sony s series 'charged and ready' social demand case study
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“Charged and Ready”
Social Demand Generation
Case Study
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Sony Vaio S-Series
19 August 2011
Program Overview
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15 independent bloggers shared their experiences using the new Sony Vaio S-Series with over 11.8 million aggregate monthly unique visitors over a 5-week period.
34 total blog posts were published relating college students’ and parents’ real-life usage scenarios, highlighting features such as:
Increased battery life
Speed and stamina
Lightweight form factor
Web button
15-hour battery tests
Intense gaming use
Aesthetic appeal
Overall user experience
Objectives
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Stimulate neutral-to-positive content generation relating key Sony Vaio S Series product features and benefits
Promote user-generated
content
Drive consideration and
sales
Generate original third-party content endorsing the newly launched S Series
Garner third-party
endorsements
Cultivate relationships
Drive awareness, consideration and adoption of the product amongst college students and parents
Establish and extend relationships with independent influencers who collectively reach millions of active audience members via multiple social media channels
• 500K+ clicks driven to Sony S Series microsite
• >2.5x more traffic than forecast
• <½ projected CPC (cost-per-click)
Results: Integration and Efficiency
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Social media program constituted smallest of all marketing activity investments
Participating Influencers
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We recruited 15 independent and influential site owners to reach student and parent audiences and discuss topics including: Technology Trends Internships/jobs Post-grad experiences Social media tips Study tips Money-saving advice General academic information
Success Metrics
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34
44K+
??
110
Total influencers
Aggregate monthly unique visitors
Total blog posts
Total agg. Twitter followers
Microsoft blog post re-tweets
Sony unit sales/market share gains
15
11M+
Sample Content: Battery Life
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“15 hours with Dave Matthews and the Sony Vaio S-Series: Ok.. so it is official, the Sony 15 hour battery has successfully lived up to my
expectations. We are surpassing the 15 hour mark and it still has
just a little bit of time left (20 minutes per the laptop’s battery calculations). I think it is time to
celebrate!”
Sample Content: Battery Life
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“The Sony Vaio S has a battery and a battery pack
that gave me nearly 16 hours of juice. That’s
incredible. I’m not talking standby time. I used the Sony to watch a movie,
write a paper, take notes, browse the web, watch
another movie, and work on some design stuff in
Photoshop. All in one day.”
-- Jeff Dunn, edudemic.com
Sample Content: Battery Life
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“Ever find yourself fighting over the lone power outlet in the lecture hall because your laptop battery is dying (yet again)? Not to fear -- there's a new laptop on the block that offers up to a ridiculous 15 hours of battery life with the addition of a (very sleek, very light) sheet battery! It's the gorgeous Sony VAIO S Series PC!”
-- Annie Wang, hercampus.com
Sample Content: Mac vs PC
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“The new VAIO S-series seems very comparable to the
MacBook Pro, with the VAIO being thinner, lighter, more affordable, and available in
multiple colors.”
Sample Content: Mac vs PC
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“CONNECTIONS: The Sony wins here. HDMI and USB 3.0 support make this a versatile
machine that you can use with TVs and a lot of other
peripherals. The Mac lacks HDMI, which kinda sucks.”
collegeinfogeek.com
-- Thomas Frank,
Sample Content: Speed/Stamina
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“The Wifi worked seamlessly on the ATT network. There is a button on the
laptop keyboard that allows you to switch from “speed” to “stamina” to conserve battery life. Since I wasn’t using any graphics programs or other
programs that required quick response, I switched it to “stamina” to conserve the battery life. I noticed the
laptop turned off the DVD-CD-BR player to conserve energy as well.”
-- Suzanne Shaffer,
Sample Content: Form Factor
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-- Doug Schantz
“The footprint on this laptop is about 13 inches x 9 inches and
the height is just about the size of a quarter. If you add the
optional flat panel battery (which boasts providing you with approximately 15 hours of untethered usage) it only
increases the depth by about a quarter of an inch.”
Sample Content: Twitter
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Total Twitter followers: 44,154
Third-Party Product Endorsement
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“In conclusion I can confidently say that if you are in fact a "Windows User" and are looking for a new
laptop with all the bells and whistles, this computer is a great place to start your search. It’s packed with
lots of great hardware as well as the processing and computing power needed to help keep it from being
outdated for many years to come.”
-- Ben, thecollegesurvivalhandbook.com
“Conclusion: I honestly feel that this laptop couldn’t be engineered better for a college student.
It’s lightweight, lasts forever, has time-saving and college friendly features that would surely benefit a
college student in numerous ways. Plus, my personal experience with Sony products have taught
me they are well made, powerful and lasting.”
-- Brett Napoli, collegecures.com
“I have written quite a bit about the Sony Vaio S-series, from an unboxing, to a contest announcement, to battery tests for ‘normal usage’, ‘hardcore gaming’, and my recent 15-hour torture test. And throughout it all I have been
thrilled with the performance and battery life of the system.”
-- Michael Anderson, geardiary.com
Search Engine Placement
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8/ 18/ 11 5:53 PMsony laptop- really a 15 hour battery? - Google Search
Page 1 of 2http:/ / www.google.com/ #sclient= psy&hl= en&source= hp&q= sony+ laptop…0 l0&bav= on.2,or.r_gc.r_pw.&fp= 8e270e71bf0a1dcd&biw= 1129&bih= 539
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cheapscholar.org/.../15-hours-with-dave-matthews-the-new-sony-va... - Cached
Jul 11, 2011 – ... through the paces to see just how long a
15 hour battery really can last. ... and see just how long
the Sony's 15 hour laptop battery would last ...
15 Hours With Dave Matthews & The New Sony
Vaio S Series ...
cheapscholar.org/.../gearing-up-for-college-with-the-new-sony-s-ser... - Cached
Jul 5, 2011 – I will be putting this Sony S- Series laptop
through the ...
Gearing Up For College With The New Sony S
Series Laptop ...
www.geek.com/.../the-sony-vaio-s-is-the-first-sandy-bridge-laptop-... - Cached
The Sony Vaio S is the first Sandy Bridge laptop with 15
hour battery life. Mar. 7, 2011 (4:15 pm) By: ... What really
sets the Vaio S apart, though, is battery life. ...
The Sony Vaio S is the first Sandy Bridge laptop
with 15 hour ...
www.friedbeef.com/top-15-ways-to-extend-your-laptop-battery-life/ - Cached
laptop Top 15 Ways to Extend Your Laptops Battery Life
.... Ipod has small size, but long hours battery life, i wish
the huge size battery of a laptop should ... hi, i got sony
vaio laptop model vpcee31fx. i always use my laptop at my
home where i ...
Top 15 Ways to Extend Your Laptop's Battery
Life
www.geardiary.com/.../sony-vaio-s-series-unplugged-for-a-day-my-15-hou...
Jul 22, 2011 – One of the big claims of the new Sony Vaio
S-series laptop is that not only ... now it is time to see if
this thing can actually delivery 15 hours of battery life! ...
Most times in battery saver mode you can really feel the
pain of the ...
Sony Vaio S-Series 'Unplugged for a Day': My 15
Hour 'Make It Last ...
collegeinfogeek.com/.../this-laptop-has-ridiculous-battery-life-also-... - Cached
Jul 11, 2011 – I test the Sony SA series' battery life
This Laptop Has RIDICULOUS Battery Life.
Wanna Win One ...
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40% page-one Google rankings from participating influencers
Google search terms: “Sony laptop 15 hour battery”
Windows blog contest support
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11 blog posts (reaching >11M monthly readers and >36K Twitter followers) mentioned the Microsoft contest and giveaway, linking to the Windows Experience Blog Post, “What Would You Do If You Had Up to 15 Hours of Battery Life?” Bloggers enthusiastically promoted the giveaway and incorporated it into their editorial.
“If you would like to win one of these laptops for FREE, Microsoft is currently running a laptop give-a-way sweepstakes. The lucky winner gets a shiny new Sony S – Series laptop (including the 15 hour sheet battery option). It’s easy to enter and worth your time to CHECK IT OUT!”
-- Parents Countdown to College
“Post a comment like this on the Windows Blog saying what YOU would do, and Sony will enter you into a sweepstakes to win a Free PC, and Sheet Battery. You can also tweet your comment and use @windows and #15hoursbatt.”
-- Honest College
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