Sony Europe Relaunches a Winning Online Community
Sony Europe Limited is the UK sales arm of consumer electronics giant Sony Corporation. It markets a wide range of consumer electronics, including computers, PlayStation game consoles, and home theater systems. The division also offers professional products, such as high-definition camcorders, video-conferencing equipment, cinema projectors, and medical imaging technology. Sony Europe Limited runs two factories in Wales that make TVs, cameras, and electronic components sold in the UK as well as worldwide. Established in 1968, the division operated as Sony United Kingdom until 2010. In 1974 Sony became the first Japanese company to open a factory in the UK.
Migrate their 12-year-old existing European Sony Electronics forum to the new Lithium platform to decrease Sony-generated content and increase fan-generated content, driving loyalty and top line sales.
Engage users in company-generated blogs, user-generated content, tutorials, workshops, and competitions primarily aimed at their huge fan base of photo enthusiasts.
“The Lithium platform has been seamlessly integrated into our web presence to match our global look and feel to offer our customers the best social experience. Thanks to the clear design, customers can easily share their content and discuss products with each other.”
What prompted you to seek a new solution for your community?
We had a 12-year-old existing forum, but we wanted to migrate to a new platform with the goal to create a vibrant community where people converse beyond just their technical problems. Our vision was to have customers engage with the rest of the community through their passions by reviewing user-generated content, company-generated blogs as well as tutorials and workshops to help them get more out of their products and our services. We aspired to provide a platform where our huge fan base of photo enthusiasts could share their content in galleries to participate in monthly photo competitions. In doing so, we could help them increase their photography skills by providing workshops and tutorials as well as our excellent master classes moderated by Sony World Photography Awards winners. Ultimately, this would translate into increased revenue, loyalty, and support savings for our business.
How has your Lithium-powered community addressed your needs?
Lithium has provided a robust platform with flexibility to adapt and measure our strategic goals via different content types, developer tools and metrics. Thanks to this flexibility, we were able to create a compelling photo gallery, full integration with other Sony websites and a simple design that follows Sony brand DNA.
The biggest innovation we brought was to repurpose the whole contest module and use it as a photo/ wallpaper gallery. We really pushed the limits of the module to have the most compelling look while following brand DNA. The same module is also used to run monthly Sony World Photography Award competitions which add around 2000-4000 photo submissions per month from users in 15 countries.
What has been the impact to your organization and your customers?
The new community is a big success! With 7,126,596 searches per month and 6,745 posts for 1,441 new topics, the community is thriving. Our Sony Europe CRM addressable audience is 9.3MM. We have seen top line sales of about €33MM, of which about €2MM comes from online sales. In terms of loyalty, our pre-Lithium UGC was 80%; our post-Lithium UGC is 99%. This is an incredible increase in user-generated content, which was one of our main goals in migrating our community to Lithium.
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