1. Sony Mobile
Driving social value
October 2012
1 2012-08-21 PA1 Confidential

2. The year to date
Shaping 2013
Activity planning
The day-to-day
Wrap up
INTERNAL
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3. Data as of 1/10/2012
Reach of 65,698,400
328,492 Friends of fans 63%
(Jan 2012 – Oct 2012) 143% growth 18-24yr largest demographic
37%
29,528
134% growth
(Jan 2012 – Oct 2012) followers
SonyMobile.com/GB
3,625,544 visits 1,461,737 unique visits
(3/09/2012 – 1/10/2012)
2.40 pages per visit 3:19 minsvisit duration

4. Most engaging posts, October 2012
A snapshot - October 2012

5. Positive buzz trends over the year

6. • 38,000 posts, tweets and shares
• 75,000 entrants
• 1,670,000 participants (dippers, skimmers, divers)
• 4,400,000 social media impressions
• 7,000,000 PR impressions
• 40% increase in NPS*
• 71% think Sony Xperia is more innovative*
• 72% are more likely to recommend Sony Xperia*
+ 33% increase in brand awareness*
*research conducted vs
participants

7. The year to date
Shaping 2013
Activity planning
The day-to-day
Wrap up
INTERNAL
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8. 感動
Kando Social Value
“Sony exists to create technology that In social media, we exist to add value to
stimulates our emotions. So everything we do people’s lives. To be ultra relevant, credible
is engineered to feel.” and useful.
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9. We will connect with people’s emotions
And be a valuable part of the conversation
Build and energise our Increase positive buzz Drive brand preference
communities

10. Focus on the most socially
active (and well represented)
audience segments
Extend our targeting to high
interest groups & bespoke
propositions
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11. Use our audience’s passion points to drive our content
Photography Video
Gaming
Support through useful and topical stories from the world of Sony
Product news, features Useful info to make Connectivity, Sony services Sponsorships and content
and rumours the most of your mobile and content opportunities
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12. Aligning with our marketing plan
Select audience passion points that
seamlessly support our episodes INTERNAL
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13. Content planning
optimised for search
+ FB, twitter, and
Shout stories and experiences born out of passion points
quarterly and aligned to our brand pillars and episodes
sponsorship and content opportunities
+ FB, twitter
Sing
monthly
useful information to make get most out of your phone
tactical stories, offers and promotions
hum Sony services and content
daily
product news, features and rumours

14. Passion points to fuel hum, sing and shout
optimised for search
+ FB, twitter, and
Photography Video
Shout
quarterly Gaming
sponsorship and content opportunities
+ FB, twitter
Sing
monthly
useful information to make get most out of your phone
tactical stories, offers and promotions
hum Sony services and content
daily
product news, features and rumours

15. Continue to build vertical and horizontal
partnerships
Photography Video
Gaming
Sony Pictures
PlayStation
Sony Consumer Sony Consumer Sony Music
Sony Entertainment
Electronics Electronics SEN
Network (SEN)
SEN
Operator and retailer partners; tech and lifestyle media

16. Content first approach
partners
facebook
youtube
Content lives in locations
optimised for search
Photo
graphic
twitter influencers
Develop distribution
network across
blog
owned, partner, influencer
and earned channels
Sony
test lab media

17. Role of the platforms
Customer service & content
Community hub amplification
Video content home Social home for content
Sony Mobile UK handles/pages to
leverage content amplification and
reach through pervasiveness

18. 2012 2013
Product information and Content born out of
campaigns audience passion points
Adhoc third parties
+ Deep strategic partnerships
Short term, low level Quarterly themes
conversations supporting our episodes
Platform first strategy Valuable content that travels

19. The year to date
Shaping 2013
Activity planning
The day-to-day
Wrap up
INTERNAL
USE ONLY

20. tactical offers and promotions
hum Sony services and content
daily
product news, features and rumours

21. Keep our conversations goings
Be a topical source of
Surprise and delight Make sure our
information, news and entertainment
through regular community is the first
competitions and to know about new
exclusive offers products & services

22. Make better use of engaging content
Repurpose the existing Sony product / Continue to recruit new passionate test
tech blog platform on SonyMobile.com labbers based around core passion points
Provide the UK with a centralised Evolve and leverage content on FB and
platform to publish our educative beyond
content

23. Encourage conversations around our passion points

24. sponsorship and content opportunities
Sing
monthly
useful information to make get most out of your phone

25. Help people make the most of their phones
Develop video series to
showcase and educate
handset / technology key
features
Films would sit within the
Test lab blog, facebook
photo album
section, SonyUK
blog, Pintrest, Channel
Partners and further social
A series of educative infographics to reach
help solve the Android ABC’s, as well
as focus on unique Xperia features
and technology

26. Bring to life powerful Sony stories
Build authority and leadership in the Cross pollination of entertainment hub. Part of
connected entertainment story the overall Sony unique offering – really helps to
deliver the connected story
Through bring to life simple examples of
connected technology. Create a simple tab which links into SEN and
product reviews, how to’s, top new
Use existing work with the likes of O2 and releases, examples of connected entertainment
enable easy discovery through search experiences, etc.

27. Create experiences around our passion points
Supporting global initiatives with bespoke
content
Videos and easily discoverable content

28. Shout stories and experiences born out of passion points
quarterly and aligned to our brand pillars and episodes

29. Example 1: Photography shout
Become the photographic smartphone of choice and
lever our best in class reputation
Build our own photographic platforms –
flickr, picasa, pintrest, Inside Edge
Develop our imaging ecosystem along side existing
Sony portals and broaden to include customer partners
and app developers
Secure a number of ambassadors (celebrity /
community) to co-author content
Get our community involved in co-creation and
competitions

30. Example 2: Gaming shout
Promote and hero the PlayStation mobile store
Continue to build authority in mobile and cloud
gaming
Recruit a panel of expert consumer and industry
reviewers
Showcase videos, hints and tips
Build relationships with PlayStation team
(and PlayStation store team)
Dev our own games, create competitions around
the mobile gaming area and start to network
amongst the gaming community in the UK

31. Example: A macro view
Photography Video Music Gaming
Instagram competition judged by SEN promotion with channel Special promotion to attend a Developing our own game (via
Shout the Sony artisans – win the new partner Sony artist gig – FB or channel the gaming community) for the
quarterly Yuga handset…. Experiential idea – largest partner competition PlayStation community
mobile outdoor viewing screen Channel promotion to win the
eg; for proms in the Bluetooth/NFC speakers
park/travelling outdoor cinema…
Series of professional tips and Production of how to content Latest Sony artist music release Test lab reviewing the new
Sing tricks/articles from our Sony from taking the best video’s to available via special download gaming title release
monthly Artisans
Key mobile photographers
saving your battery life when
watching your favourite TV
(eg. could be a registration
incentive)
Working with the gaming
community build library of
getting hold of the Sony Xperia program gaming reviews, tips
handsets – reviewing and using
them
sharing best photos’s taken to Links to SEN, how to register, How the walkman functionality Promoting the new Playstation
hum build up a great content platform what you can get, multi device works/ how to get itunes on your store and the amazing
daily simple how to via test lab viewing
Test lab providing reviews of the
phone/reviews of our amazing
new headset accessories
experience you have with the
Sony Xperia handsets
screen size/quality for watching
content

32. Addition
What other activity / initiatives should we deploy?
al

33. Registration and welcome
Many of our users are not registered
We also know that the first 30 days of ownership are critical
to long term satisfaction and high NPS scores
Let’s tie in with the global eCRM programme, and build a
FB widget that incentivises registration
And follow-up with a full Welcome pack covering key topics:
• Music unlimited / Video unlimited
• transfer of music from iTunes
• best Android features / apps
• coolest things to do with your phone

34. Teaser campaigns
There’s massive potential to make the most of our phone
pre-launch
Through careful seeding of tease images we can drive
traction in social and PR
Images to be created in line with the handset theme,
features or services
And be developed with global approval to get the right
balance of teasing / product confidentiality

35. The year to date
Shaping 2013
Activity planning
The day-to-day
Wrap up
35 2012-08-21 PA1 Confidential

36. Creative
Review design layout and
maximise for timeline
Develop tone of voice guidelines
alongside global; set right
balance between
playfulness, accessibility and
official Sony spokesman

40. Centralised content management
Global Social Trade PR

41. Building a database of influencers
Build a database of influencers
across our audiences’ passion points
Identify high interest communities to
hyper target with relevant content
(eg photography)
Deploy alongside traditional PR
seeding to upweight our social
presence

42. The year to date
Shaping 2013
Activity planning
The day-to-day
Wrap up

43. Q1 calendar plan: headlines
Photography Central theme for
quarter (TBC)
Maximise CES Brand campaign Pre-launch / registrations Launch
FB registration How to videos Product infographics

44. Team plan
Account team
core team
lead
Creative team Social media Strategy and
lead manager analytics lead
Production
resource

45. Outline costs
To be discussed with Matt B based on proposal / outputs

46. Sony exists to create technology that stimulates our emotions.
We’ll use social to bring Kando to life. Sparking meaningful conversations
and showcasing our brand, products and services.
Our focus will be on edge youth and tribal youth. And we’ll reach out to
highly targeted communities when appropriate.
Everything we do will be born out of audience insight and passion
points, and align to our wider marketing plan.
We’ll adopt a content first approach, not limited by social platforms. And
develop a range of strategic partnerships to drive reach and influence.

47. Thanks!