Managing relationships with Brand Fans and Superfans, Nico Henderijckx, Sony

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A fascinating look at how Sony are focusing on enabling help from community members as an efficient form of customer service, and how to manage and reward super users to ensure their loyalty and ongoing engagement.
- See more at: http://oursocialtimes.com/event/socialcrmlondon/#programme

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Managing relationships with Brand Fans and Superfans, Nico Henderijckx, Sony

  1. 1. Nico Henderijckx Sony Europe Ltd
  2. 2. European CAV & VAIO Forum »  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 www.sony.xx/discussions
  3. 3. What do We offer Monthly local trainings •  And participation to local tradeshows, dealer events, etc… Monthly catch up sessions with European Management •  On line 2 hour meetings Bi-annual Super User conference •  Somewhere in European City for a week Test products •  When new product technologies are announced
  4. 4. 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
  5. 5. Next Super User Conference – London Mid/September 2013 Agenda •  55 participants Ranging from •  Super Users •  Marketing Europe •  IS Europe •  Forum Managers •  Technical trainers •  Sony Mobile & PlayStation Tuesday 17th AM: Fly-in PM: Technical training VAIO,Tablet, & Reader Wednesday 18th AM: Technical training PISE PM: Technical training Walkman, HV, TV, SEN Thursday 19th Winter theme Team Building Friday 20th AM: Service and Support PM: Forum & Community MKTG update Saturday 21st AM/PM: Fly- Out
  6. 6. 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.

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