1. Kia Mobile 2.0 A Strategic Process for Mobile Engagement in 2011 February 3, 2011

2. We shape our tools... … and then, our tools shape us. - Marshall McLuhan

4. MOBILE WEB TRAFFIC WAS ESCALATING FAST With traffic spiking in the evenings and on the weekends – most of it to the dealer locator - it was pretty clear that the site was being used as a key shopping tool. And with most of the traffic coming from iOS and Android it made sense to think about creating better tools and a slicker UI.

5. BUT KIA WANTED TO GO BEYOND THE BROWSER……AND USE MOBILE TO CONNECT WITH KIA CUSTOMERS THROUGHOUT ALL THE MANY TOUCHPOINTS OF THEIR JOURNEY…

6. … AS THEY SHOP , OWN AND DRIVE THEIR VEHICLES With an ever-expanding variety of platforms and technologies to choose from, Kia needed a clear game plan for what , when , where and how to integrate mobile into their overall marketing and branding strategy. The question was how ?

7. TO ICROSSING, IT WAS CLEAR THAT THE STRATEGIC IMPERATIVE FOR DOING SO WOULD BE FOUND AT THE INTERSECTION OF THREE PIVOTAL ELEMENTS - ENVIRONMENT , AUDIENCE AND ORGANIZATION Environment +Marketplace Dynamics +Competitive Situation +Inspirational Brands Audience +Purchasers +Intenders +Dealers Organization +Stakeholders +Building Blocks Environment Audience Organization

12. PHASE 4 SYNTHESIZED OUR FINDINGS, FORMING THE BASIS FOR A STRATEGIC MOBILE PLAN AND ROADMAP FOR TACTICAL EXECUTION Establish Initiatives High level scoping of initiatives for subsequent 12 months Develop of strategic vision Mapping of mobile technologies to the customer journey and Kia marketing mix 4 Synthesize Results of Research and Planning Mapping of Kia goals and technographics to mobile technologies

13. What We Discovered

17. IN THE END, WE REALIZED THAT THE KIA BRAND AND KIA CUSTOMERS SHARE THE SAME BASIC GOALS Kia Motors America wants to sell cars. Customers want to buy them. Both need easy to find, easy to use tools that help them do so . . Kia Motors America wants to build the Kia brand. Consumers want to experience it . Both need to connect at the right key points throughout the customer journey to make this happen.

19. Digerati Super-Connecteds The Dealers Dealer see customers using mobile on the lot and know it is important but don’t know what the options are or where to begin FOR KIA, HELPING THE TWO GROUPS OF USERS THAT MATTER MOST – THE DIGERATI AND THE SUPER-CONNECTED - INTERACT WITH THE BRAND AND WITH DEALERS IS OUR FOCUS

20. In our Discovery process, we learned that consumers who were in the lower funnel stages did not want or need branding elements – videos, photos, etc. These things are superfluous to them. What they want is fast, easy access to localized shopping tools. And, once they roll off the lot, they want tools to help them care for and enjoy their Kia. OUR DISCUSSIONS WITH THESE GROUPS ENABLED US TO UNDERSTAND THE JOURNEY FROM SHOPPER TO BUYER TO OWNER AND ALL THE TOUCHPOINTS IN BETWEEN

21. Build your Kia Find a dealer Buy Customers at the very beginning of their journey are not ready for shopping tools. Their primary needs are met with experiential and social elements that enable them to understand the brand and share this information with their social graph. UNDERSTANDING WHERE CUSTOMERS ARE IN THE PROCESS ENABLES US TO CURATE THEIR JOURNEY AND CREATE THE APPROPRIATE TOOLS AND EXPERIENCES.

22. Location, location, location When connecting with mobile users, context is king Full site Terms Privacy Full site Terms A COMBINATION OF GEO-LOCATION, OPT-IN IN INFORMATION AND CAMPAIGN SPECIFIC TOUCHPOINTS WILL ENABLE KIA TO CREATE THE BEST POSSIBLE EXPERIENCES FOR SHOPPERS, OWNERS AND DEALERS IN 2011 Viewing a print ad See a TV spot Read a tweet Visit a lot See a display ad

23. 3 strategic recommendations IN THE END, OUR DISCOVERY PHASE RESULTED IN THREE STRATEGIC PILLARS THAT WILL SUPPORT KIA’S MOBILE INITIATIVES IN 2011. 1. Fine-tune and supplement Kia’s current digital infrastructure to support fluid mobile content distribution. 2. Create rich brand awareness content (Form) for those who are just discovering Kia and a tools-based experience (Function) to those who are closer to purchase. 3. Understand where customers are in the journey and emphasize either Form or Function based on this context.

24. Thank you! Rachel Pasqua VP, Mobile Group [email_address]