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Sony Electronics  

These podcasts are from Sony Electronics and associated with the Sony Electronics Blog. We will be bringing you podcasts from our videos shot on the floor of CES. Stay Tuned for everything CES!

  • Archived Blog Post

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    Social Media: The Rage @ CES

    This year’s Consumer Electronics Show was not only highlighted by Sony’s cool OLED-TV, the “Rolly” animated entertainment device and the news about Warner’s support of the Blu-ray format, but it was also a milestone event in the preponderance of social media exemplified by the large number of bloggers (including yours truly) covering the show. In fact, the Consumer Electronics Association, which hosts the show, for the first time had two lounges in the convention center just for bloggers.
     
    In addition, there were a number of panels focused on social media, including one that I participated on called “How Social Media is Changing the Rules,” where there was a lot of discussion around the words “open,” “sharing,” and “user-generated content.”
     
    My colleague, Sarah Solomon, joined the session to report to our employees. And I thought I would share her story with all of you.
     

    When asked whether he would trade a Sony commercial for 1,000 bloggers, Rick Clancy, Sony Electronics’ senior vice president of corporate communications, said “Yes” without missing a beat.
     
    Social media is changing the rules in consumer electronics, according to the theme of a panel Jan. 8 at the International Consumer Electronics Show in Las Vegas. Clancy joined four other industry social media leaders to speak about electronics companies beginning to pay attention to social media.
     

    “I’m here as an industry blogger,” Clancy said before the session. “There aren’t that many companies in our industry who are doing it as proactively as we are. With our blog initiative we are ahead of the pack.”

     

    On the panel Clancy said the Sony’s electronics blog http://www.sony.com/electronicsblog , although in its infant stages having started July 16, has hundreds of thousands of readers. He said his backgrounds as a storyteller and also as a listener allow him to interact with the readers in a fun and intellectual way.

     
    “People have responded. This is great,” Clancy said. “There is a human being behind the face of Sony. They have a thirst for having a voice – not just in a transaction experience [with Sony], but in a real dialogue.”
     
    Open dialogue with consumers led to a catchphrase the panelists used a few times at the session: Open is the new black. When Marc Canter, panelist and Broadband Mechanics chief executive officer, said big companies are behind in being open to which Clancy replied, “I beg to differ.”
     
    Clancy said Sony’s electronics blog, for example, tapped into a community around digital SLR cameras, providing information about what Sony can do to serve them better. In another part of the discussion, he also said Sony engineers have spent days with American families to see how they are using electronics’ products in their lifestyles.
     
    On the marketing side, Clancy said Sony is learning from and sharing with its growing number of Most Valuable Prospects or MVP consumers the company has identified based on their buying history. He said SEL’s customer service and after-sales support team are also “going a long way to have more of an interactive experience with our customers.”
     
    Sebastiano Tevarotto, another panelist and Hewlett-Packard vice president and general manager of communications, media and entertainment, said consumers wanted to be recognized as individuals and collecting information about them will keep their customer service unique.
     
    Panelist Ralph Ackerman, International Short Film Association founder and director, said “the key word is sharing.” As an example of how user-generated content has changed over the years, he said “if Woodstock happened tomorrow everyone would have a camera and archive vast amounts of content.”
     
    Cisco Systems Inc. created a group to develop intranets for media and entertainment companies, according to Eric Chan, panelist and Cisco director of strategy and marketing. He said a Cisco-powered site for NASCAR enthusiasts has a community that monitors itself.
     
    When asked about challenges for Sony’s social media initiatives, Clancy said they have to do with resources.
     
    “We have to look at the ROI of this activity, but I suspect we will continue and broaden it,” he said. “I have to find more people like myself within Sony who want to communicate” both among sister companies and other parts of the Sony Group around the world.

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