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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 …

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.

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  • 1. Marketing Solutions LinkedIn answers the call for Samsung Mobile Connecting with affluent technology influencers through a Company Page, Targeted Status Updates and innovative API solutions, is helping Samsung Mobile set the agenda in the global smartphone and tablet markets. Samsung Mobile’s goal to become the global brand of choice for smartphones and tablets required connecting with an affluent and highly influential audience – those with the disposable income to try leading-edge products first, and the connections and influence to drive awareness and consideration amongst others. Through a LinkedIn Company Page, the brand was rapidly able to engage a follower base that precisely matched its target audience; an innovative API-driven microsite then activated these followers and other LinkedIn members to spread global awareness for the launch of the Samsung Galaxy Note II. Why LinkedIn ■■ Wealth of tools and channels for building the brand’s following ■■ Reach amongst affluent senior professionals with a passion for technology ■■ Targeted Status Updates for sharing content with key audiences ■■ Flexible approach to driving awareness through LinkedIn APIs Results: ■■ In just one year, the Samsung Mobile Company Page attracted 165,000 followers ■■ Powered by a partner microsite and LinkedIn API, the Galaxy Note II launch targeted 20 million LinkedIn members across seven countries ■■ 55% of Samsung Mobile’s followers only engage with the brand through LinkedIn ■■ 37% say they are more likely to recommend Samsung Mobile after connecting with the brand through LinkedIn ■■ 33% say they are more likely to purchase from Samsung Mobile after following the company on LinkedIn Samsung Mobile Case Study Challenge ■■ Deliver on-going engagement with early adopters and influencers ■■ Raise Samsung Mobile’s profile to become the leading global brand for smartphones and tablets ■■ Leverage LinkedIn’s targeting and cross-platform API capabilities to build awareness, excitement and word-of-mouth around new product launches Solution ■■ New-look Company Page sitting at the heart of a LinkedIn Follower Ecosystem ■■ Content-led strategy, informed by follower preferences ■■ Targeted Status Updates responding to demand for new launch previews and advice on getting the most from existing products ■■ API-powered campaign microsite driving awareness and recommendation for the Samsung Galaxy Note II
  • 2. Engaging the influential Samsung Mobile leveraged the new-look Company Page format to create a highly impactful presence on LinkedIn, attracting 165,000 followers in just one year. These followers provide a precision fit with the brand’s target audience: 76% are technology decision-makers, 88% are looking to buy a new smartphone in the next 12 months and 44% have household incomes of more than $100,000. They are also natural brand advocates, three times more likely than average to consider buying from Samsung Mobile, and twice as likely to recommend the brand to a friend. However, more than half of these advocates had never previously engaged with Samsung Mobile on social media: 55% connect with the brand only through LinkedIn. Activating advocates In order to drive engagement amongst this influential audience, Samsung Mobile and LinkedIn surveyed followers about the content they would most like to see from the brand. The survey results were then used as the basis of Targeted Status Updates focused around the favoured subject areas of new launches, special offers, and advice on existing products. Followers’ responses and recommendations were shared across their LinkedIn networks, driving further awareness for Samsung Mobile. Andy Hwang Director of Social Media Marketing, Samsung Mobile “LinkedIn delivered the precise target audience that we were seeking to engage and provided a great platform for driving word-of-mouth and shifting perceptions amongst consumers worldwide. The success of the campaign microsite for the Samsung Galaxy Note II shows how powerful a vehicle LinkedIn networks can be for new product launches.” LinkedIn and Samsung then activated awareness amongst the LinkedIn membership for the launch of the Samsung Galaxy Note II, a key product breaking new ground in the smartphone market. A LinkedIn API encouraged visitors to a campaign microsite to share their recommendations for the Galaxy Note II across their LinkedIn networks. Boosting recommendation and consideration Building a content strategy around followers’ declared interests delivered major uplifts in consideration and likelihood-to- recommend amongst this highly influential audience: 47% said their awareness of Samsung Mobile had increased after connecting with the brand on LinkedIn, 37% said they were more likely to recommend the company’s products and 33% said they were more likely to buy from it themselves. For the Galaxy Note II launch, this network of advocates shared recommendations across a global audience of 20 million. 01- LMS- E07- EN 0713 What information would you like to see from Samsung Mobile? Visit emea.marketing.linkedin.com to learn how other marketers have successfully met their marketing objectives. Copyright © 2013 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.