The document summarizes an online community engagement strategy for LG to build relationships with bloggers and online influencers. The strategy involves creating an LG blog and actively participating in online discussions to build credibility over time. It then suggests obtaining positive product reviews from influencers and amplifying those reviews across blogs and social media to increase brand awareness and consideration of LG products. Relationship building with key online opinion leaders is the long-term goal.

1. Online Community Programme 1 July 2008 2nd Floor, Exmouth House 3 -11 Pine Street L ondon E C1R 0JH T: +44 (0)20 7841 3970 www.outsideline.co.uk

2. about us digital communications founded in 2000 independent international 45 people award winning

3. Our clients

4. Consumer engagement Open Communication Online initiatives, such as viral videos, that are designed to generate discussion, but not necessarily produce a shared outcome. Open Collaboration Win-win initiatives that open a dialogue toward reaching a broader goal Controlled Communication One-way tactics such as TV advertising, online advertising and media relations. Controlled Collaboration Programmes that facilitate participation but are more controlled e.g Dell IdeaStorm Talk Action Participation Passive

5. Background / task LG is a South Korean multinational corporation. It is South Korea's second largest electronics maker and the world's third largest appliance maker. It makes products for a design conscious consumer. In the mobile phone sector it is a challenger brand - behind Nokia, Samsung and Sony Ericsson - so needs to think smarter and do differently. ‘ Premium seekers’ and consideration at the point of purchase. Reaching opinion formers (influencing the influencers online) was one part of a four part strategy in August 2007.

6. Online community demographics Creators Publish a blog Publish a webpage Upload video to sharing sites Experts Post comments on blogs Post ratings and reviews Functionals Read Blogs Watch peer-generated videos Listen to Podcats Enthusers Use RSS Tag web pages Use social networking sites 14% 21% 31% 34% Opinion formers

7. Audience - bloggers The main creators and opinion former online are bloggers, they are characterised as being: Openly vocal, with a larger than average ego Not constrained by traditional editorial policies Often not commercially motivated Media and technologically savvy Tend to be experts in their chosen field of writing Male Most importantly they are able to influence a loyal following of readers and contributors on a particular subject

8. Objectives Primarily, to create long term, credible and influential relationships with key community members. 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.

9. The idea How do you have a credible, long term and influential relationship with an online community when product release schedules mean there may be little to say? You become part of the community and join in the existing conversation.

10. The approach In our experience, best returns in community are gained long-term by: Demonstrating knowledge of the media and subject matter Participating actively, building trust and credibility over time Then you are deemed authentic and have the right to influence the community. This will ensure that: Product information can be fed to a more receptive audience Feedback will be honest, swift and more valuable You build a network of supporters minimising negative WOM The relationship can be fostered for more effective sponsorship and event participation

11. Summary of activity Creating a blog giving the activity a centre point and aiding credibility. The blog’s content is shaped around LG’s core values of design, style, technology and innovation with 1 in 3 to 4 posts being directly about LG products. Dealing with comments and enquiries to the blog, acting as LG. Active participation in the community for each country by posting comments on target blogs on LG-related subjects. After a period of gaining credibility, sending product for review and then using positive reviews on our blog to further amplify the message to the community. Further support the campaign by using other channels, as a regular member of the community would I.e. YouTube, Flickr, Twitter etc. Support launch with an event to allow the direct interaction of bloggers and LG staff, further cementing relationships and maximising coverage.

12. Blog - structure and content Traditional blog structure - WordPress, content layout, text treatment, archive, recent posts etc. Comments we’ve made - to demonstrate participation, authenticate posts as from LG and pass links back to target blogs Comments you’ve made - to encourage debate on the site and self-help Link roll - links to friendly blogs to further demonstrate understanding of media Content - covers design, technology, innovation and style. 3 regular articles to 1 LG-related. URL - www. lgblog .co. uk

13. Phase 1 - building credibility LG Blog Target Blog Comment Comment Comment Comment Comment Comment 1. We comment on target site joining in the debate Primary Audience (influencers, creators, enthusers) 2. Audience sees our comments and, over time, recognises us as a member of the community 3. Audience begins to read our blog and may comment on our posts

14. Phase 2 - influencing LG Blog Target Blog Comment Comment Comment Comment Comment Comment 4. After a few weeks we send a phone for review 6. Primary audience spreads the positive WOM through blogging, forums and other channels 8. We reference the review/ coverage in one of our own posts Coverage Primary Audience (influencers, creators, enthusers) Secondary Audience (functional, mass audience) 5. Audience sees the coverage and comments 7. Both audiences view and comment on blog

15. Supporting activity Events Secret launch event for bloggers held in Apr 2008 Attend industry events as LG - SMS Text News, Mobile Geeks of London Video Created YouTube channel and others to highlight official video Create our own weekly “How to….” guides. Answer questions to the blog. Flickr Created an official account and show off photo capability of phone Invite others to phone groups and use their content on the blog Twitter Official presence to highlight blog posts Follow our bloggers

16. Measurement

17. UK - blog review example Review summary Very positive review, particular interest in the handset design, image editing and internet browsing. Good points - Slinky design, Vibrating touch-screen, Navigation, Internet browsing, Camera, image viewing Bad points - Stylus, battery life Name - Coolest Gadgets Date published - 3 Dec 2007 Coverage - 161,584 unique users Link - link to full review Genre - Gadgets

18. Blog reviews - spread and influence

19. Some tips This is not a campaign - it’s a long term commitment to the community Dedicated team working all the time - there are no half measures Post and comment often Reply to everything and as soon as possible Use all the media that are appropriate Be honest and open Don’t avoid negative comments or be afraid of disagreement Carry into the “real world” - meet people Overall, act like a member of the community would

20. Other case studies

21. Lacto UK Targeting Lactose Intolerants Online Educate, drive trial, increase site retention, create brand advocacy Insight, Community and Outreach Online insight including with target audience and influencers Community hub, incl. an interactive restaurant guide, FAQ and personal interaction Blog outreach programme Lactofree in Strong Position to Own Space Initial results of search and community marketing shows 1200% increase in traffic

22. Now Play It Worldwide New Way of Learning Develop a new and exciting way for people to learn to play musical instruments and create a new revenue stream Real Artists, Real Music Downloadable simple and fun lessons taught by artist such as Blur, KT Tunstall, Paul McCartney, etc. New Revenue Stream Huge artist interest Great media coverage New sales Massive new digital business

23. Nike UK Who’s the Fastest? Drive awareness of the latest Nike Mercurial Vapor boot, initiating discussion surrounding speed in the game and building a platform for further activity Setting the Pace A rich content and communication based strategy that builds a long-term relationship with influential football bloggers Final Score Ten blogs drove over 30,000 views of a single clip Debate started around core topic amongst fans Media pickup of story in Daily Mail online Long term platform built for subsequent activity

25. Contact Outside Line Exmouth House, 3-11 Pine Street, London, EC1R 0JH E: [email_address] W: www.outsideline.co.uk T: +44 (0)20 7841 3970