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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 journey to customer centricity
Peer to peer communication is now the norm
of Europeansread reviews before some or all purchases
89%
Source: GMI Research, March 2012
Consumers are engaging in large volumes
Source: Reevoo Insight data, 2012
14%
14% consumers providing reviews post purchase
54%
53% owners responding to questions in 24 hours
Social content is the highest driver of consumer action
Source: Top 5 shown only – Nielsen Global Survey of Trust in Advertising, Q1 2013
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 journey to customer centricity
of car-buyers research online
before visiting a dealership94%
88%of car-buyers look for owners’ reviews
1.3 dealership visits per purchase
Car Buying Process & Review Usage
Kia Motors Ltd
Kia Motors UK Solution Highlights
Marketing Challenges
• Get on consideration list
• Speed up shift in brand perception
• Make digital assets work harder
Beyond the Web: Kia Showrooms
Beyond the Web: Kia Showrooms
Kia Motors Ltd
Kia Motors UK Solution Highlights
Increased number of leads:
7.3 times increase in clicks to dealership locator
3x times increase in test drive requests
Kia Motors Ltd
Kia Motors UK Solution Highlights
Increased engagement:
29% increase in return web visits
3x times more time on site
2.4x as many page views
Kia Motors Ltd
Kia Motors UK Solution 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
Sunday Times (print)
Integrated Ad Campaign
Telegraph (online)
Integrated Ad Campaign
Integrated Ad Campaign
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
Integrated Ad Campaign: Results
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
Agenda
•Consumer behaviour today
•Kia Motors: Putting the customer at the heart of marketing
• Crossing the chasm: the journey to customer centricity
Crossing the chasm: the journey to customer centricity
Personalised EngagementIntegrate
data
Distilinsights
Social Content
Brand CRM
Social Graph
Business Data
360o view of customer
Brand advocates
Marketing and product opportunities
Micro-segmentation
Peer toPeer
Ratings & Reviews
Peer-to-peer advice
NPS
Tailor experiences Across all channels Respond quickly to
trends Build trust
Confirmed owners helping shoppers
Engagement and conversion increase on your site
3.2xpages viewed per visit
1.5xvisitor return rate within 1 month
4.8xtime on site
2.5xconversion rate
Personalised EngagementBig
data
Insights
Social Content
Brand CRM
Social Graph
Business Data
360o view of customer
Brand advocates
Marketing and product opportunities
Micro-segmentation
Ratings & Reviews
Peer-to-peer advice
Q&As
NPS
Tailor experiences Across all channels Respond quickly to
trends Build trust
Peer toPeer
Crossing the chasm: the journey to customer centricity
2 types of social content
• Unstructured, unverified, “buzz” from across the web
• Structured, verified, quantitative and qualitative content from your customers
Improving the product
Customer CentricityBig Data
insights
Social Content
Brand CRM
Social Graph
Business Data
360o view of customer
Brand advocates
Marketing and product opportunities
Micro-segmentation
Peer toPeer
Ratings & Reviews
Peer-to-peer advice
Q&As
NPS
Enterprise wide from product to marketing
Driving sales across all touch points
Tailored experiences Trust and
transparency
Crossing the chasm: the journey to customer centricity
Thank you
Twitter: @richard_anson
Linkedin: uk.linkedin.com/in/richardanson
