Sony S Series 'Charged and Ready' Social Demand Case Study

“Charged and Ready”

Social Demand Generation

Case Study

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Sony Vaio S-Series

19 August 2011

Program Overview

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15 independent bloggers shared their experiences using the new Sony Vaio S-Series with over 11.8 million aggregate monthly unique visitors over a 5-week period.

34 total blog posts were published relating college students’ and parents’ real-life usage scenarios, highlighting features such as:

Increased battery life

Speed and stamina

Lightweight form factor

Web button

15-hour battery tests

Intense gaming use

Aesthetic appeal

Overall user experience

Objectives

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Stimulate neutral-to-positive content generation relating key Sony Vaio S Series product features and benefits

Promote user-generated

content

Drive consideration and

sales

Generate original third-party content endorsing the newly launched S Series

Garner third-party

endorsements

Cultivate relationships

Drive awareness, consideration and adoption of the product amongst college students and parents

Establish and extend relationships with independent influencers who collectively reach millions of active audience members via multiple social media channels

• 500K+ clicks driven to Sony S Series microsite

• >2.5x more traffic than forecast

• <½ projected CPC (cost-per-click)

Results: Integration and Efficiency

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Social media program constituted smallest of all marketing activity investments

Participating Influencers

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We recruited 15 independent and influential site owners to reach student and parent audiences and discuss topics including: Technology Trends Internships/jobs Post-grad experiences Social media tips Study tips Money-saving advice General academic information

Success Metrics

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34

44K+

??

110

Total influencers

Aggregate monthly unique visitors

Total blog posts

Total agg. Twitter followers

Microsoft blog post re-tweets

Sony unit sales/market share gains

15

11M+

Sample Content: Battery Life

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“15 hours with Dave Matthews and the Sony Vaio S-Series: Ok.. so it is official, the Sony 15 hour battery has successfully lived up to my

expectations. We are surpassing the 15 hour mark and it still has

just a little bit of time left (20 minutes per the laptop’s battery calculations). I think it is time to

celebrate!”

Sample Content: Battery Life

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“The Sony Vaio S has a battery and a battery pack

that gave me nearly 16 hours of juice. That’s

incredible. I’m not talking standby time. I used the Sony to watch a movie,

write a paper, take notes, browse the web, watch

another movie, and work on some design stuff in

Photoshop. All in one day.”

-- Jeff Dunn, edudemic.com

Sample Content: Battery Life

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“Ever find yourself fighting over the lone power outlet in the lecture hall because your laptop battery is dying (yet again)? Not to fear -- there's a new laptop on the block that offers up to a ridiculous 15 hours of battery life with the addition of a (very sleek, very light) sheet battery! It's the gorgeous Sony VAIO S Series PC!”

-- Annie Wang, hercampus.com

Sample Content: Mac vs PC

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“The new VAIO S-series seems very comparable to the

MacBook Pro, with the VAIO being thinner, lighter, more affordable, and available in

multiple colors.”

Sample Content: Mac vs PC

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“CONNECTIONS: The Sony wins here. HDMI and USB 3.0 support make this a versatile

machine that you can use with TVs and a lot of other

peripherals. The Mac lacks HDMI, which kinda sucks.”

collegeinfogeek.com

-- Thomas Frank,

Sample Content: Speed/Stamina

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“The Wifi worked seamlessly on the ATT network. There is a button on the

laptop keyboard that allows you to switch from “speed” to “stamina” to conserve battery life. Since I wasn’t using any graphics programs or other

programs that required quick response, I switched it to “stamina” to conserve the battery life. I noticed the

laptop turned off the DVD-CD-BR player to conserve energy as well.”

-- Suzanne Shaffer,

Sample Content: Form Factor

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-- Doug Schantz

“The footprint on this laptop is about 13 inches x 9 inches and

the height is just about the size of a quarter. If you add the

optional flat panel battery (which boasts providing you with approximately 15 hours of untethered usage) it only

increases the depth by about a quarter of an inch.”

Sample Content: Twitter

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Total Twitter followers: 44,154

Third-Party Product Endorsement

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“In conclusion I can confidently say that if you are in fact a "Windows User" and are looking for a new

laptop with all the bells and whistles, this computer is a great place to start your search. It’s packed with

lots of great hardware as well as the processing and computing power needed to help keep it from being

outdated for many years to come.”

-- Ben, thecollegesurvivalhandbook.com

“Conclusion: I honestly feel that this laptop couldn’t be engineered better for a college student.

It’s lightweight, lasts forever, has time-saving and college friendly features that would surely benefit a

college student in numerous ways. Plus, my personal experience with Sony products have taught

me they are well made, powerful and lasting.”

-- Brett Napoli, collegecures.com

“I have written quite a bit about the Sony Vaio S-series, from an unboxing, to a contest announcement, to battery tests for ‘normal usage’, ‘hardcore gaming’, and my recent 15-hour torture test. And throughout it all I have been

thrilled with the performance and battery life of the system.”

-- Michael Anderson, geardiary.com

Search Engine Placement

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8/ 18/ 11 5:53 PMsony laptop- really a 15 hour battery? - Google Search

Page 1 of 2http:/ / www.google.com/ #sclient= psy&hl= en&source= hp&q= sony+ laptop…0 l0&bav= on.2,or.r_gc.r_pw.&fp= 8e270e71bf0a1dcd&biw= 1129&bih= 539

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cheapscholar.org/.../15-hours-with-dave-matthews-the-new-sony-va... - Cached

Jul 11, 2011 – ... through the paces to see just how long a

15 hour battery really can last. ... and see just how long

the Sony's 15 hour laptop battery would last ...

15 Hours With Dave Matthews & The New Sony

Vaio S Series ...

cheapscholar.org/.../gearing-up-for-college-with-the-new-sony-s-ser... - Cached

Jul 5, 2011 – I will be putting this Sony S- Series laptop

through the ...

Gearing Up For College With The New Sony S

Series Laptop ...

www.geek.com/.../the-sony-vaio-s-is-the-first-sandy-bridge-laptop-... - Cached

The Sony Vaio S is the first Sandy Bridge laptop with 15

hour battery life. Mar. 7, 2011 (4:15 pm) By: ... What really

sets the Vaio S apart, though, is battery life. ...

The Sony Vaio S is the first Sandy Bridge laptop

with 15 hour ...

www.friedbeef.com/top-15-ways-to-extend-your-laptop-battery-life/ - Cached

laptop Top 15 Ways to Extend Your Laptops Battery Life

.... Ipod has small size, but long hours battery life, i wish

the huge size battery of a laptop should ... hi, i got sony

vaio laptop model vpcee31fx. i always use my laptop at my

home where i ...

Top 15 Ways to Extend Your Laptop's Battery

Life

www.geardiary.com/.../sony-vaio-s-series-unplugged-for-a-day-my-15-hou...

Jul 22, 2011 – One of the big claims of the new Sony Vaio

S-series laptop is that not only ... now it is time to see if

this thing can actually delivery 15 hours of battery life! ...

Most times in battery saver mode you can really feel the

pain of the ...

Sony Vaio S-Series 'Unplugged for a Day': My 15

Hour 'Make It Last ...

collegeinfogeek.com/.../this-laptop-has-ridiculous-battery-life-also-... - Cached

Jul 11, 2011 – I test the Sony SA series' battery life

This Laptop Has RIDICULOUS Battery Life.

Wanna Win One ...

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40% page-one Google rankings from participating influencers

Google search terms: “Sony laptop 15 hour battery”

Windows blog contest support

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11 blog posts (reaching >11M monthly readers and >36K Twitter followers) mentioned the Microsoft contest and giveaway, linking to the Windows Experience Blog Post, “What Would You Do If You Had Up to 15 Hours of Battery Life?” Bloggers enthusiastically promoted the giveaway and incorporated it into their editorial.

“If you would like to win one of these laptops for FREE, Microsoft is currently running a laptop give-a-way sweepstakes. The lucky winner gets a shiny new Sony S – Series laptop (including the 15 hour sheet battery option). It’s easy to enter and worth your time to CHECK IT OUT!”

-- Parents Countdown to College

“Post a comment like this on the Windows Blog saying what YOU would do, and Sony will enter you into a sweepstakes to win a Free PC, and Sheet Battery. You can also tweet your comment and use @windows and #15hoursbatt.”

-- Honest College

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