Sonos develops wireless high fidelity and interruption free multi-room music systems for the home. Sonos was founded in 2002 and was one of the very few companies who brought wireless multi-room music into the hands of consumers for setup and operation. Before that the only option was (very expensive) custom installation. It has partnered with a whole host of providers like Pandora, Rhapsody, Spotify, Google Music, SIRIUS and even home computer music or iOS and Android devices. It continues to add more providers and richer controllers for the whole house.
Bose is a major household name for audio solutions for mobile, auto, home and office. It is a private corporation that was founded in 1964 by Amar Bose who was not satisfied with sound from his new stereo and setup to redefine music playback from small boxes.
On the surface it is not a fair comparison, but with recent Bose launch into SoundTouch Music Systems, there is credible competitor to Sonos that has so far dominated the niche market.
Channels participated in
|Email Notifications(for new launches, updates etc.)||Yes||Yes|
We summarize the various activity levels by Sonos in the online world. Sonos clearly wins ahead of Bose in terms of channel activity, especially when you consider the relevant product. Bose is a huge company and product line and yet they lose out in some metrics in terms of activity generated by the company.
|Company Website||Home page lists almost 9 ways to connect to them.||Allows connecting with top 4 methods – Facebook, twitter, YouTube and email subscriptions||Sonos|
|Email Notifications(for new launches, updates etc.)||Yes||Yes||Tie|
|Support Forums||Yes – straight in support section. They also have a Q&A interface that tries to find the answers.||Yes – but its buried and found from each product page instead of support directly.Seems active with average of 100 discussions in a SoundTouch product – with Bose support folks posting in last day or two.||Sonos|
|Company Blog||Fairly active blog usually with product announcements but also some also Sonos Lifestyle interviews.Post Rate: 1-2 / week||No blog. Some fans have dedicated blog sites naturally.||Sonos|
|Likes: 285kTalking about: 2.1kJoined FB: When founded, in 2002||Likes: 2mTalking about: 11.5kJoined FB: In 2009||Bose(Biased due to huge array of bose products)|
|Tweets: 14.4kFollowing: 10.8kFollowers: 55.8k
Interesting fact: Upon purchase and signup, Sonos seems to start following your twitter account if you have one automatically. This way they can follow what their real customers are saying.
Support can be reach by their own twitter handle! Tweets 15k!
|Tweets: 835Following: 44Followers: 96.1k||Sonos for ActivitySonos for relevant followers (Bose has overall #s, not SoundTouch specific)|
|Google+||Followers: 6.7kViews: 2.7m views||No Account||Sonos|
|Posts: 212Followers: 9871Following: 162||No Account||Sonos|
|Youtube||Subscriber: 9.3kViews: 6.8m||Subscriber: 10.7kViews: 4.5m||Sonos|
|Tumblr||Posts: 1-2/week||No Account||Sonos|
The Community engagement wise Bose has large number of supporters who try to fill the void that company has let create. For example there are un official Instragram, blogger and G+ accounts track company activity. However, based on twitter engagement both companies seems to be using it to promote user tweets in addition to usual product announcements.
Sonos retweet example
Sonos FB response example – within minutes!
Bose user retweet example
Bose FB response example
Social culture for Sonos seems more deep rooted. Both Sonos and Bose seem to do an equally good job of responding to customers in areas they engage in, however, Sonos seems to literally live on Social media. It is like the [Sonos] company’s love for music is just shared on social media as much as product announcements. Same can’t be said for Bose which is more product heavy.
From personal experience as well I noticed that Sonos started following my twitter handle immediate after a product registration, which means they are trying to listen from real customers. I think Sonos has the Social Culture down in part because it is a internet generation company while Bose started much before that and is growing into it.