This document discusses social media listening and summarizes Tom Muyllaert's presentation on Samsung's social media listening strategy. The key points are: 1) Samsung set up a listening framework to track conversations across social media and prioritize issues, with the goal of shifting from an inside-out to an outside-in approach where customer needs drive the strategy. 2) They use Alterian SM2 software to collect, store, categorize and analyze large volumes of social conversations regarding Samsung products and brands. 3) Insights are shared internally and issues are addressed either directly on social media or by inviting customers to Samsung's Care platform for authentication and follow up.

1. Social Intelligence starts with the abilityto LISTEN 12 October 2011 Tom Muyllaert Social Media Professional The Reference Samsung Benelux CASE

3. Trainer @ Internet Marketing School

4. Social Media Professional

5. 3 years of social media monitoring & analysis experience

6. Clients: Samsung Benelux, ING, KBC, Thomas Cook Belgium, …LET’S CONNECT! T: @tmuyllaert E: tmuyllaert@reference.be W: flavors.me/tmuyllaert

7. Monitoring ≠ Listening

8. Why do we listen? Where do we listen? How do we listen? What do we learn?

9. Listening objectives Need detection vs. solutions, fine-tune marketing promise Use words & phrases that the target audience is using (keywords vs. natural language Detect opportunities early in the sales cycle Monitor PR efforts, detect new PR opportunities, improve investor relations, … Research competitor strengths & weaknesses, perception, …

10. The listeningpyramid

11. Where to listen? Communities where users maintain a profile and engage with brands like Facebook, Netlog, My Space, … Personal website where people speak about their life and interests (including brands and products) Blogs Social Networks Groups of discussion where users mainly ask questions, advices and support from other users Message boards/ Forums Social Media Social platforms like Twitter or Tumblrwhere users post tiny posts to refer to some news, blogs articles, personal opinions but also address claims and praises directly to companies and brands Microblogs Videos/ Photos Sharing Social platform where users share personal photos, videos, advertising spots, reports, funny moments, … like Flickr, Youtube, Dailymotion, … Other Media Types News Wikis Social knowledge platform where users describe the companies and build their image in a relative objective way Not really social platforms (nor UGC) but this category includes all the websites with social feedback functionalities (comments, rates, …) like news, products comparison or shopping websites

12. How do we listen? MORE INFO: http://bit.ly/pOsEwA Collect Store Understand WAREHOUSE We have access to a media warehouse containingover 15 billion social media mentions, blogs, tweets, posts, images andconversations….

13. Listening framework aligned with the SOCIAL STRATEGY Samsung’s listening framework SAMSUNG CARE  LOVESAMSUNG REACTIVE / COMMUNITY CONTROL PEOPLE CONTROLLED  PROACTIVE / COMMUNITY CREATION BRAND CONTROLLED

14. The listening challenge How do we manage & mine large volumes of conversations for all our products efficiently? 1 2 How can we share insights within the organization?

16. Input from Legal? Marketing?Prioritization is based on: authority of the host, tone-of-voice, sentiment, previous interactions with the brand… Track Prioritize Inside-out BLOGS, FORUMS, SITES, SOCIAL NETWORKS... This is where SAMSUNG meets the customers Outside-in SAMSUNG CARE PLATFORM This is where the customer meets SAMSUNG Treat Authenticate Follow-up Report

17. WEB CARE TEAM engage on external platform and “certifies” the response with a link to the internal platform Track Prioritize Inside-out BLOGS, FORUMS, SITES, SOCIAL NETWORKS... This is where the SAMSUNG meets the customers Outside-in SAMSUNG CARE PLATFORM This is where the customer meets SAMSUNG Treat Authenticate WEB CARE TEAM treats issue + solution on the CARE platform and invites the consumer to continue the discussion in a controlled environment, where the consumer can identify him-self WEB CARE TEAM follows-up the internal conversations Follow-up Frominside-out to outside-in WEB CARE TEAM reports to Management New issues, returning issues, crisis management Conversation trends, brand positioning, sentiment WEB CARE TEAM follows-up the external conversations Report

18. Samsung CARE – LOVE Platform LOVE CARE

19. Setup of 4 vertical divisions for in-depth monitoring Listening scope Telecom Audio & Video IT Division Home Appliancesor White Good And definition of a specific panel for each division… REVIEW SITES COMMUNITIES & FORUMS BLOGS (Prof., Semi prof. & Amateuristic) FACEBOOK (Group- & fanpages) TWITTER NEWS WEBSITES

20. Listening process setup

21. Example of an automatic conversation classification scheme applied to Samsung Benelux Automatic classification of conversations Alterian SM2 enables automatic categorization & sub-categorization of conversations against the rules that matter to you! PRICE PERCEPTION PRODUCT GALAXY TAB 10.1 ANDROID FEATURES SCREEN … CAMERA BUYING INTENTION REVIEWS …

22. … How does it work – setting up categorization rules Automatic data classification price CREATING CLASSIFICATION RULES BASED ON PROXIMITY price perception verbatim expensive Galaxy tab 10.1 mentions AUTOMATED NEAR cheap Price perception verbatim = cheaper store in dedicated category “Galaxy Tab 10.1 – price perception”

23. Data classification in Alterian SM2 Main category covering ALL conversations on Galaxy Tab 10.1 Sub categories mentioning Galaxy Tab 10.1 in the respective context

24. Analyzing direct customer needs / social channel x x Twitter x

25. Which topics are most dicussed? Monitoring aspects of the Galaxy Tab 10.1 – Share of voice Buying intention was most expressed on Twitter! BUYING INTENTION – Share of voice over media types

26. Example: Apple vs. Samsung dispute Mining the context

27. Example: Galaxy Tab 10.1 conversations – basic theme cloud Mining the context

28. Advanced dashboarding

29. Questions? Contact: tmuyllaert@reference.be YOURS SOCIALLY ;-) JOIN US! @TheReference