ruth speakman from sony europe at social media influence conference
Post on 17-Oct-2014
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How Sony Europe embraced social media to move beyond campaignsTRANSCRIPT
RuthSpeakman–HeadofConsumerPR&SocialMedia
SonyElectronicsEurope
Once upon a time there was a consumer electronics brand who
wanted to get onto Twitter...
Communities of influence
Bravia Bunnies
Foam City
Sony Europe
Brand profile
Campaign profiles
Sony Europe on Twitter: a retrospective
We’ve got a brand presence.
So what now?
Twitter integration
Real time feedback for
customer service
enquiries
Use agreed SEO keywords within social
media profiles to support
proliferation
Promote offers instantly to
social media followers
Drive traffic to ODW from
social media profiles
Bespoke audiences grown to support
campaigns
Fitting Twitter into the mix
Customer service SEO Promotions ODW Home
page Campaigns
Meme discussion
How did we get here?
Event support
Product announcements
Twilight Football
Retail offers Twinterview
Over €1m products ordered
1,173 followers (Dec 2009)
Football team
recruited
Exclusive product news and first
person access to events
@replies and re-tweets
encourage conversation
Twinterviews reach average 1,500 followers
each
Interview opportunity
secured with The Guardian
Further discount offers
planned
FTW*
*For the win (obvs)
More focus on news and informative tweets
during events
Spotlight: Twilight Football
Live reporting from events
Recruitment Event Celebration
30 teams submitted
entries to be chosen
“we_are_football Goal.com football: Sony Twilight Football: See The Skills Of The Players In Venice http://bit.ly/ZQvhF”
Twitter builds the excitement and buzz during recruitment
phase
Spotlight: Twitter as retail channel
10% of VAIO CTO offered to celebrate 1,000 followers of @SonyEurope
Over €1m worth of product ordered
Offer given as exclusive to three online publications
Teaser tweets to promote offers
The Guardian (Online/UK)
32 million unique users per month (290K in France, 470K Germany, 180K Italy, 110K Poland)
58 questions received
http://www.guardian.co.uk/environment/green-living-blog/2010/jan/18/you-ask-they-answer-sony
“Dear Sony, thanks for making yourself available for this interesting
Q&A”
“@SonyEurope @guardianeco thanks for answering mine about #1010 !
(http://bit.ly/4wv8Ft)”
Sony is the first consumer electronics brand to do a
Guardian Environment Q&A
Spotlight: Guardian Eco
Effective social media integration
Twitter in the social media mix
• @SonyEurope used as focal point for all activity
• Large community of influencers and consumers
• Ready made audience for content on YouTube, Flickr and Facebook
• Versatility of Twitter means it is perfect for this role
Twitter as social media hub
Sony Europe
(centrally managed)
Sony Germany
Sony France
Sony Italy Sony Spain
Sony UK
Centrally-managed platforms
Not all social media platforms are appropriate
for all countries
Twitter is THE choice for microblogging
Sony Europe on Twitter – what have we learnt?
Identify your audience, judging their influence, not reach
Have a consistent tone of voice, but make sure there is personality
Be prepared to try new things
Tell people what you’re doing – don’t simply rely on Twitter to spread the message
Learnings from three years on Twitter
Where are we going in the
future?
New audiences engaged
New retail offers
Twitter partnerships
Online/offline
integration
The future is unwritten
