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Peer to Peer Communications: The Marketing Opportunity
 

Peer to Peer Communications: The Marketing Opportunity

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Slide deck of the presentation I gave to Cranfield School of Management's Strategic Marketing Course (note that the videos have been removed).

Slide deck of the presentation I gave to Cranfield School of Management's Strategic Marketing Course (note that the videos have been removed).

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    Peer to Peer Communications: The Marketing Opportunity Peer to Peer Communications: The Marketing Opportunity Presentation 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 % 89 Source: GMI Research, March 2012 of Europeans read reviews before some or all purchases
    • Consumers are engaging in large volumes 14% 54% 14% consumers providing reviews post purchase Source: Reevoo Insight data, 2012 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 •Consumer behaviour today •Kia Motors: Putting the customer at the heart of marketing •Crossing the chasm: the journey to customer centricity
    • 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
    • Kia Motors Ltd Kia Motors UK Marketing Challenges • Get on consideration list • Speed up shift in brand perception • Make digital assets work harder
    • Beyond the Web: Kia Showrooms
    • Beyond the Web: Kia Showrooms
    • Kia Motors Ltd Highlights Increased number of leads: 7.3 times increase in clicks to dealership locator 3x times increase in test drive requests
    • Kia Motors Ltd Highlights Increased engagement: 29% increase in return web visits 3x times more time on site 2.4x as many page views
    • 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
    • Integrated Ad Campaign Sunday Times (print)
    • Integrated Ad Campaign Telegraph (online)
    • Integrated Ad Campaign
    • 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
    • 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 •Consumer behaviour today •Kia Motors: Putting the customer at the heart of marketing • Crossing the chasm: the journey to customer centricity
    • Crossing the chasm: the journey to customer centricity Distil insights Integrate data Peer to Peer 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 NPS Personalised Engagement  Build trust
    • Confirmed owners helping shoppers
    • 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
    • Crossing the chasm: the journey to customer centricity Insights Big data Peer to Peer 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
    • 2 types of social content • Unstructured, unverified, “buzz” from across the web • Structured, verified, quantitative and qualitative content from your customers
    • Improving the product
    • Crossing the chasm: the journey to customer centricity insights Big Data Peer to Peer Customer Centricity 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  Enterprise wide from product to marketing  Driving sales across all touch points Q&As  Tailored experiences NPS  Trust and transparency
    • Thank you Twitter: @richard_anson Linkedin: uk.linkedin.com/in/richardanson