sony channels

SONY INTERNET TVCHANNEL ANALYSIS

Noah Simon and Katrina Yulo, Digital Strategies SP 2011

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

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MED

IUM

PRI

ORIT

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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

SONY INTERNET TV


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

SONY INTERNET TV


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

THANK YOU!


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