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Volvo Cars presentation at the IIMA event in Stockholm.
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Volvo Cars Sofia Heddson FransénInteractive Marketing Development Manager
One size does not fit all
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 2Issue date: 2010-02-01, Security Class: <Proprietary>
• Background• Old / New volvocars.com• Film• Concept• Tracking & Results• Next Steps
Agenda
Background
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 4Issue date: 2010-02-01, Security Class: <Proprietary>
Global Visits history
2004 2005 2006 2007 2008 2009 2010 (target)
Daily 70 000 80 000 100 000 130 000 120 000 160 000 (170 000)
Monthly 2 100 000 2 400 000 3 100 000 3 900 000 3 600 000 5 000 000 (5 200 000)
Yearly 25 300 000 28 900 000 36 700 000 46 800 000 43 500 000 59 500 000 (62 400 000)
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
2004 Jan2004 Feb2004 M
ar2004 A
pr2004 M
ay2004 Jun2004 Jul2004 A
ug2004 Sep2004 O
ct2004 N
ov2004 D
ec2005 Jan2005 Feb2005 M
ar2005 A
pr2005 M
ay2005 Jun2005 Jul2005 A
ug2005 Sep2005 O
ct2005 N
ov2005 D
ec2006 Jan2006 Feb2006 M
ar2006 A
pr2006 M
ay2006 Jun2006 July2006 A
ug2006 Sep2006 O
ct2006 N
ov2006 D
ec2007 Jan2007 Feb2007 M
ar2007 A
pr2007 M
ay2007 Jun2007 Jul2007 A
ug2007 Sep2007 O
ct2007 N
ov2007 D
ec2008 Jan2008 Feb2008 M
ar2008 A
pr2008 M
ay2008 Jun2008 Jul2008 A
ug2008 Sep2008 O
ct2008 N
ov2008 D
ec2009 Jan2009 Feb2009 M
ar2009 A
pr2009 M
ay2009 Jun2009 Jul2009 A
ug2009 Sep2009 O
ct2009 N
ov2009 D
ec
0
10
20
30
40
50
60
70
Monthly website visits
Number of markets
Poly. (Monthly website visits)
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 5Issue date: 2010-02-01, Security Class: <Proprietary>
Marketsites
Mobile
Car Configurator
Dealersites
60 million visits36 languages70+ markets
6,1M started4M finished20 markets
Purchasing &Ownership
services
1,7 billion Internet users
8,2 million visits1 800 dealers14 markets
OwnerPages
Pilotlaunch
Q4 2010
Loyalty&
Retention
Conversion
Awareness
&
Consideration
Car Configurator On-line &@ Dealership
• High definition touch-screen configurator for use at dealers and events (late 2010)
New Dealer site platform• Fully integrated with GIP• Reduced operational cost• Launching early 2011
Owners’ area• Ownership services• Integrated with Customer DB• Launching late 2010
Global Interactive Presence (GIP) strategy
• Supporting sales, brand & launch impact through implementation of next generation web sites (GIP3)
• Supporting 70+ markets through one platform maximising flexibility, cost and speed to market
• Global BiC mobile capability(next gen planned for late 2011)
BiC Mobilecapability
launched in17 markets
Interactive Marketing Lifecycle
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 6Issue date: 2010-02-01, Security Class: <Proprietary>
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 developmentallows for unique opportunities for cost synergiesand share-of-voice in even the smallest markets
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 7Issue date: 2010-02-01, Security Class: <Proprietary>
Our ‘Glocal’ setup –As global as possible, as local as necessary
CENTRALFunctionality developmentContent templatesMaster contentDesign guidelinesGlobal hostingE-metricsSupportDomain namesSearch Engine MarketingTranslation
LOCALSite ownership
AdaptationEditing
Special offersLocal campaigns
E-intelligence
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 8Issue date: 2010-02-01, Security Class: <Proprietary>
Volvo Cars website (GIP2) ranking
Global site UK Germany Sweden Spain
1. Volvo Cars 1. Chevrolet 1. Porsche 1. Volvo Cars 1. Volvo Cars
2. BMW 2. Audi 2. Volkswagen 2. Škoda 2. Volkswagen
3. Audi 3. Volvo Cars 3. Opel 3. Mercedes 3. Saab
4. Mercedes 4. Mercedes 4. Mini 4. Citroën 4. Chevrolet
5. SEAT 5. Saab 5. Toyota 5. Peugeot 5. Citroën
6. Peugeot 6. Mazda 6. Volvo Cars 6. Mazda 6. Audi
7. Volkswagen 7. Toyota 10. Audi 7. Volkswagen 7. SEAT
8. Opel 8. Lexus 13. Mercedes 8. Audi 8. Mazda
12. Peugeot 16. BMW 9. SEAT 9. BMW
13. Volkswagen 17. Lexus 10. Mercedes
US Canada
1. HUMMER 1. Volvo Cars
2. Lincoln 2. Mazda
8. Lexus 3. Lexus
11. Ford 7. Mercedes
22. BMW 10. Mini
26. Volvo Cars 12. Ford
28. Jaguar 20. BMW
29. Mercedes 23. Land Rover
34. Volkswagen 27. Jaguar
36. Audi 28. Audi
All industries Automotive
1. Google 1 (7) Volvo Cars
2. Wikipedia 2 (21) Mini
3. Cisco 3 (52) Nissan
4. Philips 4 (70) BMW
5. HP 5 (106) Jaguar
6. Caterpillar 6 (111) Hyundai
7. Volvo Cars 7 (118) Lexus
8. Seagate 8 (122) Mercedes
9. Microsoft 9 (123) Saab
10. Am. Express 10 (128) Smart
9 brands22 brands15 brands8 brands 36 brands 27 brands Over the past four years, Volvo has hadthe biggest improvement of all companies
10 brands
Volvo #4 in 2008
Old / New volvocars.com
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 10Issue date: 2010-02-01, Security Class: <Proprietary>
Consumers are in control
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 11Issue date: 2010-02-01, Security Class: <Proprietary>
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 directives5. Intended design is mis-used
→ Resulting in overloading the landing page with messages
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 12Issue date: 2010-02-01, Security Class: <Proprietary>
Bad examples…
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 13Issue date: 2010-02-01, Security Class: <Proprietary>
Initial plan –NOT to do a major re-design
The Configured Experience -Concept
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 15Issue date: 2010-02-01, Security Class: <Proprietary>
GIP3 solution: Configured Experience
1. Focus on what consumers want to know about Volvo Cars2. No more politics of ”getting on the landing page”3. A ”fair” system with some flexibility for local needs4. Treat consumers inline with our customer segmentation model5. Simple to maintain6. Measureable and actionable
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 16Issue date: 2010-02-01, Security Class: <Proprietary>
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
Page 17Issue date: 2010-02-01, Security Class: <Proprietary>
What the editors need to do:
The concept builds on 3 factors:1. Model association2. Content category 3. Banner type
The Configured Experience -Tracking & Results
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 19Issue date: 2010-02-01, Security Class: <Proprietary>
• 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 lead2. 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
How we track this
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 20Issue date: 2010-02-01, Security Class: <Proprietary>
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 21Issue date: 2010-02-01, Security Class: <Proprietary>
Results so far…
Visits - 8 %
Pages / Visit + 34%
Bounce rate - 27%
Avg time on site + 18%
Completed configurations + 9%
Submitted leads + 100%
Looking at one month pre-launch and the first month after launch, for UK market:
Configured Experience –Next Steps
One Size Does Not Fit All, Interactive Marketing, Sofia Heddson Fransén
Page 23Issue date: 2010-02-01, Security Class: <Proprietary>
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
Page 24Issue date: 2010-02-01, Security Class: <Proprietary>
THANKYOU!