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Bose AustraliaBecoming a more Social & Customer-Centric Business
23rd May 2012
Agenda
Where are you now The media marketing landscape & business objectives
Discovery Bose Australia social footprint analysis
How Our process to build a social presence that generates sustained business value
Getting Social & local Recommendations ands case studies
1
2
3
4
Where are we now ?
1.Where Are we now?
Business Challenge
To engage with our target audience in a constantly changing marketing landscape &
generate meaningful relationships that deliver long-term business value
11 Million
1.8 Million
Aussies Visit Twitter Each Month
200% Jump From 2010
Visits to Facebook Each Month
8.2 hours Facebook each month
35-54 Age group makes up 28%
11.3 Million
Sharing a Video is the #1 social media activity in Australia
1,300% Jump from 2011
3 Million Australians use LinkedIn
Majority of Users are Professional, Male, Educated & Aged 25-49
The Australian Social Media landscape
Source Nielsen Australia March 2012
1.1 MillionActive users
470,000 Active usersUp 120,000 in the last month47% female 53% male
The fastest growing social network
New Mindset
Awareness
Before After
Community
Messages Experiences
Target Engage
Media plan Interest plan
Penetration 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
Social shopping
Anyway, anywhere shopping
Where are you now?
Strengths
Positive Factors
Weaknesses
Opportunities Threats
• Innovation• Durability• Sound quality• Design
Negative Factors
Inte
rnal
Fac
tors
Exte
rnal
Fac
tors
• Small compared to Japanese giants• Technology brand with No local social
engagement• Pricing parity with US goods • Reliance on traditional media & Google ad
words
• To build a social & digital ecosystem to generate word of mouth and drive sales
• To broaden the customer profile widen the younger generation Y iPod market for Bose
• Drive online sales
• Local competitors like Kogan getting a foothold in the wide technology market
• Sales being undermined by online retailers• No current crisis management plan in
place
Objectives
• Drive purchase consideration • Drive in-store• Promote advocacy & repeat purchase • Generate recommendations• Appeal to a wider demographic in line with market
growth
Why- our social Insights 2.Discovery
Top 10 Local Google Searches for Bose
INSIGHT Provide content for these search
terms
Source: Google Insights
135,000 Approx local searches each month
19%
15%
15%12%
8%
8%
7%
7%
6%3%
headphones 12,100earphones 9,900speakers 9,900Australia 8,100sounddock 5,400reviews 5,400lifestyle 4,400wave 4,400ipod 3,600soundsystems 1,900
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
2.Pricing is one area to keep an eye on and was mentioned along with quality
3.Questions about people wanting to know about Bose products were prevalent online.
4.Driving was an interesting area that prompted conversationsAround people & their cars
Conversation themes and subtext Word cloud of category conversations, Last 12 months – May 2012
1.Headphones took up a large percentage around Bose in social media
“ I got my Bose & beats...RT @FlevFlev: What r your fav headphones??? @QuadeCooper”
Headphone Conversations
INSIGHT There is a lot of
conversation around Bose headphones and
opportunities to engage with these influencers
Headphones anyone? #bost or #Bose ?
“So my Bose headphones are that good, I keep thinking the tunes are being blasted through the whole house. Have to keep checking.”
“Bose Stereo in Camberwell store - AU $950,http://Bose.com US$539 Brands need to have
global price consistency to make local relevant”
@edhusicMP ”Great that price disparities are to be investigated! If I may, I'd like to nominate Bose. Eg Lifestyle T20 $1999 US vs. $2999 AU”.
Pricing Conversations
“@NicholasGruen btw don't bother with the Bose QC 15's, Audio-Technica’s ATH-ANC7b are better and half the price http://t.co/dGNkZKL0
INSIGHTPrice is a sensitive
issue at the moment that is worth watching
Online media Via Smart
house
:'
“@OhSooHotAlfred These are the cars that come with Bose speakers. Looks like Audi’s be my future carhttp://worldwide.bose.com/axa/en_au/web/vehicles/page.html
Driving/Car Conversations
“read my review in G35 Driver: I drive an Audi 04 coupe model with the great Bose in-car System . http://bit.ly/J50xHC
INSIGHT People like to talk about Bose & their
cars
I drive a 2011 TT TSFI 2.0L Turbo I would go to City Performance Centre in Artarmon - they are the best out there. Speak to Sam. '12 Audi TT RS, Phantom Black, Manual Bose Sound System inc Audi Music Interface and TV Reception
:'
“Do I get a BOSE iPod dock or a soundwave? Heard they are great quality Any opinions kids?”
Sales Opportunities
Anyone have the Bose Quiet Comfort 15 noise cancelling Headphones? or can recommend something for cancelling out TV noise etc.? Work well? #fb
INSIGHT People online are actively seeking
recommendations around Bose products
“ Trying to decide between Bose OE2i and Beats Solo headphones – LOOKING TO BUY any advise greatly appreciated ”
Audience Segmentation M
USIC
LIFES
TYLE
TECHNOLOGY TRAVEL
CARS
DESIG
N
Motorreport.com.au
Caradvice.com.au
Cool hunterSpotify
Frequent Flyer
Gizmodo
Av hub.com.au
Aussie hi-fi
Techau
gadgetguy.com.auWay Cool Jnr
Yellowtrace.com
BOSE CONVERSATION
Lost at e-minor
Whirlpool
AU Techeads
smarthouseOzAudi.com.au
Design files
Australian Frequent Flyer
Ask a nomad
Audience Insights
APPLE AFFINITY THERE IS AN AFFINITY BETWEEN THOSE FANS OF APPLE PRODUCTS
AND BOSE .BOTH ARE LOVERS OF SLEEK DESIGN & TECH PRODUCT THAT MAKE THEIR LIFE BETTER
AFFLUENT & ASPIRATIONAL
BOSE IS A PREMIUM TECHNOLGY BRAND & IS SEEN AS A LUXURY ASPIRATION ITEM THAT FITS IN WITH THEIR LIFESTYLE
CONNECTED & MOBILE A NEW GENERATION OF SOCIAL NETWORK & MOBILE TECHNOLGY
USERS WHO BENEFIT FROM ONLINE TOOLS IN ORDER TO PLAY A MORE IMPORTANT ROLE IN THE PURCHASING CHAIN
CONTROL & CONSISTENCY RAZOR FISH STUDY OF VIRGIN AMERICA
THE TRADITIONALLY ENGAGED CONVENTIONALISTS, SOCIALY SAVVY,THE UP & COMERS ALL THESE FACTORS IMPORTANT
The Six Engagement Elements
Source :Liminal Customer Engagement Report :Razorfish 2010
Why-social Insights 3.Getting social & local
Developing a Local Social presence
Benefits • 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 pages
Comparing Corporate vs. local Facebook pages a Hearsay social report 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
Bose local presence vs. competitors
Vs.
Rank Post Rate Trigger
4.1% Competitions
2.7% Competition
2.4% Product launch
1.6% Curated industryContent
2.1% Events
1
2
3
4
5
Top 5 Facebook posts by engagement rate
*Engagement rate formula = Likes + Comments + Shares / Fan Count) Source: ZuumSocial; Nov 2011 to Feb 2012
Love what you hear—and what you don’t—with Bose® Quiet Comfort™ 3 headphones. Now with an extra cable...
NO MORE BAD PHOTOS! Win a chance to re-live & re-shoot an adventure with Sony. Enter now! Have you...
What’s a concert without the wireless microphone?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 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 than Americans and there are 2 x iPhones for every...-lifehacker
EVENTS: Miami Beach B&O PLAYDAY PartyPicture post
Mobile Check in Deals to Drive to Store
Four 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 AustraliaUses 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 go .
• 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
A Bose blog already exists –is this official?
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 productsOpportunities
• 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 carAll 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• 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
Sharing buttons on products
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:• SEO• Social proof • Trust in the brand
Western River expeditions added 1500 reviews in 3
months
Rewarding social sharing
Socialising your events
Pre-Event EVENT Post-EVENT
• Generate pre-buzz & action
• Drive sign ups• eDM • Blogger & speaker Outreach
• Generate WOM & excitement on the day
• Live Twitter feed & comp
• Teaser content Q&A’s, photos & speaker videos
• Sustain buzz with post event content
• Like & follows• Special offers
reminders to delegates
• Distribution across• Social platforms
39
SOCIALplatforms
PARTNERSHIPSINFLUENCER NETWORKSBRANDED ENTERTAINMENTNICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTSSPONSORSHIP
OUTPOSTSRELEVANT MESSAGE BOARDS
BLOGOSPHERE
DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALS
INTERNAL/ENTERPRISEBLOGS
PAIDmedia
EARNEDmedia
OWNEDproperties
The Paid, Owned & Earned Digital Ecosystem
4.How
Approach
Discovery Strategy Set Foundations Engage
ImmersionStaff inputConversation audit
Define & align goalsSocial strategySocial activationsRoad map
Policies & engagement guidelinesCrisis protocols
Social ecosystem & base applicationsContent & community managementOngoing monitoring & measurementInfluencer identification & outreach
Step 1. Discovery
Discovery Strategy Set Foundations Engage
Develop a game plan. Decide where to start, what the finish line looks like and what the organisation is will willing to commit.
Step 1. Discovery
Discovery 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 Influence
The number of monthly unique visitors estimated using data from Google Ad Planner, Alexa, Compete and Quantcast, alongside subscriber numbers
The audience’s engagement level, looking at how many people choose to subscribe to, blog about, comment on, tweet about or bookmark the content
How likely content is to appear in search engine results according to Google’s PageRank algorithm, based on the number and authority of inbound links
Step 2. Strategy
Discovery Strategy Set Foundations Engage
Define a social strategy that outlines core objectives, content and communication plan, ecosystem, technology/apps, roadmap, measurement,
Step 3. Set foundations
Set the foundations for success with community response matrix, brand guard rails, governance and content planning.
Discovery Strategy Set Foundations Engage
Step 4. Engage
Discovery Strategy Set Foundations Engage
BRAND STORY
BLOGS & EARNED MEDIA
Build out social media ecosystem & base applications. Content & community management. Ongoing monitoring & measurement
Net promoter score, # of share, likes, RT’s, # of
ratings & reviews, # positive conversations
# of enquiries, # of enrolmentsCost per enquiry/ enrolmentConversion
(revenue value)
# of likes, commentsreplies
Cost per engagement (CPE)
Business metric Social media analytics Engagement data
Impressions (impact on ROI and cost)
Engagement(sum total of engagement
interaction
Advocacy Index
Conversation reach Impressions (CPM)
Action
Appreciation
Awareness
Advocacy
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.
Measurement
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.
