2008 – 2009 – experimental forum seeding (not transparent; backlashes ), Friendster Vs Facebook
Overcoming Challenges in Social Commerce:
Becoming an E-Commerce
Enabled Social Business.
I am @DamienCummings
Regional Marketing Director
Digital & Social Media at Samsung Asia
Samsung’s Amazing Products
Mobile & Tablets
Computers & IT
4 Things To Discuss Today
#1 Samsung’s digital strategy in Asia: LASER.
#2 Leadership in digital: Who’s doing it right?
#3 Social & E-Commerce Business Models
#4 Social Commerce Challenges.
Our 2015 Vision: L.A.S.E.R.
Leadership in digital.
Always on marketing.
ROI: Successful results.
Samsung Social Media Evolution
2008 – 2009
2010 – 2011
2013 & Beyond
Samsung was named a top 10
Social Media marketer in a
recent global study
Campaign / Adhoc
Key Platforms Identified
Key usage of platforms
Social Media integrated
into our DNA.
Social media training
Who’s doing it right?
“Always On” Marketing • Number 1 Brand in the world (Interbrand Oct. 2012)
• Marketing fund for retailers/HORECA
• 30 million+ Facebook likes
• Ongoing marketing platforms: Music, Sports, “Summer”.
• Campaigns: YouTube, Project Re-brief, Polar Bears, etc.
• Number 1 social brand in the world (Social Brands Top 100).
• Social Media Listening Command Centre (monitors 25,000
conversations every day).
• 3 hour SLA on social customer service.
• All employees trained & certified in social media.
• Number 2 Brand in the world (Interbrand Oct. 2012).
• Grew to US$20+ billion in e-commerce revenue in 2 years.
• As much e-commerce revenue as generated from Apple stores.
• Increased focus on high margin mobile accessories in-country.
What is Social Commerce?
Group buying, reviews & social enabled e-commerce.
Ratings & Reviews
Livingsocial & Dell
(e.g. Facebook Likes.)
Social Sharing of
Deals & Discounts
(e.g. Facebook offers,
marketing & inventory.
& social commerce.
Highest profit margin.
In-house people &
Retailers who are
Traditional retail using
the latest digital
Easy to get started with.
No in-house competency
They own customer data.
You own customer data.
Large investment in people
Multi-channel is essential.
Difficult, as this requires
new skills & capability.
Not true eTail.
Retail > eTail
E-Commerce Rollout: 3 Step Plan
Go direct (web,
mobile & social)
Facebook, Twitter, LinkedIn
Web reviews, Blogs, Forums
Develop in-house e-commerce merchandising
team (product, price, promotion)
Social Commerce Plan
1. Facebook Stores for sub $100 products (e.g. Mobile
2. “Special deals” seeded through Twitter, Facebook and other
closed social networks.
3. DO NOT engage in Group Buying. Cheapens the brand and
4. Focus strongly on Mobile.
5. For all e-commerce sales channels, focus heavily on
Reviews, Q&A, Community and Self-service.
3 E-Commerce Challenges:
#1 Executive level buy-in.
#2 Team and resourcing.
#3 Custom build or outsource?
Executive level buy-in
For C-Level support, start with:
Research – you need hard facts on the state
Develop a business model. This includes
Pricing and Product Mix.
Establish a steering committee. Once a
month meeting with CEO, CFO, IT, Marketing,
Sales & other key stakeholders. Use them to
get resources and overcome challenges.
Team & Resourcing
1. People – where do you find the
best e-commerce talent?
2. Marketing Model – demand
generation through Search, CRM
and Performance Media.
3. Training – who can provide this to
Custom Build or Outsource?
When selling direct via your website, m-commerce or social commerce:
• There are two options:
Requires a significant investment.
High margin, high maintenance.
Longer time frame to implement.
Owns the customer and data.
No upfront investment.
5-10% commission to partner.
Customer data ownership?