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

300k to 3m Fans in 9mthsEffective Engagement

Ben Padley VP, Global Head of Online & CRM @ Sony Ericsson

`

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

Focused consumer engagement

SIGN UPLIKETALKBUY

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

Methodology

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

Content shared within the triangle

Facebook Connect & OpenGraph in sonyericsson.com

You Tube – interlinking to Facebook

You Tube – interlinking to Facebook

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

Learnings

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”

Engagement 2.0

Experiment

Learning doesn’t come for free

Do the Basics Well• Don’t look for eye candy• Execute 100% on the basics

−Set Up / Governance−Learning / best practice

Looking Ahead

What’s Next

Stay Fresh....Other Brands learning

Remain entrepreneurial

Evolve publishing model

Global learnings local

Higher engagement