Harmonising social media strategy across channels

How Sony Mobile integrated measurement across paid, earned, and owned social

The insights generated by this programme are widely used by the Sony marketing community for marketing planning purposes. This includes both major advertising campaigns and global trade shows. But we also use the insight for tactical activities and guerrilla marketing activations against key competitors. An important element has been the flexibility of the program, while continuing to offer a consistent global picture.

Sandeep Raithatha
Head of Marketing Strategy & Insights at
Sony Mobile

Practice & Location

Ebiquity Media and Ebiquity Intel
Office: London

Objective

Sony Mobile tasked us with providing a global picture of the media landscape for the company, its competitors, and the wider sector. This spanned paid media analysis to provide much-needed visibility on competitor comms, integrated with owned channels. A significant part of the brief also related to earned media analysis of consumer sentiment and conversation, evaluating how
well Sony and its competitors – principally Apple and Samsung – were getting their messages across.

The brief also included elements of compliance measurement, through monitoring partner media spend and point-of-sale displays, to ensure that Sony was receiving sufficient support from its
network and retail partners.

Approach

We used our proprietary Panoptic social media analysis tool to provide a full, 360-degree view of the media landscape in the category. Every month, we delivered a thematic assessment of paid, owned, and earned media activity from Sony Mobile and each competitor across multiple markets. Analytics and reporting highlighted retrospective consistencies or changes and provided projections for the near-term future. We also worked closely with Sony to incorporate our data into their own dashboard to ensure our reports were easily digested and understood, and well used.

For deeper social media buzz and sentiment analytics, we created a hybrid solution based on data from our own proprietary SaaS platform and information harvested from Sony’s / competitors’ social channels, to act as a single focused portal for all online consumer conversation analysis.

Outcomes

Within months, Ebiquity’s reports had far-reaching impact throughout Sony Mobile. Tailored versions of the reports were sent to the global team, key market heads, and local country / agency teams. We became partners for Sony Mobile, providing counsel at its internal ‘War Room’ sessions and providing further bespoke reports in near real-time on issues ranging from iCloud hacking to the launch of Galaxy and Apple Watch models. The social media monitoring solution went on to win the Gold Award for Best Use of Social Media Measurement at the AMEC Awards.

Delivered integrated global media analysis of paid, earned, owned social media

Created in-depth reporting of markets and sectors (phones, tablets, wearables)

Accelerated culture and adoption of data-driven insights with real-time validity

Won gold AMEC award for best use of social media measurement

Project & Process

Analysed global social media performance across paid, earned, and owned social

Provided in-depth competitor analysis across multiple channels

Developed success benchmarks for retail partner performance

Tailored reporting to different client and agency teams, new product launches