B&O on Facebook, CBS (Master electives 2011)
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B&O on Facebook, CBS (Master electives 2011)

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An interesting view on how not to manage a corporate Facebook page

An interesting view on how not to manage a corporate Facebook page

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B&O on Facebook, CBS (Master electives 2011) B&O on Facebook, CBS (Master electives 2011) Document Transcript

  • Exploiting B&O’s innovative resources - Analysing the opportunities on Facebook A203, Social network and marketing relations – CBS, fall 2011 Niels Kornum – STU: 29.493 Mads Alexander Enghoff, 091286-1627 Martin Knudsen, 131086-1967 Rune Sørensen, 040185-1763
  • Table of contentIntroduction .............................................................................................................................. p. 2Case: B&O and social media .................................................................................................. p. 2Theory ...................................................................................................................................... p. 3 Research question .......................................................................................................... p. 4Structure .................................................................................................................................. p. 5Survey finding ......................................................................................................................... p. 5Netnography ............................................................................................................................. p. 8Discussion and recommendation .............................................................................................. p. 14Conclusion ................................................................................................................................ p. 16List of references ...................................................................................................................... p. 17Appendix 1 – mail requesting users to participate in survey ................................................... p. 18Appendix 2 – overview of survey results ................................................................................. p. 19Appendix 3 – Paradox matrix................................................................................................... p. 22Appendix 4 – full survey findings ............................................................................................ p. 23 1
  • IntroductionWhether or not a business is on Facebook, the customers are. This is a fact that can be ignored,but doing so is a possible risk for any company and it’s products. Social media such as Facebookis an important communication platform for most people, and if a company does not give itscustomers a forum for to talk about the brand, they will just find their own. This can prove to be amajor challenge for any company, since it will not be in charge of or have a say in the debateforum, and thereby the company cannot respond if online criticism should occur. Furthermore thecompany might miss out on great business opportunities and the possibility to follow and adapt.Facebook is by now a known media, but the use of it is not. Many companies are present onFacebook without any real strategy; only 33% of companies using Facebook are following adirect strategy and plan (kalypso.com, 2011). Though many companies use Facebook, very fewhave cracked the code for how to utilize social media on order to benefit the company. As a resultof this, customer-driven innovation, one of the most ideal uses of social media, is rarelypractised, since most companies neglect the fact that Facebook and other social media posses aunique possibility to extract product ideas and innovation from the often big amount of fans andfollowers.In this paper we will look into how Bang & Olufsen is using Facebook as a media. This is donewith special focus on how the company can benefit from its many Facebook fans in regards toinnovation, which we will argue is one of the company’s major challenges.Case: B&O on FacebookThe Danish electronic company Bang & Olufsen (B&O) was founded in 1925 and quicklybecame recognised internationally, especially when they launched a radio that worked onalternating current without batteries. B&O has been focusing on design from the beginning andthe company’s products are often of different and distinctive design when compared tomainstream rivals. This strategy positioned the B&O brand as high class, quality minded andsomewhat expensive, and it have experienced high popularity worldwide resulting in companyfollowers who are often very loyal and committed to the brand. 2
  • For a long time B&O was one of the leading companies within its product category and thecompany’s design and product innovation resulted in several awards. This, however, has changedover the last decade and now B&O is a long way from former glory. Instead the company hasbeen facing decreasing revenue for a long time as Sony and Samsung among others have invadedtheir former niche of clean and timeless design on consumer electronics (comon.dk, 2004). Afterseveral unsuccessful product launches and a general change in buying mentality from thecustomers due to the financial recession, B&O announced in 2008 that the company would goback to focus on it’s core competences: high quality audio and video products as well as soundsystems for the automotive industry. This might be the first step to recover the brand, but B&Ostill faces significant challenges to renew the brand image and the company in general.One of the most significant problems for the company is their timing and innovation, which notat all correlates with their vision: “courage to constantly question the ordinary in search ofsurprising, long-lasting experiences” (bang-olufsen.com, 2011). B&O is currently following astrategy, which doesn’t fit their market position, since they act with a hesitant attitude towardnew products like a market leader, instead of promoting at the front as a niche player, a positionthe company must accept. The high product prices, which in the past reflected the high qualityand design, is now a hindrance for many customers, since the technological development hasexploded over the last decade and thereby brought down prices dramatically. B&O is leftproviding their customers high quality products at prices many times higher than theircompetitors, and the technological innovation is lacking crucially for the company. Thereby thecompany must turn to innovation and preferable in combination with their loyal customers, achallenge where social media including Facebook is a perfect tool for the company. The officialB&O fan page already has more than 52.000 fans, but the company does not use these actively inany way.TheoryThe three interesting forms of online communities, seen from a company’s point of view; CSR-,brand- and innovation communities (Kornum, 2007) is an interesting point of departure inregards to B&O. For B&O we do not see any particular need for stressing corporate social 3
  • responsibility and therefore do not focus on CSR in this project. Next is the brand community; itis no secret that B&O has a declining brand value even though they still have a loyal customerbase. The company enjoys high brand value in the minds of the consumer, but might slowly beregarded more and more as an old-person product, why brand communities could be interestingto study. Related to the old-person brand we see the lack of innovation or at least value-innovation as a major flaw in B&O’s business model, which could help the brand image as well.The theory of innovation community will be in focus in this project, which we think could helpimprove the brand as well, though we won’t look further into branding.One essential element of making user-driven innovation is getting the users to participate. This isone of the main concerns in most online communities as Niels Kornum underlines: “3.4% of themembers make 80% of the postings” (Kornum, 2007:14). Another just as important part is toproperly use all the information received from the customers, which currently seems to be milesaway from how B&O is thinking business and innovation today. Getting the users to participatein this idea generation will be the focus of this paper. In this paper we will only focus on theparticipation part of this problem, by analysing a few of the most relevant bullet points found inthe earlier mentioned article by Niels Kornum. Moreover we will only focus on motivationconcerning the experienced users, as these might have the greatest interest and the most insight inB&O. In regards to these thoughts we have chosen to look into the firm recognition, feedbackand unsatisfied product needs in order to establish long-term value enhancement and innovationintelligence for B&O. This leads us to the following research question.Research questionWhich elements of the motivation motives should B&O focus on to get their Facebook fans toparticipate in creating user-driven innovation and value-creation on the company’s Facebookpage? ! How is B&O giving recognition to their users, and how do the customers perceive this? ! How is B&O giving feedback to their users, and how do the customers perceive this? ! How is B&O responding to unsatisfied product needs from users, and in what way do the company involve the customers regarding this? 4
  • StructureFor investigating how to get B&O’s Facebook fans to participate in the debates concerningproduct development, we have chosen to make use of both a survey and netnography. Thestructural question is then whether to analyse the survey or netnography first. The idea forworking with the netnography first would be that we could use the survey to underline ourfindings in the netnography. Though this could be useful, we think it’s better to do it the otherway around and analyse the survey first. In this way the survey can tell us which of themotivational factors that are of most importance to the users, and which of these factors thecostumers think are not so important, so that we can focus our netnographical analysis to themost relevant factors. This is important as we are dealing with motivation, which has much moreto do with how the costumer perceives the situation, and not how the situation is seen fromoutside. Moreover we are only studying motivational factors concerning the experiencedmembers and by analysing the survey first, we will have a better chance to separate theexperienced and novice users’ perception of B&O from each other, to tell which answers aremost relevant to this project. Our findings will lead us to conclude which elements of themotivational factors that should be emphasized by B&O, and if any of our findings in thenetnography are contradicting the responds from our survey. Finally, in the recommendations, wewill give more practical suggestions to guidelines for B&O in dealing with this problem.Survey findingsWe created an online survey and invited fans from the B&O page to participate (the invitationcan be seen on appendix 1). We got 50 responses, but we decided to focus only on the people wecategorize as experienced users. Though we know that this sample might not be 100% exact, wesee this selection as covering the most relevant customer base. For getting the revised sample wehave cut out all the responses from respondents with less than three B&O products andrespondents visiting the site less than once a month. After doing this we ended up with 22 userswhom will be the basis of our analysis (the complete data set can be found in appendix 2 and 4).The first question shows that 78% of the respondents have three or more B&O products, whichconfirms that B&O’s Facebook fans are not only showing interest online, but are also actual 5
  • offline users. We have specifically chosen people who are active and not just fans of the B&Opage, and we must therefore assume that the general trend for the fans is that they have lessproducts in average compared to our sample. We see, in question two, that 40% of our sampleonly uses the page less than once a month. The result is a surprise to us, since we had expectedour very specific selection of respondents to be heavy users. This might be due to the lack ofactivity or a poorly administered page. Moreover we found that only 3 out of 50 respondents didnot own a B&O product, which means that only 6% of the active users are non-customers.From our third question we found that more than ! of our respondents thought that B&O did areally bad job responding to posts, comments and ideas. This is very interesting, as social mediais all about dialogue. If we look at question three and four combined, we see very clearly, thatB&O is ignoring important aspects in regards to their experienced users, namely that the usersthink corporate feedback is important, and there is a major lack of such from B&O’s side. Thiscould indicate that B&O, just like many other companies, only is present on Facebook becauseeveryone else is. The company is not paying attention to the needs of the specific media and areignoring the opportunities.The feedback the consumers are asking for seems to be very different. Almost half of therespondents would like short answers or “likes” and the other half wants longer answers. Weassume that those respondents who like short answers and “likes” are looking for firmrecognition, as this is what you can obtain with the likes from a posters point of view. Users whoare posting because they have some unsatisfied product needs want longer and more thoroughanswers instead, on whether or not this is an option for B&O. The latter mentioned group mustalso be assumed to count for those who would like feedback in the future if or when their productideas are being released.Question six shows that only 14% are using B&O’s Facebook page for discussing unsatisfiedproducts needs at the moment, but question seven shows that 42% could imaging themselfdiscussing unsatisfied product needs. This could indicate that the respondents do not believe thatB&O is taking them seriously or gives them decent feedback, and therefore they do not bother todiscuss this topic at a place like Facebook, as there is no benefit in it for themself. Thisassessment is reinforced by the answers in question ten, where 74% of the respondents answer 6
  • that they do not feel that B&O is taking their comments and ideas seriously. In relation to thesefindings we see from question eight that 66% of the experienced users would share their productideas with B&O, if they could just get some relevant feedback and additional 16% would if theywere economically compensated for their effort. It is very interesting to see that ! of thecompany’s most relevant users, in our opinion, would share their ideas for free if B&O wouldshow some interest in them. With very little effort B&O could get valuable customer-insights,which could be used to come up with new innovative products related to customers’ experiencesand needs.Looking at the general perception and assessments of B&O in the media, it becomes clear thatB&O can’t afford to miss out on such valuable product ideas. An article from business.dk1 showsthat B&O is ranking lower than previously in the survey conducted by ‘IFO - Instituttet forOpinionsanalyse’, ‘GCI Mannov’ and ‘Berlingske Nyhedsmagasin’. B&O used to haveinnovation as one of their unique selling points, but within the last couple of years B&O has lostmarket shares to competitors like Apple, Sony and Samsung, who are working more innovativelywith their products. The need for involving new young brains in the product innovation process isno news for B&O, as they have previously been really good at doing this, for instance by hostinga product innovation summer camp (elektronikbranchen.dk, 2011). The 40 participants inInnovation Camp 2010 were carefully selected from universities in Poland, England, Portugal,the Czech Republic, the Netherlands and from the Engineering College of Aarhus. The summercamp ended up with B&O taking out a patent on one of the products idea, which was created onthe camp (iha.dk, 2010).Question nine tells us that the experienced members of B&O’s Facebook page are almost split50/50 when asked if they feel like being a part of the B&O society by being active on theFacebook page. This is a high percentage that feels as being a part of the society, when takinginto consideration that the same people do not feel that they are being taken seriously by B&O.This indicates that it is the connection to the other users, which gives the users the feeling ofbeing part of the society. This could lead us to believe that these users are more identity basedthan bond based to B&O’s Facebook page (Ren et al., 2007), as the feeling of being part of a1 http://www.business.dk/bny/innovation-bo-bag-af-dansen 7
  • society reflects a common identity with the others in the society. This could be relevant inregards to how to manage, interact and build the site.In order to answer the last part of our research question on whether or not recognition isimportant for the users, we chose to formulate the question in regards to other users of the forum,as many people will not admit to their own need to get recognition. By asking “do you thinkothers would appreciated recognition?” we hoped that we would get a more accurate view of howimportant recognition are to the respondents, since it is always easier to project your own needfor recognition onto others. Question eleven show that 58% of the respondents believe thatrecognition would be appreciated, if you have posted a new product idea on B&O’s Facebookpage. We had expected this to be much closer to 100%, as we think most people fell good whenbeing appreciated for their effort, especially when it is done for free. We must admit, that maybethis mentality is not present on Facebook, or maybe the users of B&O’s page has just been usedto a lack of recognition for so long, that they don’t even care about it anymore. Anotherexplanation is that when you as a user have to explain to yourself why you see others keepposting ideas without getting any recognition from B&O, you expect that those people do notneed recognition at all. Of course there is also the straightforward explanation that this might notbe as big a deal as we expect on this Facebook page.NetnographyWe have chosen to use netnography in order to analyse how B&O’s Facebook page is working.Netnography will give us a window to the cultural realities of consumer groups, and will provideus with bottom-up information regarding symbolism, meanings, consumption patterns andstatements about how satisfied the consumers are with B&O’s administration of the company andFacebook page. We also hope that this tool we give us a better understanding of the consumersand the way they communicate with each other in order to conclude, what the consumers aremissing on the Facebook page. We are aware of the fact that netnography can be very timeconsuming while monitoring the community in order to becoming familiar with the users. It canbe hard to assess whether some statements are relevant or irrelevant data, since consumers on 8
  • online communities often uses slang and culture codes, which sometimes only makes sense tohard-core users of the communities.With this in mind, we have used netnography in the following section, in order to analyse thesefollow issues as best possible: ! Firm recognition ! Feedback in the future ! Unsatisfied product related needB&O has a lot of loyal fans on the Facebook page (almost 50.000), but it is remarkable thatalmost 100% of the post done at the site is by B&O them self. The page looks like a one-waypromotion platform for B&O products, and that is by far the most common use of Facebook andwill certainly not support innovation. The reason for this kind of ‘follow-only’ behaviour fromthe fans could be due to the lack of feedback from the company on posts, which have resulted ina total neglecting of fan-posts. It can also be due to the fact that B&O is very strict in theadministration of the page, which we experienced when conducting the survey, even though thevisible involvement level is very low. We posted a message in a gentle tone asking people to fillout the survey, but within less than an hour the post was removed.Furthermore the site does not support any fan-activities, only in the debate forum, the rest of thesite is build to promote B&O products and nothing more. In the debate forum the post are alsoneglected by B&O, and here it is only customers who runs the dialogue, again B&O misses outon a obvious opportunity for customer insights by being passive and not engage in the dialogue.This part of the site is probably where most fans feel like they are a part of a society – a B&Osociety – but a society run by fans and not supported by the company. 9
  • The only activity relating to B&O on the debate site is from local suppliers, who help unsatisfiedcustomers with their problems. An example of this is Andrew Widger, who tries to help someunfortunate customers with their broken products. A way of measuring user satisfaction onB&O’s postings is to calculate the comment to like ratio (Lemberg, 2011). We will not use thismeasurement in this project and do not think it is a useful tool to measure how good a forum isdriven in regards to user innovation. If this score is to be used in an innovation forum thereciprocal score of the same ratio is a much better tool as a company seeks to get as manycomments and as few likes as possible.The way the debate site is used underlines the customers’ dissatisfaction of lack of firmrecognition. Instead of using the Facebook site as a tool for dialogue and valuable customer 10
  • feedback, which is one of the strength of social media, it seems like B&O has chosen to ignorethis opportunity and instead focus on the old fashioned product promotion (one-waycommunication) strategy, which supports the fact that the brand is regarded as old.Turning towards the main part of the Facebook page, the ‘wall’, we see the same patternrepeated. B&O is using this part of the site to promote different products, share short videos andtalk about product benefits, all things that are very relevant for the consumers. The problem is,that even though some of the fans comment on the different posts, they are totally ignored by thecompany, and other fans must answer any questions asked here. A clear example is Rick Totty, aloyal fan of B&O and a perfect representation of the affectionate B&O lovers, who asks for firmrecognition. It is not recognition for his innovation idea, but just recognition for being a loyalcustomer through 35 years. We thought that the one like on his comment was from B&O, but itwasn’t, it was from another fan.It does not look like B&O is commenting or liking any of the users comments, feedback,pictures, links or other. B&O is only posting new products, advertising videos and sharingpositive articles from the worldwide press, and that confirms the costumers’ dissatisfaction withthe company’s way of acting on the page. Below is an example of the type of posts, that B&O isusing the page for - all of which is pure promotion: 11
  • Looking at the feedback on this post, it becomes clear that B&O is not even letting theircustomers know the full potential and new features of the products - they might as well haveposted a printed ad. In the above example, the customers are approving the choice of making thescreen white, but further down in the comments users ask for other colours as well, but again wesee no feedback from B&O. A quick win for the company could be to leave a small comment like“Thanks for your comments we take your colour wished into consideration when inventing a newproduct”, but instead the customers are left with the impression of a promotional site, where theproducts are in focus, and not the customers.Another kind of comments left by the users are the one shown above. Thomas Gb is unsatisfiedwith the features on B&O’s new product, a situation which on Facebook can be rewarding forboth user and the company, since they can engage in a dialogue about possible improvements forthe products. Sadly, there is no proof that B&O is reading this comment or taking this commentserious enough, since instead of engaging in dialogue or give any form of feedback, B&O juststays anonymous. This can lead to even more frustrated customers, since the company is now notonly providing unsatisfying products, but is also seen as ignorant to their customers wants and 12
  • needs. Had B&O just replied that this need would be passed on to the development departmentand thereby might or might not be included in future products, then both Thomas and the userswho see this comment would perceive B&O as being much more customer oriented and theymight get a more positive attitude towards the company. This comment is far from he onlyappearance of its kind as is seen in the following post.Here is some very good feedback from B&O users and even from a former B&O salesperson. Irais posting what seems to be a popular product improvement for B&O, and is getting recognitionfrom 2 likes and a comment from Paul Winn who agree. The third comment shown is alsopositive towards the new product and colours and shows a direct buying wish from a customer,which is what every company aims at. The problem here is that the product is not available forpurchase online, a way of shopping that is used by many customers, but again B&O does not feelthe need to answer this criticism. In this case B&O is loosing an actual customer by following 13
  • what seems to be a no-response strategy. A simple explanation to why this product could not bebought online could possibly satisfy Thomas, and make him buy the product in the nearest storeinstead.Sometimes the customers only need a simple reply or a small amount of recognition to changetheir attitude or buying behaviour, and we do not see that B&O can ignore their customers in theway they do, especially not when the interaction is on Facebook. It seems that the company isignoring the ‘social’ aspect of the media, and simply uses it as yet another promotional tool.Discussion and recommendationsOur findings in the survey and the netnography are very similar in all aspects. Activity level islow from B&O’s side concerning responding to users, and our netnography study also showedthat B&O is controlling the site very strictly. In regards to the Paradox matrix by Hargadon (seeappendix 3) we see that a high level of company interaction has a positive effect on incrementalinnovation. We assume, though, that what B&O needs is radical innovations, as this has earlierbeen one of their core competencies and incremental innovations are comparable much easier tospot yourself as a company. Also with the brand image and competition that B&O is facing in themarket, incremental innovation will only have a small effect for the company. Therefore webelieve that B&O has to control their Facebook page much more loosely as this will lead to moreradical innovations in regards to the Paradox matrix. We believe, that the company should useit’s on responding to users questions and comments and engaging with them in the community,instead of controlling the page very strictly and ignoring the users. We wanted to compareB&O’s Facebook page to pages from competitors such as Bowers & Wilkens, Sonon, Loewe, Hi-Fi Klubben, Sony or Samsung to see how these companies are involved in their pages in regardsto innovation and motivating the users. Unfortunately, after looking at different pages and tryingto draw parallels, we had to admit that this was too specific for us to conclude anything usefulfrom. Moreover, the sites differ significantly in activity level, fan base and applications.There is no doubt that B&O is not using the full potential of their Facebook page. There is muchimprovement to be done in relation to the three main focus points of this paper - unsatisfiedcustomer needs, firm recognition and feedback - and in doing so B&O has the opportunity to tap 14
  • into a vast amount of valuable customer insights and value-creation innovation. An opportunityfor B&O to approach the users’ unsatisfied product needs could be to involve them in acompetition of some sort. Looking at the experiences from Innovation Camp 2010 it is clear, thatthere is potential for idea-generation in a focused forum and providing the huge amount ofFacebook fans with the chance to win an attractive price could create such focus. There is nodoubt that many of the ideas wont work or do not fit the company, but if just a single great ideacomes up once in a while, it is still a cheap and easy way to get a new idea or design.To improve on firm recognition and feedback B&O must become much more active on the site.The company has to face the fact, that the site is of little value when overlooking the interactionwith the user and therefore the focus has to be much more customer-oriented instead of onlyproduct-oriented. Asking the users give them a feeling of being taken seriously by the companyand this can enhance the feeling of being part of a society, which in turn might make the usersmore willing and comfortable with sharing thoughts and ideas. By interacting with the fans andgive them feedback, B&O can create a more personal face for the company, so that customersfeel they are a part of the company instead of only following it. To succeed in this, B&O mustconstantly stay updated with the activity on the Facebook page and they must be allocated thenecessary resources. In return the users might change both their own attitude towards thecompany, but can also become brand ambassadors.Giving firm recognition, much like feedback, is a simple way to keep your Facebook fans happy.If B&O became more active on the page and gave necessary feedback, the users might feel moreas part of the company. Instead of only posting links to new products and production videos,B&O could use the Facebook page to update their users about current activities and thingshappening within the company. An example could be to involve the customers already in the ideageneration phase for new products and keep them updated throughout the entire process withsimple post like “The design for our new speaker-dock is now in place - next is the choice ofcolour”. This could again lead to customer insights, and let the users on the Facebook page feelspecial, since they will get the information first. Moreover this could also be beneficial to B&Oin the sense that they had the opportunity to change the products under development to the betterif they at that point had some feedback from the forum. 15
  • ConclusionAfter having analysed B&O’s Facebook page we can conclude that they have a decent Facebookpage, a nice welcome page, many passionate users and they are doing a good job in regards tousing their Facebook page as a one-way communication platform. When it comes to using theFacebook page as a two-way communication platform, as Facebook was indented and usuallyworks the best, it seems like B&O is almost completely ignoring the value that social media canprovide. The activity level for feedback and recognition is extremely low, almost non-existing,which does not inspire customer-innovation in any way.Our survey shows that feedback and recognition is important for the users of B&O’s Facebookpage. This fact is not reflected in the strategy, which B&O seems to has applied to the page. It isactually doubtful whether B&O has or follows a strategy in regards to their Facebook page. IfB&O’s strategy is to be non-responding it is very doubtful that they will be able to extract anyinnovative products ideas. Having this non-responding approach has also led to the fact that a lotof the users do not feel like being a part of the B&O society. In relation to recognition andfeedback we also found that users were unwilling to post unsatisfied product needs compared to asituation where the these factors were better implemented.Summing up, all three factors have to be more in focus as none on them live up to the standards,which the consumer needs to interact in an optimal way for B&O. As feedback improves, firmrecognition will improve as well and through improving these factors consumers will be willingto post their unsatisfied product needs among other postings. This doesn’t mean that feedback isthe only thing to focus on, but probably the most important, recognition the second mostimportant and responding to unsatisfied product needs the least important element to improveconsumer participation in the forum. 16
  • List of referencesArticles:Kornum, Niels (2009): “Three types of online communities”, CBS.Ren, Yuqing, Robert Kraut and Sara Kiesler (2007): “Applying Common Identity and BondTheory to Design of Online Communities”, Organization Studies 28(03): 377-408.Websites:kalypso.com (2011):http://www.youtube.com/user/KalypsoLP and https://www.kalypso.com/spikecomon.dk (2004):http://www.comon.dk/art/147984/b-amp-o-i-boersfremgang-trods-faldende-overskudbang-olufsen.com, 2011:http://www.bang-olufsen.com/page.asp?id=600elektronikbranchen.dk (2011):http://elektronikbranchen.dk/nyhed/studerende-skal-udvikle-morgendagens-bo-produkter-til-ungeiha.dk (2010):http://www.iha.dk/Default.aspx?ID=5573&PID=9744&NewsID=611Course slides:SM50 Culture, network & communities: “community innovation”, 2010, CBS (slide 37)Presentation by Facebook analytic Mikael Lemberg, Komfo on experiences from different firmsand cases to use Facebook for creating relations with users, CBS, 12-09-2011. 17
  • Appendix 1Mail to members of B&O’s Facebook fan page asking them to participate in our survey.Dear XXWe are 3 students at Copenhagen Business School who at the moment are working on anassignment about B&O and the use of their Facebook Page. We can see that you have been activeat the site, and therefore we hope that you will use a few moments to answer our questionnaireregarding the Facebook page?Thank you very much.The same request was posted on the wall of B&O’s Facebook page. 18
  • Appendix 2Results of our survey from Kwik online survey www.kwiksurveys.com.Numbers in parentheses are the percentage including all 50 respondents.Question 1How many B&O products have you owned or own at the moment?0 " (6%) 0%1-2 " (16%) 0%3-5 " (54% ) 69 %6 or more " (24% ) 31 %Question 2How often do you visit B&Os Facebook page?Every day " (6%) 10%2-3 times a week " (12%) 20%Once a week " (20%) 33%2-3 times a month " (6%) 10%Once a month " (16%) 27%Less " (40%) 0%Question 3How good do you think B&O is at giving feedback on yours and others posts, ideas andcomments?Horrible " 68 %Acceptable " 28%Perfect " 4% 19
  • Question 4Do you think it is important to get feedback from B&O on your ideas and comments?Yes " 88%No " 12%Question 5How would you prefer your feedback from B&O?No feedback " 2%Likes or short answers " 44 %Detailed (long answer) "54 %Question 6Why are you using B&O´s Facebook page? (several answers allowed)Because I am passionate about B&Os products " 58%Because I am unsatisfied with the current products (and want to help B&O to innovate theirproducts " 14%Because I like want to entertained and be updated about B&Os new products " 58%Other reasons " 20%Question 7Could you imagine yourself using B&Os facebook page for any of the following? (Severalanswers allowed)Give comments and feedback on products " 88%Discuss yours and others unsatisfied product needs " 42%Engage with B&O to influence future product innovation " 22%Participating in long term collaboration " 8% 20
  • Question 8If you knew that you would get relevant feedback, would you then share your product ideas onB&Os Facebook page?Yes " 66%No " 18%Yes, (but only if i got economic compensation) " 16%Question 9Do you feel like being a part of a B&O society by being active on the page?Yes " 48%No " 52%Question 10Do you think that B&O is taking you and your comments/ideas seriously on Facebook?Yes always " 8%Sometimes " 18%No never " 74%Question 11Do you think others would appreciate recognition from B&O when posting a new productidea?Yes " 58%No " 20%I don’t know " 22% 21
  • Appendix 3The Paradox matrix. 22