Sony Ericsson case study; from 300k to 3 million Facebook fans in under 9 months


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Sony Ericsson case study; from 300k to 3 million Facebook fans in under 9 months

  1. 1. 300k to 3m Fans in 9mthsEffective Engagement<br />Ben Padley VP, Global Head of Online & CRM @ Sony Ericsson<br />
  2. 2. Achievements<br />300k to 3.9m in 11 months<br />Engagement proportionate to growth<br />~40th largest global brand in Facebook<br />Insight<br />Strategy<br />Mission<br />Methodology<br />`<br />Many Opportunities<br />
  3. 3. Focused consumer engagement<br /><br />2009<br />visual consistency but no journey<br />consumers may engage, but what then?<br />2010<br />single communication in all owned platforms<br />clear engagement path & interlinked journey<br />
  4. 4. Focused consumer engagement<br />LIKE<br />BUY<br />SIGN UP<br />TALK<br />
  5. 5.<br />It’s where we recruit brand ambassadors<br />This will help us increase the number of our fans and the frequency of our relationship with them, and in turn they will help us increase the number of our users<br />Facebook is the fan club of Sony Ericsson<br />We will ignite conversations and enable our fans to speak and act on our behalf<br />
  6. 6.
  7. 7. Methodology<br />
  8. 8. Always On =Always Communicating<br />Video – Not just TVC<br />Sharable Visuals/Video/Audio<br />Creating assets for Digital Channels<br />Marketing was<br />Launch Focused<br />Maintain the Buzz<br />Engage with Consumers<br />RTL = Shipping<br />Mid Life Kick<br />Gap<br />Gap<br />Product<br /> Announcement<br />
  9. 9. Content is Key for Engagement<br />Competitions<br />Question of the Week<br />Quick fire surveys<br />Sony Ericsson Fan of the Week<br />
  10. 10. Planned Roadmap of Engagement<br />3 million<br />Champions League<br />Augmented Reality<br />TBC<br />Giveaway Promo<br />Miniature appreciation society <br />Unofficial site consolidation<br />New Information Architecture<br />Giveaway Promo<br />Analytics<br />Open Graph API<br />Brand<br />Win<br />Brand<br />Green heart<br />Engagement Ads<br />Halloween?<br />Christmas<br />Seasonal Promos<br />SEO/Articles<br />July<br />November<br />December<br />September<br />October<br />August<br />2million<br />1 million<br />705,000<br />900,000<br />750,000<br />
  11. 11. Content shared within the triangle<br />Facebook Connect & OpenGraph in<br />
  12. 12. You Tube – interlinking to Facebook<br />
  13. 13. You Tube – interlinking to Facebook<br />
  14. 14. Organisational Set up<br />Speed, Agile, Reactive<br />Learn to Be Wrong Quickly<br />Braveness<br />Empowerment<br />Extension of internal team<br />Roles & Responsibility<br />Senior lead<br />No egos<br />Global vs Local Reason to be Fan and strategy<br />Autonomy of Decision Making<br />Geography<br />Agency(s) vs Client<br />Know & Use platform =<br />Passion<br />Cross functional support<br />Customer Service<br />PR<br />SEO <br />”Other” Depts<br />Knowledge<br />
  15. 15. Reporting & Tracking<br />Engagement<br />4thMarch – 10thMarch 2011<br />Sony Ericsson:<br /><ul><li>14 posts
  16. 16. Ave. feedback per post: 2,793
  17. 17. Comments – 7094
  18. 18. Likes –31463</li></ul>BlackBerry:<br /><ul><li>8 posts
  19. 19. Ave. feedback per post: 2277
  20. 20. Comments – 3545
  21. 21. Likes – 14,673</li></li></ul><li>Tracking Engagement<br />Fan Growth<br />Fan Engagement<br />Significant fan acquisition > 4,018,942<br />April 2010 17,768 Likes & Comments<br />February 2011 252,504 Likes & Comments<br />3/18/2011<br />16<br />
  22. 22. Learnings<br />
  23. 23. Content Plan<br />Treat content like micro press announcements<br />Plan/schedule/align<br />Create narrative<br />
  24. 24. The Community<br />Learning from fans<br />Publishing / understanding your target demographic<br />What do they want to talk about?<br />
  25. 25. Fan Dialogue<br />The tone of voice with the “fans” has been very successful<br />Asking their thoughts on favourites, knowledge and general product information<br />Fans have wanted to share their feedback.<br />Utilizing product photos within posts increased engagement<br />
  26. 26. Competitions<br />Fans are excited to be rewarded with winning Sony Ericsson handsets, trips, merchandise<br />Fans and winners have sent back creative photos (content) taken with their Sony Ericsson handsets as testimonials<br />All entries captured in CRM database for specific e-DM activity<br />
  27. 27. Best Practice Examples<br />Fig. 2: Quick polls/surveys<br />Fig. 1: Competitions Update<br />Fig. 4: Question of the Week<br />Fig. 3: Asking fans for opinions/experiences<br />
  28. 28. Content Hub<br />A hub where fans get to<br />Find exclusive info<br />Review products<br />Participate in campaigns<br />Enter competitions<br />A hub where Sony Ericsson<br />Can control the design<br />Run analytics <br />Showcase “more”<br />
  29. 29. Engagement 2.0<br />
  30. 30. Experiment<br />Learning doesn’t come for free<br />
  31. 31. Do the Basics Well<br />Don’t look for eye candy<br />Execute 100% on the basics<br /><ul><li>Set Up / Governance
  32. 32. Learning / best practice</li></li></ul><li>Looking Ahead<br />
  33. 33. What’s Next<br />Stay Fresh....Other Brands learning<br />Remain entrepreneurial<br />Evolve publishing model<br />Global learningslocal<br />Higher engagement<br />