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Full Digital Strategy: Samsung
- 1. Samsung Electronics: A Full Digital Strategy Mark Stewart New Media Driver’s License April 18, 2016
- 2. Target Audience Millennials/Young Professionals Recommendation: Generation Z
- 3. The Big Idea Simple: Samsung is the brand for technological innovation and leadership. Motto: “Inspire the World, Create the Future”
- 4. Social Media Multi-dimensional across all platforms Videos, GIFs, images, reviews, video guides, etc.
- 5. Social Media Recommendations Flickr: Wasteful, un-needed Less than 200 followers, pictures posted end up on other social platforms LinkedIn: Misses free advertising here Good way to find jobs, but could post more about products
- 6. Samsung’s Website Very well constructed Seamless integration between all pages Recommendation: Free up space
- 7. Online Ads/Internet Marketing Very good, but can be improved Short, concise messaging Visually stimulation a must Strong in SEO Recommendation: Keep up with products
- 8. Inbound Marketing Excellent job in blogs, SEO, CRM, email marketing Recommendation: Better personas, CTA’s
- 9. Mobile Apps/Web Excellent presence on mobile Samsung has mastered the online shopping cart Fully integrated, seamless web experience Samsung Pay
- 10. Metrics & Budget KPI’s to watch: Website Engagement Click-Through Rate Mobile Traffic Budget: 20% each on SEO, social media, mobile, inbound 15% on online ads 5% on website
Editor's Notes
- Samsung’s current target audience leans more towards millennials who perhaps are about or have started their careers. Samsung targets both male and females, and for certain products, young married couples. However, a few campaigns geared towards younger teens could prove beneficial. With their own buying power, and an influence on their parent’s buying power, Gen. Z is an important group to grab ahold of. It’s also a great opportunity to lock in these loyal customers for a lifetime
- Samsung’s big idea is simple: Be the best brand to use for innovation in electronics. Their motto states, “Inspire the World, Create the Future”, reinforcing their leadership and creation of innovation. Their entire business strategy can be said to revolve around this motto, and I believe they should continue to implement this “big idea”. Source: http://www.samsung.com/us/aboutsamsung/corporateprofile/visionmission.html
- Samsung has excellent presence across almost every platform it engages with. Photos, videos, hashtags, how-to blog posts, reviews, video guides, and more make up a very solid backbone for Samsung’s social media. As a leader in technological innovation, it is no wonder Samsung has a strong grasp on their social media usage. However, Samsung should use their LinkedIn page for more than just job searches. There is valuable, free advertising here for them. With so many millennials using LinkedIn as their “new” Facebook at work, they can reach a lot of people on the site with relevant posts
- Despite the strong grasp on social media, there are a few things I would change: The Flickr account is not needed, and is wasteful. With the best pictures from this account posted on other social platforms, it may serve a purpose for Samsung, but not for its customers. No one goes onto their Flickr to see products. Although their LinkedIn is a great way to find jobs, Samsung could post on here more often about their own products With more and more young professionals using LinkedIn like a Facebook; blog posts, product reviews, etc. could be valuable to post on here for people to see and interact with.
- Samsung’s website is simply outstanding. The entire experience is fluid and seamless. Samsung does a great job integrating its corporate, product, newsroom, app, and support pages altogether Recommendation: Make the homepage less crowded. With so many pictures, text, and video trying to grab our attention online, sometimes less is more. Samsung’s homepage has many different products on the homepage with large pictures and fonts calling the consumer to take action on their page. However, one or two fewer of these could freshen up the homepage and make it less daunting to the typical consumer.
- Online ads are very good, but sometimes can be too cluttered (especially for this generation) Large, popping fonts and photos will be most successful SEO – Continue to have a stronghold on SEO, but be mindful Having so many products can make keeping relevant keywords for every product challenging Samsung is losing search space to less-vital products, with other sites and products popping up. This could be good for the shopper, but Samsung will want those shoppers directed to their sites instead
- Samsung does an excellent job in blogging, SEO, social publishing, CRM and email marketing. However, could use better personas & CTA’s Most CTA’s are on Samsung’s site, but using more CTA’s in social media and internet marketing could convert more elusive customers Personas: Build out from 24-35 young professional persona. Creating personas for younger teens and older teens could be very advantageous in creating loyal customers for a lifetime.
- With Samsung phones and tablets being the best sellers, they have spent ample time in perfecting user’s experiences through these devices Practically flawless designs, a mastered online shopping cart (needing 5 clicks to purchase a product) Smooth web experience on desktop, as well. Seamlessly connecting all their blog posts, corporate information, products and customer service. Samsung Pay app has great reviews and is taking aim at conquering Apple Pay
- The top 3 KPI’s I recommend to watch for Samsung are: Website Engagement – Understanding how many unique visitors spend time on the sight, and how many opt-in to registrations/newsletters is very importany Click-Through Rate – Measures the success of their online ads and campaigns. This gives the rate of clicks on an ad compared to the ad’s total impressions Mobile Traffic – With so many users on mobile now, this is vital. Measuring mobile traffic, lead conversions and bounce rates are important in gauging mobile traffic. Budget: On average, 11-13% of a company’s revenues are spent on advertising. Proposed: 12% for Samsung ($36.6 billion total) Proposed: 50% of that be placed in digital ($18.3 billion) SEO – 20% ($3.66 billion) Social Media - 20% ($3.66 billion) Inbound - 20% ($3.66 billion) Mobile apps/web - 20% ($3.66 billion) Online ads – 15% ($2.74 billion) Website – 5% ($915 million) This allows Samsung to focus on it’s newest technologies that are in constant innovation (SEO, social, inbound, mobile) Online ads are still very important though, so 15% is a healthy amount to put towards banner ads, etc. Website maintenance and content shouldn’t take up too much budget, which is why I believe 5% will suffice just fine.