09 Social Medial Marketing: An Example from Sony Canada
One Page write-up
What am I trying to do here? There is a rationale, design thinking
What are you convincing the person
Which particular audience is you trying to capture?
Notes on Advertising/Marketing Strategy
Many possible audiences – (not ‘everyone’)
May require multiple channels to meet niche audiences – examples?
Content is key – avoid black hat SEO, encourage value-added interaction
Understanding history, possibility and limitations of your client essential – what’s good (and
possible) for Sony Canada may not be good for you
Good content is…
Appropriate (however defined, and ideally defined by user/reader, but with business value)
The Sweet Spot
Physical, Emotional, Cognitive
Doing – environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli
Feeling – psychological state, stress level, desires, wants, needs
Learning – cognitive assumptions, learning ability, education
Social Media as Conversation
Presence, Relationships, Conversations, Groups, Reputation, Sharing, Identity
Identity as Core Idea
Who is your client?
What is their ‘core idea’/message?
How is the idea currently represented?
Can it be represented better?
Digital Marketing @ Sony
Sony Digital Touch Points
Sony Digital Marketing Strategy
Online and Brick & Mortar Stores
Advantages of Digital Marketing
#1 among all digital touch points in:
o Unique visitors
o Engagement per session
o Time spent per session
Why Website is still one of the most important aspects of the online experience?
Overall Digital Strat