Kim Moeller Bang And Olufsen


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Kim Moeller Bang And Olufsen

  1. 1. Understanding Networks  Influencing A Community Kim Moeller, BANG & OLUFSEN Global Brand Communications Manager
  2. 2. AGENDA <ul><li>Introducing ”The Community” </li></ul><ul><li>Pre-launch of BeoSound 3 (Sep ’05) </li></ul><ul><ul><li>Chatvertising Euphoria </li></ul></ul><ul><li>Actual launch of BeoSound 3 (May ’06) </li></ul><ul><ul><li>User-driven eMarketing </li></ul></ul><ul><li>Engaging more and more with ”The Community” (since July 2006) </li></ul>
  3. 3. Introducing ”The Community” <ul><li>… or communities! </li></ul><ul><li>The Brand’s </li></ul><ul><li> </li></ul><ul><li>The Fans’ </li></ul><ul><li> </li></ul>
  4. 7. Chatvertising <ul><li>Pre-launch of BeoSound 3: September 2005 </li></ul><ul><li>Inviting key influencers - aka ’The BeoPhiles’ </li></ul><ul><li>Their response ( of 1537 invited) : </li></ul><ul><ul><li>Invitations: OR = 69% CTR = 45% </li></ul></ul><ul><ul><li>2nd email: OR = 84% CTR = 72% </li></ul></ul><ul><li>A personal e-mail from a dedicated BeoPhile </li></ul><ul><li>The initial treat: BeoSound 3 Pre-launch Page </li></ul><ul><li>The buzz starts: BeoWorld: +70 posts in just hours Poll: “Will buy BS3”: 36% </li></ul>Website > “ God Morgen,” Many thanks for the invitation to discuss and view the up- coming Beosound 3. I have just sent an acceptance email and then I checked my schedule and unfortunately I have a concert that night, so I will not be able to take part after all. I will keep an eye on the web site for information and pictures, and will call my showroom later on in the month, for a demonstration and to collect my new catalogue. “ Bernardo”
  5. 8. Chatvertising Euphoria <ul><li>Chatsession w. The Product Manager </li></ul><ul><li>In ’Australasia’, ’Europe’, + ’Americas’ </li></ul><ul><ul><li>267 visited the pre-launch page </li></ul></ul><ul><ul><li>53 participated in the chat room </li></ul></ul><ul><li>The Viral Effect (60 days later) </li></ul><ul><li>Google: 126,000 Google Ranking 4 / 10 </li></ul><ul><li>BlogPulse: 36 </li></ul><ul><li>Technocrati: 38 </li></ul><ul><li>Google Blogs: 95 </li></ul>
  6. 9. User-driven eMarketing <ul><li>The BeoSound 3 eCard Engine: April-June 2006 </li></ul><ul><li>A platform enabling users to </li></ul><ul><ul><li>Create + Distribute + Evaluate …our marketing message </li></ul></ul><ul><li>Generating traffic to The eCard Engine </li></ul><ul><ul><li>Creating incentive: Win a BeoSound 3 </li></ul></ul><ul><ul><li>Inviting ”creative students” and BeoPhiles </li></ul></ul><ul><ul><li>Newsletter: +125,000 receipients </li></ul></ul>Website > Hi Kim, I’ve checked the E-card contest website and I’m ecstatic to see my name on the announcement. Thank you very much! I’ve picked up the BeoSound 3 from the local retailer here this afternoon and once again it surpassed my expectation. I’m a proud owner of a few B&O products, their designs are always intriguing with phenomenal quality. I’ve been slowly adding to my B&O collection the past few years, this definitely helped.  Once again, thank you very much.  I’ll be looking forward to your future online activities. Marc    
  7. 10. User-driven Results <ul><li>5858 unique visitors on ‘Send eCard Page’ </li></ul><ul><ul><li>4061 eCards were sent, by 1422 individuals </li></ul></ul><ul><ul><li>One in four visitors would send an eCard </li></ul></ul><ul><ul><li>Each would in average send three cards </li></ul></ul><ul><li>5952 unique visitors on ‘Create Your Own eCard Page’ </li></ul><ul><ul><li>275 different eCards were created </li></ul></ul><ul><li>Data capture: Community Members + NL subscribers </li></ul><ul><li>We should have generated more traffic! </li></ul>
  8. 11. Why did this work so well… ??? <ul><li>” Hierachies exist even in sub-cultures of consumption” </li></ul>BRAND
  9. 12. Engaging more with our Community <ul><li>Meeting ”BeoWorlders” in Linne (NL) </li></ul><ul><li>Launch of new website </li></ul><ul><ul><li>Member Discussions and Reviews integrated into our product pages </li></ul></ul><ul><li>News of BeoVision 8 is leaked </li></ul><ul><li>BeoWorld members visit ”Struer” </li></ul><ul><li>BeoWorld invited to Serenata launch </li></ul>Website >
  10. 18. Thank you!