Exploring Content Strategy Of Sony Action Camera
Sony Action Camera
Project Overview
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This project looked over content and content strategy as found on Sony Action Cam web pages to evaluate:
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What is the messaging Sony Action Cam wants to deliver to its users, and
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Whether or not it aligns with its expressed Purpose & Values Statement.
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Subsequently, it compared Sony Action Cam content strategy with Sony GoPro Cameras, based on certain use case scenarios.
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Project concluded with research findings on the content strategy of Sony Action Camera, and provided possible strategies to solve those issues:
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Positive finding: Sony deploys an "Outside-In" approach in Content Strategy, which aligns well with their Mission & Vision statement.
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Negative finding: There is poor information scent on links, which could be addressed with better labels and short explanations.
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Project Specifics:
Timeline: 5 weeks
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Time-period: October - November 2021
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My Role: Sole Researcher
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Tools used: Microsoft Excel, Canva, Lucidchart
Problem Statement
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Does Sony's Purpose & Values Statement match its content strategy and have its intended effect?
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Are the content in Sony easily discoverable?
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How can content on Sony Action Camera Pages be made better?
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Research Process
Do a content inventory
on Sony Action Cam
Pages
WHY?
Evaluate content based on Tone of Voice and Chunking of Data
WHY?
Do
Site Search
SEO
WHY?
Compare Use-Case Scenarios with Sony Action Camera rival GoPro Camera pages
WHY?
To compile and categorize content and see what is there for users
To see how Sony communicates with its users
To see how the structural metadata is organized for users.
To understand the competitive landscape.
Why Study Purpose & Values and its connection with Content Strategy?
What is the Purpose & Values Statement of Sony?
Screenshot from: Sony Group Portal - Sony's Purpose & Values
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As could be gleaned from the screenshot above, Sony wants to be the leader (Purpose) in being the very best in technology, and in that endeavor, Sony's values are:
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being pioneers with fulfilling dreams and curiosity,
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be innovatively creative through diversified viewpoints.
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Sony also highlights ethical and responsible conduct as one of the ways to build trust.
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Finally, the company maintains that, to fulfill disciplined stakeholder responsibilities, comes disciplines business practices.
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An organization's Purpose & Values as nestled in the "About Us" section is not just superfluous words. They provide shape to organizational policy, as well as affect user experience, in offering authentic experiences, instead of being bot-driven.
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Users now expect every interaction with companies be transparent and authentic, and not just in the web pages.
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Evidence shows that people tend to favor companies which take care to show themselves as being customer-driven, human & approachable and easily understandable. When companies deliver on their promises as manifest in their interactions with the user, the user is likely to write them good reviews, and recommend the company to their friends and family.
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Reviews and Recommendations from trusted people form one of the important criteria when forming an impression about the company.
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Users do not always trust what they see on the company's "About Us" section, or read in detail for that matter, but they always trust accurately their own perception that they piece together in their various interactions with the company.
In this context, the Question becomes:
Does Sony reflect these value systems in its content strategy as reflected in one of its product pages -- Sony Action Camera?
Research Findings
Content Inventory of Sony Action Camera Pages
The research started with doing a content inventory of pages on the Sony Action Camera webpage, to start from the standpoint of evaluating what is on it, before making effective recommendations about what it should be.
Content doesn't stay in a vacuum. Business purpose, values & goals, resource constraints, user needs and competitor activities are a few things that significantly influence content.
Chunking
Talking about chunks, chunking of content and messages were well-organized and not overwhelming. Users always tend to appreciate chunked text content, with short paragraphs, and enough white space to enhance readability, clear visual hierarchies with related items grouped together, enabling quick scanning of the digital interface.
Page Title: Action Cam | Waterproof Action Cameras for Underwater Sports
Page URL: https://www.sony.com/et/electronics/action-cam/t/action-cam
The content inventory found that a majority of pages on the Sony Action Cam pertains to Marketing/Sales (56%), followed by the "Support" as the next sizeable chunk (14%).
Chunk #1
Topic: Action Cameras
Components: Image – logo, Image – product, Image – icon, Header text, link.
Messages: Learn all about action cameras and what’s the experience of owning them.
CTA: Learn More about Action Cameras
Chunk #3
Topic: Action Cam, Mounts & Apps Components: Image – product, Header Text, Link
Messages: A range of choice and accessories while using Action
CTA: No CTA
Chunk #2
Topic: Types of Action Cameras
Components: Image – product, Image – icon, Header text, text, link
Messages: Steady, reduced shake action cameras with WiFi & GPS plus other controls CTA: Buy, Filter, Compare
Chunk #4
Topic: Recently Viewed Items
Components: Image – Product, Header Text, Text, Link
Messages: Products viewed recently
CTA: No CTA
Chunk #5
Topic: Footnotes Components: Text Messages: Disclaimers based on variability of purchasing action cameras
CTA: No CTA
Chunk #6
Topic: Footer
Components: Text, Image - Icon
Messages: Resources on Sony, e.g. finding a store, support, Sony experience, News & info.
CTA: Search
Key Takeaways:
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Chunks include minimal texts, with 1-3 sentences max.
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Not all links are CTAs.
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Lots of space around sentences and CTAs.
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Voice of Employee (VoE) wants to blend in with the Voice of Customer (VoC).
Tone of Voice Evaluation
Tone of Voice indicates how a content is conveyed to users.
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Why Tone of Voice evaluation is needed?
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Current evidence indicates that various tones of voice as adopted on a website have measurable impacts on users’ perceptions of a brand’s friendliness, trustworthiness, and desirability.
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Casual, conversational, and enthusiastic tones are seen to perform best.
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Ultimately, tone of voice significantly impacts desirability of a brand from an user standpoint.
In this context, messaging through content strategy is not just about using words and phrases, but involves fine tuning of the art of communicating content and information to users.
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The various tones of Sony, by evaluation of its content, are as follows:
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The various tones of voice of Sony aligns with its values & purpose of earning trust and connecting with people.
Site Search SEO
Site Search SEO analysis was done on both web and mobile versions.
Key Takeaways:
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The Metadata is arranged for current customers, with some news information thrown in for covering in all the three segments of current, new and prospective customers.
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Metadata could definitely be better organized.
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Right now, content is not discoverable.
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There seems to be no organization or integration principle in mind, with discoverability of metadata varying based on interface used (web vs mobile).
Results
Web
Mobile
Search Keyword: Sony Action Cam
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Total Search Results: 573
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Not expected results
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Search results dominated by emphasis on "Sony" and "Camera".
Search Keyword: Product Support
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Total Search Results: 331
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Tone assumes VoC, that user is looking for both sales and support.
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Page is listed keeping in mind current and new customers.
Search Keyword: Support
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Total Search Results: 1686
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Somewhat expected results
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Tone is VoE, geared towards customers
Search Keyword: Sony Action Cam
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Total Search Results: 739
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Not expected results
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Search results dominated by emphasis on "Sony" and "Camera".
Search Keyword: Product Support
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Total Search Results: 1267
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VoE is prominent.
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Messaging is vague and broad, not particularly targeted to a specific kind of customer.
Search Keyword: Support
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Total Search Results: 1686
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Somewhat expected results
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Tone is VoE, geared towards customers.
Site-Search SEO analysis informs a missed opportunity in UX research, in that it can often tell companies:
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What users want,
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How they look for what they want, and
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How well the company's content fits their needs.
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The site-search SEO when pertaining to Sony Action Camera pages, tells us that users struggle to find the data they need. This is particularly crucial information for improving the website on problems frequently encountered by users, and is not too difficult to fix without doing much significant work.
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This analysis showed that even though Support (14%) forms the next chunk of pages on Sony Action Camera Pages, after Marketing/Sales (56%), users really struggle to find support as based on content offered by Sony Action Camera.
This is bound to affect the Customer Journey Experience of the users of Sony Action Camera.
Comparative Analysis
Comparative Analysis between Sony Action Camera and GoPro Cameras were done based on certain use-case scenarios.
Use Case Scenario 1:
New customer wants to setup and use camera underwater for first time and upload to social media.
Action Camera
Relevant Link: https://www.sony.com/electronics/support/articles/00020755
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Information located under Sony Support > Help Articles
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Content is not easily discoverable, the site search with keywords of "upload to social media" returning 4301 results, with nothing relevant.
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User can find the relevant resource link with a Google Search.
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Focus on product features is more on the high quality of videos.
Camera
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Information located under GoPro Support Hub > Help Articles
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Content not easily discoverable, with site search with keywords "upload to social media" returning 0 search results.
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User can find the relevant resource with Google Search.
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Focus on product features includes how content is automatically uploaded to cloud when charging camera, and the apps and features the camera is compatible with.
Recommendation: Both Sony Action Camera and GoPro Cameras should prioritize creating some content pertaining to a primary use case scenario.
Use Case Scenario 2:
Existing customer wants to troubleshoot intermittent issues with the camera freezing.
Action Camera
Relevant Link: Official Sony Electronics Community
Camera
Relevant Link: GoPro Support
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Resource available under "Support", which directly leads to a community.
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Site Search with keywords "Camera freezes up" leads to a posted problem by a user and it's resolution by a community moderator.
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Additional Support available through pop-up chatbot, online support link, links to Sony service centers, and 'Support by Sony' app.
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Resource available under "Help", which directly leads to a community.
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Site Search with keywords "Camera freezes up" leads to an article having a range of solutions according to camera make & model.
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Additional Support is available through calling customer service under stipulated hours, or through initiating the process of returning a product.
Recommendation:
Although admirably, Sony Action Camera:
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provides a range of support to a common problem a user might face, and
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attempts to triangulate community support, in keeping with expressed values of having the diversity of varying viewpoints,
Not much support was existing from the company standpoint.
Therefore, it's recommended that the website should list simple solutions to very commonplace problems under FAQ or Support and make life easier for the user, instead of making the user rely on the availability of community support or the user's propensity to get in touch with service centers, or make the user download an app to receive help.
Content Research Findings
Finding 1: Sony deploys a "Outside In" Content Approach Strategy, which is in alignment with its purpose & values.
The VoE seen here blends in with a VoC as users are encouraged to click on links that states a problem from their point of view.
The Product Community Forum blends in with the Support Page.
The FAQ section uses the VoC on many occasions, with use of the first person in most of the questions.
Chunking "Related Topics" and "Knowledgeable People" on the same page demonstrates Sony's endeavor to provide support from various quarters. The use of first person on the FAQ demonstrates the blend of VoE with the 'Outside In' approach.
This is a positive finding, especially how Sony has designed its FAQ page and how its VoE blends in with the VoC, and is evidenced by current research on the topic:
Finding 2: Poor Information Scent on Links
Learn More CTA: No useful description of what the next action would entail. What would the user exactly learn about? The make and model of action cameras? The prices? Where and how to use action cameras?
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It's not clear.
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"Learn More" links are vague in themselves, as argued by the Nielsen-Normal group.
FAQs can show that the organization is listening and addressing people’s concerns. Providing customer support in public is inevitable, but electing to do customer service in public can demonstrate that your organization is transparent, caring, and honest — if you do it with those values in mind. Everyone has customer-service challenges. What you do about them is what counts.
If you find yourself relying on Learn More or Read More as standalone link labels, remember that they create uncertainty for users and are bad for accessibility.
Clear CTA of "Buy" has "price unavailable", but wants customers to select to compare to something unknown. What is the customer comparing a particular product to? How can the user buy a product when price is shown to be unavailable?
Clearly, these links have poor information scent, and therefore negatively affects the user experience as explained by the Normal-Nielsen group.
(We have repeatedly argued)...that link names should be clear and self-explanatory. If the link name is too obscure and vague, people might miss a good source of information. Even if the link label is precise and accurately describes the webpage it points to, it may still miss the mark and have low information scent if it contains words that are not easily understood by the target audience.
Next Steps
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This research could be continued to see whether these problems are intrinsic to Sony Action Camera pages or could be found in other Sony Electronics pages too, and then make recommendations accordingly.
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Usability tests on Sony Action Camera pages could show how exactly the content strategy affects the user experience of being a customer of Sony Action Camera.
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Eye-tracking tests could point out where user attention goes once they land onto Sony Action Camera pages, insights from which could be used in developing better content on the Sony Action Camera Pages.