These slides are from a talk that Sony's European Forum & Community Manager, Nico Henderijckx gave on The Rise of the Social Customer, a Social Media Week London event that Tempero co-hosted with Our Social Times. Sony leverage the super-users within their online communities to support their online customer services.

1. How to help your fans help you!

2. European SONY Forum
www.sony.xx/discussions
» Provide a Self-Service area with
Moderation and Escalation process taking
the 1st level support workload away from
Sony.
» Call avoidance for CIC
» Allow End-Users to help End-Users
» Provide Sony News and
Technical/Corporate announcements
» Link to other Sister Company Forums like
PSE, PlayStation and Sony Ericsson

3. Vitality (Monthly Unique Visitors)
H2FY12 H1FY12
UK/Ireland 9 9
Engagement (Super Active
Participants) Italy 4 5
Super Users
Iberia 4 4
7000
Benelux 3 4
6000
France 4 6
5000
4000 Germany 6 8
3000 Turkey 2 2
2000 Russia 2 3
1000
Switzerland 2 4
0
Oct
Oct
Feb
Feb
June
June
Aug
Aug
Aug
Apr
Apr
Dec
Dec
Total 35 45

4. New KPI: Quality of Service

6. What do We offer
• Monthly local trainings
– And participation to local tradeshows,
dealer events, etc…
• Monthly On-Line catch up sessions with
European Management
• Bi-annual Super User Conference
– Somewhere in European City for a week
(2 day training, 1 day Marketing and
Strategy, 1 day Fun)
– All expenses paid
• New products
– On strategic product launches we supply
Super Users with new product. Eg Sony
Tablet

7. Challenges
• East to West
– Everybody is different
– Lots of personalities
– Can’t expect same commitment from all of
them
• How to quantify Value and Effort
– Link into Super User behaviour report.
– How do they act on other platforms
(Facebook, twitter & other for a)
• Build local relationship between forum
Manager and SU vs European
relationship
– They think European relationship will get
them more

8. Super User Conference – Copenhagen
Beg/September 2012
Agenda
65 participants Wednesday Thursday
Tuesday 4th Friday 7th
5th 6th
Ranging from
AM:
Super Users Technical
AM: Service
AM: Fly-in training
and Support
Marketing Europe PISE
IS Europe Team
Building
Forum Managers
PM: PM: PM: Forum
Technical trainers Technical Technical &
training training Community
Sony Mobile Forum VAIO,Tablet,
& Reader
Walkman,
HV, TV, SEN
MKTG
update

10. 3 Tips to success
1. We are working with
Humans
2. Explain clearly your goals to
your Super Users
3. Put your Top management
in front of them.