The changing world of marketing: Best practice in digital engagement. Features a high level case study of Samsung Asia's digital strategy (across "Always on" marketing, Social Business and E-Commerce).

1. The changing world of marketing:
Best practice in
digital engagement
Damien Cummings
Regional Marketing Director
Digital & Social Media, Samsung Asia
Twitter: @damiencummings

2. I am @DamienCummings
Regional Marketing Director
Digital & Social Media at Samsung Asia
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://damiencummings.blogspot.com
LinkedIn: http://sg.linkedin.com/in/damiencummings

3. Samsung’s Amazing Products
Mobile & Tablets
Home Appliances
Computers & IT
Smart TV
Cameras

4. 8 Things To Discuss Today
#1 Digital & social media – the numbers are massive.
#2 Marketing is now about great experiences (amplified by digital).
#3 Big ideas don’t need big budgets.
#4 People want to connect with their friends and family, not brands.
#5 When they do connect with brands, they are your advocates.
#6 Take the lead in social media: Be authentic & engage.
#7 Things go wrong when you’re not prepared.
#8 Samsung’s approach to digital in Asia.

5. #1 Digital & social media – the
numbers are massive.

6. The digital world is the new normal.
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There are more than 2.27 billion people online (doubled since 2007)
The web contains more than 8 billion pages
91% of online adults use social media regularly
YouTube users watch more than 3 billion hours of video per month
There are more devices connected to the Internet than there are people
on Earth
24% of people have missed witnessing important moments because they
are too busy trying to write about them on social networks
40% of people spend more time socializing online than they do face-toface
Internet users spend 22.5% of their online time social networking
70% of adult social networkers shop online
Almost 8 new people come onto the internet every second
79% of online shoppers spend 50% of their online shopping time
researching products

7. Digital & social, every minute of the day:
• 100,000 Tweets are sent.
• 684,478 pieces of content are shared on
Facebook.
• 2 million search queries are made on Google
• 48 hours of video are uploaded to YouTube.
• 47,000 apps are downloaded from App Stores.
• 3,600 photos are shared on Instagram.
• 571 websites are created.
• $272,000 is spent by consumers online .
Source: AllTwitter September 2012.

8. #2 Marketing is now about great
experiences (amplified by digital).

9. Tippex
How do you sell Tippex
(“white out” liquid) in a
digital world?

10. Tippex: Hunter Shoots A Bear
Find the Tippex “Shoot The Bear”
http://youtu.be/4ba1BqJ4S2M

11. 13th Street Last Call
13th Street Last Call Campaign
http://youtu.be/BRMNfwndtok

12. Coke Zero: Unlock the 007 in you.
Coke Zero: Unlock the 007 in you. You have 70 seconds!
http://youtu.be/RDiZOnzajNU

13. #3 Big ideas don’t need
big budgets.

14. 7-Eleven Slurpee BYO Cup Day
7-11 Slurpee BYO Cup Day
http://youtu.be/M9g600Gyabs

15. Coca-Cola Happiness Machine
Coca-Cola Happiness Machine
http://youtu.be/lqT_dPApj9U

16. #4 People want to connect with
their friends and family, not brands.

17. 57% of people don’t want to talk
to you.
Research indicates
57%
A typical user will only connect with up to
of customers do NOT want
to engage with brands via
social networks.
- a small percentage of those available.
6 brands
Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

18. #5 When they do connect with
brands, they are your advocates.

19. Your Brand Advocates
35%
of consumer comments on Facebook Pages
are compliments
56%
of customers are more likely to recommend a
brand after becoming a fan.
71%
of shoppers regularly rely on reviews from
family and friends.
68%
are more likely to buy a product or visit a
website based on a referral from
a friend.
Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

20. #6 Take the lead in social media: Be
authentic & engage.

21. Authentic Social Engagement

22. Authentic Social Engagement

23. #7 Things go wrong when you’re not
prepared.

24. Australia’s Telstra: Employee Pain
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Telstra employee set up Twitter account
impersonating Federal Communications
Minister Stephen Conroy.
Attracted 1500 followers and ridiculed the
Minister.
Sacked then reinstated because Telstra DID
NOT HAVE A SOCIAL MEDIA POLICY
“It’s something major companies need to work
out because social media use is intensifying.”
– Telstra MD Stephen Quilty

25. KFC PR Nightmare
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KFC employees take to wash tubs to post
saucy pics … Tweet them to friends.
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Friends re-Tweet them and in days images
become number one trend on Twitter.
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Employees recognised and fired.
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KFC outlet forced to replace tubs.
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Multi-million dollar re-branding campaign
as ‘now more healthy’ seriously damaged.

26. #8 Samsung’s approach to digital
in Asia: LASER

27. Samsung Asia’s L.A.S.E.R.
Leadership in digital.
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#1 global best practice,
“Always on” marketing
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Leadership in mobile, focused on search & content.
Social business
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Integrating social media into Samsung’s DNA.
E-Commerce
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Helping our retail & eTail partners first
ROI/Tangible business results
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Revenue, margin/profit goals, number 1 brand in the
world.

28. The Next Big Thing is Already Here.
Samsung Galaxy SIII – The next big thing is already here.
http://youtu.be/nf5-Prx19ZM

29. Samsung Malaysia: Sparkle Project
Samsung Malaysia – Yuna, The Sparkle Project
http://youtu.be/IwvEfdcgIfA

30. Thank you!
Damien Cummings
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://damiencummings.blogspot.com
LinkedIn: http://sg.linkedin.com/in/damiencummings