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It's dissertation time !

As you may already know, I am a final year student in PR & Communication and I am therefore currently writing my dissertation.

My dissertation question is : Self-Promotion in the Music Industry : a PR tactic ?

I am currently conducting some primary research and put two surveys online, one aiming to the general music consumers (in other words, almost everybody !) and the other one aiming to music artists and/or their manager.

If by any chance you had 2-3 minutes to offer me to answer these few questions, I would very much appreciate it ! 

To take the general public survey, click here (English version) or here (French version)

To take the music artists survey, click here (English version) or here (French version)

  

Also, if you are a musician (signed or unsigned, I am interested in both perspectives) or a professional from the music industry (record labels, music promotion professionals), I am looking for people to interview to ask a few more questions than in the survey or for people to use as case studies. So if by any chance you are available for a few minutes and are interested, please do not hesitate to contact me by clicking on "email me" in the right menu of this page !

And if you know people that would be interested, please share this post with them !

Thank you in advance for you time and your contribution :)

Launch of Sony Ericsson Xperia X1 and use of Social Media

 
 

For one of my third year assignments, I have been looking at a campaign organized by the agency Wolfstar for the launch of the Sony Ericsson Xperia X1. This campaign  won the CIPR PRide Gold Award 2009 in the Best use of Social Media category for the Yorkshire and Lincolnshire region.

                      

 

Wolfstar is a Public Relations, Social Media and Word of Mouth agency which was chosen by Sony Ericsson over many other PR agency because they wanted to integrate Social Media in their existing traditional PR launch activity.

   

 

The main objectives of this campaign were :

- to build an online knowledge and awareness of the Xperia X1 smartphone

- to differentiate Sony Ericsson and their new phone from their numerous competitors

- to demonstrate that Sony Ericsson is a leader in integrating Social Media into their corporate communication strategy

- to make sure that the campaign had a global reach (not only the English speaking countries) 

- to use the Social Media strategy as a learning platform to develop a global corporate communication.

The creativity of the campaign was that they actually let bloggers "co-create" the campaign by having them involved so that it wasn't marketing led, they targeted influential but non technology blogs to get outside of the Sony Ericsson "bubble" and treated the influential bloggers as being as important as key media so that they wanted to spread the word around the blogosphere and the web.

The campaign was highly successful as they reached all their objectives even better than what they expected and Sony Ericsson was recognized as a world leader in integrating Social Media into corporate communication while being a really cost-effective campaign. They also can use the experience (and actually have) for new campaigns. (see full results)

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I would really like your feedback about this case study so if you could take a couple minutes to give me your opinions by answering a few of the following questions, I would be really thankful !

So what did you think about that campaign and about how they have done it ?

When you buy a product, do you research it first ?

If yes, how ? (Internet, specialized magazines, you ask for information into the shops...)

If you research it on the Internet, where do you ? (official website, blogs...)

Are you only looking for general info about a product or consumers' opinions as well ? Why ?

What do you think are the limits or the risks of a campaign based on the bloggers content like the Sony Ericsson one ?

Thank you for you time and your help !