Ruth Speakman from Sony Europe at Social Media Influence conference
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Ruth Speakman from Sony Europe at Social Media Influence conference

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How Sony Europe embraced social media to move beyond campaigns

How Sony Europe embraced social media to move beyond campaigns

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Ruth Speakman from Sony Europe at Social Media Influence conference Ruth Speakman from Sony Europe at Social Media Influence conference Presentation Transcript

  • Ruth
Speakman
–
Head
of
Consumer
PR
&
 Social
Media 
 Sony
Electronics
Europe

  • Once upon a time there was a consumer electronics brand who wanted to get onto Twitter...
  • Sony Europe on Twitter: a retrospective Campaign profiles Sony Europe Foam City Bravia Brand Bunnies profile Communities of influence
  • We’ve got a brand presence. So what now?
  • Fitting Twitter into the mix Use agreed Real time Bespoke SEO keywords Promote offers Drive traffic to feedback for audiences within social instantly to ODW from customer grown to media profiles social media social media service support to support followers profiles enquiries campaigns proliferation Twitter integration Customer ODW Home SEO Promotions Campaigns service page
  • How did we get here? Over €1m products ordered Further Product discount offers announcements planned Twinterview Retail offers Exclusive product Twinterviews news and first reach average person access to 1,500 followers 1,173 followers events each (Dec 2009) @replies and re- tweets Interview opportunity encourage conversation secured with The Guardian Football team Event support recruited Meme discussion Twilight Football
  • FTW* *For the win (obvs)
  • Spotlight: Twilight Football Twitter builds the excitement and buzz during recruitment phase “we_are_football Goal.com football: Sony Twilight Football: See The Skills Of The Players In Venice http://bit.ly/ZQvhF” Live reporting from events 30 teams submitted entries to be More focus on news and chosen informative tweets during events Recruitment Event Celebration
  • Spotlight: Twitter as retail channel 10% of VAIO CTO offered to celebrate 1,000 followers of @SonyEurope Over €1m worth of product ordered Offer given as exclusive to three online publications Teaser tweets to promote offers
  • Spotlight: Guardian Eco The Guardian (Online/UK) 32 million unique users per month (290K in France, 470K Germany, 180K Italy, 110K Poland) 58 questions received http://www.guardian.co.uk/environment/green- living-blog/2010/jan/18/you-ask-they-answer- sony “Dear Sony, thanks for making yourself available for this interesting Q&A” Sony is the first consumer “@SonyEurope @guardianeco thanks electronics brand to do a for answering mine about #1010 ! (http://bit.ly/4wv8Ft)” Guardian Environment Q&A
  • Effective social media integration
  • Twitter in the social media mix Not all social media Sony platforms are appropriate Germany for all countries Twitter is THE choice for microblogging Sony Sony UK France Sony Centrally-managed Europe platforms (centrally managed) Twitter as social media hub • @SonyEurope used as focal point for all activity • Large community of influencers Sony and consumers Sony Italy Spain • Ready made audience for content on YouTube, Flickr and Facebook • Versatility of Twitter means it is perfect for this role
  • Sony Europe on Twitter – what have we learnt?
  • Learnings from three years on Twitter Identify your audience, judging their influence, not reach Have a consistent tone of voice, but make sure there is personality Be prepared to try new things Tell people what you’re doing – don’t simply rely on Twitter to spread the message
  • Where are we going in the future?
  • The future is unwritten New New retail audiences offers engaged Online/ Twitter offline partnerships integration
  • Thank you •  ruth.speakman@eu.sony.com •  @sonyeurope •  www.youtube.com/sonyeurope •  presscentre.sony.eu