Evolve social bose_australia_pitch

Bose Australia
Becoming 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 Million
Active users
470,000 Active users
Up 120,000 in the last month
47% 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

Where are you now?
Strengths
Positive Factors
Weaknesses
Opportunities Threats
• Innovation
• Durability
• Sound quality
• Design
Negative Factors
Internal
Factors
External
Factors
• 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 12,100
earphones 9,900
speakers 9,900
Australia 8,100
sounddock 5,400
reviews 5,400
lifestyle 4,400
wave 4,400
ipod 3,600
soundsystems 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 conversations
Around 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
INSIGHT
Price 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 car
http://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
Motorreport.com.au
Caradvice.com.au
Cool hunter
Spotify
Frequent Flyer
Gizmodo
Av hub.com.au
Aussie hi-fi
Techau
gadgetguy.com.au
Way Cool Jnr
Yellowtrace.com
BOSE
CONVERSATION
Lost at e-minor
Whirlpool
AU Techeads
smarthouse
OzAudi.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 industry
Content
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 Party
Picture 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 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
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
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
• 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

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

SOCIAL
platforms
PARTNERSHIPS
INFLUENCER NETWORKS
BRANDED
ENTERTAINMENT
NICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISING
BANNERS
DISPLAY
PAID
ENDORSEMENTS
SPONSORSHIP
OUTPOSTS
RELEVANT MESSAGE BOARDS
BLOGOSPHERE
DIGITAL
PROPERTIES
WEBSITES
CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
BLOGS
PAID
media
EARNED
media
OWNED
properties
The Paid, Owned & Earned Digital
Ecosystem

Approach
Discovery Strategy Set Foundations Engage
Immersion
Staff input
Conversation audit
Define & align goals
Social strategy
Social activations
Road map
Policies &
engagement
guidelines
Crisis protocols
Social ecosystem &
base applications
Content &
community
management
Ongoing monitoring
& measurement
Influencer
identification &
outreach

Step 1. Discovery
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
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
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.

Step 4. 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 enrolments
Cost per enquiry/ enrolment
Conversion
(revenue value)
# of likes, comments
replies
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

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