Campaign performance analysis of Samsung notebook computer Series 5 (March - April 2012) by using social target marketing service offered by NiBD Lab

1. Samsung Notebook Series5
Campaign Analysis
Janghyuk Lee
Korea University, Business School, Associate Professor
http://biz.korea.ac.kr/professor/janglee

2. Executive Summary
y
Activities on Twitter got reinforced substantially after the launch of Series 5
campaign from March 12 12.
Twitter account performance deteriorated marginally.
‘Ultrabook’ associated keywords have been reinforced. (Samsung and Series)
Improved performance may be due to top influencers
influencers.
However Facebook fan page declined in performance.
Good sign is Samsung fan page out performs that of HP in like and comment and neck
to neck with DELL
DELL.
It received not only appreciation but also product related comments.
YouTube page view increased substantially due to ‘Max it up’ video.
Tweets including the shortened URL of th video might h
T t i l di th h t d f the id i ht have contributed t it
t ib t d to its
performance.
- © 2012, Janghyuk Lee - 2

3. Overview
Comparative analysis of exposure and diffusion performance on major social
media such as Twitter Facebook and YouTube pre and post Series 5 campaign
Twitter, Facebook,
starting on March 12, 2012 (according to the first video on YouTube).
Followings are key performance indicators across social media:
Twitter
Topic analysis
Tweet volume, involved users, associated keywords
Account analysis
Average exposure, max exposure, average retweet, max retweet
Associated k
A i t d keyword analysis
d l i
Ultrabook associated keywords
Facebook
Like, comment
YouTube
Page view, top videos
- © 2012, Janghyuk Lee - 3

4. Twitter
Samsung & Notebook IFN*: Performance & Associated Keywords
g y
Substantial increase of the number
of related tweets and reached twitter
users
But their attractiveness measured in
terms of retweet remains almost the
same
Stable associated keywords in both
periods
Series, Intel, Galaxy, Core, Laptop,
Apple
New keywords appeared in period 2
starts in 2 seconds (liga em 2
segundos) (in Spanish)
Xyz offers (angebote) (in German)
* Information Flow Network: a network tweets including topics
- © 2012, Janghyuk Lee - 4

5. Twitter
Account Analysis
y
‘Samsung Notebook’ Twitter account
performance has been marginally
deteriorated. (statistically not significant)
It shows that the increase of ‘Samsung
& Notebook’ t
N t b k’ tweets are not i fl
t t influenced
d
by SamsungNotebook account.
Compared to Dell and HP,
SamsungNotebook Twitter accounts
showed similar performance in
general.
The shortage of exposure related
indicator is mainly due to the smaller
number of followers.
In addition, it is worthwhile to check
the maximum retweet rate which is
way behind HP and Dell.
- © 2012, Janghyuk Lee - 5

6. Twitter
‘Ultrabook’ IFN: Associated Keywords
y
More th 20 000 t
M than 20,000 tweets i l di
t including
‘Ultrabook’ were generated pre and
post campaign of two weeks.
In
I post campaign period, ‘S i ’
t i i d ‘Series’
entered top.
The presence of ‘Samsung’ has
been reinforced compared to Dell,
Intel as well as Acer.
- © 2012, Janghyuk Lee - 6

7. Twitter
‘Ultrabook’ IFN: Top 10 Influentials
p
Pre-Campaign Top 10 Influentials
Among top 10 influentials
of Ultrabook 2 users
Ultrabook,
(pre) and 1 user (post) in
blue color are followers
of ‘SamsungNotebook’
SamsungNotebook
account.
However many of other
top influentials Post-Campaign
Post Campaign Top 10 Influentials
mentioned competing
brands such as Dell,
Macbook, Acer, Intel.
Macbook Acer Intel
In post-campaign
periods, two top tweets
included ‘Samsung
Samsung
Series 5’ .
User: b46u5
BESTSELLERS on Amazon: 'Samsung Series 5 NP530U4B-A01US 14-Inch Ultrabook with Samsung Fast Solutions.'
http://t.co/U9tzoiW9
http://t co/U9tzoiW9
User: engadget
14-inch Samsung Series 5 Ultrabook review (NP530U4B-A01U) http://t.co/4eiQ9QL0
- © 2012, Janghyuk Lee - 7

8. Twitter User Insight
g
Follower: popularity
Tweet #: activity
Following/follower ratio: relationship pattern
1: mutual relationship
Low: ego centric (don’t listen)
Influencer index (‘inf’)
Retweet rate (‘psv’)
(p )
High: info diffuser
Low: info consumer
Usage hour
Mentioned topics
Topics included in topic IFN
General topics mentioned by the user
User influencers
Other users who could influence the user
Useful information f i di t t
U f li f ti for indirect target marketing
t k ti
- © 2012, Janghyuk Lee - 8

9. Twitter User Insight
Ultrabook IFN (post campaign), user ‘engadget’
(p p g ), g g
A: STMS (descriptive)
Follower A (440,273): top 1% very popular user
Tweet # D (521): 37 tweets/day hyper active
Psv professional user
40.0 Following/follower ratio A (0.000136): extremely
ego centric user who do listen to only some other
B: STMS (target) users
Influencer index (‘inf’) A (94.0): extremely
influential user in a given community
Retweet rate (‘psv’) A (40): user who transfer 4
out of 10 tweets in general
Usage hour B: very regular 24 hours a day overall
C: STMS (target) a week
Mentioned topics D
User influencers E
Engadget could be influenced by Tim_Stevens,
D: Excel (top influencer) DanaWollman, es_engadget
E: Excel (indirect influencer)
Table D, E will be available from mid April
- © 2012, Janghyuk Lee - 9

10. Facebook
‘Like’ and ‘Comment’ on Facebook
posting have been decreased during
the campaign. (this performance is in
decline since Jan 2012)
Like: 457 426 410
Comment: 54 40 31
Mostly commented post
Picture of Series 9 highlighting its
super thin screen
- © 2012, Janghyuk Lee - 10

11. Facebook
SamsungNotebook fan page
outperforms that of HP in both like and
comment per post.
It also beats Dell in terms of like per
post but goes behind in terms of
comment per post.
Overlap of Commented Users
Samsung ∩ HP = 9 1777 Samsung ∩ Dell = 5
Users who commented on FB fan
p g
pages are overlapped marginally.
pp g y
2120
It seems that each company leads its
4539 own fandom.
HP ∩ Dell = 26 Samsung ∩ HP ∩ Dell = 1
- © 2012, Janghyuk Lee - 11

12. YouTube
Substantial increase of page views in post
campaign p
p g period.
Mainly due to ‘Max it up’ series 5 video that
captured 314,575 page views as of March 23.
Potential route to watch ‘Max it up’ Series 5
YouTube recommendation
Twitter diffusion
There are at least 20 tweets including shorted URL of this video.
They generated at least 43,833 exposures.
I liked an @YouTube video http://t.co/gC6Kjhnd Samsung SERIES 5 ULTRA - "Max it Up" Music Video
Adicionei um video do @
@YouTube como f favorito http://t.co/cqe3yhxb Samsung SERIES 5 ULTRA - "Max it Up" Music
// / S S S
Ich mag ein @YouTube-Video. http://t.co/kWB1Q1KA Samsung SERIES 5 ULTRA - "Max it Up" Music Video
- © 2012, Janghyuk Lee - 12

13. Recommendations
Entertain top influencers using related topics in Twitter.
Find them by using STMS
STMS.
Understand their interest and usage pattern.
Develop strategy to make them follow SamsungNotebook account or influence them
indirectly through influencing users.
users
Post contents in YouTube, corporate blogs, etc.
Diffuse attractive contents (such as YouTube videos and promotion events)
through Twitter first then share them in Facebook
Twitter tends to link users having weak tie that is better suitable for diffusion.
Facebook tends to link users of strong tie having even off-line contact that is suitable
for sharing experience and novel information
information.
Monitor campaign activities and adapt campaign process in case of problem.
Set up key performance indicators of campaign (e.g., tweet volume, video page views,
Facebook like and comment)
Find whether there exists bottleneck (e.g. key Twitter followers who don’t retweet) and
intervene immediately.
- © 2012, Janghyuk Lee - 13