Case Study: Sony Computer Entertainment
"NewsNow is a great tool for monitoring global news about our products. I particularly like the fact that we get updates every five minutes. The most important thing is that it's invaluable when you are dealing with a crisis. For that you need to have a live feed to monitor how the news is developing minute by minute worldwide"
Sony Computer Entertainment needed a service that would enable it to monitor news worldwide in different languages, particularly when managing issues in 102 territories worldwide.
12 newsfeeds covered individual markets including Australia, France, Slovakia and the UK. Each newsfeed monitored any mention of Sony Computer, PlayStation, PS2, PS one AND PS3 as well as tracking competitors.
What Nick Sharples, head of corporate communication, Sony Computer Entertainment, had to say
What were you using before NewsNow?
Nothing. We hadn't really identified a need for news monitoring before.
What made you consider such a service?
We were responding to an issue that affected our products in a number of territories and we needed to know exactly how it was being reported anywhere in the world.
How did you specify what you wanted?
We gave NewsNow a list of all the websites we wanted tracked, allowing them to add any they didn't already track. This amounted to between 8 and 10 per territory covering ten territories.
What other considerations were in play?
It had to be technically straightforward and available 24/7. The implementation was easy. The only issue we had was that some subscription sites we nominated could not be crawled and had to be left out.
Can you describe who benefits and how?
The staff in our territories and all marketing personnel. That's about 45 people in total. But soon we are going to put the newsfeed onto our intranet bringing it to 3,500 people in 102 territories.
What difference is it making to your news monitoring?
There's a big difference. We wanted to track all the news so it's something of a revolution being able to do it. I particularly like the fact that we get updates every five minutes. The most important thing is that it's invaluable when you are dealing with a crisis. For that you need to have a live feed to monitor how the news is developing minute by minute worldwide.
How much has it been adapted since installation?
We have added a few keywords but with our products' names being variations on the word PlayStation it's fairly straightforward.
Where do you see it going from here?
I think we have pretty much what we want now. It's just a case of improving the way we monitor the news in different countries.
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