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IIMA One Size Does Not Fit All

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Volvo Cars presentation at the IIMA event in Stockholm.

Volvo Cars presentation at the IIMA event in Stockholm.

Published in: Health & Medicine, Business

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  • 1. One size does not fit all Volvo Cars Sofia Heddson Fransén Interactive Marketing Development Manager
  • 2. Agenda • Background • Old / New volvocars.com • Film • Concept • Tracking & Results • Next Steps One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 2
  • 3. Background
  • 4. 70 60 50 40 30 20 10 0 2009 Dec 2009 Nov 2009 Oct (170 000) (62 400 000) (5 200 000) 2010 (target) 2009 Sep 2009 Aug 2009 Jul 2009 Jun 2009 May 2009 Apr Poly. (Monthly website visits) Monthly website visits 2009 Mar Number of markets 2009 Feb 2009 Jan 2008 Dec 160 000 5 000 000 59 500 000 2008 Nov 2008 Oct 2009 2008 Sep 2008 Aug 2008 Jul 2008 Jun 2008 May 2008 Apr 2008 Mar 120 000 3 600 000 43 500 000 2008 Feb 2008 Jan 2007 Dec 2008 2007 Nov 2007 Oct 2007 Sep 2007 Aug 2007 Jul 2007 Jun 2007 May 130 000 3 900 000 46 800 000 2007 Apr 2007 Mar 2007 2007 Feb 2007 Jan 2006 Dec 2006 Nov 2006 Oct 2006 Sep 2006 Aug 100 000 3 100 000 36 700 000 2006 July 2006 Jun 2006 2006 May 2006 Apr 2006 Mar 2006 Feb One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén 2006 Jan 2005 Dec Global Visits history 2005 Nov 80 000 2 400 000 28 900 000 2005 Oct 2005 Sep 2005 2005 Aug 2005 Jul Issue date: 2010-02-01, Security Class: <Proprietary> 2005 Jun 2005 May 2005 Apr 2005 Mar 2005 Feb 70 000 2 100 000 25 300 000 2005 Jan 2004 Dec 2004 2004 Nov 2004 Oct 2004 Sep 2004 Aug 2004 Jul 2004 Jun 2004 May Monthly 2004 Apr Yearly 2004 Mar Daily 2004 Feb 2004 Jan Page 4 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000
  • 5. Interactive Marketing Lifecycle 1,7 billion Internet users Global Interactive Presence (GIP) strategy 60 million visits • Supporting sales, brand & launch Market Awareness 36 languages impact through implementation of sites 70+ markets next generation web sites (GIP3) • Supporting 70+ markets through & one platform maximising flexibility, BiC Mobile cost and speed to market Mobile capability • Global BiC mobile capability launched in Consideration (next gen planned for late 2011) 17 markets Car Configurator On-line & @ Dealership 6,1M started Car 4M finished • High definition touch-screen Conversion configurator for use at dealers Configurator 20 markets and events (late 2010) New Dealer site platform Purchasing & 8,2 million visits • Fully integrated with GIP Dealer • Reduced operational cost 1 800 dealers Ownership sites 14 markets • Launching early 2011 services Owners’ area Pilot Loyalty • Ownership services Owner • Integrated with Customer DB launch & Pages Q4 2010 Retention • Launching late 2010 One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 5
  • 6. Overview of Volvo Cars on-line today • GIP (our Global Interactive Presence) is covering 70 markets, including the US, Japan and China • We support 36 languages, including Right-to-Left • Design and templates are shared by all sites, with single-point global hosting • More than 300 editors world-wide • About 160 000 visits per day • Centralised content and functionality development allows for unique opportunities for cost synergies and share-of-voice in even the smallest markets One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 6
  • 7. Our ‘Glocal’ setup – As global as possible, as local as necessary CENTRAL LOCAL Functionality development Site ownership Content templates Adaptation Master content Editing Design guidelines Special offers Global hosting Local campaigns E-metrics E-intelligence Support Domain names Search Engine Marketing Translation One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 7
  • 8. Volvo Cars website (GIP2) ranking Global site UK Germany Sweden Spain US Canada All industries Automotive 1. Volvo Cars 1. Chevrolet 1. Porsche 1. Volvo Cars 1. Volvo Cars 1. HUMMER 1. Volvo Cars 1. Google 1 (7) Volvo Cars 2. BMW 2. Audi 2. Volkswagen 2. Škoda 2. Volkswagen 2. Lincoln 2. Mazda 2. Wikipedia 2 (21) Mini 3. Audi 3. Volvo Cars 3. Opel 3. Mercedes 3. Saab 8. Lexus 3. Lexus 3. Cisco 3 (52) Nissan Volvo #4 in 2008 4. Mercedes 4. Mercedes 4. Mini 4. Citroën 4. Chevrolet 11. Ford 7. Mercedes 4. Philips 4 (70) BMW 5. SEAT 5. Saab 5. Toyota 5. Peugeot 5. Citroën 22. BMW 10. Mini 5. HP 5 (106) Jaguar 6. Peugeot 6. Mazda 6. Volvo Cars 6. Mazda 6. Audi 26. Volvo Cars 12. Ford 6. Caterpillar 6 (111) Hyundai 7. Volkswagen 7. Toyota 10. Audi 7. Volkswagen 7. SEAT 28. Jaguar 20. BMW 7. Volvo Cars 7 (118) Lexus 8. Opel 8. Lexus 13. Mercedes 8. Audi 8. Mazda 29. Mercedes 23. Land Rover 8. Seagate 8 (122) Mercedes 12. Peugeot 16. BMW 9. SEAT 9. BMW 34. Volkswagen 27. Jaguar 9. Microsoft 9 (123) Saab 13. Volkswagen 17. Lexus 10. Mercedes 36. Audi 28. Audi 10. Am. Express 10 (128) Smart 8 brands 15 brands 22 brands 9 brands 10 brands 36 brands 27 brands Over the past four years, Volvo has had the biggest improvement of all companies One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 8
  • 9. Old / New volvocars.com
  • 10. Consumers are in control One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 10
  • 11. Issues in GIP 2: 1. What gets to go on the landing page? 2. Focus on inside-out, i.e what does Volvo want to tell consumers? 3. Internal focus on ”being visible on the landing page” 4. Who decides what goes on the landing page? No clear directives 5. Intended design is mis-used → Resulting in overloading the landing page with messages One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 11
  • 12. Bad examples… One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 12
  • 13. Initial plan – NOT to do a major re-design One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 13
  • 14. The Configured Experience - Concept
  • 15. GIP3 solution: Configured Experience 1. Focus on what consumers want to know about Volvo Cars 2. No more politics of ”getting on the landing page” 3. A ”fair” system with some flexibility for local needs 4. Treat consumers inline with our customer segmentation model 5. Simple to maintain 6. Measureable and actionable One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 15
  • 16. Scoring model • A scale from “rational” to “emotional” gives the user’s score, mapped against sales – product – brand messages • Emotional is default for new visitors • Centrally provided banner bank with tagged banners • Markets can upload and tag local banners Assumption: • An emotional user is looking to learn about the brand, what we stand, for maybe apply for a job etc. • A rational user is getting more into the cars, the details, wants to know prices etc. One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 16
  • 17. What the editors need to do: The concept builds on 3 factors: 1. Model association 2. Content category 3. Banner type One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 17
  • 18. The Configured Experience - Tracking & Results
  • 19. How we track this • Each banner impression is measured as a page view in Google Analytics. • Each click is also a pageview with a different ”action”. A unique banner ID is sent. • Performance can then be measured against defined site goals • Our current site goals are: 1. Submitted lead 2. Completed configuration • Reports grouped per brand/product/sales • Currently reported monthly, for our top 11 markets, plus 1 global report • Showing impressions / clicks / CTR / conversion One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 19
  • 20. One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 20
  • 21. Results so far… Looking at one month pre-launch and the first month after launch, for UK market: Visits -8% Pages / Visit + 34% Bounce rate - 27% Avg time on site + 18% Completed configurations + 9% Submitted leads + 100% One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 21
  • 22. Configured Experience – Next Steps
  • 23. Next steps for Configured Experience • Automated feed of banner performance into CMS (instant access to performance of a certain banner) • Enable multi-variate testing (for example, what copy works best for this message?) • Banner unique goals (not all messages aim to ”get a lead”) • Context related (which message works best on which page?) One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 23
  • 24. THANK YOU! One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén Issue date: 2010-02-01, Security Class: <Proprietary> Page 24