iima one size does not fit all

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

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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

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• 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!