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Iwan Banens & Guido Gihaux Welcome @ ANWB Online
<ul><li>Introduction </li></ul><ul><li>ANWB Online presentation </li></ul><ul><li>Presentation OEAMTC </li></ul><ul><li>Co...
 
Mission ‘ We help people to go their own way’ We help  to choose People Government industry security liberty We help  to s...
<ul><ul><li>To present portfolio from an  integrated concept </li></ul></ul><ul><ul><li>Holiday  |  Leisure  |  Mobility <...
<ul><ul><li>The changing Customer Journey </li></ul></ul>Bert goes to anwb.nl It costs him about 10 min to calculate his q...
Plans 2010 <ul><li>Guido Gihaux </li></ul>
Targets 2012 2009 Product focused  Member acquisition Single-channel Turnover focused Selling ANWB Content Mass Traditiona...
From Publication, to portal with interaction to part of the community The old model of guiding The ANWB writes,  the membe...
Being more Persona effective . …  Bert Arthur Margot
Personas Arthur Margo From:  Customer focused / To: centralised productportfolio around customer Bert
Virtual Guardian Angel Traditional web  =  ANWB Online Mobile internet Apps eReader Narrow Casting Social Media Technology...
 
Dialogue | Start interacting with your members Trends 2010
The market has a new evolved  member . Our members want us to  listen They want to  join  the conversation on products and...
Attention  From: Content The added value is changing…. To: Services Interaction Participation Content is no longer ‘King’....
POST theory developed by Forrester <ul><li>Step 1: Listen to your  P eople   </li></ul><ul><li>Step 2: set your  O bjectiv...
What will the vision be for the future? <ul><li>Online and offline activities will integrate </li></ul><ul><li>Connected m...
 
Press relations Contact Center Marketing Strategy & Innovation Webcare SocialMedia ANWB Online Communications Info upon pr...
“ Brand Ambassadors” are your employees
Corporate Social media policy Create clear guidelines upon content sharing and discussing on publications
Social media and mobile marketing <ul><li>Webcare team </li></ul><ul><ul><li>Listen to our members </li></ul></ul><ul><ul>...
trends <ul><li>Mobile: </li></ul><ul><ul><li>LBS (location aware) </li></ul></ul><ul><ul><li>Integrated with physical worl...
<ul><li>Crowdsourcing </li></ul>trends
<ul><li>Microblogging </li></ul>trends
<ul><li>Micro payments for quality content </li></ul>trends
<ul><li>UGC is still growing: </li></ul><ul><ul><li>Personalised recommendation (recommend things based on the individuals...
<ul><li>Wider monitors for more Horizontal scrolling content </li></ul>trends
The purchasing journey discover explore purchase engage
discover explore purchase engage Customer Care Email Retailer sites Web site Stores Web site Retailer sites Stores Web sit...
Enrich the Experience discover explore purchase engage User Content Expert Advice Click/ bricks Clubs Internet in shops Sh...
What does this imply for us?  <ul><li>Online activities must be customer-focused </li></ul><ul><ul><li>Service excellence ...
Show versions of the site according to stage in consumer lifecycle (behavioral targeting) Repeat visitors New customers
Sports Ilustrated Tablet Demo
<ul><li>Magazines in a more interactive/rich format (wiki, digital, video) </li></ul>trends
<ul><li>Its in the Cloud… </li></ul>trends
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onlinetreffen ARC Europe

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ANWB, ADAC, FDM, OAMTC, TCS
Online treffen, held in The Hague, Netherlands,

Hosted by: Iwan Banens and Guido Gihaux
ANWB

16-01-2010

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onlinetreffen ARC Europe

  1. 1. Iwan Banens & Guido Gihaux Welcome @ ANWB Online
  2. 2. <ul><li>Introduction </li></ul><ul><li>ANWB Online presentation </li></ul><ul><li>Presentation OEAMTC </li></ul><ul><li>Coffee break </li></ul><ul><li>Presentation TCS </li></ul><ul><li>Presentation ADAC </li></ul><ul><li>Lunch break </li></ul><ul><li>Presentation FDM </li></ul><ul><li>Summary of Benchmark figures </li></ul><ul><li>Coffee break </li></ul><ul><li>Open discussion / collaboration options </li></ul><ul><li>Wrap up </li></ul><ul><li>Flight home sweet home…. </li></ul>Agenda <ul><li>09.00 – 09.30 </li></ul><ul><li>09.30 – 10.00 </li></ul><ul><li>10.00 – 10.45 </li></ul><ul><li>10.45 – 11.00 </li></ul><ul><li>11.00 – 11.45 </li></ul><ul><li>11.45 – 12.30 </li></ul><ul><li>12.30 – 13.15 </li></ul><ul><li>13.15 – 14.00 </li></ul><ul><li>14.00 – 14.30 </li></ul><ul><li>14.30 – 14.45 </li></ul><ul><li>14.45 – 16.30 </li></ul><ul><li>16.30 – 17.00 </li></ul><ul><li>Later on: </li></ul>
  3. 4. Mission ‘ We help people to go their own way’ We help to choose People Government industry security liberty We help to solve problems We help to fill gaps together individual Stand up for me Help me if I am in trouble Help me choose
  4. 5. <ul><ul><li>To present portfolio from an integrated concept </li></ul></ul><ul><ul><li>Holiday | Leisure | Mobility </li></ul></ul>
  5. 6. <ul><ul><li>The changing Customer Journey </li></ul></ul>Bert goes to anwb.nl It costs him about 10 min to calculate his quotum The same day he is insured Bert besluit naar ANWB.nl te gaan om meer informatie te krijgen over de auto- verzekering die hij zoekt Instead of 2 click within ten minutes... Bert looked at the ANWB car insurance triggered by an ad from a referral Een paar weken later leest Bert over de ANWB verzekering in Autovisie Bert belt naar het contact center voor meer toelichting, en kijkt voor een onafhankelijk oordeel op Independer Hoewel het aanbod Bert aanspreekt , zet Bert vraagtekens bij het online afsluiten. Dus vraagt hij een vriend om raad In dezelfde periode besluit Bert de nieuwe Golf te kopen. Hij vraagt de autoverkoper of die een goede deal heeft De verkoper vertelt Bert over een unieke aanbieding op ANWB.nl met korting op de verzekering bij aankoop van VW ...8 steps in four weeks Oriëntate Transactie Aftersales
  6. 7. Plans 2010 <ul><li>Guido Gihaux </li></ul>
  7. 8. Targets 2012 2009 Product focused Member acquisition Single-channel Turnover focused Selling ANWB Content Mass Traditional member organisation Goals 2011 Customer Orientated Member retention Multi-channel ROS focused (5%) Cross-Selling ANWB / UGC Content Personal Modern member organisation
  8. 9. From Publication, to portal with interaction to part of the community The old model of guiding The ANWB writes, the member reads The portalmodel Content is leading ANWB provides the basis of content and platform; Members and partners add content and consume Interaction instead of publication From ‘all about the content’ to ‘it regards the platform’ The new platform model
  9. 10. Being more Persona effective . … Bert Arthur Margot
  10. 11. Personas Arthur Margo From: Customer focused / To: centralised productportfolio around customer Bert
  11. 12. Virtual Guardian Angel Traditional web = ANWB Online Mobile internet Apps eReader Narrow Casting Social Media Technology enabeled Sales, Selfservice and Information devices
  12. 14. Dialogue | Start interacting with your members Trends 2010
  13. 15. The market has a new evolved member . Our members want us to listen They want to join the conversation on products and services, listen to each other They want to decide upon brand and product They want to be heard regarding mobility They want to have personal service. Always.
  14. 16. Attention From: Content The added value is changing…. To: Services Interaction Participation Content is no longer ‘King’. Interaction is. Content is only there to stimulate interaction
  15. 17. POST theory developed by Forrester <ul><li>Step 1: Listen to your P eople </li></ul><ul><li>Step 2: set your O bjectives </li></ul><ul><li>Step 3: setup a S trategy & Guidelines </li></ul><ul><li>Step 4: Use T ools </li></ul>
  16. 18. What will the vision be for the future? <ul><li>Online and offline activities will integrate </li></ul><ul><li>Connected members </li></ul><ul><li>Integrated customer journey </li></ul>
  17. 20. Press relations Contact Center Marketing Strategy & Innovation Webcare SocialMedia ANWB Online Communications Info upon product propositions Monitoring Brand and sentiment Monitoring market opportunities Monitoring online needs and measure channel information To observe and prevent issues Problemsolving + to outshine customer expectations
  18. 21. “ Brand Ambassadors” are your employees
  19. 22. Corporate Social media policy Create clear guidelines upon content sharing and discussing on publications
  20. 23. Social media and mobile marketing <ul><li>Webcare team </li></ul><ul><ul><li>Listen to our members </li></ul></ul><ul><ul><li>Improve our marketed product </li></ul></ul><ul><ul><li>Cost efficiency in contact center </li></ul></ul><ul><ul><li>Generate word of mouth </li></ul></ul><ul><li>Use of Twitter </li></ul><ul><li>BuzzCapture (pilot) </li></ul><ul><li>Mobile / iPhone apps </li></ul>
  21. 24. trends <ul><li>Mobile: </li></ul><ul><ul><li>LBS (location aware) </li></ul></ul><ul><ul><li>Integrated with physical world </li></ul></ul><ul><ul><li>Built-in payment model (impulsive) </li></ul></ul><ul><ul><li>Portable </li></ul></ul><ul><ul><li>AR </li></ul></ul>
  22. 25. <ul><li>Crowdsourcing </li></ul>trends
  23. 26. <ul><li>Microblogging </li></ul>trends
  24. 27. <ul><li>Micro payments for quality content </li></ul>trends
  25. 28. <ul><li>UGC is still growing: </li></ul><ul><ul><li>Personalised recommendation (recommend things based on the individuals past behaviour) </li></ul></ul><ul><ul><li>Location Based recommendation (recommend things based on your portable behaviour) </li></ul></ul><ul><ul><li>Social recommendation (recommend things based on the past behaviour of similar users) </li></ul></ul><ul><ul><li>Item recommendation (recommend things based on the item itself) </li></ul></ul><ul><ul><li>A combination of above four </li></ul></ul><ul><ul><li>(Un)friending </li></ul></ul>trends
  26. 29. <ul><li>Wider monitors for more Horizontal scrolling content </li></ul>trends
  27. 30. The purchasing journey discover explore purchase engage
  28. 31. discover explore purchase engage Customer Care Email Retailer sites Web site Stores Web site Retailer sites Stores Web site Reviews Retailer sites Promotions Ads Sponsorships WOM Search Sponsorships Consumers connect via various channels throughout the purchasing journey
  29. 32. Enrich the Experience discover explore purchase engage User Content Expert Advice Click/ bricks Clubs Internet in shops Shadow- browsing Narrow casting Affiliate strategy Referral strategy Merchandize Merchandize
  30. 33. What does this imply for us? <ul><li>Online activities must be customer-focused </li></ul><ul><ul><li>Service excellence </li></ul></ul><ul><li>Online activities must be multi-channel </li></ul><ul><ul><li>Channels must be consistent and complementary… </li></ul></ul><ul><li>eBusiness must be intelligent </li></ul><ul><ul><li>Data led </li></ul></ul><ul><ul><li>Personalized </li></ul></ul><ul><ul><li>Using real-time information </li></ul></ul><ul><li>eBusiness will become on-demand </li></ul><ul><ul><li>Supported by mobile </li></ul></ul><ul><ul><li>New shopping experiences </li></ul></ul>
  31. 34. Show versions of the site according to stage in consumer lifecycle (behavioral targeting) Repeat visitors New customers
  32. 35. Sports Ilustrated Tablet Demo
  33. 36. <ul><li>Magazines in a more interactive/rich format (wiki, digital, video) </li></ul>trends
  34. 37. <ul><li>Its in the Cloud… </li></ul>trends

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