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THE ERA OF CONNECTED DRIVE. DIGGIT CONFERENCE 2012.
Ljubljana, 6. June 2012
THE ERA OF CONNECTED DRIVE. DIGITAL LANDSCAPE OF BMW GROUP.
DIGITAL LANDSCAPE OF BMW GROUP. INTERNET FROM A COSTUMER PERSPECTIVE.
COMMUNICATION HAS CHANGED. COSTUMERS HAVE THE LEAD.
IT’S NOT ABOUT WHAT WE SAY IT IS.
IF YOU WANT TO REACH THE PEOPLE....
FISH WHERE THE FISH ARE.
DIGITAL CAMPAIGN PLANNING. BUT WHERE ARE THE FISH?
CONVERS
Source: CapGemini Cars Online 10/11: Listening to the voice of consumer.
Manufacturer Website
Family & Friends
Search Engine
Auto Research Sites
Dealer Websites
Franchise Dealer
Specialist Press
TV Advertising
Auto Shows
0% 13% 25% 38% 50%
DIGITAL CAMPAIGN PLANNING. TRADITIONAL AUTOMAKERS ADVERTISING IS FOCUSED ON BRAND AND SALE.
CONVERS
AWARENESS
OPINION
CONSIDERATION
INTENTION
Sign up´s /
Leads SALE
?
FOCUS ON THE BIG THREE.
CONVERS
- Continuous growth with
constant engagement rates.
- Getting to know our fans.
- Exploitation of eCRM
opportunities
generating leads.
- Generating sales through social commerce.
- Get in touch with influencers.
- Live coverage of events with hashtags.
- One to one dialogue with new target
groups.
- Cross selling opportunities.
- Create lean back video entertainment for a
broader audience.
PILOT PROJECTS KEEP US AHEAD. REACH THE TARGET GROUP THROUGH NEW CHANNELS.
CONVERS
360 DEGREE CAMPAIGN PLANNING. INTEGRATION OF DIGITAL & NEW MEDIA CHANNELS IN ALL CAMPAIGNS.
CONVERS
TURN CONVERSATION....
CONVERS AT ION
INTO SALES FIGURES.
CONVERS ION
MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.
CONVERS
Initial Step: Visit MINI Romania on Facebook.
Click „Start“ and log in
with your Facebook account
MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.
CONVERS
2nd Step: Create your individual post card:
Change the layout of the
post card.
Choose your favourite friends
via clicking on their faces.
Rotate/zoom their faces.
Change their speech bubbles with
Facebook status updates
by Clicking on the button.
MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.
CONVERS
3rd Step:
Choose your favourite MINI.
Get info about your interior/ exterior
Equipment.
Add your configurations.
Get info about the total price,
discount and financing possibilities.
Choose the best personal financing
Solution.
MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.
CONVERS
MINI GETS DEGREE. SPECIAL OFFER FOR STUDENTS & YOUNG PROFESSIONALS ON FACEBOOK.
CONVERS
4th Step:
Your MINI magna cum laude order is
Completed.
You get info about the total discount
and the location of your next dealer.
Print your coupon and bring it to
your dealer in order to receive your
Discount.
CONNECT ONLINE TO OFFLINE. OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONAL COSTUMERS.
CONVERS
CONNECT ONLINE TO OFFLINE. OFFER PRODUCT AND BRAND EXPERIENCE TO OUR POTENTIONAL COSTUMERS.
CONVERS
FIRST SOCIAL TEST DRIVE IN THE WORLD. WE GLYMPSED THE 1 SERIES IN PRAGUE CITY CENTRE.
WHAT ABOUT OUR PRODUCTS? CONNECTING YOUR IPHONE WITH YOUR CAR….
WHAT ABOUT OUR PRODUCTS? AND CONNECT YOUR CAR TO THE INTERNET.
WHAT ABOUT OUR PRODUCTS? BMW I THE FUTURE OF MOBILITY.
THANK YOU AND STAY SOCIAL!
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