realise & ovo - feel loved again (ektron case study)
DESCRIPTION
A case study presentation given at Ektron's London conference, June 2014.TRANSCRIPT
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right brain left brain harmony
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Feel Loved Again:
OVO Energy, Ektron, and making your customers feel loved.
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Hello
Dave MalinsTechnical Manager
Nathan Fulwood
Business Development
Director
MichelleBrien
Digital ManagerOVO energy
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Who loves their energy company?
Hands up
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Bad press
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“Big Six Energy companies are trusted less than bankers
and used car salesman”
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there’s not a lot of love out there
• Relationships going wrong.
• Complaints about the relationship, no-one complains about the quality of the actual gas or electric.
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Become the #1 challenger to the BIG 6
The brief
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So we wrote our own
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Our URL strategy
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How we built it
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Strategy
IA, UX & Design
Flat HTMLbuild
Ektronbuild
Go live v1
Go live v2
Our approach
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Ektron build
Page Builder
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Ektron build
Uber widget
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Back to the brief
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https://www.youtube.com/watch?v=kuslbNQnshw
TV ad
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Social Campaign
https://www.youtube.com/watch?v=o4IGMt-qUpk
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Results
ConversionQ1 2013 vs Q1 2014
Quote & Switch Conversion
0.98%(0.26% in ‘13)
Higher conversions Greater potential leadsMore prospects
Visitors
1.1M(up 217%)
New Visits
57.3%(40.0% in 13)
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NOT ENOUGH! MORE!
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Engagement doesn’t happen overnight
https://www.youtube.com/watch?v=S6j4qcD1fe4#t=20
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Relational marketing
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Deeper integration
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It worked for Amazon
Businesses that are able to rapidly respond to visitor behaviors will create the best online experiences – and will earn valuable equity with their customer base.
– Jeff Bezos - Amazon
“
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and Google
Get right up to the creepy line and don’t cross it
– Eric Schmidt- Google
“
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Personalisation via Content Targeting
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“I make movies for the masses, but I talk with them one at a time.”
– Steven Spielberg
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Conversion Funnel
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A/B Testing Scenarios
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A/B Testing Scenarios
Switch now >
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Summary
Know your site’s purpose
Understandyour
audience
Be ruthless with your content
Measure everything
A solid site is a great platform
for the bells and whistles
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“The face of marketing and customer service may have
changed dramatically during the past decade, but some
things remain consistent—such as the heart of the consumer.
Real people are still the end users, not programs or bots…
That’s why effective marketing requires the human touch.
We are wired to crave relationships: real connections with
fellow human beings. But so far, there isn’t an intelligent,
automated tool that’s been invented to provide all the flexibility,
sincerity, warmth and genuine care consumers relate to.”
http://www.benchmarkemail.com/blogs/detail/online-marketing-tips-the-human-touch-in-the-digital-age)
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A BIG Thanks to...
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Questions?