2 years of brand buildi

1. Sony Football Asia Pacific Case Study 2009 - mid2011

2. Background & Objectives Sony Football wanted to set up a Facebook Page for added presence within the social community. As soccer is a dynamic and socially driven topic, having a fan page allows Sony to add more persona into the brand by having regular ‘human’ conversation with its fans. This then becomes an additional channel for Sony to leverage on to drive awareness for its latest activities and products, ultimately directing traffic to the Sony Football Website. The end result is to reinforce Sony Football as a ‘friend’ by bridging the gap between brand and consumers. Sony

4. Audience familiarity and comfort with Facebook and its interface

5. Nature of Facebook allows Sony Football to develop a personality and engage fans on a one-to one, or one-to-many basis- Multitude of functions that allow for quick shareability act as natural drivers, ultimately leading to less media spend in the long run (cost effective)

6. Background Objective What we did – Weekly Posts 5 x Weekly Posts on Football Topics to engage fans - Opinions, polls, scores, interesting facts

7. Background Objective What we did – Football Trivia Added tabs to augment user interactions i.e. leader board rankings (high scores), and shareability with friends (invite a friend). Users are given a rank, based on their scores and they can choose to share this with or challenge their friends. Launched in 5 different phases, each revolving around a different theme.

8. Background Objective What we did – Sony Gamefaces Positive user responses (likes and comments) towards the Avatars - helps to spread the word through published feeds. Get the Game on with Sony’s Gamefaces – avatars were uploaded onto the Sony Football (Album) for users to download and share.

9. Background Objective How we drove traffic & gained awareness Facebook Skyscraper Banners Facebook Fan Ads for Pages Do You Eat, Live and Breathe Football? + If so, why not test your knowledge in Sony’s So You Think You Know Football quiz? Bragging rights and fun prizes to be won. Become a fan In order to gain more fans to build a substantial community, Sony Football ran an acquisition campaign on Facebook via fan/skyscraper ads to increase its visibility online. The ads were run in 2 phases – Oct/Dec 2009 and Jan 2010

10. The Results Sony Fan Page

11. Background Objective Facebook Fan Banner Ads Overall, engagement ads were seen more than 77.4 million times (impressions) by 10.1 million unique users (unique impressions). The ad was seen more than 7 times by an average user. 17, 967 users became a Sony Football fan 17,199 became a fan by clicking on the ‘become a fan’ button on the fan page itself within 24 hours after clicking on the ad. A total of 47,372 engagements were made with the fans, leading to a 0.06% engagement rate. Rate. This was higher than the projected amount of 0.05%.

12. Background Objective Member Growth Sharp exponential growth from Dec 09 – June 10 due to the increased hype and build up towards World Cup 2010. This was also the main period where Sony Football actively ran a series of engagement modules such as banners, games, avatars. Sony Football has a total of 54,350 fans till date. There was an increase of 5, 726 monthly active users in April from March. April 2011 Statistics

13. Background Objective Member Engagement Sony Facebook Page Engagement Statistics till date Since the inception of Sony Facebook in December 2009, there has been a total of 1, 916, 255 post views and 14, 918 post feedbacks. Based on the frequency of 5 posts a week, that makes it – 14, 918/62 weeks/5 posts = 41 (likes/comments) per entry posted

14. Background Objective Types of Conversations Match predictions in the form of polls (Facebook Questions) Match reviews posted by Sony Football as conversation starter Fans sharing about Sony Events Fans asking questions about Sony products Post match interactions (like/comments) amongst fans.

15. To view more:http://www.agency-showcase.com/sony/football/index.html

16. Thank you For more details please contact paul.soon@xm-asia.com