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 jo...
Peer to peer communication is now the norm

%
89
Source: GMI Research, March 2012

of Europeans
read reviews
before some o...
Consumers are engaging in large volumes

14%
54%

14% consumers providing
reviews post purchase
Source: Reevoo Insight dat...
Social content is the highest driver of consumer action

Source: Top 5 shown only – Nielsen Global Survey of Trust in Adve...
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 jo...
Car Buying Process & Review Usage

94%
1.3

88%

of car-buyers research online
before visiting a dealership

dealership vi...
Kia Motors Ltd
Kia Motors UK

Marketing Challenges
• Get on consideration list
• Speed up shift in brand perception
• Make...
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 increas...
Kia Motors Ltd
Highlights

Increased engagement:

29% increase in return web visits

3x times more time on site
2.4x as ma...
Kia Motors Ltd
Highlights

Actionable Insight:
• Improved messaging by highlighting features and
attributes that Kia’s cus...
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...
Customer quotes

“Our latest ad campaign focuses on the
Kia range, but also on the accolades – the
ratings and reviews tha...
Agenda

•Consumer behaviour today
•Kia Motors: Putting the customer at the
heart of marketing

• Crossing the chasm: the j...
Crossing the chasm: the journey to customer centricity

Distil
insights

Integrate
data
Peer to
Peer

o

360 view of custo...
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 ret...
Crossing the chasm: the journey to customer centricity

Insights

Big
data
Peer to
Peer

o

360 view of customer
Social Co...
2 types of social content

• Unstructured, unverified, “buzz”
from across the web

• Structured, verified, quantitative
an...
Improving the product
Crossing the chasm: the journey to customer centricity

insights
Big Data
Peer to
Peer

Customer
Centricity

o

360 view o...
Thank you

Twitter: @richard_anson

Linkedin: uk.linkedin.com/in/richardanson
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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).

Published in: Marketing, Business, Technology
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Peer to Peer Communications: The Marketing Opportunity

  1. 1. Peer to Peer Communications: The Marketing Opportunity Richard Anson @richard_anson 8th November 2013
  2. 2. Agenda •Consumer behaviour today •Kia Motors: Putting the customer at the heart of marketing •Crossing the chasm: the journey to customer centricity
  3. 3. Peer to peer communication is now the norm % 89 Source: GMI Research, March 2012 of Europeans read reviews before some or all purchases
  4. 4. 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
  5. 5. Social content is the highest driver of consumer action Source: Top 5 shown only – Nielsen Global Survey of Trust in Advertising, Q1 2013
  6. 6. The rise and rise of m-Commerce Review submission from Mobile
  7. 7. Dixons Retail
  8. 8. Agenda •Consumer behaviour today •Kia Motors: Putting the customer at the heart of marketing •Crossing the chasm: the journey to customer centricity
  9. 9. 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
  10. 10. Kia Motors Ltd Kia Motors UK Marketing Challenges • Get on consideration list • Speed up shift in brand perception • Make digital assets work harder
  11. 11. Beyond the Web: Kia Showrooms
  12. 12. Beyond the Web: Kia Showrooms
  13. 13. Kia Motors Ltd Highlights Increased number of leads: 7.3 times increase in clicks to dealership locator 3x times increase in test drive requests
  14. 14. Kia Motors Ltd Highlights Increased engagement: 29% increase in return web visits 3x times more time on site 2.4x as many page views
  15. 15. 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
  16. 16. Integrated Ad Campaign Sunday Times (print)
  17. 17. Integrated Ad Campaign Telegraph (online)
  18. 18. Integrated Ad Campaign
  19. 19. 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
  20. 20. 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
  21. 21. Agenda •Consumer behaviour today •Kia Motors: Putting the customer at the heart of marketing • Crossing the chasm: the journey to customer centricity
  22. 22. 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
  23. 23. Confirmed owners helping shoppers
  24. 24. 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
  25. 25. 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
  26. 26. 2 types of social content • Unstructured, unverified, “buzz” from across the web • Structured, verified, quantitative and qualitative content from your customers
  27. 27. Improving the product
  28. 28. 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
  29. 29. Thank you Twitter: @richard_anson Linkedin: uk.linkedin.com/in/richardanson

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