BANG & OLUFSEN

Understanding Networks Influencing A Community

Kim Moeller, BANG & OLUFSENGlobal Brand Communications Manager

BANG & OLUFSEN

AGENDA

A. Introducing ”The Community”

B. Pre-launch of BeoSound 3 (Sep

’05)

– Chatvertising Euphoria

C. Actual launch of BeoSound 3 (May

’06)

– User-driven eMarketing

D. Engaging more and more with

”The Community” (since July 2006)

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Introducing ”The Community”

…or communities!

The Brand’s

www.bang-olufsen.com/communit

y

The Fans’

www.beoworld.org

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Chatvertising

Pre-launch of BeoSound 3: September 2005

• Inviting key influencers - aka ’The BeoPhiles’

• Their response ( of 1537 invited) :

– Invitations: OR = 69% CTR = 45%

– 2nd email: OR = 84% CTR = 72%

• A personal e-mail from a dedicated BeoPhile

• The initial treat: BeoSound 3 Pre-launch Page

• The buzz starts:

BeoWorld: +70 posts in just hours

Poll: “Will buy BS3”: 36%

Website >

“God Morgen,”

Many thanks for the invitation to discuss and view the up- coming Beosound 3. I have just sent an acceptance email and then I checked my schedule and unfortunately I have a concert that night, so I will not be able to take part after all.

I will keep an eye on the web site for information and pictures, and will call my showroom later on in the month, for a demonstration and to collect my new catalogue.

“Bernardo”

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Chatvertising Euphoria

Chatsession w. The Product Manager

• In ’Australasia’, ’Europe’, +

’Americas’– 267 visited the pre-launch page

– 53 participated in the chat room

• The Viral Effect (60 days later)

Google: 126,000 Google Ranking 4 / 10

BlogPulse: 36

Technocrati: 38

Google Blogs: 95

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User-driven eMarketing

The BeoSound 3 eCard Engine: April-June

2006

• A platform enabling users to

– Create + Distribute + Evaluate …our marketing message

• Generating traffic to The eCard Engine

– Creating incentive: Win a BeoSound 3

– Inviting ”creative students” and BeoPhiles

– Newsletter: +125,000 receipients

Website >

Hi Kim,I’ve checked the E-card contest website and I’m ecstatic to see my name on the announcement. Thank you very much!

I’ve picked up the BeoSound 3 from the local retailer here this afternoon and once again it surpassed my expectation.

I’m a proud owner of a few B&O products, their designs are always intriguing with phenomenal quality. I’ve been slowly adding to my B&O collection the past few years, this definitely helped.  Once again, thank you very much.  I’ll be looking forward to your future online activities.

Marc    

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User-driven Results

• 5858 unique visitors on ‘Send eCard Page’ – 4061 eCards were sent, by 1422 individuals

– One in four visitors would send an eCard

– Each would in average send three cards

• 5952 unique visitors on

‘Create Your Own eCard Page’

– 275 different eCards were created

• Data capture:

Community Members + NL subscribers

We should have generated more traffic!

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Why did this work so well… ???

”Hierachies exist even in

sub-cultures of consumption”

BRAND

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Engaging more with our Community

• Meeting ”BeoWorlders” in Linne (NL)

• Launch of new website

– Member Discussions and Reviews

integrated into our product pages

• News of BeoVision 8 is leaked

• BeoWorld members visit ”Struer”

• BeoWorld invited to Serenata launch

Website >

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Thank you!