Peter Pauwels (TomTom) slides from iStrategy London, May 2012

1. TomTom @iStrategy London
Peter Pauwels
peter.pauwels@tomtom.com
22nd May 2012

2. WORLD LEADER
IN LOCATION AND
NAVIGATION OVER 3,500 HQ
PRODUCTS EMPLOYEES IN
AND SERVICES WORLDWIDE AMSTERDAM
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3. Mission
To provide all drivers with the world’s best navigation
experience…
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4. Our Traffic Manifesto
When 10% of people drive with TomTom’s HD Traffic,
roads will flow more efficiently and journey times will be
reduced for everyone
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5. Consumer Products
GO LIVE 1005 GO LIVE 825 VIA 125
High-end PND
Premium Mid-range
Entry level
Low-end PND Mobile
Urban Rider
SportWatch
Apps
START 20 Places
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6. B2B Products
Automotive
Licensing Business Solutions
 Maps
 Traffic data
 Speed data
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7. Digital @TomTom is centralised for all businesses and
geographies
Digital organisation
Marketing
& Comms
Consumer
Customer
Sales & Digital Support
Countries
B2B
Business
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8. Digital is core to TomTom’s business, for both marketing
and sales
Digital for TomTom
Digital has a direct impact on 2 major KPI
 NPS
 Sales
Digital is the affordable 1:1
connection with our consumers
Digital provides a clear and
direct pulse from consumers on
products, markets, brand, etc.
– Just ask!
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9. 10

10. Starting point was to listen and analyse what consumers
had to say about our brand & products
Listen – Analyse – Engage cycle
Listen Analyse Engage
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11. Deeper connection on social channels is measured
through share of voice, sentiment & engagement ratio
Social analytics key KPIs
Share of voice
Sentiment
Always in comparison to competition
Engagement ratio
Measure of like / share / comment in
relation to number of followers & posts
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12. One of the most important topic we monitor is traffic, and
how consumers use and perceive TomTom HD Traffic
Social analytics – topic traffic monitored March / April 2012
1200
25
Users who use HD Traffic report faster
1000 20 commute times and thus better mileage
Number of posts
800 15
600 10
400 5
0
200
0
2 Mar - 31 1 Apr - 30 Apr
Mar
Total Number of Posts
Comparison
Insights:
• Users are concerned about mileage of their cars – users who use HD Traffic report faster
commute times and thus better mileage
• However an user points out that HD Traffic is not useful in a small city where if the
arterial road is jammed one cannot get to the faster routes
• Users use more than 1 app to find out optimal routes – in this case using Waze with
TomTom
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13. The platform is also great support when launching new
products or in this case a new version of our iPhone app
Social analytics – topic iPhone monitored March / April 2012
Users praise new features of
2500
25 the iPhone app
Some users do not like the new
2000 iPhone app icon
20
Number of posts
1500 15
10
1000
5
500 0
0
2 Mar - 31 Feb 1 Apr - 30 Apr
Total Number of Posts
Comparison
Insights:
• ‘Winding Roads’ planning option liked by the users of iPhone app
• iPhone app easy to setup and preferred in the city
• Users praise the new features of iPhone app but say that it has lost some of its
accessibility
• Some users do not like the new iPhone app icon
• TomTom application for iPhone consumes more battery power
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14. Once educated on what consumers like & dislike, we
started building engagement
Listen – Analyse – Engage cycle
Listen Analyse Engage
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15. The site is the deepest interaction level with people – the
whole digital ecosystem provides reach & engagement
Digital ecosystem Our website is used to create depth
Social & mobile media create
engagement
Online Online Paid media create reach
Search Display
The 3 layers work together:
YT
audience, engagement, big idea
Twitter email
Site
Depth
Mobile FB
Engagement
Print Radio
Reach
Source: Forrester research, 2011
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16. For example, we created dedicated tools for our map
experts, to foster high quality map inputs
Example of map forum & mapshare reporter
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17. For engagement, each global social channel has its role
with targeted audience & purpose – local channels align
Social channel framework
Link to
Who What Why
tomtom.com
Engagement
News, contests, promo,
Facebook All – followers
exclusive content
Brand awareness Key source
Acquisition / retention
Professionals
Recruitment, corporate,
Linkedin B2B
industry collaboration
Limited but high quality Limited, specific pages
B2C for causes & HR
Product / service Corporate culture &
All demo, new product
Youtube B2C, B2B, B2G products, campaigns, co usage, campaigns
Some links to site
rporate Education
Specific & general Real time consumer
All – public conversation / engagement
Twitter Customer care news, contests, promo, Customer service
Limited
customer care News
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18. By far, our main Facebook channel is where we nurture
permanent dialogue with our consumers
Example of Facebook posts
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19. With Youtube, we found a magic recipe making 4,7m
views to date… and replicated it !
Example of Youtube video
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20. Finally, product reviews are monitored very closely and
offer a new engagement opportunity
Example of review discussion
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21. What you can take away from TomTom’s experience…
Overpromise Start small
Start & stop Raise sense of urgency
Go unstructured Prove with data
Underestimate Showcase great
complexity stories
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22. It’s all about testing & learning… testing & learning…
again and again!
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23. Thank you
Any questions?
Peter Pauwels
peter.pauwels@tomtom.com
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24. Our history
Acquisition LIVE Services
of fleet available across
management Acquisition of Europe
company Tele Atlas
Fully focused
Fully focused
on car navigation
oncar navigation First line
Founded Acquisition fitted
of Set up Automotive LIVE
Introduction HD Traffic Automotive product with Services
First navigation of the PND technology Renault launched
software launched in US
1991 1996 2001 2004 2005 2006 2007 2008 2009 2010 2011
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