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Samsung GSG: Social Media Analysis<br />Brannon Lacey<br />

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2<br />What is Social Media?<br />Wikipedia defines social media as…<br />“media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques”<br />What does that mean exactly?<br />It means that people are interacting with each other (and companies) in different ways than traditionally known… using technology as the medium. <br />It means COMMUNICATION + TECHNOLOGY!<br />What are these technology mediums?<br />Blogging<br />Discussion Boards<br />Product Reviews<br />Photo sharing (Flickr)<br /><ul><li>Video sharing (YouTube)

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Podcasts

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Social Networks (Facebook

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Microblogging (Twitter)</li></ul>Social Media: the future of small business marketing, Constructaquote.com, http://www.constructaquote.com/home/business-guides/social-media.aspx<br />

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3<br />How is Social Media Changing Communications?<br />Larger Audiences…<br />It’s changed the way an individual communicates by giving them a platform to share their <br />Thoughts<br />Preferences<br />Knowledge <br />with a larger audience across geographical boundaries <br />Collective Thinking…<br />It has given individuals a platform to contribute to the process of collective thinking which is allowing them to leverage each other’s knowledge and strength<br />Real time…<br />It has given individuals the platform to be informed real time about what is happening where, with whom, and why.<br />Social Media-Changing the face of communication, unstructure.org, http://unstructure.org/social-networking/social-media-changing-the-face-of-communication/<br />

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4<br />What are the implications for business?<br />Companies that leverage social media as a means of providing additional touch points for customer interaction are…<br />Positively affecting key performance metrics<br /> Customer satisfaction<br /> Revenues<br /> Costs<br />Fueling product development marketing decisions with consumer-generated insights<br />How are these companies doing this?<br />Through a combination of organizational processes and technology implementation.<br />Getting Senior Executive buy-in<br />Defining a process for managing Web 2.0 content<br />Dedicating personnel devoted to enterprise use of Web 2.0 applications<br />Committing to promote, maintain and utilize consumer-generated content<br />Customer 2.0: The business implications of social media, Aberdeen Group, http://www.slideshare.net/arunavhpalchaudhuri/customer-20-business-implications-of-social-media-presentation<br />

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5<br />How are companies utilizing social media?<br />Blogging: build a reputation of expertise<br />Who does it well? 37Signals <br />Why? It has a blog that is read by thousands, shared among businesses<br />Lesson? Focus your blog on your core competencies<br />Who did it poorly: Accenture<br />Why? It has 9 different blogs and very little coordination between them<br />Lesson? More does not equal better, keep your blog focused<br />Researching customers<br />Who does it well? Comcast<br />Why? It uses Twitter to look for people talking about Comcast and offers to help them<br />Lesson? Customers provide valuable insights and feedback in real time, find and use it<br />Who did it poorly? Wal-Mart<br />Why? It attempted to involve its community online by creating a Facebook presence<br />Lesson? Your audience determines your strategy. Don’t follow the crowd, follow your customers to where they’re at<br />Social Media for Business – Who’s doing it well and how, ReadWriteWeb.com, http://www.readwriteweb.com/archives/social_media_for_business_who_is_doing_it.php<br />

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6<br />How are companies utilizing social media?<br />Multiple channels of support<br />Who does it well? Dell<br />Why? Its site lists all the ways customers can connect with them through Twitter, Facebook, Flickr, YouTube, forums, blogs, email and more. <br />Lesson? Rather than expect customers to communicate through your chosen means, allow them to do so through their chosen means.<br />Who did it poorly: Whole Foods Market<br />Why? It created a Twitter account (@wholefoods) and gathered followers but realized it had limitations because while it was useful on a national level, it was not at a local level. It responded by creating over 150 company Twitter acountsand a Facebook account to provide adequate channels to its customers.<br />Lesson? Make your content relevant to your customers and leverage the different channels for specific goals. For example, Whole Foods has found out that for customer service, Twitter is much more effective than Facebook.<br />Social Media for Business – Who’s doing it well and how, ReadWriteWeb.com, http://www.readwriteweb.com/archives/social_media_for_business_who_is_doing_it.php<br />

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7<br />How should Samsung utilize social media? (question a.)<br />Samsung should utilize social media to…<br />Build buzz and conversation around particular products<br />Build better overall brand awareness<br />Drive more traffic to it’s product sites<br />Learn more about its customers and how they view the brand<br />How? With the following messages…<br />We’re listening to what you are saying<br />We understand what you mean<br />We’re listening to what’s bothering you<br />We’re listening to what’s making you happy<br />Engage<br />genuinely!<br />

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8<br />Using what channels?<br />Samsung should use a multi-channel approach, similar to Dell…<br />IdeaStorm: allow customers to participate in the development and enhancements of products and services (over 7,600 ideas submitted on Dell’s IdeaStorm)<br />Create a ‘user generated’ helpdesk: a place where consumers, SME’s and IT Professionals can upload their own home-grown videos. (Dell’s has over 200k views a month)<br />Twitter: send out messages with special offers and promotions (Dell has over $3m in sales from Twitter thus far)<br />Facebook: allow consumers to “fan” or “follow” accounts most relevant to them, have conversations WHERE they occur<br />Blogs: create your own focused blogs, for each of your communities and search for ‘conversation’ around other’s blog posts<br />

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9<br />How do we measure success?<br />Benchmark yourself on the following:<br />Rankings, see if they have increased based on traffic and links<br />Engagement, determine whether or not social media user are actually engaging with your content and/or converting (crazy egg is good for this)<br />Success on social voting sites?<br />You’ve increased awareness about a product that led to sales<br />Takeaways:<br />Give your social media efforts 2-3 months to stabilize before deciding if things really working.<br />There is no one killer metric for social media<br />Track anything possible to glean insights<br />It’s all relative (focus on benchmarking and trends)<br />View monitoring social media as a Social Intelligence Program, involving the world’s biggest focus group<br />