Conversational Marketing Summit

New York, NY June 7, 2011

Shifts In Brand Marketing: From Campaign to Conversation June 7, 2011 Susan L. Jurevics Sony Corporation of America

OUR CHALLENGE

make.believe

Believe that anything you can imagine, you can make real

MEDIA HAS EVOLVED 1 OF EVERY 7 MINUTES OF MEDIA CONSUMPTION is through a mobile device.

FAST FWD COMMERCIALS 28% of US households have a DVR.

BROADBAND + ON DEMAND >60% of US TV households will have on demand in 2012.

Source: Universal McCann & AOL Smartphone Study; Simmons; Pew Internet & American Life Project

IT’S HARDER THAN EVER TO REACH CONSUMERS

OVER 700 MILLION USERS

OVER 200 MILLION ACCOUNTS

SOCIAL MEDIA has fundamentally changed the way

consumers behave

THE MARKETING LANDSCAPE IS CHANGING

Whether you like it or not, your brand is already

part of their conversation

TARGETING IS KEY DIGITAL ENTERTAINMENT JUNKIES are…

Purchased 6 or more CDs in past year

FORWARD TECH THINKING

I like to find products which I can customize to my own needs

I like to have a lot of gadgets

I like to be connected…at all times

Played video game on console or handheld gaming system 1 or more times in past 30 days

Attended 2 or more movies in past 30 days

Downloaded music 3 or more times in past 30 days

Purchased 6 or more DVDs or Blu-ray discs in past year

ENTERTAINMENT SEEKING DEFINED AS THOSE WHO AGREE TO 3 or more OF THE FOLLOWING:

TARGETING IS KEY DIGITAL ENTERTAINMENT JUNKIES are…

INFLUENTIAL HIGHLY ENGAGED

Likes to research curious, and inquisitive. More likely to read reviews, comments on blogs, and updates on Twitter.

DEJs… are in the know and stay informed are who family and friends turn to for opinions on the latest trends, fashions, news.

ARE SKEPTICS AND HARD TO REACH WITH TRADITIONAL ADVERTISING

WE NEEDED TO RETHINK OUR TRADITIONAL APPROACH

•  12 week cycle, with peaks and valleys

•  Communications plan featuring advertising (paid media) and PR (non-paid media)

•  80/20 ratio of working/non-working dollars

•  ATL/BTL distinction

•  Digital is a component of a paid media budget

•  Driven by the Brand Marketing department

•  Employees learn of this initiative simultaneously with consumers

WHAT IF WE DID IT DIFFERENTLY?

•  Eliminated ATL/BTL in favor of paid/earned/owned channels

•  Incorporated non-traditional, non-paid vehicles: retail store associates, call centers, live chat, etc.

•  Flipped the traditional 80/20 ratio

•  Involved multiple departments beyond traditional Marketing/Communications

•  Shared messaging with employees first and requested their input and advocacy

ARMED WITH KNOWLEDGE OF THE DEJ, WE DROVE AN AUTHENTIC DIALOGUE

INTIMATE DIALOGUE TO DRIVE

ENGAGEMENT

BUILD A FOLLOWING

(COMMUNITY)

CREATE BRAND

ADVOCATES TO DRIVE

WOM (ENCOURAGE

SHARING)

1.

3.

2.

WHAT DID WE DO? •  Maximized our employees, first

•  Involved a wide variety of functional and geographic stakeholders

•  Used significant existing platform to externally communicate message (CES)

•  Collapsed budgets – every dollar is a working dollar

•  Digital drove the change from campaign to conversation

WHAT DID WE LEARN?

•  Employees are a critical audience

•  Measurement is key

•  Digital communication requires brands to have an authentic voice

•  Shift from campaign to conversation requires an active, committed decision

•  Lasting organizational change takes time

Thank you