Sony S Series 'Charged and Ready' Social Demand Case Study


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Sony S Series 'Charged and Ready' Social Demand Case Study

  1. 1. Sony Vaio S-Series “Charged and Ready” Social Demand Generation Case Study © Ivy Worldwide, Inc. 19 August 2011
  2. 2. Program Overview15 independent bloggers shared their experiences using the new Sony VaioS-Series with over 11.8 million aggregate monthly unique visitors over a 5-week period.34 total blog posts were published relating college students’ and parents’ real-lifeusage scenarios, highlighting features such as: Increased battery life Speed and stamina Lightweight form factor Web button 15-hour battery tests Intense gaming use Aesthetic appeal Overall user experience © Ivy Worldwide, Inc.
  3. 3. Objectives Promote user- Stimulate neutral-to-positive content generation relating generated key Sony Vaio S Series product features and benefits content Drive Drive awareness, consideration and adoption of the consideration and product amongst college students and parents sales Garner third- Generate original third-party content endorsing the party newly launched S Series endorsements Establish and extend relationships with independent Cultivate influencers who collectively reach millions of active relationships audience members via multiple social media channels © Ivy Worldwide, Inc.
  4. 4. Results: Integration and Efficiency Social media program constituted smallest of all marketing activity investments• 500K+ clicks driven to Sony S Series microsite• >2.5x more traffic than forecast• <½ projected CPC (cost-per-click) © Ivy Worldwide, Inc.
  5. 5. Participating Influencers We recruited 15 independent and influential site owners to reach student and parent audiences and discuss topics including:  Technology  Trends  Internships/jobs  Post-grad experiences  Social media tips  Study tips  Money-saving advice  General academic information © Ivy Worldwide, Inc.
  6. 6. Success Metrics Total influencers 15 Aggregate monthly unique visitors 11M+ Total blog posts 34 44K+ Total agg. Twitter followers Microsoft blog post re-tweets 110 ?? Sony unit sales/market share gains © Ivy Worldwide, Inc.
  7. 7. Sample Content: Battery Life “15 hours with Dave Matthews and the Sony Vaio S-Series: Ok.. so it is official, the Sony 15 hour battery has successfully lived up to my expectations. We are surpassing the 15 hour mark and it still has just a little bit of time left (20 minutes per the laptop’s battery calculations). I think it is time to celebrate!” © Ivy Worldwide, Inc.
  8. 8. Sample Content: Battery Life “The Sony Vaio S has a battery and a battery pack that gave me nearly 16 hours of juice. That’s incredible. I’m not talking standby time. I used the Sony to watch a movie, write a paper, take notes, browse the web, watch another movie, and work on some design stuff in Photoshop. All in one day.” -- Jeff Dunn, © Ivy Worldwide, Inc.
  9. 9. Sample Content: Battery Life “Ever find yourself fighting over the lone power outlet in the lecture hall because your laptop battery is dying (yet again)? Not to fear -- theres a new laptop on the block that offers up to a ridiculous 15 hours of battery life with the addition of a (very sleek, very light) sheet battery! Its the gorgeous Sony VAIO S Series PC!” -- Annie Wang, © Ivy Worldwide, Inc.
  10. 10. Sample Content: Mac vs PC “The new VAIO S-series seems very comparable to the MacBook Pro, with the VAIO being thinner, lighter, more affordable, and available in multiple colors.” © Ivy Worldwide, Inc.
  11. 11. Sample Content: Mac vs PC “CONNECTIONS: The Sony wins here. HDMI and USB 3.0 support make this a versatile machine that you can use with TVs and a lot of other peripherals. The Mac lacks HDMI, which kinda sucks.” -- Thomas Frank, © Ivy Worldwide, Inc.
  12. 12. Sample Content: Speed/Stamina “The Wifi worked seamlessly on the ATT network. There is a button on the laptop keyboard that allows you to switch from “speed” to “stamina” to conserve battery life. Since I wasn’t using any graphics programs or other programs that required quick response, I switched it to “stamina” to conserve the battery life. I noticed the laptop turned off the DVD-CD-BR player to conserve energy as well.” -- Suzanne Shaffer, © Ivy Worldwide, Inc.
  13. 13. Sample Content: Form Factor “The footprint on this laptop is about 13 inches x 9 inches and the height is just about the size of a quarter. If you add the optional flat panel battery (which boasts providing you with approximately 15 hours of untethered usage) it only increases the depth by about a quarter of an inch.” -- Doug Schantz © Ivy Worldwide, Inc.
  14. 14. Sample Content: Twitter Total Twitter followers: 44,154 © Ivy Worldwide, Inc.
  15. 15. Third-Party Product Endorsement “Conclusion: I honestly feel that this laptop “In conclusion I can confidently say that if you are incouldn’t be engineered better for a college student. fact a "Windows User" and are looking for a new It’s lightweight, lasts forever, has time-saving and laptop with all the bells and whistles, this computer iscollege friendly features that would surely benefit a a great place to start your search. It’s packed with college student in numerous ways. Plus, my lots of great hardware as well as the processing andpersonal experience with Sony products have taught computing power needed to help keep it from being me they are well made, powerful and lasting.” outdated for many years to come.” -- Brett Napoli, -- Ben, “I have written quite a bit about the Sony Vaio S-series, from an unboxing, to a contest announcement, to battery tests for ‘normal usage’, ‘hardcore gaming’, and my recent 15-hour torture test. And throughout it all I have been thrilled with the performance and battery life of the system.” -- Michael Anderson, © Ivy Worldwide, Inc.
  16. 16. Search Engine Placement sony laptop- really a 15 hour battery? - Google Search Google search terms: 8/ 18/ 11 5:53 PM Web Images Videos Maps News Shopping Gmail more Sign in “Sony laptop 15 hour battery” Google sony laptop- really a 15 hour battery? " About 2,410,000 results (0.20 seconds) Advanced search Everything ! 15 Hours With Dave Matthews & The New Sony Ads Vaio S Series ... Sony Computers Images new-sony-va... - Cached Videos Compare Specs, Reviews & More. Find Jul 11, 2011 – ... through the paces to see just how long a the Perfect Computer W/ PC Scout! 15 hour battery really can last. ... and see just how long News the Sonys 15 hour laptop battery would last ... Shopping Sony Laptop Battery Gearing Up For College With The New Sony S Sony Laptop Battery Specilalist More Series Laptop ... Lowest guaranteed prices - 2yr warr new-sony-s-ser... - Cached Ardmore, PA Jul 5, 2011 – I will be putting this Sony S- Series laptop Batteries For A Laptop Change location through the ... 41,700+ Batteries & Chargers. Show more results from Batteries For A Laptop on Sale! All results Related searches The Sony Vaio S is the first Sandy Bridge laptop Sony Laptop Batteries with 15 hour ... More search tools is rated bridge-laptop-... - Cached Save 50-65% on Sony Laptop Battery The Sony Vaio S is the first Sandy Bridge laptop with 15 Packs, AC/Auto Adapters. 1 Yr Warr. hour battery life. Mar. 7, 2011 (4:15 pm) By: ... What really sets the Vaio S apart, though, is battery life. ... A15 Battery Top 15 Ways to Extend Your Laptops Battery40% page-one Google rankings Life Explore 5,000+ Batteries. Save on A15 Battery!from participating influencers your-laptop-battery-life/ - Cached laptop Top 15 Ways to Extend Your Laptops Battery Life .... Ipod has small size, but long hours battery life, i wish Laptop Battery & Charger the huge size battery of a laptop should ... hi, i got sony is rated vaio laptop model vpcee31fx. i always use my laptop at my Save Up to 65% Off SRP Today & home where i ... Get Free Shipping on Orders $75+ Sony Vaio S-Series Unplugged for a Day: My 15 Laptop Battery Hour Make It Last ... This advertiser is rated day-my-15-hou... Higher Quality, Longer Lasting Jul 22, 2011 – One of the big claims of the new Sony Vaio Batteries & Free Ground Shipping! S-series laptop is that not only ... now it is time to see if this thing can actually delivery 15 hours of battery life! ... Sony Laptop Batteries Most times in battery saver mode you can really feel the pain of the ... Weve Got Sony Laptop Batteries! Find Great Deals and Low Prices. This Laptop Has RIDICULOUS Battery Life. See your ad here » Wanna Win One ... life-also-... - Cached Jul 11, 2011 – I test the Sony SA series battery life http:/ / / #sclient= psy&hl= en&source= hp&q= sony+ laptop…0l0&bav= on.2,or.r_gc.r_pw.&fp= 8e270e71bf0a1dcd&biw= 1129&bih= 539 Page 1 of 2 © Ivy Worldwide, Inc.
  17. 17. Windows blog contest support 11 blog posts (reaching >11M monthly readers and >36K Twitter followers) “If you would like to win one of these mentioned the Microsoft contest and laptops for FREE, Microsoft is currently giveaway, linking to the Windows running a laptop give-a-way sweepstakes. Experience Blog Post, “What Would You The lucky winner gets a shiny new Sony S – Do If You Had Up to 15 Hours of Battery Series laptop (including the 15 hour sheet Life?” battery option). It’s easy to enter and worth your time to CHECK IT OUT!” Bloggers enthusiastically promoted the giveaway and incorporated it into their -- Parents Countdown to College editorial. “Post a comment like this on the Windows Blog saying what YOU would do, and Sony will enter you into a sweepstakes to win a Free PC, and Sheet Battery. You can also tweet your comment and use @windows and #15hoursbatt.” -- Honest College © Ivy Worldwide, Inc.
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