Sony Ericsson case study; from 300k to 3 million Facebook fans in under 9 months
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300k to 3m Fans in 9mthsEffective Engagement
Ben Padley VP, Global Head of Online & CRM @ Sony Ericsson
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Achievements300k to 3.9m in 11 months
Engagement proportionate to growth
~40th largest global brand in Facebook
InsightStrategy
Mission
Methodology
Many Opportunities
Focused consumer engagement
2009visual consistency but no journey
consumers may engage, but what then?
SonyEricsson.com
2010single communication in all owned platformsclear engagement path & interlinked journey
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
Facebook is the fan club of Sony Ericsson
We will ignite conversations and enable our fans to speak
and act on our behalf
www.facebook.com/sonyericsson
Always On =Always Communicating
Time
Mar
keti
ng
Act
ivit
ies
Video – Not just TVC
Gap Gap
Sharable Visuals/Video/AudioCreating assets for Digital Channels
Maintain the BuzzEngage with Consumers
Time
Mar
keti
ng
Act
ivit
ies
Product Announcement
RTL = Shipping Mid Life Kick
Marketing wasLaunch Focused
Content is Key for Engagement
Question of the Week
Competitions
Sony Ericsson Fan of the Week
Quick fire surveys
Planned Roadmap of Engagement
July November DecemberSeptember OctoberAugust
3 million
Miniature appreciation society
Halloween? Christmas
Brand Win
SEO/Articles
Seasonal Promos
Engagement Ads
Open Graph API
Analytics
Unofficial site consolidation
Augmented Reality
Giveaway Promo
Champions League
Brand Green heart
Giveaway Promo
New Information Architecture
TBC
705,000 750,000 900,000 1 million
2 million
Organisational Set up
Extension of internal team
Roles & Responsibility
Senior leadNo egos
Global vs Local Reason to be Fan
and strategy
GeographyAgency(s) vs Client
Cross functional support
Customer ServicePR
SEO
Know & Use platform =
Passion
Knowledge
Speed, Agile, ReactiveLearn to Be Wrong Quickly
BravenessEmpowerment
Autonomy of Decision Making
”Other” Depts
Reporting & Tracking
Engagement
4th March – 10th March 2011Sony Ericsson:
• 14 posts• Ave. feedback per post: 2,793• Comments – 7094• Likes – 31463
BlackBerry:• 8 posts• Ave. feedback per post: 2277• Comments – 3545• Likes – 14,673
Tracking Engagement
Significant fan acquisition > 4,018,942
04/08/2023 16
April 2010 17,768 Likes & Comments
February 2011 252,504 Likes & Comments
Fan Growth Fan Engagement
Content Plan
• Treat content like micro press announcements• Plan/schedule/align• Create narrative
Sony Ericsson
Daily Telegraph
Cosmopolitan
The Guardian
GQ
Stuff
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000
Circulation
The Community
• Learning from fans• Publishing / understanding your target demographic• What do they want to talk about?
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
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
Best Practice Examples
Fig. 3: Asking fans for opinions/experiences
Fig. 2: Quick polls/surveysFig. 1: Competitions Update
Fig. 4: Question of the Week
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”
Do the Basics Well• Don’t look for eye candy• Execute 100% on the basics
−Set Up / Governance−Learning / best practice
What’s Next
Stay Fresh....Other Brands learning
Remain entrepreneurial
Evolve publishing model
Global learnings local
Higher engagement
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