If you’re a small business owner looking for examples of how companies have used social media to increase customer participation, loyalty and sales, Sony is a good example. Even if they are ginormous. MarketingProfs (premium article) did a nice job of profiling this Sony social media marketing case study early this year.
Sony began their social networking, social media sites in 2003 when online customer communities (and Web 2.0) were not the norm. (pre-YouTube)
They started out with the goal of not promoting Sony products but to educate and build interest and increase buyers by offering valuable content. The kind of content camera/digital entertainment device lovers will return to over and over. (You know—the kind of content all of us business owners aspire to create.)
Their first site launched in 2003, Sony 101 learning center, was purely informational. It offered six free online courses about personal computing, general digital imaging, and home/personal entertainment. Sony was hoping to convert customers interested in these topics and boost sales with the value added content—but without direct brand promotion.
Fast-forward to 2008: they rename the site, “Backstage 101” and brand it as a Sony site. They retain the informational, non-promotional content that’s worked so well since the start of the site. Now 100 interactive courses and tutorials, as well as videos and articles are available.
Community Determines Content
Something for everyone. Sony provides content for all levels of expertise—from beginners to industry experts—in the areas of personal computing, digital video, digital photography and home entertainment. Topics are selected based on community feedback posted on forums and discussion boards, collected via surveys at the end of tutorials and from a couple of annual surveys.
According to Mildred Center, Sony’s director of Web Services, “Our content is shaped around what users need…something that benefits them personally… (for example) Cannon owners can get the same benefits.”
Sample of tutorials & article titles in the digital video section:
- Simple Tips to Improve the Quality of Your Videos
- Shooting Home Video in Full HD (1920×1080)
- Videography Techniques for Family Videos
- Tell a Story with Video
- Improve the Sound Quality of Your Videos
- Shooting Techniques for Better Videos
Results
This is the best part. Per MarketingProfs, “Year over year, in 2008 Backstage 101 experienced:
– 388% increase in the number of user engagements,
– 34% growth in member registration
– 31% increase in unique visits
– 179% more repeat visits
– The number of users claiming to have purchased a Sony electronics product increased to 36% Jan.-Jun. 2008, compared to 20% for Jan.-Jun. 2007
– Monthly sales on Sony web site continue to increase”
I know, I know—how can a small company achieve similar results? Sheesh, Sony has an army of creative resources, budget and employees.
Well, dear reader, here is an example of a small(er) business putting their (smaller) resources into social media marketing efforts in order to build closer customer relationships online.
Let me know if you agree or disagree that small business can build online customer communities, on well, small budgets. How about Ning?
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