (print)

Integrated Ad Campaign

Telegraph (online)

Integrated Ad Campaign

Kia achieves record levels of website traffic

3,383,249 visits to Kia website in Q1

45% increase in web traffic comparing to Jan 2012

72% increase in traffic to Kia Dealers sites comparing to

2012 Q1

Integrated Ad Campaign: Results

Customer quotes

“Our latest ad campaign focuses on the Kia range, but also on the accolades – the ratings and reviews that we received. This encourages people to go online to read these reviews. The reason behind the emphasis on the reviews and recommendations is the credibility that it gives us as an organisation. The web traffic that we’ve generated to the review section of our website has been huge.”

John Bache, Head of Customer Communication, Kia Motors UK

Agenda

• Crossing the chasm: the journey to customer centricity

Crossing the chasm: the journey to customer centricity

Personalised EngagementIntegrate

Distilinsights

Social Content

Brand CRM

Social Graph

Business Data

360o view of customer

Brand advocates

Marketing and product opportunities

Micro-segmentation

Peer toPeer

Ratings & Reviews

Peer-to-peer advice

Tailor experiences Across all channels Respond quickly to

trends Build trust

Confirmed owners helping shoppers

Engagement and conversion increase on your site

3.2xpages viewed per visit

1.5xvisitor return rate within 1 month

4.8xtime on site

2.5xconversion rate

Personalised EngagementBig

Insights

Social Content

Brand CRM

Social Graph

Business Data

Brand advocates

Micro-segmentation

Ratings & Reviews

Peer-to-peer advice

Tailor experiences Across all channels Respond quickly to

trends Build trust

Peer toPeer

2 types of social content

• Unstructured, unverified, “buzz” from across the web

• Structured, verified, quantitative and qualitative content from your customers

Improving the product

Customer CentricityBig Data

insights

Social Content

Brand CRM

Social Graph

Business Data

Brand advocates

Micro-segmentation

Peer toPeer

Ratings & Reviews

Peer-to-peer advice

Enterprise wide from product to marketing

Driving sales across all touch points

Tailored experiences Trust and

transparency

Thank you

Twitter: @richard_anson

Linkedin: uk.linkedin.com/in/richardanson