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How brands are using trust to drive engagement and loyalty, Reevo
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How brands are using trust to drive engagement and loyalty, Reevo

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Transcript

  • 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 Usage 94% 1.3 88% of car-buyers research online before visiting a dealership dealership visits per purchase of car-buyers look for owners’ reviews
  • 5. Kia Motors Ltd Kia Motors UK Challenges • 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 Highlights Increased number of leads: 7.3 times increase in clicks to dealership locator 6% share reviews on social networks 3x times increase in test drive requests
  • 9. Kia Motors Ltd Highlights Increased engagement: 29% increase in return web visits 3x times more time on site 2.4x as many page views
  • 10. Kia Motors Ltd Highlights 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
  • 11. Integrated Ad Campaign Telegraph (online)
  • 12. Integrated Ad Campaign Sunday Times (print)
  • 13. Integrated Ad Campaign TV
  • 14. Integrated Ad Campaign YouTube videos • Interactive badges
  • 15. Integrated Ad Campaign
  • 16. Integrated Ad Campaign: Results 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
  • 17. 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
  • 18. Agenda • Kia Motors: Trusted Customer Reviews Driving Leads • How brands are using trust to drive engagement and loyalty
  • 19. Journey to personalised engagement Distil insights Integrate data Enable feedback o 360 view of customer Social Content Brand CRM Brand advocates  Tailor experiences  Across all channels  Respond quickly to trends Ratings & Reviews Social Graph Marketing and product opportunities Peer-to-peer advice Business Data Micro-segmentation Q&As NPS Personalised Engagement  Build trust
  • 20. Confirmed owners helping shoppers
  • 21. Engagement and conversion increase on your site 4.8x 3.2x 1.5x 2.5x time on site pages viewed per visit visitor return rate within 1 month conversion rate
  • 22. Journey to personalised engagement Distil insights Integrate data Enable feedback o 360 view of customer Social Content Brand CRM Brand advocates  Tailor experiences  Across all channels  Respond quickly to trends Ratings & Reviews Social Graph Marketing and product opportunities Peer-to-peer advice Business Data Micro-segmentation Q&As NPS Personalised 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 conversation Customer 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 engagement Distil insights Integrate data Enable feedback o 360 view of customer Social Content Brand CRM Brand advocates Ratings & Reviews Social Graph Marketing and product opportunities Peer-to-peer advice Business Data Micro-segmentation Q&As NPS Personalised Engagement  Drives sales and loyalty  Tailor experiences  Across all channels  Build trust
  • 29. Thank you Twitter: @richard_anson Linkedin: uk.linkedin.com/in/richardanson