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Sony Ericsson case study; from 300k to 3 million Facebook fans in under 9 months

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Sony Ericsson case study; from 300k to 3 million Facebook fans in under 9 months

  1. 1. 300k to 3m Fans in 9mths Effective Engagement Ben Padley VP, Global Head of Online & CRM @ Sony Ericsson
  2. 2. Achievements Insight 300k to 3.9m in 11 months ` Strategy Engagement proportionate to growth Mission ~40th largest global brand in Facebook Methodology Many Opportunities
  3. 3. Focused consumer engagement 2009 visual consistency but no journey consumers may engage, but what then?
  4. 4. Focused consumer engagement 2010 single communication in all owned platforms clear engagement path & interlinked journey
  5. 5. Focused consumer engagement TALK BUY LIKE SIGN UP
  6. 6. Facebook is the fan club of Sony Ericsson www.facebook.com/sonyericsson It’s where we recruit brand ambassadors This will help us increase the number of our fans and the frequency of our relationship with them, and in turn they will help us increase the number of our users We will ignite conversations and enable our fans to speak and act on our behalf
  7. 7. Always On =Always Communicating RTL = Shipping Mid Life Kick Marketing Activities Product Announcement Gap Gap Time
  8. 8. Always On =Always Communicating Video – Not just TVC Sharable Visuals/Video/Audio Creating assets for Digital Channels Maintain the Buzz Engage with Consumers RTL = Shipping Mid Life Kick Marketing Activities Marketing Activities Product Announcement Gap Gap Time
  9. 9. Content is Key for Engagement
  10. 10. Planned Roadmap of Engagement Champions League Augmented Reality TBC Giveaway Promo Miniature appreciation Unofficial site society consolidation New Information Architecture Giveaway Promo Analytics Open Graph API Engagement Ads Brand Win Brand Green heart Seasonal Promos Halloween? Christmas SEO/Articles July August September October November December 705,000 750,000 900,000
  11. 11. Content shared within the triangle Facebook Connect & OpenGraph in sonyericsson.com
  12. 12. You Tube – interlinking to Facebook
  13. 13. You Tube – interlinking to Facebook
  14. 14. Organisational Set up Speed, Agile, Reactive Learn to Be Wrong Quickly Braveness Empowerment Extension of internal team Global vs Local Roles & Autonomy of Reason to be Fan Responsibility and strategy Senior lead Decision Making No egos Agency(s) Geography vs Client Know & Use platform = Cross functional Passion support ”Other” Customer Service Depts Knowledge PR SEO
  15. 15. Governance • Set clear goals, KPIs • Give people reason to come, stay, return • Granular analysis • Split testing
  16. 16. Tracking Engagement Fan Growth Fan Engagement Significant fan acquisition > 4,018,942 April 2010 17,768 Likes & Comments February 2011 252,504 Likes & Comments 5/20/2011 18
  17. 17. Content Plan • Treat content like micro press announcements • Plan/schedule/align • Create narrative Circulation Stuff GQ The Guardian Cosmopolitan Daily Telegraph Sony Ericsson 0 1,000,000 2,000,000 3,000,000 4,000,000
  18. 18. The Community • Learning from fans • Publishing / understanding your target demographic • What do they want to talk about?
  19. 19. Fan Dialogue • The tone of voice with the “fans” has been very successful • Asking their thoughts on favourites, knowledge and general product information • Fans have wanted to share their feedback. • Utilizing product photos within posts increased engagement
  20. 20. Competitions • Fans are excited to be rewarded with winning Sony Ericsson handsets, trips, merchandise • Fans and winners have sent back creative photos (content) taken with their Sony Ericsson handsets as testimonials • All entries captured in CRM database for specific e-DM activity
  21. 21. Best Practice Examples Fig. 2: Quick polls/surveys Fig. 1: Competitions Update Fig. 4: Question of the Week Fig. 3: Asking fans for opinions/experiences
  22. 22. Communicating with Fans: Summary A more personable approach, helping More focus on the fans identify with use of imagery within Sony Ericsson’s wall updates social media personality Social More viral triggers, Media Shorter, less such as questions, Tone of descriptive copy quick polls and calls to action, to Voice which captures the readers attention in stimulate audience a shorter time span participation Less focus on details and more focus on what the fans want to hear and talk about (mostly products)
  23. 23. Content Hub A hub where fans get to • Find exclusive info • Review products • Participate in campaigns • Enter competitions A hub where Sony Ericsson • Can control the design • Run analytics • Showcase “more”
  24. 24. Engagement 2.0
  25. 25. Do the Basics Well • Don’t look for eye candy • Execute 100% on the basics − Set Up / Governance − Learning / best practice
  26. 26. What’s Next Stay Fresh....Other Brands learning Remain entrepreneurial Evolve publishing model Global learnings local Higher engagement

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