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Online Community Programme
1 July 2008
2nd Floor, Exmouth House3-11 Pine StreetLondonEC1R 0JH
T: +44 (0)20 7841 3970
www.outsideline.co.uk
© 2008 The Outside Line Limited. All rights reserved.
about usdigital communications
founded in 2000independentinternational
45 peopleaward winning
© 2008 The Outside Line Limited. All rights reserved.
Our clients
© 2008 The Outside Line Limited. All rights reserved.
Consumer engagement
Open
CommunicationOnline 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
CommunicationOne-way tactics such as TV advertising, online advertising and media relations.
Controlled
CollaborationProgrammes that facilitate participation but
are more controlled e.g Dell IdeaStorm
Talk Action
Participation
Passive
© 2008 The Outside Line Limited. All rights reserved.
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.
© 2008 The Outside Line Limited. All rights reserved.
Online community demographics
CreatorsPublish a blogPublish a webpageUpload video to sharing sites
ExpertsPost comments on blogsPost ratings and reviews
FunctionalsRead BlogsWatch peer-generated videosListen to Podcats
EnthusersUse RSSTag web pagesUse social networking sites
14%
21%
31%
34%
Opinion formers
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
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.
© 2008 The Outside Line Limited. All rights reserved.
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.
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
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.
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
Supporting activity
EventsSecret launch event for bloggers held in Apr 2008
Attend industry events as LG - SMS Text News, Mobile Geeks of London
VideoCreated YouTube channel and others to highlight official video
Create our own weekly “How to….” guides. Answer questions to the blog.
FlickrCreated an official account and show off photo capability of phone
Invite others to phone groups and use their content on the blog
TwitterOfficial presence to highlight blog posts
Follow our bloggers
© 2008 The Outside Line Limited. All rights reserved.
Measurement
KPI Description Tool(s)
Total Buzz The amount of blog coverage indicates how effective the campaign has been at getting Secret talked about within the blogoshpere. Although this metric will include coverage created via other media (TV, PR etc.) it is a good overall measure of the amount of conversation happening online concerning the phones.
Onalytica
Share of Impact The share of impact takes the total buzz and weights the “voices” within the buzz as to who has the most topical influence. This is a good measure not only of the choice of media but how successful we have been at achieving “influential” coverage.
Onalytica
Sentiment Sentiment measures the how the buzz around a term can be categorized (positive, neutral or negative). It does this by “reading” the context in which the term is used and automatically categorising this.
Onalytica
Product Reviews The number of positive review blog posts made by those blogs sent a phone to review.
Visiting blogs on the media list.
Blog Readership The number of individuals that visit the blog during the campaign
Google Analytics
Blog popularity and influence
This measures both the number of links from other sites (blogs included) and reflects the amount of conversation about the blog, its influence and popularity within the wider online community.
© 2008 The Outside Line Limited. All rights reserved.
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 2007Coverage - 161,584 unique usersLink - link to full review
Genre - Gadgets
© 2008 The Outside Line Limited. All rights reserved.
Blog reviews - spread and influence
© 2008 The Outside Line Limited. All rights reserved.
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
© 2008 The Outside Line Limited. All rights reserved.
Other case studies
© 2008 The Outside Line Limited. All rights reserved.
LactoUK
Targeting Lactose Intolerants OnlineEducate, drive trial, increase site retention, create brand advocacy
Insight, Community and OutreachOnline insight including with target audience and influencersCommunity hub, incl. an interactive restaurant guide, FAQ and personal interactionBlog outreach programme
Lactofree in Strong Position to Own Space Initial results of search and community marketing shows 1200% increase in traffic
© 2008 The Outside Line Limited. All rights reserved.
Now Play ItWorldwideNew 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 interestGreat media coverageNew salesMassive new digital business
© 2008 The Outside Line Limited. All rights reserved.
NikeUK
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 ScoreTen blogs drove over 30,000 views of a single clip Debate started around core topic amongst fansMedia pickup of story in Daily Mail onlineLong term platform built for subsequent activity
© 2008 The Outside Line Limited. All rights reserved.
© 2008 The Outside Line Limited. All rights reserved.
Contact
Outside Line
Exmouth House, 3-11 Pine Street, London, EC1R 0JH
W: www.outsideline.co.uk
T: +44 (0)20 7841 3970