right brain left brain harmony
Feel Loved Again:
OVO Energy, Ektron, and making your customers feel loved.
Hello
Dave
Malins
Technical
Manager
Nathan
Fulwood
Business
Development
Director
Michelle
Brien
DigitalManager
OVOenergy
https://vimeo.com/98152357
Who loves their energy company?
Hands up
Bad press
“Big Six Energy companies
are trusted less than bankers
and used car salesman”
there’s not a lot of love out there
• Relationships going wrong.
• Complaints about the relationship,
no-one complains abo...
Become the #1 challenger to the BIG 6
The brief
So we wrote our own
Our URL strategy
http://vimeo.com/84986737
How we built it
Strategy
IA,UX&Design
FlatHTML
build
Ektron
build
Golivev1
Golivev2
Our approach
Ektron build
Page Builder
Ektron build
Uber widget
Back to the brief
https://www.youtube.com/watch?v=kuslbNQnshw
TV ad
Social Campaign
https://www.youtube.com/watch?v=o4IGMt-qUpk
Results
Conversion
Q1 2013 vs Q1 2014
Quote & Switch
Conversion
0.98%
(0.26% in ‘13)
Higher conversions Greater potential ...
NOT
ENOUGH!
MORE!
Engagement doesn’t happen overnight
https://www.youtube.com/watch?v=S6j4qcD1fe4#t=20
Relational marketing
Deeper integration
It worked for Amazon
Businesses that are able to rapidly respond
to visitor behaviors will create the best online
experien...
and Google
Get right up to the creepy line and don’t cross it
– Eric Schmidt- Google
“
Personalisation via Content Targeting
“I make movies for the masses,
but I talk with them one at a time.”
– Steven Spielberg
Conversion Funnel
A/B Testing Scenarios
A/B Testing Scenarios
Switch now >
Summary
Know
your site’s
purpose
Understand
your
audience
Be ruthless
with your
content
Measure
everything
A solid site is...
“The face of marketing and customer service may have
changed dramatically during the past decade, but some
things remain c...
A BIG Thanks to...
Questions?
Guess their Age
http://guesstheirage.co.uk/
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
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Realise & OVO - Feel Loved Again (Ektron case study)

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A case study presentation given at Ektron's London conference, June 2014.

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Realise & OVO - Feel Loved Again (Ektron case study)

  1. 1. right brain left brain harmony
  2. 2. Feel Loved Again: OVO Energy, Ektron, and making your customers feel loved.
  3. 3. Hello Dave Malins Technical Manager Nathan Fulwood Business Development Director Michelle Brien DigitalManager OVOenergy
  4. 4. https://vimeo.com/98152357
  5. 5. Who loves their energy company? Hands up
  6. 6. Bad press
  7. 7. “Big Six Energy companies are trusted less than bankers and used car salesman”
  8. 8. there’s not a lot of love out there • Relationships going wrong. • Complaints about the relationship, no-one complains about the quality of the actual gas or electric.
  9. 9. Become the #1 challenger to the BIG 6 The brief
  10. 10. So we wrote our own
  11. 11. Our URL strategy
  12. 12. http://vimeo.com/84986737
  13. 13. How we built it
  14. 14. Strategy IA,UX&Design FlatHTML build Ektron build Golivev1 Golivev2 Our approach
  15. 15. Ektron build Page Builder
  16. 16. Ektron build Uber widget
  17. 17. Back to the brief
  18. 18. https://www.youtube.com/watch?v=kuslbNQnshw TV ad
  19. 19. Social Campaign https://www.youtube.com/watch?v=o4IGMt-qUpk
  20. 20. Results Conversion Q1 2013 vs Q1 2014 Quote & Switch Conversion 0.98% (0.26% in ‘13) Higher conversions Greater potential leadsMore prospects Visitors 1.1M (up 217%) New Visits 57.3% (40.0% in 13)
  21. 21. NOT ENOUGH! MORE!
  22. 22. Engagement doesn’t happen overnight https://www.youtube.com/watch?v=S6j4qcD1fe4#t=20
  23. 23. Relational marketing
  24. 24. Deeper integration
  25. 25. It worked for Amazon Businesses that are able to rapidly respond to visitor behaviors will create the best online experiences – and will earn valuable equity with their customer base. – Jeff Bezos - Amazon “
  26. 26. and Google Get right up to the creepy line and don’t cross it – Eric Schmidt- Google “
  27. 27. Personalisation via Content Targeting
  28. 28. “I make movies for the masses, but I talk with them one at a time.” – Steven Spielberg
  29. 29. Conversion Funnel
  30. 30. A/B Testing Scenarios
  31. 31. A/B Testing Scenarios Switch now >
  32. 32. Summary Know your site’s purpose Understand your audience Be ruthless with your content Measure everything A solid site is a great platform for the bells and whistles
  33. 33. “The face of marketing and customer service may have changed dramatically during the past decade, but some things remain consistent—such as the heart of the consumer. Real people are still the end users, not programs or bots… That’s why effective marketing requires the human touch. We are wired to crave relationships: real connections with fellow human beings. But so far, there isn’t an intelligent, automated tool that’s been invented to provide all the flexibility, sincerity, warmth and genuine care consumers relate to.” http://www.benchmarkemail.com/blogs/detail/online-marketing-tips-the-human-touch-in-the-digital-age)
  34. 34. A BIG Thanks to...
  35. 35. Questions?
  36. 36. Guess their Age http://guesstheirage.co.uk/

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