peter pauwels (tomtom) istrategy london
DESCRIPTION
Peter Pauwels (TomTom) slides from iStrategy London, May 2012TRANSCRIPT
WORLD LEADER IN LOCATION AND
NAVIGATIONPRODUCTS
AND SERVICES
OVER 3,500 EMPLOYEES WORLDWIDE
HQIN AMSTERDAM
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To provide all drivers with the world’s best navigation experience…
Mission
When 10% of people drive with TomTom’s HD Traffic, roads will flow more efficiently and journey times will be reduced for everyone
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Our Traffic Manifesto
High-end PND
Low-end PND
Mid-range
Mobile
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GO LIVE 1005 GO LIVE 825 VIA 125
Urban Rider
SportWatch
Apps
Places
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Consumer Products
Premium
Entry level
Licensing
Automotive
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B2B Products
Business Solutions
Maps
Traffic data
Speed data
Digital @TomTom is centralised for all businesses and geographiesDigital organisation
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Digital
Marketing & Comms
Customer Support
B2B Business
Consumer Sales &
Countries
Digital is core to TomTom’s business, for both marketing and salesDigital for TomTom
Digital has a direct impact on 2 major KPI
NPS
Sales
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Digital is the affordable 1:1 connection with our consumers
Digital provides a clear and direct pulse from consumers on products, markets, brand, etc.
– Just ask!
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Listen Analyse Engage
Starting point was to listen and analyse what consumers had to say about our brand & productsListen – Analyse – Engage cycle
Deeper connection on social channels is measured through share of voice, sentiment & engagement ratioSocial analytics key KPIs
Share of voice
Sentiment
Always in comparison to competition
Engagement ratio
Measure of like / share / comment in relation to number of followers & posts
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2 Mar - 31 Mar 1 Apr - 30 Apr0
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Insights:• Users are concerned about mileage of their cars – users who use HD Traffic report
faster commute times and thus better mileage• However an user points out that HD Traffic is not useful in a small city
where if the arterial road is jammed one cannot get to the faster routes• Users use more than 1 app to find out optimal routes – in this case using Waze with
TomTom
Total Number of Posts Comparison
Users who use HD Traffic report faster commute times and thus better mileage
One of the most important topic we monitor is traffic, and how consumers use and perceive TomTom HD TrafficSocial analytics – topic traffic monitored March / April 2012
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Insights:• ‘Winding Roads’ planning option liked by the users of iPhone app• iPhone app easy to setup and preferred in the city • Users praise the new features of iPhone app but say that it has lost some of its
accessibility• Some users do not like the new iPhone app icon • TomTom application for iPhone consumes more battery power
Total Number of Posts Comparison
The platform is also great support when launching new products or in this case a new version of our iPhone appSocial analytics – topic iPhone monitored March / April 2012
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2 Mar - 31 Feb 1 Apr - 30 Apr0
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Some users do not like the new iPhone app icon
Users praise new features of the iPhone app
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Once educated on what consumers like & dislike, we started building engagementListen – Analyse – Engage cycle
Listen Analyse Engage
The site is the deepest interaction level with people – the whole digital ecosystem provides reach & engagementDigital ecosystem
16Source: Forrester research, 2011
Our website is used to create depth
Social & mobile media create engagement
Paid media create reach
The 3 layers work together: audience, engagement, big idea
Site
YT
FB
Mobile
Online Search
Online Display
Print Radio
Reach
Engagement
Depth
For example, we created dedicated tools for our map experts, to foster high quality map inputsExample of map forum & mapshare reporter
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For engagement, each global social channel has its role with targeted audience & purpose – local channels alignSocial channel framework
Youtube
All – followers
Professionals
B2B
B2C for causes & HR
All
B2C, B2B, B2G
All – public
Customer care
News, contests, promo,
exclusive content
Recruitment, corporate,
industry collaboration
Product / service demo,
new products,
campaigns, corporate
Specific & general
conversation / news,
contests, promo,
customer care
Engagement
Brand awareness
Acquisition / retention
Limited but high quality
Corporate culture &
product usage,
campaigns
Education
Real time consumer
engagement
Customer service
News
Key source
Limited, specific pages
Some links to site
Limited
Who What WhyLink to
tomtom.com
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By far, our main Facebook channel is where we nurture permanent dialogue with our consumersExample of Facebook posts
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With Youtube, we found a magic recipe making 4,7m views to date… and replicated it !Example of Youtube video
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Finally, product reviews are monitored very closely and offer a new engagement opportunityExample of review discussion
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What you can take away from TomTom’s experience…
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Overpromise
Start & stop
Go unstructured
Underestimate complexity
Start small
Prove with data
Raise sense of urgency
Showcase great stories
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It’s all about testing & learning… testing & learning… again and again!
1991 1996 2004 2005 2006 2008
Founded
Fully focused on car navigation
2001 2007 2009 2010
LIVE Services launched
in US
2011
First navigation software launched
Acquisition ofTele Atlas
Acquisition of fleet
management company
Fully focused on car navigation
Introduction of the PND
Acquisition of
HD Traffic technology
Set up Automotive
First line fitted
Automotive product with
Renault
LIVE Services available across
Europe
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Our history