Top 10 Most Popular Posts – Dominique Hind’s Collective


Being obsessed with results and effectiveness, something I’m really interested in is what posts have generated the most traffic (views). If you remove the posts about my history, the top 10 posts are:

  1. Dell’s journey to listening – IdeaStorm
  2. Coles Supermarketin – great email communications
  3. Who is Ben Self? Obama’s social marketing guru
  4. The Viral Formula – what works?
  5. How to promote a campaign competition?
  6. How to sell cars in a recession? Offer Assurance – Hyundai Assurance
  7. Attitudes differ between Generations – Harris Interactive
  8. Dell IdeaStorm – the snapshot
  9. Traffic driver with results – commenting on blogs
  10. What’s working on my blog? Stats update

COMMON THEMES:

There are a couple of themes that come out of the popular posts:

  • Channels are important: email, viral, social media
  • Aquisition: selling cars, promoting competitions
  • Statistics: behaviour research, blog results
  • Companies: Dell, Coles Hyundai.

CONSIDERATIONS:

There are a couple of things that need to be considered when looking at these stats:

  • Duration: when did the post go live? I have been writing this blog since September last year (6mths) and some of the popular posts are ones from early on.
  • Frequency: has the post been posted live more than once? There are a couple of posts that I have used twice to keep the content fresh. These were ones that had an already high viewing rate and ones that I considered to be populare.
  • Topic: The most popular posts, given the duration, were on topical events. In particular, Ben Self, Obama, Dell, Hyundai and their reseccion plan.
  • External drivers: there were particular days/events over the last 6mths that drove a spike in traffic to the site. Posts that were live on that day had an extra boost in numbers

DETAILS:

Below is a screen grab of the top posts and the correlating traffic to each page.

Dominique Hind - Top 10 posts as at 1 March 2009

Dominique Hind - Top 10 posts as at 1 March 2009

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How to sell cars in a recession? Offer Assurance – Hyundai Assurance


One of the purchases most people put off in hard times is a new car. It’s a big purchase, one that involves a lot of consideration and can be delayed until better times.

To try and encourage people in the USA to buy cars, Hyundai have partnered up with Walkaway to offer Hyundai Assurance. It’s a program that allows people, no matter of the age, health or employment status, to buy a Hyundai with a 12month security blanket if something happens to you. It even covers people for up to $7,500 in loss (if your car value goes backwards).

This is a great marketing idea and I hope for the car industry that it extends to car brands other than just Hyundai. Until other brands offer the same assurance, it’s a great competitive advantage for Hyundai. This offer is probably best suited to Hyundai and other low cost car brands – better tie in with the target audience.

The offer is promoted on Hyundai’s homepage – it has it’s own landing page on the Hyundai site and microsite on the Walkaway website (which is where you find out all of the details).

Hyundai USA homepage

Hyundai USA homepage

Hyundai Assurance overview

Hyundai Assurance overview

Hyundai Assurance program details

Hyundai Assurance program details

Hyundai Assurance - Walkaway homepage

Hyundai Assurance - Walkaway homepage

Hyundai Assurance - How it works

Hyundai Assurance - How it works

Hyundai Assurance - Why you need it

Hyundai Assurance - Why you need it

Hyundai Assurance - Whats covered

Hyundai Assurance - Whats covered

Hyundai Assurance - How to get it

Hyundai Assurance - How to get it

LEARNINGS

  1. Great marketing idea – the assurance program shows that Hyundai (and Walkabout) understand their audience and the current climate. It is also a great way to try and stimulate consumption in a flat market.
  2. Reassurance – anything that can be offered to reassure a cautious audience to consume is beneficial. People need a guarantee before they will spend money or buy things that aren’t crucial.
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