Alexei Edwards, Head of Global Social Media @ Bang & Olufsen
With a global social media responsibility at Bang & Olufsen Alexei strives to cut through some of the nonsense surrounding social by championing and executing approaches and thinking with business effectiveness at the heart.
Alexei is new to the client-side of business as he has spent the best part of his career working agency-side in London on a variety of blue-chip clients. He is currently in the process of growing B&O’s social media presence; acting as the global strategic lead and ensuring social media is plugged in throughout the business, from listening insights used to inform product development to executing high impact creative campaigns.
Great social media starts with getting the fundamentals in place. Bang & Olufsen know that building and instilling clear governance structures, creative parameters and strategic guidelines will enable them to build a strong social footprint. I will talk about how we have shifted from two brands to one and how we are leveraging social data to deliver value throughout the business, citing one example of how social listening has been utilized to inform why a particular product was not selling successfully. I will build on this point and talk about how social listening is being instilled across our product lifecycle to ensure we’re responding in real-time to feedback and trends taking place across social.