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Tag: tactic

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At Issue } essential reading

Sony Taps Stars to Make its Products Shine

Apr 26, 2010

This laser focus on a small basket of specific products is a new marketing strategy for Sony, which pulled in $24 billion in third-quarter revenue (ending Dec. 31, 2009), up 4% from 2008. For the past few years, the company spent its nearly $5 billion on global advertising budget on a huge number of its products--from laptops to DVD players. Niche is the new tactic. By honing in on its most promising devices and celebs, Sony is aiming to fend off competitors that dominate the consumer electronics space.

Proactive Social Media: Filling the Information Space With Great Content

Mark Drapeau
Sep 4, 2009

I recently gave a talk titled Free the People! at the Potomac Forum’s Government 2.0 Leadership, Collaboration, and Public Engagement Symposium in Washington, DC that generated enough interest for me to post my slide deck and write a summary for a wider audience. These thoughts constitute some of my early ideas about “offensive social media” for organizations (this talk was particularly geared towards a government audience, but the fundamentals apply to the private and public sectors more broadly).

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