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These slides are from a talk that Sony's European Forum & Community Manager, Nico Henderijckx gave on The Rise of the Social Customer, a Social Media Week London event that Tempero co-hosted with Our Social Times. Sony leverage the super-users within their online communities to support their online customer services.
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How to help your fans help you!
European SONY Forum
» Provide a Self-Service area with Moderation and Escalation process taking the 1st level support workload away from Sony.
» Call avoidance for CIC
» Allow End-Users to help End-Users
» Provide Sony News and Technical/Corporate announcements
» Link to other Sister Company Forums like PSE, PlayStation and Sony Ericsson
www.sony.xx/discussions
Vitality (Monthly Unique Visitors)
Engagement (Super Active
Participants)
Su
pe
r U
sers
0
1000
2000
3000
4000
5000
6000
7000
Aug
Oct
Dec Feb
Apr
June Au
g
Oct
Dec Feb
Apr
June Au
g
H2FY12 H1FY12
UK/Ireland 9 9
Italy 4 5
Iberia 4 4
Benelux 3 4
France 4 6
Germany 6 8
Turkey 2 2
Russia 2 3
Switzerland 2 4
Total 35 45
New KPI: Quality of Service
What do We offer • Monthly local trainings
– And participation to local tradeshows, dealer events, etc…
• Monthly On-Line catch up sessions with European Management
• Bi-annual Super User Conference – Somewhere in European City for a week
(2 day training, 1 day Marketing and Strategy, 1 day Fun)
– All expenses paid
• New products – On strategic product launches we supply
Super Users with new product. Eg Sony Tablet
Challenges • East to West
– Everybody is different
– Lots of personalities
– Can’t expect same commitment from all of them
• How to quantify Value and Effort – Link into Super User behaviour report.
– How do they act on other platforms (Facebook, twitter & other for a)
• Build local relationship between forum Manager and SU vs European relationship – They think European relationship will get
them more
Super User Conference – Copenhagen
Beg/September 2012
Agenda
65 participants
Ranging from
Super Users
Marketing Europe
IS Europe
Forum Managers
Technical trainers
Sony Mobile Forum
Tuesday 4th
AM: Fly-in
PM: Technical training
VAIO,Tablet, & Reader
Wednesday 5th
AM: Technical training PISE
PM: Technical training
Walkman, HV, TV, SEN
Thursday 6th
Team Building
Friday 7th
AM: Service and Support
PM: Forum &
Community MKTG update
3 Tips to success
1. We are working with
Humans
2. Explain clearly your goals to
your Super Users
3. Put your Top management
in front of them.
