Social Media Campaign for Sharp Electronics

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IMC 641 Prof. Mandry

4/30/12 Final Assignment: Week #8

Social Media Marketing Campaign

Sharp Electronics

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Introduction

Sharp Electronics makes a variety of products for both the B2B and B2C sectors. In our case, we will

focus primarily on the brand’s electronic products in the retail capacity. Sharp’s top contender is the

Sharp Aquos LCD in the highly competitive television category. Just last year, the brand kicked off their

campaign “Big is too small a word,” spearheaded by ad agency Dentsu's McGarryBowen from New York

(Bulik, B.S., 2011). Despite boasting the largest LCD TV in the consumer sector, Sharp continues to lag

behind other competitors in sales and finds itself unassuming in the busy and overcrowded online

world. Sharp needs to readdress its business and social media objectives to better position its brand and

increase profits. Dave Evans does a fantastic job of explaining the value behind brands emerging

themselves into social media. “On the Social Web, participation is important….if you’re a consistent

source of useful information, the community is going to assign some credibility to you and by association

to your brand. That is what you want on the Social Web. The Social Web is not an advertising platform

per se, but is rather an adjunct to what you’re doing elsewhere” (Evans, D., 2008, pg. 192-193). For

Sharp, they need to readjust their entire marketing communication plan. This includes mass media

advertising, promotional campaigns, and public relations. Most importantly, they need strong and

effective social media efforts. They should tap into the active online community who are so influential to

each other on purchase decisions. By embracing a number of platforms and tactics on the web, Sharp

can begin to meet their business objectives.

Business Objectives

Sharp’s primary business goal is to increase sales while establishing a stronger social media presence.

While doing so, we also hope to transition customer service interactions from traditional methods (snail

mail, phone and email) to social media channels where there is direct, instant communication.

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Within the social media marketing campaign, we wish to achieve the following:

- Increase market share by 5-7% by the end of 2012

o Metric: sales dollars

o Success Value: 5% increase in market share

- Go digital. Increase online sales by 15% by the end of 2012

o Metric: sales dollars

o Success Value:15% increase in online sales

- Create a sustainable online presence that compares to Sharp’s competitors; increase online buzz

and number of online mentions by 100% by the end of 2012

o Metric: number of online mentions across the entire web (news stories, social media

sites, blogs, etc.)

o Success Value: 100% increase in mentions

Audience

According to Alexa Rankings, the main visitor to the Sharp website is a 45-55 years old male, has some

college education, and is accessing the site from work. Meanwhile, the top searches that help people

find themselves to the site include: sharp, sharp tv, sharp aquos, sharp microwave, sharp electronic, lc-

80le632u, lc-42sv, sharp lacer printer, sharp usa, what is sharp aquos. Furthermore, the upstream traffic

(where they originate from) is mainly Google.com with a very small percentage coming from Yahoo. The

downstream traffic (where they visit when they leave sharpusa.com) is mainly Google while some

browsing over to Amazon (sharpusa.com, 2012). Naturally, we want to increase the number that leave

for Amazon since that usually means sales. Furthermore, Sharp will consider Google AdWords and

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concentrate heavily on search engine optimization (SEO) since it understands nearly all of the website

visitors are coming from Google and search engines.

By observing 44-54 year old men in Sharp’s target, we could imagine that these consumers own homes,

have families, and want high quality but reasonable priced electronic equipment. They would be

interested in LCD TVs, blue ray players, and home theater systems. They are educated and hungry to

learn more about the category and its products to make well-informed decisions. These men are also

social media savvy and love visiting review pages to learn about the best gadgets in the market today.

For instance, here is one typical interaction from a customer named Jeremy on Facebook: “I have a

question. I recently bought the 60 inch 3d 240 hz sharp aquos tv. I noticed some of my DVD's when a

camera moves from left to right the sides seem to stretch out. Also when a scene is still the sides seem

to be a little stretched. Why is this? (Sharp AQUOS, 2012). And here is a typical tweet to Sharp: “Can

@Sharp_USA please confirm if the 945 series LED tvs are still coming this year? Or has it been

discontinued? Thanks” (@rx74ray, 2012). This shows that the target is involved in online discussions and

anxious to be engaged.

Since we know the age and some demographics of our audience, we can use the Forrester Profile tool to

better understand the way they behave online. According to the chart, our audience is made up mostly

of “spectators” (at 70%), followed by “joiners” (at 38%), and “critics” (at 37%) (What's the social

technographics profile of your customers?, 2012). This proves that the overall majority of the audience

sits back and reads but doesn’t necessarily create content. But they are taking it in and often interacting

with those thought-leaders and brands who do create content. This demonstrates how important social

media and word of mouth platforms are to Sharp’s target audience. Executed well, those pages will turn

viewers into consumers.

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Opportunity

Sharp has a very weak online presence at the moment. This opens up a variety of platforms which could

potentially be used to interact with consumers. That said, when first launching sites, it’s often better to

focus on a select few, and execute them well, rather than trying to simply be present on all platforms

and have very little activity. Remember, man power is required to build content and monitor

conversations. One cannot simply launch a site and let it run freely. So, the most logical opportunities

lie with the most popular sites on the web right now. These social networking and microblogging sites

will all connect Sharp directly to consumers and spark interactions. Blogs are a great avenue to build

fresh, new content and it gives consumers a reason to keep coming back. Posts are also a nice avenue to

educate consumers on products or the industry in general. Additionally, a forum for consumer

comments would also be a potential tactic for the brand to use in this campaign. Based on Sharp’s

current image and current target market, these platforms seem to make the most sense to engage with

consumers.

Social Feedback Cycle

People aren’t going to buy a poorly made TV. Word travels fast, both in person and especially online, so

Sharp should first ensure that its products are of top quality. This is an essential part of the social media

cycle because brands rely so heavily on their customers’ opinions. The Social Web is a great channel for

users to share thoughts and influence the buying decisions of others. “The Social Feedback Cycle is built

on the feedback and conversations surrounding your service/product after a purchase. It’s driven by

word of mouth. What you should see is a consistent progression from awareness to purchase” (Ward,

D., n/d). There are a variety of ways that Sharp can get involved in the Social Web and leverage these

conversations to their advantage.

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The social networking sites are primarily awareness-related opportunities for Sharp. They each present

unique ways to spread the word about products, services, news within the category, and touch on

current events. Blogging is focused on the consideration phase. As a consumer, if I’m stumped between

Sharp, Samsung, and Panasonic, I might browse the web to search for more information. A post from

Sharp about the detailed technology in its LCD TV might help me in my final decision. This is just one

example of how a blog might impact a consumer during the consideration stage. Lastly, a

question/answer or review forum would be purchase related. This type of site would rely on the

participating of potential consumers and ones who have already made a purchase. As long as Sharp

produces high quality goods, they will expect praises and positive comments on the forum. In turn,

other consumers see these comments from people just like themselves, and hopefully will trust the

advice and buy Sharp as well. Having channels that touch on each component of the purchase cycle

makes for an effective overall social media initiative.

Touchpoint Map

Although nationally known, there are surprisingly few touchpoints between Sharp and the consumer.

There is little mass media advertising and few public relations efforts. Furthermore, they are present on

the major social media channels but scarce throughout the larger Social Web. In terms of purchases,

Sharp currently doesn’t have an online store but relies on retail partners. Below are some touchpoints

both in-store and online:

- Amazon.com

o Channel: online

o Goal: 25% increase in sales

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- Sears

o Channel: online and in-store


- Best Buy

o Channel: in-store


- Walmart

o Channel: online and in-store

o Goal:10% increase in sales

- B&H

o Channel: online


Amazon.com is the premier online channel for consumer goods. This is a natural fit for Sharp Electronics.

B&H, highly revered for its expertise in electronics, also fits nicely with Sharp’s product line and mission.

Sears, Walmart and Best Buy offer a great range of distribution for Sharp. These retailers target different

types of audience and widen the potential range of buyers for Sharp’s goods. Sharp should analyze the

success of each of these distribution channels and consider a direct ecommerce platform on its own site:

sharpusa.com. These direct purchases would require some addition resources, such as customer service

employees and web site maintenance staff, but would allow consumers to shop directly after learning

about products while visiting the website.

According to Planet Feedback, there are a great deal of complaints about Sharp’s products. Some

consumer letters focus on not fulfilling replacement guarantees. This is a huge error on the brand’s part

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and creates negative attitudes among not only these buyers but also the online users who stumble

across these reviews (Shared Letters, n/d). This issue needs to be addressed before the social media

marketing campaign is launched. But on the other hand, some Amazon.com buyers had some great

things to say about the quality of Sharp TVs. “The picture is very bright and just amazing. Much better

than other manufacturers like Sony and Vizio…When watching 1080p/60Hz sources, the picture is

incredibly smooth. The 240 Hz refresh rate is absolutely amazing” (Amazon.com, Pierre, J., 2011). This is

just one example of many. Sharp must continue producing high quality products and continue garnering

such reviews. This consumer generated content is most valuable to other potential buyers. Finally, some

YouTube users have some great videos of Sharp products. Sharp must tap these creators for more great

content so the trickledown effect will have an impact on other consumers.

Net Promoter Score

The Net Promoter Score is supposedly a great indicator on brand success. The study helps to answer one

simple question: How likely is it that you would recommend this brand to a friend? “NPS is based on the

fundamental perspective that every company's customers can be divided into three categories:

Promoters, Passives, and Detractors” (How to Calculate Your Score. (n/d). The score of 9 or 10 would

label the audience as promoters, or ones who constantly boast about the brand and continually carry on

positive messages. Think Apple. A score of 7 or 8 labels the audience as passive. These customers are

neither positive nor negative and do not help nor hurt the brand. Think of a long-time brand that is

healthy but doesn’t have that “wow” factor – Kellogg’s cereal, perhaps. Scores 0 to 6 describe the

audience as detractors. This means they dislike the brand and can harm it severely through their word of

mouth messages. If a brand finds their score is in this area, they must devise a plan immediately to save

their reputation and sales. If basic market research was executed for Sharp, I would guess the Net

Promoter Score would be a low 7. Based on research online, reviews, and comments on social media,

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audience members do not necessarily have a negative view about Sharp, but instead, just don’t really

talk about it in general. It is a forgotten brand that needs to become top of mind once again to stand up

next to major competitors like Sony, Panasonic, and Samsung. By identifying the Net Promoter Score,

we can better devise our social media marketing plan and the messaging within.

Channels

Although traditional marketing efforts are still important, Sharp should place a great deal of emphasis

on new media since it is inexpensive and where the customers are active. Rick Barnes at Inbound

Marketing University discusses the shift in traditional, or outbound, marketing to inbound marketing, or

techniques that utilize the social web. For instance, he says that print ads have transformed into blogs,

eBooks and white papers; television ads have made way for viral videos on YouTube; cold calling has

decreased while search engine optimization (SEO) efforts continue to rise; trade shows have turned into

webinars; and email blasts have transitioned to Real Simple Syndication (RSS) feeds (Burnes, R., 2008).

The former one-way communication efforts have been replaced by ones that are two-way that allow the

brands to engage with consumers, talking to them in a fun way on a human-to-human level. For this

campaign, revitalized social networks, a fresh, active blog, and a review/comment page will be

developed to help achieve the campaign objectives.

Social Networking: Twitter, Facebook and YouTube

As previously discussed, Sharp will re-launch its current social networking ventures: Twitter, Facebook

and YouTube. In addition to new artwork and information, these will each have more effective

messaging and promotions moving forward that will help capture more online users and keep them

interacting with the brand. A strategy will first be put in place. This will design the base content for the

entire year and help to keep the information streamlined across all three platforms. Of course,

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unplanned, timely news and information will still be posted. However, these arranged posts and

promotions will revolve around the company’s major announcements, philanthropic events, product

launches, etc. Having an entire year planned out ahead of time is a much more organized approach

which is more effective and better for business. When posting content, Sharp should remember to

incorporate stimulating multimedia. “Beyond the portrayal of your products and services (by you or by

someone else), you can also use visual content to document events, parties, openings, cause related

events, or product launches – all of which are things that you participate in at the brand level” (Evans,

D., 2008). This can be snapshots from in and around the office, videos of fun interviews, sneak-peak

photos of potential products during development, or even an “inside-look” into some devices. This

stimulating content adds value to posts and gives people a reason to visit the sites. Moreover, Sharp

should consider hosting webinars for trade level management (as opposed to direct consumers). These

could be housed on the website while being powered through YouTube and promoted through

Facebook and Twitter. It would be a great opportunity for salesmen and dealers to learn technical

aspects of Sharp’s products for when they are trying to make a sale. It’s a win-win for each party

because more sales earn revenue for both.

Blog: “SHARPening the Pencil”

According to Lesson 6, “If you have a complexity problem, blogs are the way to go” (2012). Why?

Because blogs offer a great way to develop new content, about both relevant and timely material, and

share it instantly to the public. The most effective bloggers are ones that write with personality. Several

Sharp team members will be encouraged to write but the important players will be the CEO, as well as

the engineers to offer an “inside look” into the products. Consumers want to find value in this content.

Sharp must write about topics and information that will educate or at least be useful to readers. The

“SHARPening the Pencil” blog will feature original content that covers: everyday life at Sharp, upcoming

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products, potential products, current events in the consumer goods industry and electronics industry,

community and philanthropic events, and more. The “and more” part is actually very important because

the best part about blogs, and social media in general, is that it is extremely flexible. If a post on Sharp’s

LCD TV was scheduled to go out today but a competing brand just announced its bankruptcy and the

CEO wants to discuss how it will affect Sharp, then he should go for it. Following up on timely current

events will always bring more traffic to the site. This ability to always be timely is vital to social media. In

addition to building a library of content over time, which helps with SEO and web searches, there are a

great deal of people out there who seek out this type of fresh material. “Blog reading is one of the most

popular activities in the groundswell, with nearly one in three online Americans reading blogs…In Japan

it’s even more popular; more than half of online adults read blogs at least monthly” (Evans, D., 2008).

Sharp’s consumers will enjoy the unique content and the ability to interact with the upper management.

The team will closely monitor comments and make sure to respond to each one personally. Comments

will also be enabled to be voted upon so those that receive the highest number of votes will appear at

the top. This will help the Sharp team more easily identify important issues among the crowd. Questions

will also be posted within the blog to stimulate responses.

Reviews and Comments: “Sharp Shots”

Word of mouth will always be the most powerful influencer. And that is even truer when dealing with a

sizable purchase like the electronic equipment in Sharp’s portfolio. “Reviews, ratings and

recommendations are extremely important. People have always wanted to know if others were happy

with their purchases” (Ward, D., n/d). “Sharp Shots” is the name of the microsite extension from the

Sharp website which houses product reviews and suggested product ideas. This is a great vehicle for

consumers to learn about products before they make a purchase and make much needed critiques of

things that Sharp needs to improve. Essentially, this is free market research for the company. There will

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always be negative commenter which Sharp will respond to appropriately. But the real value comes

from those praising the products. “Gladwell refers to these energized individuals as Connectors,

Mavens and Salesmen. Connectors are highly social people who are linked to many other people and

have the ability to spread ideas and messages rapidly due to their connections. Mavens are the experts

and information gatherers; they have the knowledge and social skills to start word-of-mouth epidemics.

Finally, salesmen are the persuaders who spread ideas to larger and larger groups” (Lesson 6, 2012).

These brand advocates come from satisfied purchases and positive interactions with the brand. If Sharp

pleases on the store level, it will reap fantastic reviews that will turn into even more sales online. On the

“Sharp Shots” review page, Sharp will continually be accepting comments and suggestions while

communicating with those submitters to create loyal relationships. These who write reviews and

comments will, in turn, promote the brand on their personal social media channels and the domino

effects will strengthen Sharp’s image within the entire online community. The page is a great avenue to

also offer customer service. Negative reviews can be resolved and replacement products can be sent

out. No more waiting on the telephone for hours or submitting a snail mail letter hoping for a response.

The “Sharp Shots” page grants customers instant access to staff members. “Sharp Shots” will greatly

enhance the online experience and educate consumers to make more well-informed decision in their

purchases.

Metrics

The greatest misconception among [naive] social media marketers is that social media is free. Although

low-cost (on the surface) compared to traditional marketing methods, social media tactics are far from

free. Often times advertising is involved, at first anyway to help build a solid fan base. Pay per click (PPC)

ads are effective but cost money. Additionally, professional artwork and sometimes programming

(depending on promotions) is needed. Finally, one cannot overlook the time and talent that is required

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to effectively manage these types of sites. Depending on the size of the company, an entire position

must be filled to strictly manage social media, and for larger companies, an entire team. Because of

these indirect costs, social media managers must still, like any other spending, measure the return on

investment (RIO). For a traditional print ad, one pays the fee, runs the ad, obtains impressions, and can

simply do simple math to calculate the ROI, or the amount spent per person who has viewed the ad.

Social media is a bit more complicated. Impressions (or views/clicks in our case) are helpful, but are not

always the most accurate by themselves. With social media, we are building an online community who

will develop a loyal relationship with the brand. Additional metrics must be used to help gauge the

success level of the campaign. Moreover, marketers must always keep their eyes on the prize, or rather,

their foremost business objectives and the bottom line. Like any business investment, tactics must

always be compared to the overall goal. The metrics being used now are very basic: likes, follows and

video views from Facebook, Twitter and YouTube, respectively. This is a very rudimentary approach to

analytics and we’ll want to go a few steps further during our campaign to better gauge the success level

and return on investment. Below is what we will measure for each social network or website:

Twitter: mentions, retweets, followers, listed, hits from links

YouTube: subscribers, video views, in-bound links, number of times videos have been embedded

Facebook: fans, talking about, shares on each post, hits from links

Blog: post views, Facebook shares, tweets, Google+ shares, in-bound links, comments

Review page: Submissions, votes, comments, in-bound links, sentiment value of comments

Corporate site: unique visitors, in-bound links, previous site viewed, post site viewed

Furthermore, we must thoroughly dive into our metrics to compare them to our overall objectives.

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For the first campaign objective, our metric is in sales dollars. We will examine the market share before

the campaign begins, throughout the campaign, and at the conclusion of 2012. Our hope is that the

interactions online will help to educate consumers and build a loyal fan-base. This in turn will help them

decide on Sharp when shopping and faced with four to five different competing brands. That well-

written blog post or positive review might just be the tipping point to push them towards a Sharp

product. Meanwhile, the online channels will drive consumers to the online store pages where they can

make a purchase, again affecting sales.

This leads nicely into the second objective which is to specifically increase online sales. It is common

these days to make purchases online without seeing or touching a product. So why is Sharp struggling

compared to other brands? They need to first sell their image and then create a community which backs

the products and reassures customers to have confidence in that purchase decision. The social media

channels, the blog post, and review site will all help in this effort. And this doesn’t even mention the cost

savings in digital sales vs in-store purchases. This will impact the bottom line and affect market share

value. We will track the number of online purchases and also use bit.ly to track leads. This URL

shortening service will allow us to see where the leads originate and what material is making consumers

most interested in a purchase.

Finally, the third objective is to double the number of overall online mentions. Public relations plays a

powerful role in a marketing campaign – think of the influence from news stories and reporters. Now

think of the vast web with bloggers and Twitterers and how those messages can not only raise

awareness about a brand but strengthen the image if it’s positive messaging. By increasing the number

of mentions by 100%, Sharp can get back to being top of mind among consumers, especially among

those who have written them off as a low-tier, forgotten brand. Sharp needs to be in the same

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conversations as Panasonic, Sony and Samsung. To do this, social media will be rampant, blogs will be

engaging and interesting, and the review page will be active. We will measure the social media activity

through bit.ly, the online link tracker. Here we can see geographic origin of those who clicked, what

social media service they used to arrive there, and those who are reacting on the social web. Our second

tool, Google Analytics, will be used for the blog and review pages. This reveals the number of views, how

they arrived on the page, geographic origin, keywords used in helping those arrive there, among other

statistics. We will also use Technoati and Google Blogs to track down blog posts about Sharp and its

competitors to respond appropriately. Together, these initiatives will help meet the three campaign

objectives while increasing market share and meeting the business goal. Moreover, customer service

will be transitioned from traditional methods to Twitter, Facebook and a quick chat tool on the site.

These will provide instantly Q&A interactions among knowledgeable staff and curious customers.

Conclusion

In this social media marketing campaign, Sharp needs to stimulate conversations among its target

audience while reinforcing its positioning in the marketplace. It’s an intelligent move to have a variety of

tactics because everyone on the social web behaves differently. The social media tactics within the

campaign allows for each member of the social media technographic profile to join in and help to

rebuild the brand. Like any marketing communication effort, social media must be measured against the

business objective(s) to help gauge its impact. Do I need to hire more staff to make these efforts

worthwhile? Do the sites benefit us enough to maintain these sites moving forward? Are the sites

helping to connect with consumer and translating into sales? Through close attention to metrics from a

variety of tools, the marketing team can better gauge the success level and ROI of this campaign. The

target audience for Sharp is men 44-54 years old. They like technology and their “toys” and also like

acting as spectators on the social web since it is a great source of information when planning a purchase.

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This insight helps to tailor messaging, artwork and online features to provide a better experience for the

customer. By tracking internal sales figures and by using tools like bit.ly and Google Analytics, Sharp can

get a better grasp on its consumers and how they are interacting with the pages. The research

completed on the target market, coupled with strategic execution of the channels and closely monitored

metrics, will help make for a successful social media marketing campaign for Sharp Electronics.

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Social Media Campaign for Sharp Electronics

Marketing

Transcript of Social Media Campaign for Sharp Electronics