Sony Mobile                       Driving social value                             October 20121   2012-08-21   PA1       ...
The year to dateShaping 2013Activity planningThe day-to-dayWrap up                    INTERNAL                    USE ONLY
Data as of 1/10/2012                                                              Reach of 65,698,400                     ...
Most engaging posts, October 2012A snapshot - October 2012
Positive buzz trends over the year
•   38,000 posts, tweets and shares•   75,000 entrants•   1,670,000 participants (dippers, skimmers, divers)•   4,400,000 ...
The year to dateShaping 2013Activity planningThe day-to-dayWrap up                    INTERNAL                    USE ONLY
感動               Kando                                      Social Value    “Sony exists to create technology that      In...
We will connect with people’s emotionsAnd be a valuable part of the conversation     Build and energise our   Increase pos...
Focus on the most sociallyactive (and well represented)audience segmentsExtend our targeting to highinterest groups & besp...
Use our audience’s passion points to drive our content          Photography    Video                                      ...
Aligning with our marketing plan                 Select audience passion points that                  seamlessly support o...
Content planning                                                                    optimised for search                  ...
Passion points to fuel hum, sing and shout                                                                    optimised fo...
Continue to build vertical and horizontalpartnerships      Photography                                   Video            ...
Content first approach                                         partners                 facebook                          ...
Role of the platforms                                 Customer service & content      Community hub              amplifica...
2012                          2013Product information and       Content born out ofcampaigns                     audience ...
The year to dateShaping 2013Activity planningThe day-to-dayWrap up                    INTERNAL                    USE ONLY
tactical offers and promotionshum     Sony services and contentdaily        product news, features and rumours
Keep our conversations goings                        Be a topical source of Surprise and delight                          ...
Make better use of engaging content Repurpose the existing Sony product /   Continue to recruit new passionate test tech b...
Encourage conversations around our passion points
sponsorship and content opportunitiesSingmonthly          useful information to make get most out of your phone
Help people make the most of their phones                                        Develop video series to                  ...
Bring to life powerful Sony storiesBuild authority and leadership in the        Cross pollination of entertainment hub. Pa...
Create experiences around our passion points                                         Supporting global initiatives with be...
Shout       stories and experiences born out of passion pointsquarterly   and aligned to our brand pillars and episodes
Example 1: Photography shout                       Become the photographic smartphone of choice and                       ...
Example 2: Gaming shout                          Promote and hero the PlayStation mobile store                          Co...
Example: A macro view            Photography                         Video                               Music            ...
Addition           What other activity / initiatives should we deploy?  al
Registration and welcome                  Many of our users are not registered                  We also know that the firs...
Teaser campaigns                   There’s massive potential to make the most of our phone                   pre-launch   ...
The year to date           Shaping 2013           Activity planning           The day-to-day           Wrap up35   2012-08...
Creative           Review design layout and           maximise for timeline           Develop tone of voice guidelines    ...
Centralised content management     Global         Social       Trade   PR
Building a database of influencers                                     Build a database of influencers                    ...
The year to dateShaping 2013Activity planningThe day-to-dayWrap up
Q1 calendar plan: headlines     Photography       Central theme for                       quarter (TBC)   Maximise CES    ...
Team plan                             Account team core team                                 lead             Creative tea...
Outline costsTo be discussed with Matt B based on proposal / outputs
Sony exists to create technology that stimulates our emotions.We’ll use social to bring Kando to life. Sparking meaningful...
Thanks!
Social media 2013
Social media 2013
Social media 2013
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  • Jan facebook likes: 135,329Jan Twitter followers: 12,619 Sony Xperia GB
  • Why Inbound Marketing Pays OffOnline, you don't need a huge audience. You just need the right audience that will take action.That’s why the definition of social media isn't just community management, but also business development.Inbound marketing (Content + Social + SEO) scales better than advertising, reaching more people for less money over time.So your marketing ROI increases dramatically.And that's why blog writers are so important. Instead of spending money on advertising, your company can invest in building a media asset that will attract customers and appreciate in value for years to come.Now compare that to advertising. You have 30 seconds to make an impact, and then your spot is gone forever. Want to get another impression? Then you better run another ad.Social media allows you to escape this trap of a fixed ratio between how much money you have to spend to reach new additional customers. And your cost per acquisition falls significantly.Every business has a cost per acquisition for each new customer (even if you don't spend money on "traditional advertising"). It could be the direct costs like running a promotion, or indirect costs like your employees and marketing/sales materials.And because your inbound marketing and social media effort should gain value each year, it will cost you less over time to reach more new customers. That extra profit goes straight to the bottom line.
  • Pintrest: setting up a brand page with different boards. Product, behind the scenes, episodes, great photography etcFlickr: a more ‘serious’ photographic platform which can be used to really hero the amazing quality which Sony Xperia can take. Again setting up a page/stream. Low levels of community management required. Amazing for google – ensure that the images have great descriptionsInstagram: one of our testlabers/celeb photographers set up a ‘brand handle’ which people can choose to follow. Ensure it is connected/sync’d to the facebook and twitter pages. This is a community however so it will need to have a level of management and regular content, not just a single burst such as a campaign. Ensure clear use of hashtags for searchingPicasa: the major platform for google and therefore google+ Although not a major platform for us as a hygiene measure it’s role should be included. Photo’s can easily be linked into the main content home of the community (testlab blog)
  • Social media 2013

    1. 1. Sony Mobile Driving social value October 20121 2012-08-21 PA1 Confidential
    2. 2. The year to dateShaping 2013Activity planningThe day-to-dayWrap up INTERNAL USE ONLY
    3. 3. Data as of 1/10/2012 Reach of 65,698,400 328,492 Friends of fans 63% (Jan 2012 – Oct 2012) 143% growth 18-24yr largest demographic 37% 29,528 134% growth (Jan 2012 – Oct 2012) followers SonyMobile.com/GB 3,625,544 visits 1,461,737 unique visits (3/09/2012 – 1/10/2012) 2.40 pages per visit 3:19 minsvisit duration
    4. 4. Most engaging posts, October 2012A snapshot - October 2012
    5. 5. Positive buzz trends over the year
    6. 6. • 38,000 posts, tweets and shares• 75,000 entrants• 1,670,000 participants (dippers, skimmers, divers)• 4,400,000 social media impressions• 7,000,000 PR impressions• 40% increase in NPS*• 71% think Sony Xperia is more innovative*• 72% are more likely to recommend Sony Xperia*+ 33% increase in brand awareness* *research conducted vs participants
    7. 7. The year to dateShaping 2013Activity planningThe day-to-dayWrap up INTERNAL USE ONLY
    8. 8. 感動 Kando Social Value “Sony exists to create technology that In social media, we exist to add value tostimulates our emotions. So everything we do people’s lives. To be ultra relevant, credible is engineered to feel.” and useful. INTERNAL USE ONLY
    9. 9. We will connect with people’s emotionsAnd be a valuable part of the conversation Build and energise our Increase positive buzz Drive brand preference communities
    10. 10. Focus on the most sociallyactive (and well represented)audience segmentsExtend our targeting to highinterest groups & bespokepropositions INTERNAL USE ONLY
    11. 11. Use our audience’s passion points to drive our content Photography Video GamingSupport through useful and topical stories from the world of SonyProduct news, features Useful info to make Connectivity, Sony services Sponsorships and content and rumours the most of your mobile and content opportunities INTERNAL USE ONLY
    12. 12. Aligning with our marketing plan Select audience passion points that seamlessly support our episodes INTERNAL USE ONLY
    13. 13. Content planning optimised for search + FB, twitter, andShout stories and experiences born out of passion pointsquarterly and aligned to our brand pillars and episodes sponsorship and content opportunities + FB, twitter Singmonthly useful information to make get most out of your phone tactical stories, offers and promotions hum Sony services and content daily product news, features and rumours
    14. 14. Passion points to fuel hum, sing and shout optimised for search + FB, twitter, and Photography VideoShoutquarterly Gaming sponsorship and content opportunities + FB, twitter Singmonthly useful information to make get most out of your phone tactical stories, offers and promotions hum Sony services and content daily product news, features and rumours
    15. 15. Continue to build vertical and horizontalpartnerships Photography Video Gaming Sony Pictures PlayStation Sony Consumer Sony Consumer Sony Music Sony Entertainment Electronics Electronics SEN Network (SEN) SEN Operator and retailer partners; tech and lifestyle media
    16. 16. Content first approach partners facebook youtube Content lives in locations optimised for search Photo graphic twitter influencers Develop distribution network across blog owned, partner, influencer and earned channels Sony test lab media
    17. 17. Role of the platforms Customer service & content Community hub amplification Video content home Social home for content Sony Mobile UK handles/pages to leverage content amplification and reach through pervasiveness
    18. 18. 2012 2013Product information and Content born out ofcampaigns audience passion pointsAdhoc third parties + Deep strategic partnershipsShort term, low level Quarterly themesconversations supporting our episodesPlatform first strategy Valuable content that travels
    19. 19. The year to dateShaping 2013Activity planningThe day-to-dayWrap up INTERNAL USE ONLY
    20. 20. tactical offers and promotionshum Sony services and contentdaily product news, features and rumours
    21. 21. Keep our conversations goings Be a topical source of Surprise and delight Make sure our information, news and entertainment through regular community is the first competitions and to know about new exclusive offers products & services
    22. 22. Make better use of engaging content Repurpose the existing Sony product / Continue to recruit new passionate test tech blog platform on SonyMobile.com labbers based around core passion points Provide the UK with a centralised Evolve and leverage content on FB and platform to publish our educative beyond content
    23. 23. Encourage conversations around our passion points
    24. 24. sponsorship and content opportunitiesSingmonthly useful information to make get most out of your phone
    25. 25. Help people make the most of their phones Develop video series to showcase and educate handset / technology key features Films would sit within the Test lab blog, facebook photo album section, SonyUK blog, Pintrest, Channel Partners and further socialA series of educative infographics to reachhelp solve the Android ABC’s, as wellas focus on unique Xperia featuresand technology
    26. 26. Bring to life powerful Sony storiesBuild authority and leadership in the Cross pollination of entertainment hub. Part ofconnected entertainment story the overall Sony unique offering – really helps to deliver the connected storyThrough bring to life simple examples ofconnected technology. Create a simple tab which links into SEN and product reviews, how to’s, top newUse existing work with the likes of O2 and releases, examples of connected entertainmentenable easy discovery through search experiences, etc.
    27. 27. Create experiences around our passion points Supporting global initiatives with bespoke contentVideos and easily discoverable content
    28. 28. Shout stories and experiences born out of passion pointsquarterly and aligned to our brand pillars and episodes
    29. 29. Example 1: Photography shout Become the photographic smartphone of choice and lever our best in class reputation Build our own photographic platforms – flickr, picasa, pintrest, Inside Edge Develop our imaging ecosystem along side existing Sony portals and broaden to include customer partners and app developers Secure a number of ambassadors (celebrity / community) to co-author content Get our community involved in co-creation and competitions
    30. 30. Example 2: Gaming shout Promote and hero the PlayStation mobile store Continue to build authority in mobile and cloud gaming Recruit a panel of expert consumer and industry reviewers Showcase videos, hints and tips Build relationships with PlayStation team (and PlayStation store team) Dev our own games, create competitions around the mobile gaming area and start to network amongst the gaming community in the UK
    31. 31. Example: A macro view Photography Video Music Gaming Instagram competition judged by SEN promotion with channel Special promotion to attend a Developing our own game (viaShout the Sony artisans – win the new partner Sony artist gig – FB or channel the gaming community) for thequarterly Yuga handset…. Experiential idea – largest partner competition PlayStation community mobile outdoor viewing screen Channel promotion to win the eg; for proms in the Bluetooth/NFC speakers park/travelling outdoor cinema… Series of professional tips and Production of how to content Latest Sony artist music release Test lab reviewing the newSing tricks/articles from our Sony from taking the best video’s to available via special download gaming title releasemonthly Artisans Key mobile photographers saving your battery life when watching your favourite TV (eg. could be a registration incentive) Working with the gaming community build library of getting hold of the Sony Xperia program gaming reviews, tips handsets – reviewing and using them sharing best photos’s taken to Links to SEN, how to register, How the walkman functionality Promoting the new Playstationhum build up a great content platform what you can get, multi device works/ how to get itunes on your store and the amazingdaily simple how to via test lab viewing Test lab providing reviews of the phone/reviews of our amazing new headset accessories experience you have with the Sony Xperia handsets screen size/quality for watching content
    32. 32. Addition What other activity / initiatives should we deploy? al
    33. 33. Registration and welcome Many of our users are not registered We also know that the first 30 days of ownership are critical to long term satisfaction and high NPS scores Let’s tie in with the global eCRM programme, and build a FB widget that incentivises registration And follow-up with a full Welcome pack covering key topics: • Music unlimited / Video unlimited • transfer of music from iTunes • best Android features / apps • coolest things to do with your phone
    34. 34. Teaser campaigns There’s massive potential to make the most of our phone pre-launch Through careful seeding of tease images we can drive traction in social and PR Images to be created in line with the handset theme, features or services And be developed with global approval to get the right balance of teasing / product confidentiality
    35. 35. The year to date Shaping 2013 Activity planning The day-to-day Wrap up35 2012-08-21 PA1 Confidential
    36. 36. Creative Review design layout and maximise for timeline Develop tone of voice guidelines alongside global; set right balance between playfulness, accessibility and official Sony spokesman
    37. 37. Centralised content management Global Social Trade PR
    38. 38. Building a database of influencers Build a database of influencers across our audiences’ passion points Identify high interest communities to hyper target with relevant content (eg photography) Deploy alongside traditional PR seeding to upweight our social presence
    39. 39. The year to dateShaping 2013Activity planningThe day-to-dayWrap up
    40. 40. Q1 calendar plan: headlines Photography Central theme for quarter (TBC) Maximise CES Brand campaign Pre-launch / registrations Launch FB registration How to videos Product infographics
    41. 41. Team plan Account team core team lead Creative team Social media Strategy and lead manager analytics lead Production resource
    42. 42. Outline costsTo be discussed with Matt B based on proposal / outputs
    43. 43. Sony exists to create technology that stimulates our emotions.We’ll use social to bring Kando to life. Sparking meaningful conversationsand showcasing our brand, products and services.Our focus will be on edge youth and tribal youth. And we’ll reach out tohighly targeted communities when appropriate.Everything we do will be born out of audience insight and passionpoints, and align to our wider marketing plan.We’ll adopt a content first approach, not limited by social platforms. Anddevelop a range of strategic partnerships to drive reach and influence.
    44. 44. Thanks!

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