1. Opinions you can trust

2. Kia TV ad 3. Agenda Kia Motors: Trusted Customer Reviews Driving Leads How brands are using trust to drive engagement and loyalty 4. Car Buying Process & Review Usage94% 1.388%of car-buyers research online before visiting a dealershipdealership visits per purchaseof car-buyers look for owners reviews 5. Kia Motors Ltd Kia Motors UKChallenges Get on consideration list Speed up shift in brand perception Make the website work harder 6. Case study | Kia Motors Ltd Solution 7. Beyond the Web: Kia Showrooms 8. Kia Motors Ltd HighlightsIncreased number of leads:7.3 times increase in clicks to dealership locator 6% share reviews on social networks3x times increase in test drive requests 9. Kia Motors Ltd HighlightsIncreased engagement:29% increase in return web visits3x times more time on site 2.4x as many page views 10. Kia Motors Ltd HighlightsActionable Insight: Improved messaging by highlighting features and attributes that Kias customers loved most in their vehicles Provided real-time feedback on issues and consumer preferences into product development 11. Integrated Ad CampaignTelegraph (online) 12. Integrated Ad CampaignSunday Times (print) 13. Integrated Ad CampaignTV 14. Integrated Ad Campaign YouTube videos Interactive badges 15. Integrated Ad Campaign 16. Integrated Ad Campaign: ResultsKia achieves record levels of website traffic3,383,249visits to Kia website in Q145%increase in web traffic comparing to Jan 201272%increase in traffic to Kia Dealers sites comparing to 2012 Q1 17. Customer quotesOur 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 weve generated to the review section of our website has been huge. John Bache, Head of Customer Communication, Kia Motors UK 18. Agenda Kia Motors: Trusted Customer Reviews Driving Leads How brands are using trust to drive engagement and loyalty 19. Journey to personalised engagementDistil insightsIntegrate data Enable feedbacko360 view of customer Social Content Brand CRMBrand advocates Tailor experiences Across all channels Respond quickly to trendsRatings & ReviewsSocial GraphMarketing and product opportunitiesPeer-to-peer adviceBusiness DataMicro-segmentationQ&As NPSPersonalised Engagement Build trust 20. Confirmed owners helping shoppers 21. Engagement and conversion increase on your site4.8x3.2x1.5x2.5xtime on sitepages viewed per visitvisitor return rate within 1 monthconversion rate 22. Journey to personalised engagementDistil insightsIntegrate data Enable feedbacko360 view of customer Social Content Brand CRMBrand advocates Tailor experiences Across all channels Respond quickly to trendsRatings & ReviewsSocial GraphMarketing and product opportunitiesPeer-to-peer adviceBusiness DataMicro-segmentationQ&As NPSPersonalised Engagement Build trust 23. 2 types of social content Unstructured, unverified, buzz from across the web Structured, verified, quantitative and qualitative content from your customers 24. Customising email marketing 25. Driving advocacy by joining the conversationCustomer mentions the video processing software for this camera is difficult to use. Sony provides support by providing additional documentation, and tips for alternative software. 26. Improving customer service 27. Improving the product 28. Journey to personalised engagementDistil insightsIntegrate data Enable feedbacko360 view of customer Social Content Brand CRMBrand advocatesRatings & ReviewsSocial GraphMarketing and product opportunitiesPeer-to-peer adviceBusiness DataMicro-segmentationQ&As NPSPersonalised Engagement Drives sales and loyalty Tailor experiences Across all channels Build trust 29. Thank youTwitter: @richard_ansonLinkedin: uk.linkedin.com/in/richardanson