Slide deck of the presentation I gave to Cranfield School of Management's Strategic Marketing Course (note that the videos have been removed).

1. Peer to Peer Communications:
The Marketing Opportunity
Richard Anson
@richard_anson
8th November 2013

2. Agenda
•Consumer behaviour today
•Kia Motors: Putting the customer at the
heart of marketing
•Crossing the chasm: the journey to
customer centricity

3. Peer to peer communication is now the norm
%
89
Source: GMI Research, March 2012
of Europeans
read reviews
before some or all
purchases

4. Consumers are engaging in large volumes
14%
54%
14% consumers providing
reviews post purchase
Source: Reevoo Insight data, 2012
53% owners responding to
questions in 24 hours

5. Social content is the highest driver of consumer action
Source: Top 5 shown only – Nielsen Global Survey of Trust in Advertising, Q1 2013

6. The rise and rise of m-Commerce
Review submission from Mobile

7. Dixons Retail

8. Agenda
•Consumer behaviour today
•Kia Motors: Putting the customer at
the heart of marketing
•Crossing the chasm: the journey to
customer centricity

9. Car Buying Process & Review Usage
94%
1.3
88%
of car-buyers research online
before visiting a dealership
dealership visits per purchase
of car-buyers look for owners’
reviews

10. Kia Motors Ltd
Kia Motors UK
Marketing Challenges
• Get on consideration list
• Speed up shift in brand perception
• Make digital assets work harder

11. Beyond the Web: Kia Showrooms

12. Beyond the Web: Kia Showrooms

13. Kia Motors Ltd
Highlights
Increased number of leads:
7.3 times increase in clicks to dealership locator
3x times increase in test drive requests

14. Kia Motors Ltd
Highlights
Increased engagement:
29% increase in return web visits
3x times more time on site
2.4x as many page views

15. Kia Motors Ltd
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

16. Integrated Ad Campaign
Sunday Times (print)

17. Integrated Ad Campaign
Telegraph (online)

18. Integrated Ad Campaign

19. Integrated Ad Campaign: Results
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

20. 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

21. Agenda
•Consumer behaviour today
•Kia Motors: Putting the customer at the
heart of marketing
• Crossing the chasm: the journey to
customer centricity

22. Crossing the chasm: the journey to customer centricity
Distil
insights
Integrate
data
Peer to
Peer
o
360 view of customer
Social Content
Brand CRM
Brand advocates
 Tailor experiences
 Across all channels
 Respond quickly to
trends
Ratings & Reviews
Social Graph
Marketing and product
opportunities
Peer-to-peer advice
Business Data
Micro-segmentation
NPS
Personalised
Engagement
 Build trust

23. Confirmed owners helping shoppers

24. Engagement and conversion increase on your site
4.8x
3.2x
1.5x
2.5x
time on site
pages viewed
per visit
visitor return rate
within 1 month
conversion
rate

25. Crossing the chasm: the journey to customer centricity
Insights
Big
data
Peer to
Peer
o
360 view of customer
Social Content
Brand CRM
Brand advocates
 Tailor experiences
 Across all channels
 Respond quickly to
trends
Ratings & Reviews
Social Graph
Marketing and product
opportunities
Peer-to-peer advice
Business Data
Micro-segmentation
Q&As
NPS
Personalised
Engagement
 Build trust

26. 2 types of social content
• Unstructured, unverified, “buzz”
from across the web
• Structured, verified, quantitative
and qualitative content from your
customers

27. Improving the product

28. Crossing the chasm: the journey to customer centricity
insights
Big Data
Peer to
Peer
Customer
Centricity
o
360 view of customer
Social Content
Brand CRM
Brand advocates
Ratings & Reviews
Social Graph
Marketing and product
opportunities
Peer-to-peer advice
Business Data
Micro-segmentation
 Enterprise wide from
product to marketing
 Driving sales across
all touch points
Q&As
 Tailored experiences
NPS
 Trust and
transparency

29. Thank you
Twitter: @richard_anson
Linkedin: uk.linkedin.com/in/richardanson