Connecting to affluent technology influencers through LinkedIn has helped to establish Samsung Mobile’s leadership in the global smartphone and tablet markets, recruiting potential advocates that fit the brand’s target profile precisely, and many of which have never engaged with it on social media before.
Within a year of launching its LinkedIn Company Page, Samsung Mobile had engaged more than 165,000 followers, with 76% describing themselves as technology decision-makers, 88% looking to buy a new smartphone in the next 12 months, and 44% enjoying household incomes of over $100,000. This was precisely the type of influential, affluent audience that Samsung Mobile sought in order to build awareness and excitement around its products – and LinkedIn delivered them to an extent that no other social media platform could match. Of Samsung Mobile’s followers, 55% only engage with the brand through LinkedIn.
Insights derived from the brand’s LinkedIn followers powered an innovative launch strategy for the Samsung Galaxy Note II, with Samsung Mobile establishing a partner microsite that used a LinkedIn API to unlock the potential for recommendation within members’ networks. Visitors to the site were invited to sign in using their member profile and then share their views of the device with their LinkedIn connections, enabling Samsung Mobile to target a global audience of 20 billion.