THE ERA OF CONNECTED DRIVE. DIGGIT CONFERENCE 2012.

Ljubljana, 6. June 2012

THE ERA OF CONNECTED DRIVE. DIGITAL LANDSCAPE OF BMW GROUP.

DIGITAL LANDSCAPE OF BMW GROUP. INTERNET FROM A COSTUMER PERSPECTIVE.

COMMUNICATION HAS CHANGED. COSTUMERS HAVE THE LEAD.

IT’S NOT ABOUT WHAT WE SAY IT IS.

IF YOU WANT TO REACH THE PEOPLE....

FISH WHERE THE FISH ARE.

DIGITAL CAMPAIGN PLANNING. BUT WHERE ARE THE FISH?

CONVERS

Source: CapGemini Cars Online 10/11: Listening to the voice of consumer.

Manufacturer Website

Family & Friends

Search Engine

Auto Research Sites

Dealer Websites

Franchise Dealer

Specialist Press

TV Advertising

Auto Shows

0% 13% 25% 38% 50%

DIGITAL CAMPAIGN PLANNING. TRADITIONAL AUTOMAKERS ADVERTISING IS FOCUSED ON BRAND AND SALE.

CONVERS

AWARENESS

OPINION

CONSIDERATION

INTENTION

Sign up´s /

Leads SALE

?

FOCUS ON THE BIG THREE.

CONVERS

- Continuous growth with

constant engagement rates.

- Getting to know our fans.

- Exploitation of eCRM

opportunities

generating leads.

- Generating sales through social commerce.

- Get in touch with influencers.

- Live coverage of events with hashtags.

- One to one dialogue with new target

groups.

- Cross selling opportunities.

- Create lean back video entertainment for a

broader audience.

PILOT PROJECTS KEEP US AHEAD. REACH THE TARGET GROUP THROUGH NEW CHANNELS.

CONVERS

360 DEGREE CAMPAIGN PLANNING. INTEGRATION OF DIGITAL & NEW MEDIA CHANNELS IN ALL CAMPAIGNS.

CONVERS

TURN CONVERSATION....

CONVERS AT ION

INTO SALES FIGURES.

CONVERS ION

MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.

CONVERS

Initial Step: Visit MINI Romania on Facebook.

Click „Start“ and log in

with your Facebook account

MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.

CONVERS

2nd Step: Create your individual post card:

Change the layout of the

post card.

Choose your favourite friends

via clicking on their faces.

Rotate/zoom their faces.

Change their speech bubbles with

Facebook status updates

by Clicking on the button.

MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.

CONVERS

3rd Step:

Choose your favourite MINI.

Get info about your interior/ exterior

Equipment.

Add your configurations.

Get info about the total price,

discount and financing possibilities.

Choose the best personal financing

Solution.

MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.

CONVERS

MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.

CONVERS

4th Step:

Your MINI magna cum laude order is

Completed.

You get info about the total discount

and the location of your next dealer.

Print your coupon and bring it to

your dealer in order to receive your

Discount.

CONNECT ONLINE TO OFFLINE. OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONAL COSTUMERS.

CONVERS

CONNECT ONLINE TO OFFLINE. OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONAL COSTUMERS.

CONVERS

FIRST SOCIAL TEST DRIVE IN THE WORLD. WE GLYMPSED THE 1 SERIES IN PRAGUE CITY CENTRE.

WHAT ABOUT OUR PRODUCTS? CONNECTING YOUR IPHONE WITH YOUR CAR….

WHAT ABOUT OUR PRODUCTS? AND CONNECT YOUR CAR TO THE INTERNET.

WHAT ABOUT OUR PRODUCTS? BMW I THE FUTURE OF MOBILITY.

THANK YOU AND STAY SOCIAL!