Volvo Trucks Webbdagarna_Niclas Hermansson

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2 Webbdagarna 2009 Digital marknadsföring Niclas Hermansson, Digital Marketing Strategist European Division, Corporation

3 @WittyKim - Krya på dig, Kim Lehult!

4 Snabbt inhopp. Vissa slides in English

5 Engagemang. Trovärdighet. Kärlek

6 Agenda Volvo Truck Corp (VTC) & digital marknadsföring Våra utmaningar i en digital värld Publiken växer på Internet Den förändrade mediekonsumtionen Det transparenta samhället Vem är trovärdig Hur vi arbetar med byråer Case the world s strongest truck Frågor?

7 Passion för media & reklam Journalist, TV4, Stockholm PR konsult, Stockholm Account Director, Ogilvy, Stockholm (Nike, Coca-Cola, Nordea, Marabou, Sportresor, IBM, ATG) Account Director / Digital Marketing Strategist, Mcann Norden (Microsoft Xbox, SCA, SEB) Berätta historier. Så bra som möjligt

8 Varför Volvo? En tribe full av passion!

9 Volvo Truck Corporation (Volvo Lastvagnar) Nästa största varumärket i världen för lastbilar över 16 ton Säljs och servas i mer än 140 länder Stöds av mer än 2300 ÅF och verkstäder globalt anställda Kvalitet, Säkerhet och Miljöomsorg är våra kärnvärden Mitt ansvar är digital marknadsföring i Europa (globalt) i syfte att skapa bättre affärer

10 European Division (EUD) marketing mix Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events

11 Media is the message (example) Most bang for the bucks!

12 EUD marketing mix Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events

13 Digital marketing gets more attention! The audience is growing Media consumption Transparent society Trust in peers

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16 The media consumer is changing it s behavior

17 Over 7 hours per day spent with media Time per day spent on: Reading newspapers/magazines 54 min. Watching TV/ recorded TV programs Listening to radio /recorded music /podcasts 1hr.35min. 1hr.35min. Using Internet for work or personal purposes (incl. & chat) hr.40min.

18 Cope with a changing media landscape Company / brand Consumer Consumer

19 is discussed 24/

20 Trust. In what?

21 Which source of information is trusted? Husband/wife/partner 90% Friends 82% Work colleagues 69% TV news 50% Retailers 27% Manufacturers 27% Government 14% Adverts 14% Source: Henley Centre, UK

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23 Consumer devotion must be earned. It cannot be faked

24 Digital marketing palette for EUD Websites marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS

25 Global - Common ground - Build brand - Spokesmen of the industry -Telling stories around our core values -Traffic to next level

26 Market - Market level information - Explain hard & soft offers - Marketing campaigns - Build brand, collect leads -Media information -Traffic to next level

27 Dealer - Window shopping/tactic - Location information -Tactical focus/sell -Create local contact

28 Digital marketing palette for EUD Websites marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS

29 Social media YouTube (global)

30 Social media Facebook (global)

31 Social media Twitter (global)

32 Social media Twitter (UK)

33 marketing

34 Digital - PR Find Understand Engage

35 Mobile marketing (global)

36 Digital marketing palette for EUD Websites marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS

37 How can digital marketing influence The buying process Need Information Evaluation BUY Contact Analysis Argument DEAL The selling process

38 Vårt samarbete med byråer Behovsanalys vad behöver vi hjälp med? Kreativitet/Koncept Produktion Hela marknadsmixen eller bara en kanal? Buffé eller à la carte? (byråns erbjudande) Alltid en brief! Syfte Målgrupp Mål Tycka/Känna/Göra Driva trafik (digitalt eller i hela mixen)

39 Barack Obama etablera ägarskap av ordet change

40 Skapa en stark synergi för att nå ut med ett budskap Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events

41 Nå effekt i våra digitala kanaler Websites marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS

42 FH16 700hp digital campaign

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44 Challenge In synergy with other marketing, enable the position strongest truck Very limited marketing budget Awareness Create talk of the town

45 Limited budget Let the audience spread the message! Company / brand Consumer Consumer

46 Solution Online game Drive truck and clear level Win our leather jacket 10 winners 20 languages

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48 5 different purposes when communicating a brand Create awareness Create interest Create/change values/attitudes Create action to buy Create loyalty Many brands can be in different situations in different markets and within different target groups

49 Results 6M unique visitors Average visitor played 4 rounds More than 60 years interaction with the brand More than 1M registered (high-score) players in our database for future usage

50 Facebook application on VTC fan sites

51 Social Media Impact People make their own films about the competition/website

52 PR coverage D=f83cdb91-9acc-4e17-bf07-114a7d4a23ec

53 Exempel traade

54 Exempel daily

55 Exempel car press

56 Exempel annan press

57 Global brand builder Visits China United States Poland Romania Hungary United Kingdom Germany France Mexico Argentina Colombia Brazil Spain Slovakia Finland Sw eden Venezuela Canada Turkey Czech Republic Chile Portugal Italy Thailand Australia

58 Ownership of strongest truck

59 28 minutes after launch

60 Lucky winners Sergi Pons Balsas, Barcelona, Spain

61 Tack. Frågor?