Sony Football Asia Pacific Case Study

2009 - mid2011

Background & ObjectivesSony Football wanted to set up a Facebook Page for added presence within the social community.

As soccer is a dynamic and socially driven topic, having a fan page allows Sony to add more persona into the brand by having regular ‘human’ conversation with its fans.

This then becomes an additional channel for Sony to leverage on to drive awareness for its latest activities and products, ultimately directing traffic to the Sony Football Website.

The end result is to reinforce Sony Football as a ‘friend’ by bridging the gap between brand and consumers.

Sony

BackgroundObjectiveWhy a Fan Page?

OwnedPaid Earned

Sony Football site Sony Football Facebook page

Leverage upon Facebook to expand

on earned media

sponsorships

advertising

Digital PR

Use paid media activities to drive traffic to the Sony

Football site

- Real time updating allows us to gain more attention by leveraging on currency of ‘hot topics’

- Audience familiarity and comfort with Facebook and its interface

- Nature of Facebook allows Sony Football to develop a personality and engage fans on a one-to one, or one-to-many basis

- Multitude of functions that allow for quick shareability act as natural drivers, ultimately leading to less media spend in the long run (cost effective)

BackgroundObjectiveWhat we did – Weekly Posts

5 x Weekly Posts on Football Topics to engage fans

- Opinions, polls, scores, interesting facts

BackgroundObjectiveWhat we did – Football Trivia

Launched in 5 different phases, each revolving around a different

theme.

Added tabs to augment user interactions i.e. leader board rankings (high scores), and

shareability with friends (invite a friend).

Users are given a rank, based on their scores and they can choose to share this with or

challenge their friends.

BackgroundObjectiveWhat we did – Sony Gamefaces

Get the Game on with Sony’s Gamefaces – avatars were uploaded onto the Sony Football (Album) for users to download and share.

Positive user responses (likes and comments) towards the Avatars - helps to spread the word through

published feeds.

BackgroundObjectiveHow we drove traffic & gained awareness

If so, why not test your knowledge in Sony’s So You Think You Know Football quiz? Bragging rights and fun prizes to be won.

Do You Eat, Live and Breathe Football?

Become a fan

+

Facebook Fan Ads for Pages

Facebook Skyscraper Banners

In order to gain more fans to build a substantial community, Sony Football ran an acquisition campaign on Facebook via fan/skyscraper ads to increase its visibility online. The ads were run in 2 phases – Oct/Dec 2009 and Jan 2010

Sony Fan Page

The Results

BackgroundObjectiveFacebook Fan Banner Ads

Overall, engagement ads were seen more than 77.4 million times

(impressions) by 10.1 million unique users (unique impressions).

The ad was seen more than 7 times by an average user.

17, 967 users became a Sony Football fan

17,199 became a fan by clicking on the ‘become a fan’ button on the

fan page itself within 24 hours after clicking on the ad.

A total of 47,372 engagements were made with the fans, leading to a

0.06% engagement rate.Rate.

This was higher than the projected amount of 0.05%.

BackgroundObjectiveMember Growth

De-cem-

ber'09

June'10 Dec'10 April'11

0100002000030000400005000060000

Lifetime Likes

Sharp exponential growth from Dec 09 – June 10 due to the increased hype and build up towards World Cup 2010. This was also the main period where Sony Football actively ran a series of engagement modules such as banners, games, avatars.

Sony Football has a total of 54,350 fans till date.

There was an increase of 5, 726 monthly active

users in April from March.

April 2011 Statistics

BackgroundObjectiveMember Engagement

Since the inception of Sony Facebook in December 2009, there has been a total of 1, 916, 255 post views and 14, 918 post feedbacks.

Based on the frequency of 5 posts a week, that makes it – 14, 918/62 weeks/5 posts = 41 (likes/comments) per entry posted

Sony Facebook Page Engagement Statistics till date

BackgroundObjectiveTypes of Conversations

Post match interactions (like/comments) amongst fans.

Match predictions in the form of polls (Facebook Questions)

Fans sharing about Sony Events

Fans asking questions about Sony products

Match reviews posted by Sony Football as conversation starter

To view more:http://www.agency-showcase.com/sony/football/index.html

Thank you

For more details please contactpaul.soon@xm-asia.com