Sony VS Microsoft

  1. Description of the company/public persona/ … and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience

I choose Sony

Sony corporation is a Japanese multinational conglomerate corporation headquartered in Kōnan Minato, Tokyo, Japan. Its diversified business includes consumer and professional electronics, gaming, entertainment and financial services. The company is one of the leading manufacturers of electronic products for the consumer and professional markets.

Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its four operating segments – electronics (including video games, network services and medical business), motion pictures, music and financial services. These make Sony one of the most comprehensive entertainment companies in the world. Sony’s principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Mobile Communications (formerly Sony Ericsson) and Sony Financial. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders and as of 2013, the fourth-largest television manufacturer in the world, after Samsung Electronics, LG Electronics and TCL.

They use different platforms for Social media marketing: Facebook, Twitter, Pinterest and Youtube.

Facebook: in general they use this social network to share picture and videos about their most important products, concerning questions and assistance we can say that in general they collect all kind of comments and they answer but not very often, they can obviously answer to general question but concerning more specific questions like for example about a specific product they can redirect these questions to other pages for example Playstation Sony.

Twitter: Sony has a Twitter account with 3,969,486 followers  with a Twitter mention of about 100 in the last 24 hours. Mostly of the visitors are from United States according to Alexa.com ‘s analysis, in general they use the Twitter account like Facebook sharing particular products photos but also replying Twitts.

Target audience: Their target audience is in general people who needs assistance, or that have some Sony products but also people who just check what innovations they are going to bring in the future products.

 

 

  1. A justification of your chosen subject

I choose Sony for a personal reason first, because for years I used a lot of Sony product such as mobile phones or The Playstations (I stopped at Playstation 3). I chose this company also because it is a good one in my opinion, they passed a great period in the first years of 2000, but after competitors increased we can think about Apple and Samsung in mobile phone sectors or computers.

  1. A description of your competitor and what they do online in general terms (..)

 

Microsoft Corporation is an American multinational technology company headquartered in Redmond, Washington, that develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. Its best known software products are the Microsoft Windows line of operating systems, Microsoft Office suite, Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox game consoles and the Microsoft Surface tablet lineup. It is the world’s largest software maker by revenue, and one of the world’s most valuable companies.

It rose to dominate the personal computer operating system market with MS-DOS in the mid-1980s, followed by Microsoft Windows. In May 2011, Microsoft acquired Skype Technologies for $8.5 billion in its largest acquisition to date.

As of 2015, Microsoft is market dominant in both the IBM PC-compatible operating system (while it lost the majority of the overall operating system market to Android) and office software suite markets (the latter with Microsoft Office). The company also produces a wide range of other software for desktops and servers, and is active in areas including Internet search (with Bing), the video game industry (with the Xbox, Xbox 360 and Xbox One consoles), the digital services market (through MSN), and mobile phones (via the operating systems of Nokia’s former phones and Windows Phone OS). In June 2012, Microsoft entered the personal computer production market for the first time, with the launch of the Microsoft Surface, a line of tablet computers.

With the acquisition of Nokia’s devices and services division to form Microsoft Mobile Oy, the company re-entered the smartphone hardware market, after its previous attempt, Microsoft Kin, which resulted from their acquisition of Danger Inc.

They use : Facebook, Twitter and Linkedin.

Facebook: In general we can see that Microsoft uses Facebook for sharing pictures of products or publicity about the brand, they give online assistance although they doesn’t answer early.

We can say  that Facebook is quite well used thinking about likes, milestones, length of post but we can see some negative point for example posts per day, like comments and shares per post, timing.

Twitter: Microsoft has a Twitter account with 7,42 Mln Followers. It has 42 in the Global ranking, mostly of the visitors are from USA  with China in the second place.

Target audience: Their target audience is in general people who needs assistance, or that have some Sony products but also people who just check what innovations they are going to bring in the future products.

 

 

  1. A justification of your choice competitor

the best competition I want to analyze is Sony against Microsoft which is also a well known company that produce mobile phones, consoles, computers and other electronic things. I choose Sony against Microsoft in particular because of the competition between Playstation (Sony) and Xbox (Microsoft), a competition which was very difficult thinking about 5 years ago but is going on until our days.

 

  1. A comparison and analysis of the social media use between your chosen subject, and their online competitors ( choose what can you say about their use and knowledge of social media and strategy)

 

Using LikeAlyzer I want to compare the using of the Facebook page between the two companies

Likealyzer comparison

Scores: Sony 76- Microsoft 55

Page Information

Category: Company [Visit]

Username: Sony/ Microsoft

Website: http://www.sony.com       http://www.facebook.com Microsoft

Milestones: 0-10  *Sony is worst

Pages liked:  Sony (>10)      Microsoft   (>10)

 

Page Performance

Likes:     Sony:7,094,303                Microsoft:7,621,845         *Sony has less Likes

Likes Growth: N/A -N/A                                                         Both companies does bad                                                                                                                                                                  PTAT: 21,821    –    7,607

Engagement Rate:0,31% -0.1%

Check-ins: Sony has no check-ins Microsoft: 72461

 

Posts by Pages

Posts per Day: Sony 0,89- Microsoft  0.52        *Sony is doing  better

Likes, Comments & Shares per post: Sony 976- Microsoft 370  *both bad

Posts per type:

Sony

Photos 54.2%   videos 41.7%    4.2%

Microsoft

photos29.2%    videos37.5%    33.3%  *Sony is doing better

Timing: Way off-Slightly off.

Length of posts: Less than 100 characters for both.

Curiosity: You should ask more questions for both.

Hashtags: Using for both.

Comments for Sony:

Your fans seems to responding best to Photos. Especially Photos posted between 03 – 06 (GMT).

Comments for Microsoft:

Your fans seems to responding best to Links. Especially Links posted between 15 – 18 (GMT).

Posts by others on Sony facebook page

Everyone can post to your timeline? Yes.

Posts by fans: Happens on a daily basis.

Response Rate: Poor (80%).

Response Time: 177 minutes..

Comments

The most common times that users write to you are between 15 – 17 (GMT) and the most common days are Tuesdays.

You have some unanswered Posts by others which need your attention.

 

Posts by others on Microsoft facebook page

Everyone can post to your timeline? Yes.

Posts by fans: Happens on a daily basis.

Response Rate: Catastrophic.

Response Time: Not good at all.

Comments:

The most common times that users write to you are between 15 – 17 (GMT) and the most common days are Wednesdays.

You have some unanswered Posts by others which need your attention.

  1. A list of minimum 3 recommendations for your subject to improve their online activity (make these actionable)
  • You have some unanswered Posts by others which need your attention. Take a look
  • Create more engaging posts.
  • Ask more questions to your fans.
  • Respond to posts by others more frequently.
  • Improve your timing.
  • Add more milestones
  1. Sources

LikeAlyzer, Wikipedia, Alexa.com, TwittReach, Marketing grader.

Advertisements