A succinct review of how Sony Ericsson drove Fan acquisition in Facebook while not compromising on engagement

1. 300k to 3m Fans in 9mths
Effective Engagement
Ben Padley VP, Global Head of Online & CRM @ Sony Ericsson

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. Focused consumer engagement
2009
visual consistency but no journey
consumers may engage, but what then?

4. Focused consumer engagement
2010
single communication in all owned platforms
clear engagement path & interlinked journey

5. Focused consumer engagement
TALK
BUY
LIKE
SIGN UP

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

9. Always On =Always Communicating
RTL = Shipping Mid Life Kick
Marketing Activities
Product
Announcement
Gap Gap
Time

10. 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

11. Content is Key for Engagement

12. 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

13. Content shared within the triangle
Facebook Connect & OpenGraph in sonyericsson.com

14. You Tube – interlinking to Facebook

15. You Tube – interlinking to Facebook

16. 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

17. Governance
• Set clear goals, KPIs
• Give people reason to come, stay, return
• Granular analysis
• Split testing

18. 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

20. 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

21. The Community
• Learning from fans
• Publishing / understanding your target demographic
• What do they want to talk about?

22. 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

23. 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

24. 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

25. 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)

26. 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”

27. Engagement 2.0

29. Do the Basics Well
• Don’t look for eye candy
• Execute 100% on the basics
− Set Up / Governance
− Learning / best practice

31. What’s Next
Stay Fresh....Other Brands learning
Remain entrepreneurial
Evolve publishing model
Global learnings local
Higher engagement