Assumptions Level of preparedness -No current education, CSR or reputation management plan in place
Marketing is about delivering the right message and the right time and place
See blank videohttp://www.youtube.com/watch?v=Nl9fvn8c_Eo&feature=player_embedded
There are for constructs where public engagement can be activated in the digital spaceOwned:These are properties that an organization has some degree of ownership over such as their own Website or their official Facebook “embassy:Paid:These are media opportunities which require a fee to be exchanged in order to participateEarned: These are media opportunities where visibility, mentions etc. are not paid but occur organicallySocialThese are the platforms where social behavior and engagement greatly influence the ecosystem (Facebook, Twitter, Blogosphere, Forums).There is a great deal of OVERLAP in between these spaces and while Edelman can work in all of them, community management is focused in the social sphere.
Evolve social bose_australia_pitch
Bose AustraliaBecoming a more Social& Customer-CentricBusiness23rd May 2012
AgendaWhere are you nowThe media marketing landscape & business objectives 1DiscoveryBose Australia social footprint analysis 2Getting Social & localRecommendations ands case studies 3HowOur process to build a social presence that generates sustained business value 4
Business Challenge To engage with our target audience in a constantly changing marketing landscape &generate meaningful relationships that deliver long-term business value
The Australian Social Media landscape 11 Million 11.3 Million Visits to Facebook Each Month Sharing a Video is the #1 8.2 hours Facebook each month social media activity in Australia 35-54 Age group makes up 28% 1,300% Jump from 2011 1.8 Million Aussies Visit Twitter Each Month 3 Million Australians use LinkedIn 200% Jump From 2010 Majority of Users are Professional, Male, Educated & Aged 25-49 470,000 Active users 1.1 Million Up 120,000 in the last month Active users 47% female 53% male The fastest growing social networkSource Nielsen Australia March 2012
New Mindset Before AfterAwareness CommunityMessages Experiences Target EngageMedia plan Interest planPenetration Collaboration
Brands need to be omnipresent• A customer journey is dynamic, they live in their streams (twitter & newsfeed• People need to hear things up to 5 times before they actually believe it.• Due to the high degree of noise in the market it’s imperative that a brand has multiple channels in order to get their message heard
Where are you now? Positive Factors Negative Factors Strengths WeaknessesInternal Factors • Innovation • Small compared to Japanese giants • Durability • Technology brand with No local social • Sound quality engagement • Design • Pricing parity with US goods • Reliance on traditional media & Google ad words Opportunities ThreatsExternal Factors • To build a social & digital ecosystem to • Local competitors like Kogan getting a generate word of mouth and drive sales foothold in the wide technology market • To broaden the customer profile widen the • Sales being undermined by online retailers younger generation Y iPod market for Bose • No current crisis management plan in • Drive online sales place
Objectives• Drive purchase consideration• Drive in-store• Promote advocacy & repeat purchase• Generate recommendations• Appeal to a wider demographic in line with market growth
Top 10 Local Google Searches for Bose 3% 6% 19% headphones 12,100 7% earphones 9,900 INSIGHT speakers 9,900 Provide content 7% Australia 8,100 for these search sounddock 5,400 terms 8% 15% reviews 5,400 lifestyle 4,400 wave 4,400 8% ipod 3,600 15% soundsystems 1,900 12% 135,000 Approx local searches each monthSource: Google Insights
Research Trends Age * • 35-44- 45% • 45-54 55% * Approx. Google results Media split • Micro-media 31% • Blogs 14% • Forums 32.5% • Mainstream media 12% • Aggregators 10.5%Source: Google Insights & Radian 6
Conversation themes and subtext Word cloud of category conversations, Last 12 months – May 20121.Headphones took up a 2.Pricing is one area tolarge percentage around keep an eye on and wasBose in social media mentioned along with quality 4.Driving was an 3.Questions about interesting area that people wanting to prompted conversations know about Bose Around people & their products were cars prevalent online.
Headphone Conversations “ I got my Bose & beats...RT @FlevFlev: What r your fav headphones??? @QuadeCooper” “So my Bose headphones are that good, I keep thinking the tunes are being blasted through the whole house. Have to keep checking.” INSIGHT There is a lot of conversation around Headphones anyone? Bose headphones andopportunities to engage #bost or #Bose ? with these influencers
Pricing Conversations @edhusicMP ”Great that price disparities are to be investigated! If I may, Id like to nominate Bose. Eg Lifestyle T20 $1999 US vs. $2999 AU”. “@NicholasGruen btw dont bother with the Bose QC 15s, Audio-Technica’s ATH- ANC7b are better and half the price http://t.co/dGNkZKL0 Online media Via Smart house INSIGHTPrice is a sensitive issue at the “Bose Stereo in Camberwell store - AU moment that is $950,http://Bose.com US$539 Brands need to have worth watching global price consistency to make local relevant”
Driving/Car Conversations “@OhSooHotAlfred These are the cars that come with Bose speakers. Looks like Audi’s be my future car http://worldwide.bose.com/axa/ en_au/web/vehicles/page.html “read my review in G35 Driver: I drive an Audi 04 coupe model with the great Bose in-car System . http://bit.ly/J50xHC I drive a 2011 TT TSFI 2.0L Turbo I would go to City Performance Centre: Artarmon - they are the best out there. in INSIGHT Speak to Sam. 12 Audi TT RS, Phantom Black, Manual BosePeople like to talkabout Bose & their Sound System inc Audi Music Interface and TV Reception cars
Sales Opportunities “Do I get a BOSE iPod dock or a soundwave? Heard they are great quality Any opinions kids?” Anyone have the Bose Quiet Comfort 15 noise cancelling Headphones? or can recommend something for cancelling out TV noise etc.? Work well? #fb INSIGHT “ Trying to decide between Bose OE2i and Beats People online are Solo headphones – LOOKING TO BUY any advise actively seeking : greatly appreciated ” recommendationsaround Bose products
Audience Segmentation Gizmodo Techau Frequent Flyer smarthouse Whirlpool Australian OzAudi.com.au Aussie hi-fi Frequent Flyer Motorreport.com.au AU Techeads Av hub.com.au Ask a nomad Caradvice.com.au gadgetguy.com.au Design files Way Cool JnrCool hunter Lost at e-minor Spotify BOSE Yellowtrace.com CONVERSATION
Audience Insights THERE IS AN AFFINITY BETWEEN THOSE FANS OF APPLE PRODUCTS APPLE AFFINITY AND BOSE .BOTH ARE LOVERS OF SLEEK DESIGN & TECH PRODUCT THAT MAKE THEIR LIFE BETTER AFFLUENT & BOSE IS A PREMIUM TECHNOLGY BRAND & IS SEEN AS A LUXURY ASPIRATIONAL ASPIRATION ITEM THAT FITS IN WITH THEIR LIFESTYLE A NEW GENERATION OF SOCIAL NETWORK & MOBILE TECHNOLGY CONNECTED & MOBILE USERS WHO BENEFIT FROM ONLINE TOOLS IN ORDER TO PLAY A MORE IMPORTANT ROLE IN THE PURCHASING CHAIN RAZOR FISH STUDY OF VIRGIN AMERICACONTROL & CONSISTENCY THE TRADITIONALLY ENGAGED CONVENTIONALISTS, SOCIALY SAVVY, THE UP & COMERS ALL THESE FACTORS IMPORTANT
The Six Engagement ElementsSource :Liminal Customer Engagement Report :Razorfish 2010
Developing a Local Social presenceBenefits• New widening market ,• Humanising the brand & building a connection with the local team• Providing an important touch point for the brand that will allow it to be more relevant to it increasingly younger audience.• Providing a way to build meaning for relationships that drive business value & advocacy.The most logical starting point is Facebook
Facebook Corporate vs Local pagesComparing Corporate vs. localFacebook pages a Hearsay socialreport found that:• Local Facebook Pages 5X more reach• 8x more engagement & 40x more engagement per fan• More interactions locally via mobile devices when customers visit brick and mortar locations & check-in .• Allows us to be more personalised and targeted via storytelling timeline
Top 5 Facebook posts by engagement rate Rank Post Rate Trigger 1 Love what you hear—and what you don’t—with Bose® Quiet Comfort™ 3 4.1% Competitions headphones. Now with an extra cable... 2 NO MORE BAD PHOTOS! Win a chance to re-live & re-shoot an adventure with Sony. 2.7% Competition Enter now! Have you... What’s a concert without the wireless microphone? 3 In 1949, the DM 3, a.k.a the “Invisible Microphone” was developed at Lab W. For the first time, the sound inlet and the transducer were separated We now 2.4% Product launch have a full range of wireless microphones, Your favourite artist can sing and dance without having to worry about wires that trip!! Google says that Australians use smartphones more Curated industry 4 1.6% than Americans and there are 2 x iPhones for every...- Content lifehacker EVENTS: Miami Beach B&O PLAYDAY Party 5 Picture post 2.1% Events*Engagement rate formula = Likes + Comments + Shares / Fan Count)Source: ZuumSocial; Nov 2011 to Feb 2012
Mobile Check in Deals to Drive to StoreFour types of deals for local businesses• Individual deal One time offer 20% off• Loyalty deal- rewarding people for frequently visiting when people check-in between 2& 20 times• Friend deals- when a Facebook users and up to 8 of their friends come to your business they get this deal as a group.• Charity deals-when you check-in & make a purchase the business makes a donation to a nominated charity.• Launching in Australia Imminently
Engagement through Video • Our advocates are already highly active on video • There are currently 35,000 search results videos relating to Bose • The brand has no real branded presence on YouTube But the US site has a few more videos that the local one Opportunities to build a YouTube channel for products, reviews, UGC, product categories-car, headphones ,sound link, speakers etc. Web TV –The Future Case study -Panasonic Australia Uses it for different products –about the house category
Customer Service Best Practices via Twitter • JB Hi fi Launched a local twitter presence last year the electronics retailer launched its own version of Best Buy twitter customer service model • National Panasonic in 2010 also launched its own Twitter customer service program care Program. • Do Customer service enquiries for this region currently get funneled from the @boseservice twitter account to Australia?
Driving impact through Owned Media Purpose • People are already blogging about the brand in Australia • To create thought leadership around the Bose lifestyle through owned media • Show products as part of an aspirational lifestyle -at home, in the car & on the A Bose blogalready exists – go .is this official? • Content for our digital entertainment advocates. Example • Technology bloggers in the space & man of the house example by P&G . • Stay at home dad part of a new target audience segment that is changing the way we need to engage with our audience & advocates. • Newsletter integration
Reaching your audience through Linkedin • Highly Targeted affluent audience • No current local page exists • An opportunity to highlight company locally • Company pages can provide followers with regular status updates ,integrate rich media and highlight products • Run highly targeted paid media campaigns to drive recommendations & highlight products Examples • Samsung page http://linkd.in/KJZkox • Hewlett Packard http://linkd.in/KJZ0Gh
Driving Sales through Social• it is not about creating a shop on Facebook .it is about driving sales through sharing by recommendations and other people online.• You are no longer shopping around on an ecommerce site .You are shopping around on blogs, twitter, and Facebook.• The strategy therefore is how we integrate buying a product into our customers social interaction with a direct conversion to sale directly from a wall from a tweet or from a blog post
Driving engagement through Pinterest Bose already has a presence on Pinterest and people are actively pinning Bose products Opportunities • Brand awareness • Driving traffic to sites • Sales generation Case study -Peugeot ran a contest that awarded fans who completed a Pinterest puzzle to launch the new Panama car All linked back to the car makers website which resulted in record levels of engagement & enquiries for the new car.
Boosting website traffic through social integration Recommended Features • The additional of our social media links to your website • The addition of a Facebook login • The addition of like & sharing buttons on your products Purpose • Social validation to your customers & advocates Sharing buttons on products • To boost traffic back to your site by making it easier for visitors to share your content. • Creates the link to your other digital platforms
Reviews & Recommendations Purpose: To create positive word of mouth around Bose products & trust in the brand by seeking recommendations. How it works: An e-mail is triggered to all customers of Pepper products asking for their feedback. Once this feedback is received it is collated into a blog article which is sent to the customer for approval with social media links .Once approved this is then posted on their Facebook wall & your website for social validation amongst Facebook fans. Benefits: Western River expeditions • SEO added 1500 • Social proof reviews in 3 months • Trust in the brand
ApproachDiscovery Strategy Set Foundations EngageImmersion Define & align goals Policies & Social ecosystem &Staff input Social strategy engagement base applications guidelines Content &Conversation audit Social activations Crisis protocols community Road map management Ongoing monitoring & measurement Influencer identification & outreach
Step 1. DiscoveryDiscovery Strategy Set Foundations EngageDevelop a game plan. Decide where to start, what the finish line looks like andwhat the organisation is will willing to commit.
Step 1. DiscoveryDiscovery Strategy Set Foundations Engage Undertake a conversation audit to understand what your audience is discussing so we know the right ecosystem, tone for content & communication. Which touch points are they using, what do they expect, what are their behaviours & attitudes, what investment is required, how can we improve the engagement experience .
Determining influence Reach Engagement Visibility InfluenceThe number of monthly The audience’s How likely content is tounique visitors estimated engagement appear in searchusing data from Google level, looking at how engine resultsAd many people choose to according to Google’sPlanner, Alexa, Compete subscribe to, blog PageRank algorithm,and Quantcast, alongside about, comment based on the numbersubscriber numbers on, tweet about or and authority of bookmark the content inbound links
Step 2. StrategyDiscovery Strategy Set Foundations Engage Define a social strategy that outlines core objectives, content and communication plan, ecosystem, technology/apps, roadmap, measurement,
Step 3. Set foundationsDiscovery Strategy Set Foundations Engage Set the foundations for success with community response matrix, brand guard rails, governance and content planning.
Step 4. EngageDiscovery Strategy Set Foundations Engage Build out social media ecosystem & base applications. Content & community management. Ongoing monitoring & measurement BRAND STORY BLOGS & EARNED MEDIA
Measurement By aligning social media metrics to business metrics, we will have a clear understanding of our targets and how we can impact them. As a result we can make decisions, take actions and measure results. Business metric Social media analytics Engagement data Impressions Conversation reach Impressions (CPM)Awareness (impact on ROI and cost) Engagement Cost per # of likes, commentsAppreciation (sum total of engagement interaction engagement (CPE) replies Conversion # of enquiries,Action Cost per enquiry/ enrolment (revenue value) # of enrolments # of share, likes, RT’s, # of Advocacy Index Net promoter score, ratings & reviews, # positiveAdvocacy conversations
Key Takeaways• Support the sales function• Generate WOM• Address customer care issues• Educate customers & media• Providing an important touch point for the brand that will allow it to be more relevant to it increasingly younger audience.• Providing a way to build meaning for relationships that drive business value & advocacy.
Next steps• Discuss marketing plans for the next 6-12 months• New product launches• Events• Social media readiness audit• Engagement audit of all the current touch points• Timings & Process.