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These slides are from a talk that Sony's European Forum & Community Manager, Nico Henderijckx gave on The Rise of the Social Customer, a Social Media Week London event that Tempero co-hosted with Our …

These slides are from a talk that Sony's European Forum & Community Manager, Nico Henderijckx gave on The Rise of the Social Customer, a Social Media Week London event that Tempero co-hosted with Our Social Times. Sony leverage the super-users within their online communities to support their online customer services.

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Transcript

  • 1. How to help your fans help you!
  • 2. European SONY Forum www.sony.xx/discussions » Provide a Self-Service area with Moderation and Escalation process taking the 1st level support workload away from Sony. » Call avoidance for CIC » Allow End-Users to help End-Users » Provide Sony News and Technical/Corporate announcements » Link to other Sister Company Forums like PSE, PlayStation and Sony Ericsson
  • 3. Vitality (Monthly Unique Visitors) H2FY12 H1FY12 UK/Ireland 9 9 Engagement (Super Active Participants) Italy 4 5 Super Users Iberia 4 47000 Benelux 3 46000 France 4 650004000 Germany 6 83000 Turkey 2 22000 Russia 2 31000 Switzerland 2 4 0 Oct Oct Feb Feb June June Aug Aug Aug Apr Apr Dec Dec Total 35 45
  • 4. New KPI: Quality of Service
  • 5. What do We offer • Monthly local trainings – And participation to local tradeshows, dealer events, etc… • Monthly On-Line catch up sessions with European Management • Bi-annual Super User Conference – Somewhere in European City for a week (2 day training, 1 day Marketing and Strategy, 1 day Fun) – All expenses paid • New products – On strategic product launches we supply Super Users with new product. Eg Sony Tablet
  • 6. Challenges • East to West – Everybody is different – Lots of personalities – Can’t expect same commitment from all of them • How to quantify Value and Effort – Link into Super User behaviour report. – How do they act on other platforms (Facebook, twitter & other for a) • Build local relationship between forum Manager and SU vs European relationship – They think European relationship will get them more
  • 7. Super User Conference – CopenhagenBeg/September 2012 Agenda 65 participants Wednesday Thursday Tuesday 4th Friday 7th 5th 6th Ranging from AM: Super Users Technical AM: Service AM: Fly-in training and Support Marketing Europe PISE IS Europe Team Building Forum Managers PM: PM: PM: Forum Technical trainers Technical Technical & training training Community Sony Mobile Forum VAIO,Tablet, & Reader Walkman, HV, TV, SEN MKTG update
  • 8. 3 Tips to success 1. We are working with Humans 2. Explain clearly your goals to your Super Users 3. Put your Top management in front of them.