With a share of 18,9 percent in the branch buzz, Entertainment Products are still a hotly discussed topic
The development in entertainment technology is inexorably moving forward. Digital technology is everywhere and soon the last analogue devices will be banned from the shelves. This is a necessary development, because the number of possibilities to interact is steadily increasing. The TV provides access to the internet, the stereo downloads the latest mp3 songs directly from the web and sensorimotor game consoles assure the family’s physical training. Additionally, as modern HiFi technology becomes more affordable, much larger groups are open to this matter.
Consequently, these topics cause a stir on web 2.0. People who are interested in a certain product almost inevitably have a high affinity for the internet and share their experiences with other internet users. With a share of 18,9 percent in the buzz, the branch ranks second in the ethority ”Brands in Social Media“ study.
Many companies in the entertainment industry have already realised the potential for their brand in social media communication channels. One of these pioneer enterprises, a manufacturer of photo, video and audio devices, has carried out a project in collaboration with ethority, as the following case illustrates.
Case:
Initial Situation:
The client planned to launch a novel camera model on the European market, but first required a status quo analysis in social media.
Objective:
For this purpose, the buzz (major topics, relevant channels, brand image) concerning a traditional line of cameras was surveyed as well as compared to 3 competitors in 5 different countries. Furthermore, opinion leaders and brand evangelists for a follow-up social media campaign were to be analysed.
Realisation:
More than 5000 user opinions (forums, blogs and microblogging) were surveyed and evaluated in the context of the analysis. However, not only German comments were established and analysed. Instead, by using the monitoring system gridmaster® with non-German terminology, the overall results include findings in four additional languages.
Realisation:
On completion of the evaluation, the client received a transnational analysis of the social media scene concerning his own brand and the camera series in general. Strategic social media marketing measures could be indicated and 5 relevant opinion leaders in 5 different countries were detected. Moreover, strengths and weaknesses of the own brand were analysed in comparison to the competitors. Thus, the manufacturer was provided with results that lead to the optimization of the brand’s position on the market.
