Ljubljana, 6. June 2012THE ERA OF CONNECTED DRIVE.DIGGIT CONFERENCE 2012.
THE ERA OF CONNECTED DRIVE.DIGITAL LANDSCAPE OF BMW GROUP.
DIGITAL LANDSCAPE OF BMW GROUP.INTERNET FROM A COSTUMER PERSPECTIVE.
COMMUNICATION HAS CHANGED.COSTUMERS HAVE THE LEAD.           IT’S NOT ABOUT WHAT WE SAY IT IS.
IF YOU WANT TO REACH THE PEOPLE....
FISH WHERE THE FISH ARE.
DIGITAL CAMPAIGN PLANNING.BUT WHERE ARE THE FISH?Manufacturer WebsiteFamily & FriendsSearch EngineAuto Research Sites     ...
DIGITAL CAMPAIGN PLANNING.TRADITIONAL AUTOMAKERS ADVERTISING IS FOCUSED ON BRAND ANDSALE.           AWARENESS             ...
FOCUS ON THE BIG THREE.- Cross selling opportunities.- Create lean back video entertainment for a  broader audience.      ...
PILOT PROJECTS KEEP US AHEAD.REACH THE TARGET GROUP THROUGH NEW CHANNELS.     CONVERS
360 DEGREE CAMPAIGN PLANNING.INTEGRATION OF DIGITAL & NEW MEDIA CHANNELS IN ALL CAMPAIGNS.      CONVERS
TURN CONVERSATION....   CONVERSATION
INTO SALES FIGURES.   CONVERS            ION
MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.                                     Initial...
MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.                                           2...
MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.                                       3rd S...
MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.     CONVERS
MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.                                     4th Ste...
CONNECT ONLINE TO OFFLINE.OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONALCOSTUMERS.     CONVERS
CONNECT ONLINE TO OFFLINE.OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONALCOSTUMERS.     CONVERS
FIRST SOCIAL TEST DRIVE IN THE WORLD.WE GLYMPSED THE 1 SERIES IN PRAGUE CITY CENTRE.
WHAT ABOUT OUR PRODUCTS?CONNECTING YOUR IPHONE WITH YOUR CAR….
WHAT ABOUT OUR PRODUCTS?AND CONNECT YOUR CAR TO THE INTERNET.
WHAT ABOUT OUR PRODUCTS?BMW I THE FUTURE OF MOBILITY.
THANK YOU AND STAY SOCIAL!
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Doba digitalnega pogona - David Pivk (BMW)

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Doba digitalnega pogona - David Pivk (BMW)

  1. 1. Ljubljana, 6. June 2012THE ERA OF CONNECTED DRIVE.DIGGIT CONFERENCE 2012.
  2. 2. THE ERA OF CONNECTED DRIVE.DIGITAL LANDSCAPE OF BMW GROUP.
  3. 3. DIGITAL LANDSCAPE OF BMW GROUP.INTERNET FROM A COSTUMER PERSPECTIVE.
  4. 4. COMMUNICATION HAS CHANGED.COSTUMERS HAVE THE LEAD. IT’S NOT ABOUT WHAT WE SAY IT IS.
  5. 5. IF YOU WANT TO REACH THE PEOPLE....
  6. 6. FISH WHERE THE FISH ARE.
  7. 7. DIGITAL CAMPAIGN PLANNING.BUT WHERE ARE THE FISH?Manufacturer WebsiteFamily & FriendsSearch EngineAuto Research Sites CONVERSDealer WebsitesFranchise DealerSpecialist PressTV AdvertisingAuto Shows 0% 13% 25% 38% 50%Source: CapGemini Cars Online 10/11: Listening to the voice of consumer.
  8. 8. DIGITAL CAMPAIGN PLANNING.TRADITIONAL AUTOMAKERS ADVERTISING IS FOCUSED ON BRAND ANDSALE. AWARENESS OPINION ? CONVERS CONSIDERATION INTENTION Sign up´s / SALE Leads
  9. 9. FOCUS ON THE BIG THREE.- Cross selling opportunities.- Create lean back video entertainment for a broader audience. - Continuous growth with constant engagement rates. - Getting to know our fans. CONVERS - Exploitation of eCRM opportunities  generating leads. - Generating sales through - Get in touch with influencers. social commerce. - Live coverage of events with hashtags. - One to one dialogue with new target groups.
  10. 10. PILOT PROJECTS KEEP US AHEAD.REACH THE TARGET GROUP THROUGH NEW CHANNELS. CONVERS
  11. 11. 360 DEGREE CAMPAIGN PLANNING.INTEGRATION OF DIGITAL & NEW MEDIA CHANNELS IN ALL CAMPAIGNS. CONVERS
  12. 12. TURN CONVERSATION.... CONVERSATION
  13. 13. INTO SALES FIGURES. CONVERS ION
  14. 14. MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK. Initial Step: Visit MINI Romania on Facebook. CONVERS Click „Start“ and log in with your Facebook account
  15. 15. MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK. 2nd Step: Create your individual post card: Change the layout of the post card. CONVERS Choose your favourite friends via clicking on their faces. Rotate/zoom their faces. Change their speech bubbles with Facebook status updates by Clicking on the button.
  16. 16. MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK. 3rd Step: Choose your favourite MINI. Get info about your interior/ exterior Equipment. CONVERS Add your configurations. Get info about the total price, discount and financing possibilities. Choose the best personal financing Solution.
  17. 17. MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK. CONVERS
  18. 18. MINI GETS DEGREE.SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK. 4th Step: Your MINI magna cum laude order is Completed. You get info about the total discount CONVERS and the location of your next dealer. Print your coupon and bring it to your dealer in order to receive your Discount.
  19. 19. CONNECT ONLINE TO OFFLINE.OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONALCOSTUMERS. CONVERS
  20. 20. CONNECT ONLINE TO OFFLINE.OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONALCOSTUMERS. CONVERS
  21. 21. FIRST SOCIAL TEST DRIVE IN THE WORLD.WE GLYMPSED THE 1 SERIES IN PRAGUE CITY CENTRE.
  22. 22. WHAT ABOUT OUR PRODUCTS?CONNECTING YOUR IPHONE WITH YOUR CAR….
  23. 23. WHAT ABOUT OUR PRODUCTS?AND CONNECT YOUR CAR TO THE INTERNET.
  24. 24. WHAT ABOUT OUR PRODUCTS?BMW I THE FUTURE OF MOBILITY.
  25. 25. THANK YOU AND STAY SOCIAL!

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