Client: Sony Europe
Service provided: Insights
The challenge:
- Sony Europe forums receive more than 250,000 unique visitors per month and there are 5,000 active participants in a given month, requiring not only moderation but monitoring of the growth in key issues for consumers.
- Sony was unsure if the issues being raised within its forums reflected those of the larger Web and wanted to harmonise social data and its own forums data to prioritise its decisions.
The approach:
In addition to moderation, Tempero moderators log any discussions around a set of ‘hot topics’, which are updated as specific issues wax and wane in importance. Tempero moderators also flag any fast-breaking topics to notify Sony of potential major issues.
Tempero delivers a fortnightly report on the key topics, which includes six product categories across the Sony range (eg Reader, Tablet) and various topic categories (eg Product Feedback, Troubleshooting).
Tempero monitor Sony’s One Destination Website (ODW) forums to understand the following:
- What are the key topics consumers are discussing?
- Who are the key voices driving conversations within the forums?
- What are the recurring issues for Sony consumers?
- In which areas of Sony forums are conversations taking place?
- How are consumers using the forums? (eg troubleshooting help, pre-purchase decision assistance, communicating dissatisfaction with Sony, etc)
The result:
Key voices within Sony forums are being reviewed for potential recruits as Super Users for the forums in 2012.
The reports are now shared with more than 500 personnel and have raised awareness about ongoing consumer issues.
Sony can now track the increase/decrease of particular issues on a fortnightly basis, with crises, planned events and product launches now being reported on thanks to data from the Sony forums and the larger Web.
Key lessons learned:
1. Integrating any owned-media data (forums, Twitter) with buzz not only delivers better strategic recommendations, but naturally demands that more departments are involved.
2. A focus on social means that the customer remains a key priority.
