Download - Sony channels
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SONY INTERNET TVCHANNEL ANALYSIS
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
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SONY INTERNET TV CHANNEL ANALYSIS
MOBILE = We saw many similarities within multiple channels and see opportunities for optimization within mobile. They are highlighted in yellow.
HIG
H P
RIOR
ITY
MED
IUM
PRI
ORIT
Y
CHANNEL HOW THEY USE IT
WHY THEYUSE IT
OPPORTUNITIESFOR THE BRAND
EMAIL-Keep in touch with friends and family-Keep up with news and deals-Work contact-Reminder of things they have to do/notification
-It’s the mandatory checklist to check everyday-Most direct way to communicate-Online SSN- can’t sign up for services w/o it-Organizes life- reminds oneself of things to do-Convenient because it can be accessed any-where
-Can become part o that checklist-Can become the ‘Recess’ email in that work-dominated routine-Can update people on events and promotions-Link people to their personalized video channel
BLOGS- Read up on industry news- Comment on, like, or share posts- Copy things they see- demos, tutorials etc- Research for new products or solutions- Watch out for upcoming products or events
- Exclusive, specialized content- Want to follow people they admire - Keep up and interact with other fans- Hone in on personal interests- Bored at work or on the go
- Can sponsor exclusive content on different kinds of blogs- Partner with blogs for Online-Offline events- Invite famous bloggers to demo the TV on blog- Use in tandem wtih banners to assoc. w/ play
YOUTUBE-Look for the best videos in different genres-Search for help videos and tutorials-Listen to official and amateur music-Build playlists of interest- Keep up to date-Look for something to share/ play one-up
-Personal curation-Learn somethng new or cool, be current-Best and biggest place to look for video-Multiple interests, good for short attention span-Bored at work or on the go
-Brand page could be used as a video surfing channel for different genres-Could partner with bloggers to curate weekly selections per area of interest-Could work as personalized newsletter content
MAINWEBSITE
- Research for specs- Read up on reviews-Compare prices and products-Look at the entire lineup
-Most authority as source of information-The mothership for specs and pricing-To compare what’s on official website to other places
-Can be a station for online-offline event and newsletter sign-up- Can aggregate multiple channels to help push buy-Couponing- incentive to buy in-store, not online
ONLINEDISPLAYS
- Don’t really use them unless they see a prod-uct/message that’s interesting/relevant- Deals and promotions, new arrivals and sales- Gaming banners for boredom
-Sometimes can be related to site they’re surfing-Not intrusive but attractive and personalized-Nice when it offers surprise value-Customized to what they’re searching for
-Can associate Sony TV with hobby/interest blog-Can demonstrate OS using dynamic banners-Can lead back to the website to see the rest of the buzz-Can prove to be relevant to extracurriculars
TWITTER- Read the news- Coolhunting links- Crowdsourcing -Microblogging/Sharing- Following people/celebrities
- Curated sources of news and links- Go straight to the source- PR, celebrities etc- Entertainment and fun- Biggest open forum for discussion, real-time- Good place to spot trending topics
- Can publish links and company news relevant to target interests and hobbies- Can act as guide, walkthrough, help desk- Can start RT-worthy conversations- Can RT positive tweets and respond to negative
Noah Simon and Katrina Yulo, Digital Strategies SP 2011Noah Simon and Katrina Yulo, Digital Strategies SP 2011
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SONY INTERNET TV
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
GOALS RECOMMENDATIONS
1. UTILIZE INFLUENCERS TO BUILD STREET CRED
2. BUILD RELEVANCE TO HOBBIES
- Use Youtube Brand page to find the best videos every week for different
genres
-Asking genre leaders to do weekly picks for newsletter receivers- blog-
gers, celebrities, internet personalities
-Sifts through the millions of videos and funnels them into a neat Sony
stream
-Plays into curation trend seen on Reddit, Buzzfeed, Digg, eBaums World
-Hand out sets to famous bloggers to demo the product for their respec-
tive genre and existing audience. Demo apps, possible activities, what
they use it for
BLOG PARTNERSHIP
READ
1
FOLLOW
YOUTUBEDEM0 NEWSLETTER
CHANNEL ANALYSIS
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SONY INTERNET TV
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
GOALS RECOMMENDATIONS
1. HANDS-ON EXPERIENCE
2. DRIVE AWARENESS
3. SHARE PARTICTIPATION
- Email newsletter sign-up in exchange for access to industry events
- Meet-and-greet with the physical product
-Possibility of sharing the ‘promo,’ after signing up on blogs or Twitter
-Different events for different hobbies ex. Auto Shows, Sports Events,
Tech Conventions, Music FestIvals, SXSW, Comic conventions, Gaming
Conventions
-Chance to buy the product or review while at event
MEET & GREET2
CHANNEL ANALYSIS
SIGN-UPSHARE
E-MAILNEWSLETTER
EVENTMEETAND
GREET
YOUTUBEBRAND
PAGE
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THANK YOU!
Noah Simon and Katrina Yulo, Digital Strategies SP 2011