Evolve social bose_australia_pitch

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.

Thankyou

David Wesson e: davidwesson@me.com t: @wess m: 0409 320 242