Volvo Cars presentation at the IIMA event in Stockholm.

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
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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