Sony Playstation’s Online Community

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Table of Contents

Module 9 Homework: Overview of the Project
Description of the Product
Online Community
Strengths and Weaknesses
Promoting the Brand
Works Cited

Module 9 Homework: Overview of the Project

The use of online communities has been embraced by many technology companies and retailers to emerge successfully. Brands embracing the use of this strategy develop positive relationships with their potential customers. Such brands sustain better relationships by educating, inspiring, engaging, and interacting with the targeted customers across different social media platforms (“The State of Social Engagement” 3). Sony has been using an online community to support its PlayStation brand. This project analyzes the company’s use of the online community. The paper also proposes new recommendations that can be used to support Sony’s PlayStation brand.

Description of the Product

PlayStation is a gaming console produced and marketed by Sony Interactive Entertainment (“PlayStation Forums” par. 2). The gaming brand was introduced to Japanese consumers in 1994. The brand consists of “a media center, two handhelds, a phone, four video game consoles, an online service, and a line of controllers” (“PlayStation Forums” par. 4). In an attempt to realize its potential, Sony employs the use of an online community thus attracting and addressing the needs of more customers. This strategy has made it easier for the company “to deliver the most desirable customer experiences thus enlisting them to help drive business outcomes” (“The State of Social Engagement” 2)

Online Community

Sony embraces the use of an online community for its superior brands. PlayStation Forums is the name given to the online community used to support this brand. This community brings together many people from different parts of the globe. The PlayStation Community makes it easier for different customers to receive instant news, share ideas, learn skills, and engage with other similar-minded individuals. The online community ensures more people have access to new PlayStation software updates (“The State of Social Engagement” 4). To be part of the PlayStation Forums, users must read and understand the Rules of Conduct. Sony uses this approach to ensure the customers act ethically and respect one another.

Strengths and Weaknesses

Sony’s PlayStation Forums as an online community has several strengths. To begin with, the community has each of the four ingredients discussed in class. These include community utility, relevance, reach, and health (“The State of Social Engagement” 3).

This is true because the community promotes human interaction thus making it easier for the users to have their problems addressed. The community promotes peer-to-peer support and exchange of ideas. The online community is relevant because it seeks to address the interests and needs of the targeted members. The community is supported by the company thus driving sales. Social Support enables the users to rate their experiences thus attracting more potential customers. The inclusion of a code of conduct makes it easier for users to act ethically.

Sony has designed a powerful virtual platform whereby people can join the PlayStation Forums. The use of virtual worlds, blogs, and video games make these forums successful (“PlayStation Forums” par. 3). The support guides and addresses the needs of the users. By so doing, the company has managed to make its PlayStation one of its leading brands. The community is treated as an integral attribute of Sony’s social strategy. These strengths explain why the brand has been successful.

The only weakness is that the company focuses on the use of video games and virtual worlds to support the online community. This strategy explains why the community supports individuals who have registered on the website (“PlayStation Forums” par. 5). This weakness has continued to limit the number of people who support or purchase the PlayStation.

Promoting the Brand

PlayStation is one of the preferred home consoles across the globe. Sony uses its PlayStation Network to ensure millions of users get online services from every corner of the globe. However, the company decided to close its PlayStation Home (“The State” 38). This gaming network had over 40 million users (“The State” 38). The company uses the PlayStation Forums as an online community to support the brand. Individuals are required to sign up to join the ongoing conversation.

The community continues to attract new users every day. The community plays a significant role in making the brand one of the most successful home consoles in the world. However, the brand can benefit from various strategies and eventually make the company more profitable.

The ideas and concepts discussed in class can be used to support Sony’s approach to online marketing. To begin with, Sony can introduce new practices that have been observed in the gaming industry. For example, the use of personal dashboards, avatars, and support forums will ensure more people are willing to join the online conversation (“Online Community” 4). PlayStation Forums should make it easier for the members to access other games. By so doing, more people will be willing to be part of the community, share their ideas, and support the company’s business objectives.

The decision to adopt the concept of community management might promote admirable habits. For instance, new members can be provided with guidelines to understand various services provided on the website. The company’s “Refer a Friend” button has not been working (“The State” 38). That being the case, Sony should remove ineffective features to maximize the experiences of more customers.

PlayStation Forums community makes it easier for consumers and users to review different products. This practice has made it easier for more customers to join the conversation. However, only logged on members can present their feedbacks. The company should ensure more people (including non-members) can present such reviews. This approach will attract more users and eventually make the brand successful in the market (“Online Community” 6).

The use of recognitions (or rewards) can play a critical role in supporting the success of Sony’s PlayStation. Achievement markers will encourage more players to use the website. Sony should encourage users to unlock new adventures based on their current performance. This practice will increase the level of conversation (“The State” 38). The strategy will encourage more people to purchase every new product.

The use of advocates has been widely associated with this industry. PlayStation’s online community should, therefore, include an advocate program to support the targeted goals. The program will encourage more people and experts to provide quality advice to new members (“The State” 38). The people will be happy to join different forums and gaming scenarios. The company’s decision “to integrate the overall community experience into the game console is a great idea” (“The State” 38). The most important thing is to attract more individuals to support the brand and eventually make it successful in the market.

The PlayStation Forums community has resulted in new relationships that support the diverse needs of targeted customers. The company has developed a FunPage on Facebook whereby lovers of the brand can share their ideas. Although this strategy has continued to support the targeted goals, Sony should link the two to develop better online relationships (“The State of Social Engagement” 6). The move will attract more users and eventually make the brand successful. This strategy has made it easier for many companies to realize their business goals.

The online community manager should follow the feedbacks and reviews presented by different players. Such feedbacks can be used to address the major issues affecting the customers. The information should be availed to the company research and development (R&D) department to improve its future home consoles (“The State” 38). The approach will eventually support the needs of the targeted customers and make Sony profitable. New features can be added to ensure the targeted users track different products and consoles. The users should be able to create their personalized catalogs while at the same time reading different reviews.

The use of gaming points can play a positive role in supporting this online community. Such points should be redeemable whereby the users can acquire new games or levels. This approach will encourage more members to visit play different games. Such points can also be shared among the members to maximize their experiences. This discussion shows conclusively that PlayStation stands a chance to benefit from the aspects of online communities (“PlayStation Forums” par. 3). Companies that embrace the use of such communities will attract more customers, satisfy their needs, and eventually drive performance. This strategy will make it easier for Sony to market its Playstation brand.

Works Cited

Online Community: The Heart of Social Strategy. New York: Lithium Technologies, 2012. Print.

PlayStation Forums 2016. Web.

The State of Social Engagement. New York: Lithium Technologies, 2016. Print.

“The State on Online Branded Communities.” ComBlu 1.1 (2012): 1-65. Print.

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