How Sony’s influencer program boosts its PR

The consumer electronics giant taps bloggers and other outside voices to spread news about its latest offerings and engage established and potential customers.

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Within 50 years of the invention of the printing press, more than 20 million books had been produced.

Though a few authorities used some of those books to burn heretics, it was not long before the availability of printed material helped to overthrow established religions and political centers throughout Europe. Five centuries later, it could be argued that in blogging, the power of publishing and authoring content has been made ubiquitous.

Today, many brand managers endeavor to harness some of that energy to better connect with ardent fans and bloggers. One of the most notable and successful programs has been that of the consumer electronics brand Sony.

In the Sony Club, the company selects a group of established bloggers each year to participate.

Callan Green, senior social media specialist at Sony Electronics, describes the program as both an influencer and brand ambassador program: “We’re looking for top-tier influencers who have a natural affinity for the brand, and building the program off that.”

The bloggers aren’t paid, but they are provided travel expenses and a full suite of Sony products. The concept of payment was considered.

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