1. Opinions you can trust

2. Kia TV ad

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

7. Case study | Kia Motors Ltd
Solution

8. Beyond the Web: Kia Showrooms

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

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

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

12. Integrated Ad Campaign
Telegraph (online)

13. Integrated Ad Campaign
Sunday Times (print)

14. Integrated Ad Campaign
TV

15. Integrated Ad Campaign
YouTube videos
• Interactive badges

16. Integrated Ad Campaign

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

21. Confirmed owners helping shoppers

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

25. Customising email marketing

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.

27. Improving customer service

28. Improving the product

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

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