The Changing World of Marketing - Best Practice in Digital Engagement (Samsung Asia Case Study)

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The changing world of marketing: Best practice in digital engagement. Features a high level case study of Samsung Asia's digital strategy (across "Always on" marketing, Social Business and E-Commerce).

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The Changing World of Marketing - Best Practice in Digital Engagement (Samsung Asia Case Study)

  1. 1. The changing world of marketing: Best practice in digital engagement Damien Cummings Regional Marketing Director Digital & Social Media, Samsung Asia Twitter: @damiencummings
  2. 2. I am @DamienCummings Regional Marketing Director Digital & Social Media at Samsung Asia Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://damiencummings.blogspot.com LinkedIn: http://sg.linkedin.com/in/damiencummings
  3. 3. Samsung’s Amazing Products Mobile & Tablets Home Appliances Computers & IT Smart TV Cameras
  4. 4. 8 Things To Discuss Today #1 Digital & social media – the numbers are massive. #2 Marketing is now about great experiences (amplified by digital). #3 Big ideas don’t need big budgets. #4 People want to connect with their friends and family, not brands. #5 When they do connect with brands, they are your advocates. #6 Take the lead in social media: Be authentic & engage. #7 Things go wrong when you’re not prepared. #8 Samsung’s approach to digital in Asia.
  5. 5. #1 Digital & social media – the numbers are massive.
  6. 6. The digital world is the new normal. • • • • • • • • • • • There are more than 2.27 billion people online (doubled since 2007) The web contains more than 8 billion pages 91% of online adults use social media regularly YouTube users watch more than 3 billion hours of video per month There are more devices connected to the Internet than there are people on Earth 24% of people have missed witnessing important moments because they are too busy trying to write about them on social networks 40% of people spend more time socializing online than they do face-toface Internet users spend 22.5% of their online time social networking 70% of adult social networkers shop online Almost 8 new people come onto the internet every second 79% of online shoppers spend 50% of their online shopping time researching products
  7. 7. Digital & social, every minute of the day: • 100,000 Tweets are sent. • 684,478 pieces of content are shared on Facebook. • 2 million search queries are made on Google • 48 hours of video are uploaded to YouTube. • 47,000 apps are downloaded from App Stores. • 3,600 photos are shared on Instagram. • 571 websites are created. • $272,000 is spent by consumers online . Source: AllTwitter September 2012.
  8. 8. #2 Marketing is now about great experiences (amplified by digital).
  9. 9. Tippex How do you sell Tippex (“white out” liquid) in a digital world?
  10. 10. Tippex: Hunter Shoots A Bear Find the Tippex “Shoot The Bear” http://youtu.be/4ba1BqJ4S2M
  11. 11. 13th Street Last Call 13th Street Last Call Campaign http://youtu.be/BRMNfwndtok
  12. 12. Coke Zero: Unlock the 007 in you. Coke Zero: Unlock the 007 in you. You have 70 seconds! http://youtu.be/RDiZOnzajNU
  13. 13. #3 Big ideas don’t need big budgets.
  14. 14. 7-Eleven Slurpee BYO Cup Day 7-11 Slurpee BYO Cup Day http://youtu.be/M9g600Gyabs
  15. 15. Coca-Cola Happiness Machine Coca-Cola Happiness Machine http://youtu.be/lqT_dPApj9U
  16. 16. #4 People want to connect with their friends and family, not brands.
  17. 17. 57% of people don’t want to talk to you. Research indicates 57% A typical user will only connect with up to of customers do NOT want to engage with brands via social networks. - a small percentage of those available. 6 brands Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012
  18. 18. #5 When they do connect with brands, they are your advocates.
  19. 19. Your Brand Advocates 35% of consumer comments on Facebook Pages are compliments 56% of customers are more likely to recommend a brand after becoming a fan. 71% of shoppers regularly rely on reviews from family and friends. 68% are more likely to buy a product or visit a website based on a referral from a friend. Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012
  20. 20. #6 Take the lead in social media: Be authentic & engage.
  21. 21. Authentic Social Engagement
  22. 22. Authentic Social Engagement
  23. 23. #7 Things go wrong when you’re not prepared.
  24. 24. Australia’s Telstra: Employee Pain • • • Telstra employee set up Twitter account impersonating Federal Communications Minister Stephen Conroy. Attracted 1500 followers and ridiculed the Minister. Sacked then reinstated because Telstra DID NOT HAVE A SOCIAL MEDIA POLICY “It’s something major companies need to work out because social media use is intensifying.” – Telstra MD Stephen Quilty
  25. 25. KFC PR Nightmare • KFC employees take to wash tubs to post saucy pics … Tweet them to friends. • Friends re-Tweet them and in days images become number one trend on Twitter. • Employees recognised and fired. • KFC outlet forced to replace tubs. • Multi-million dollar re-branding campaign as ‘now more healthy’ seriously damaged.
  26. 26. #8 Samsung’s approach to digital in Asia: LASER
  27. 27. Samsung Asia’s L.A.S.E.R. Leadership in digital. • #1 global best practice, “Always on” marketing • Leadership in mobile, focused on search & content. Social business • Integrating social media into Samsung’s DNA. E-Commerce • Helping our retail & eTail partners first ROI/Tangible business results • Revenue, margin/profit goals, number 1 brand in the world.
  28. 28. The Next Big Thing is Already Here. Samsung Galaxy SIII – The next big thing is already here. http://youtu.be/nf5-Prx19ZM
  29. 29. Samsung Malaysia: Sparkle Project Samsung Malaysia – Yuna, The Sparkle Project http://youtu.be/IwvEfdcgIfA
  30. 30. Thank you! Damien Cummings Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://damiencummings.blogspot.com LinkedIn: http://sg.linkedin.com/in/damiencummings

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