4. Agenda
• Kia Motors: Trusted Customer
Reviews Driving Leads
• How brands are using trust to
drive engagement and loyalty
5. 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
6. Kia Motors Ltd
Kia Motors UK
Challenges
• Get on consideration list
• Speed up shift in brand perception
• Make the website work harder
9. Kia Motors Ltd
Highlights
Increased number of leads:
7.3 times increase in clicks to dealership locator
6% share reviews on social networks
3x times increase in test drive requests
11. 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
17. 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
18. 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
19. Agenda
• Kia Motors: Trusted Customer Reviews
Driving Leads
• How brands are using trust to
drive engagement and loyalty
20. Journey to personalised engagement
Distil
insights
Integrate
data
Enable
feedback
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
22. 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
23. Journey to personalised engagement
Distil
insights
Integrate
data
Enable
feedback
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
24. 2 types of social content
• Unstructured, unverified, “buzz”
from across the web
• Structured, verified, quantitative
and qualitative content from your
customers
26. Driving advocacy by joining the conversation
Customer mentions the video
processing software for this
camera is difficult to use. Sony
provides support by providing
additional documentation, and tips
for alternative software.
29. Journey to personalised engagement
Distil
insights
Integrate
data
Enable
feedback
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
Q&As
NPS
Personalised
Engagement
Drives sales and
loyalty
Tailor experiences
Across all channels
Build trust