case study 2014 - jakub křenek: selling mortgages on social networks (pod2.cz)
TRANSCRIPT
Case study:
Pod2.cz and Pod2.sk Selling mortgages on social networks
@Cenzanni @UniCredit_CZSK@Zraloci
The challenge
1) Selling mortgages online is hard. Price for a quality lead is high.
2) Interest rates are perceived as too high.
@Cenzanni @UniCredit_CZSK@Zraloci
Let’s do a pilot!
The budget
About 370 000 CZK
(approx. 13 300 EUR)
@Cenzanni @UniCredit_CZSK@Zraloci
The execution
@Cenzanni @UniCredit_CZSK@Zraloci
We decided to:1) Develop a special and unique product.2) Include people into the development process and use them as a medium at the same time.3) Focus on precise data analysis and segmentation.
The product
Mortgage Interest rate: 2,5 %
1,95 %
The product
@Cenzanni @UniCredit_CZSK@Zraloci
The crowd
Users could lower the rate simply by hitting social media buttons.
@Cenzanni @UniCredit_CZSK@Zraloci
The data
Our experience and data from UniCredit Bank CRM enabled us to segment the audience and serve FB Ads more efficiently.
@Cenzanni @UniCredit_CZSK@Zraloci
The interesting fact
Did you know that:
People retargeted on mobile devices were almost twice as likely to leave a lead than those on desktops?
@Cenzanni @UniCredit_CZSK@Zraloci
The results
@Cenzanni @UniCredit_CZSK@Zraloci
Quality of leads:
63 % lead to meeting conversion rate
@Cenzanni @UniCredit_CZSK@Zraloci
Efficiency:
55 % higher lead to purchase conversion rate compared to UniCredit Bank e-shop
@Cenzanni @UniCredit_CZSK@Zraloci
Price:
35 % lower price for mortgage compared to other distribution channels
@Cenzanni @UniCredit_CZSK@Zraloci
Total approved mortgages value:
180 MIO CZK(approx. 5 MIO EUR)
@Cenzanni @UniCredit_CZSK@Zraloci
Wish UniCredit Bank invested more.
@Cenzanni @UniCredit_CZSK@Zraloci
Oh wait… they are about to!
@Cenzanni @UniCredit_CZSK@Zraloci
The pro tips
1) Do something authentic and special.
2) Forget engagement, involve people more.
3) Use your data, analyze everything, learn.
4) Repeat until the last day of your life!
@Cenzanni @UniCredit_CZSK@Zraloci
socialsharks.cz
@Cenzanni @UniCredit_CZSK@Zraloci
JAKUB KŘENEKSocial Media Managersocialsharks.cz/jakub
Want to know more? Let‘s discuss it over coffee, wine or beer!