Private Use Only

1. revenue-centric creativity
SONY 3D WORLD
Social Media Marketing

2. content is
king

3. online marketing is all about
word of mouth
78% people trust their peer
recommendations

4. Core philosophies in the
conversion rate
Social Media process:
✓ Keep a fresh homepage
usability ✓
✓
Seasonal campaigns, offers
Deep links
✓ Search is key
Don't hold back on information:
customer jour ney ✓ Focus on one button – share
✓ The more images the better
✓ Detail on demand
✓ Image is essential
✓ Cross-sell/Up-sell
social media ✓ Show extra info
✓ Share capabilities
mobile / iPad
Design for “Scanners” not “readers”
Talk in Natural Language

5. 1 2
Continue Cultivate Brand
Customer Loyalty Awareness
Ensure current customer Create next generation of
pool continues to buy customers
Innovation Enthusiasts Generation Y
(Early adopters) Status seekers
Experience Embracers

6. we no longer search for news...
... the news finds us
this is especially important when
targeting Status Seekers (category 2)

7. the process
SOCIAL MEDIA IS ONGOING
The intensity of the campaign
varies based on seasonal cycles
1 CONCEPT
Creative
2 CONTENT PRODUCTION
Blog, Videos, Microsites, Games...
3 CONTENT DISTRIBUTION
Seeding, community management, discussions
made possible only due to our
hybrid approach:
4 FEEDBACK
Learn & Police
TECHNOLOGY + CREATIVE

8. 1 2 3 4
Creative Content Content Feedback &
Concept Production Distribution Police
all actions should be focussed around
customer
journey

9. Creative
1
Concepts
Please also see attached Video

10. Content
2
Production
Higher Google
Ranking (SEO) ✔
users
Real story, not
corporate words ✔
Content Part of a network,
Site not a outpost ✔
eg: Pages discussing 3D,
competition, ideas, concepts, Helps establish
opinions, products, Sony credibility ✔
FabriQate To administer and help in content Informal means for
generation and seeding the
Role: content across other social media
feedback ✔

11. 3
Content
Distribution
High Impact Low Impact
for distribution for distribution
Social
Networks AdverGames
Editorial
Influen2al
Blogs Mobile
Sites
Reviews
Content
Sharing SMS
Mk2ng
Tagging
Humour
Sites
Viral
Videos Augmented
Reality
Micro-­‐Sites iPhone
Apps
Web
based Mobile Other
interac2ve
We will distribute and seed based on demographic

12. 4 Feedback &
Police
Data Analysis
… and that’s why
Cost per
ENGAGEMENT
our work is driven by
CUSTOMER
STATSIT
JOURNEY
THINKING

13. 4 Feedback &
Police
Track Responding to comments
and monitor Dealing with NEGATIVE SENTIMENT
Combating sabotage PR
Maintaining accuracy (eg: Wikipedia)
community management
Helping remove ILLEGAL content
Fighting PIRACY
Reporting spammers
not everyone
plays nice on the
web

14. Prelim Concept and Paid campaign Specific
pricing Execution & banners
+ +
offshoots into
1 Creative TV, print etc
grid Allocate
USD 30,000+
Additional
(to be refined
as
requirements
are discussed)
Microsite Facebook Specific artwork
pages & apps
+ +
or videos to be
Content
2 Allocate USD costed ad hoc
production 24,000+ upwards Allocate (eg:Viral videos)
(based on idea) USD 5,000+
Allocate Paid campaign
+
USD 8,000/month
Content
3 Additional
Distribution social media
seeding + SEO
Allocate
USD 3,000/month
Monitor &
4
police

15. Our “8 rules” for Social Media
Social Media is a 24 hour
sales force
1. Measure and track everything
online...
2. Usability is key to success
3. Perfect the last step
4. Engage with your customers ...but it
5. Search is king, get your site ranking needs the
6. Email can be very powerful right tools to
7. Use Social to connect with customers
make it
8. Use emerging tech (iPhone & iPad)
work.

16. Guidelines for the campaign microsite
Local
navigation ✔
Clear, simple
navigation ✔
Encapsulated
pages ✔
Image
centric ✔
Call to Action
point ✔ Send to friend ✔ Product is the
Social Media ✔ focus (“king”) ✔