Life’s Good‘We believe that technological innovation is the key to success  in the marketplace. Founded in 1958, weve led ...
Life’s GoodLG’s Vision is to deliver innovative digital products and services thatmake customers’ lives better, easier and...
Life’s Good ‘Our customers take pride in owning an object of excellenceand take comfort in knowing they’ve made a smart, i...
Corporate objectiveTo continue to pursue its 21st century vision of becoming a worldwideleader aiming to rank among the wo...
Mobile– largest division within LG Electronics– world’s third largest manufacturer ofmobile handsetsKey attributes of prod...
Challenges in 2007•   Competitors were ahead of LG in most European markets•   LG-aided and unaided awareness among consum...
Solution              Need to           Goal to                                               Consumers           sustain ...
Why this approach?• Much of the consideration stage in the purchase cycle takes place  online• Joining the community allow...
Why this approach?      ´The Internet is a massive resource of expertise, and online   relationships form a powerful peer ...
Why this approach?Organizations enter the blogosphere for four reasons:1. To achieve real-time communication with key stak...
Why this approach?  ´By engaging in online dialogue, companies are showing theircustomers that they care about their opini...
Strategic role of PR• To build awareness and create buzz around the brand, but on a  limited budget• To communicate in a c...
Campaign objectives• Primarily, to create long term, credible and influential  relationships with key online influencers. ...
Communications strategy– How do you have a credible, long term and influential relationshipwith an online community when p...
PR activitiesBuilding relationships online:• Creating and managing the blog on well-known WordPress• Creating an LG person...
PR activitiesEncouraging independent product reviews:• Sending phones to the bloggers to keep and, if wished, to reviewExt...
Key rules of communicationWhen in Rome, do as the Romans do.
Key rules of communication• look and feel of authenticity;• transparency of motives;• Active and regular participation in ...
Key rules of communication´When the power of the Internet is used to build trust, reputation isenhanced and organizations ...
Organisation’s achievements• In 2008 introduces new global brand identity: ‘Stylish design  and smart technology, in produ...
LG
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LG

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LG

  1. 1. Life’s Good‘We believe that technological innovation is the key to success in the marketplace. Founded in 1958, weve led the way inbringing advanced digital products and applied technologies to our customers. With our commitment to innovation and assertive global business policies we aim to become a worldwide leader in advanced digital technology.’ (LG Electronics, 2010)
  2. 2. Life’s GoodLG’s Vision is to deliver innovative digital products and services thatmake customers’ lives better, easier and happier through increasedfunctionality and fun.LG’s Brand Identity focuses on self-expression and a promise ofsatisfaction to its customers. LG strives to enhance its customer’s lifeand lifestyle with intelligent product features, intuitive functionality,and exceptional performance.Four basic elements: VALUES, PROMISE, BENEFITS, PERSONALITY
  3. 3. Life’s Good ‘Our customers take pride in owning an object of excellenceand take comfort in knowing they’ve made a smart, informed purchase, every time.’ (LG Electronics, 2010)
  4. 4. Corporate objectiveTo continue to pursue its 21st century vision of becoming a worldwideleader aiming to rank among the world’s top threeelectronics, information, and telecommunications firms by2010, while ensuring customer satisfaction through innovativeproducts and superior serviceLG strives for greatness in their three core capabilities: ProductLeadership, Market Leadership, and People Leadership—eachstrength a key part of realizing growth strategies for "fastinnovation" and "fast growth".
  5. 5. Mobile– largest division within LG Electronics– world’s third largest manufacturer ofmobile handsetsKey attributes of products:• Design• Innovation• Technology• Style
  6. 6. Challenges in 2007• Competitors were ahead of LG in most European markets• LG-aided and unaided awareness among consumers was low• LG Mobile brand perception in the eyes of consumers was neutral• The marketing resources were smaller than those of competitors• Major new handsets were released nearly exclusively in spring and autumn
  7. 7. Solution Need to Goal to Consumers sustain long- change less trusting term perception and less relationships and responsive with behaviour to brand consumers messages Little to no Relatively activity fromtight budget competitors in social Public Relations media Online communication (blogging)
  8. 8. Why this approach?• Much of the consideration stage in the purchase cycle takes place online• Joining the community allows the insight into and a better understanding of the consumer• Online communication is cheaper• Blogging allows more control than traditional PR through traditional media• Spontaneous and conversational approach wins over scheduled and one direction communication• The volume and sentiment of online debate has been proven to be a key indicator in future sales and market share (Dellarocas, et al., 2007)
  9. 9. Why this approach? ´The Internet is a massive resource of expertise, and online relationships form a powerful peer group. For these reasons the Internet has become a very effective arena for the development ofendorsement. Few organizations can ignore this potential, especially as it can be powerful as both a positive and negative influence.´ (Phillips, 2001, p.28)
  10. 10. Why this approach?Organizations enter the blogosphere for four reasons:1. To achieve real-time communication with key stakeholders.2. To enable passionate, knowledgeable people to talk about the organization, as well as its products and services.3. To foster conversation among audiences with an affinity for, or connection with, the organization.4. To facilitate more interactive communication and encourage audience feedback. (Walton cited in Wilcox, p.235)
  11. 11. Why this approach? ´By engaging in online dialogue, companies are showing theircustomers that they care about their opinions, value their respect, and plan to rightfully earn their repeat business.’ (Katz cited in Wilcox, p.236)´The exchange of links, comments and trackbacks knits individualblogs into a dense network of mutual reference and endorsement, providing a giant boost in traffic for bloggers who get it right.’ (Ben King cited in Wilcox, p.234)
  12. 12. Strategic role of PR• To build awareness and create buzz around the brand, but on a limited budget• To communicate in a conversational and generally accepted manner with primary publics• To influence the perception and change behaviour among the consumers through communication with key opinion-leaders• To enhance LG’s image and reputation in the eyes of ‘premium seekers’
  13. 13. Campaign objectives• Primarily, to create long term, credible and influential relationships with key online influencers. The end goal is to increase consideration of LG products to parity with its competitors by: – Increasing the buzz around its products – Creating positive sentiment towards its products• Secondarily, to further bolster LG’s brand promise of stylish design backed by innovative technology (The Outside Line Limited, 2009)
  14. 14. Communications strategy– How do you have a credible, long term and influential relationshipwith an online community when product release schedules meanthere may be little to say?– You become part of the community and join in the existingconversation. ( The Outside Line Limited, 2009)
  15. 15. PR activitiesBuilding relationships online:• Creating and managing the blog on well-known WordPress• Creating an LG persona online• Ratio of 1 to 4 posts being directly about LG products• Commenting on the blogs of those wished to influence• Dealing with questions and comments on behalf of LG• Developing relationships with bloggers by using more familiar tone and approach• Having earned the right to be in the community, more openly influence and utilize more overt marketing
  16. 16. PR activitiesEncouraging independent product reviews:• Sending phones to the bloggers to keep and, if wished, to reviewExtending relationships offline:• Creating events specifically for bloggers to provide direct interaction between bloggers and LG• Encouragement of informal discussion• Feedback obtained, dialogue for further collaboration opened
  17. 17. Key rules of communicationWhen in Rome, do as the Romans do.
  18. 18. Key rules of communication• look and feel of authenticity;• transparency of motives;• Active and regular participation in the community, including friends on Facebook, followers on Twitter, usage of Flickr, YouTube;• keeping in contact between product releases;• providing exclusive content for content creators;• being interested in and reading their blog;• personalised approach. TRUST and CREDIBILITY improved IMAGE and REPUTATION
  19. 19. Key rules of communication´When the power of the Internet is used to build trust, reputation isenhanced and organizations are able to build powerful relationships. Trusted partners are much more likely to be able to do new things such a change prices, add services, streamline operations, etc. This means that with a trusted reputation, they are freer to compete. Through trust, we build reputation and commercial freedom.Anything that reduces the level of trust between an organization and its constituency is bad news and requires immediate remedial attention.´ (Phillips, 2001, p.29)
  20. 20. Organisation’s achievements• In 2008 introduces new global brand identity: ‘Stylish design and smart technology, in products that fit our consumers lives.’

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