The document summarizes an online community engagement strategy for LG to build relationships with bloggers and online influencers. The strategy involves creating an LG blog and actively participating in online discussions to build credibility over time. It then suggests obtaining positive product reviews from influencers and amplifying those reviews across blogs and social media to increase brand awareness and consideration of LG products. Relationship building with key online opinion leaders is the long-term goal.

1. Online Community Programme 1 July 2008 2nd Floor, Exmouth House 3 -11 Pine Street L ondon E C1R 0JH T: +44 (0)20 7841 3970 www.outsideline.co.uk

2. about us digital communications founded in 2000 independent international 45 people award winning

3. Our clients

4. Consumer engagement Open Communication Online 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 Communication One-way tactics such as TV advertising, online advertising and media relations. Controlled Collaboration Programmes that facilitate participation but are more controlled e.g Dell IdeaStorm Talk Action Participation Passive

6. Online community demographics Creators Publish a blog Publish a webpage Upload video to sharing sites Experts Post comments on blogs Post ratings and reviews Functionals Read Blogs Watch peer-generated videos Listen to Podcats Enthusers Use RSS Tag web pages Use social networking sites 14% 21% 31% 34% Opinion formers

13. 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

14. 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

15. Supporting activity Events Secret launch event for bloggers held in Apr 2008 Attend industry events as LG - SMS Text News, Mobile Geeks of London Video Created YouTube channel and others to highlight official video Create our own weekly “How to….” guides. Answer questions to the blog. Flickr Created an official account and show off photo capability of phone Invite others to phone groups and use their content on the blog Twitter Official presence to highlight blog posts Follow our bloggers

16. Measurement

17. 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 2007 Coverage - 161,584 unique users Link - link to full review Genre - Gadgets

18. Blog reviews - spread and influence

20. Other case studies

21. Lacto UK Targeting Lactose Intolerants Online Educate, drive trial, increase site retention, create brand advocacy Insight, Community and Outreach Online insight including with target audience and influencers Community hub, incl. an interactive restaurant guide, FAQ and personal interaction Blog outreach programme Lactofree in Strong Position to Own Space Initial results of search and community marketing shows 1200% increase in traffic

22. Now Play It Worldwide New 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 interest Great media coverage New sales Massive new digital business

23. Nike UK 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 Score Ten blogs drove over 30,000 views of a single clip Debate started around core topic amongst fans Media pickup of story in Daily Mail online Long term platform built for subsequent activity