The Changing World of Marketing - Best Practice in Digital Engagement (Samsung Asia Case Study)

The changing world of marketing:

Best practice in digital engagement

Damien CummingsRegional Marketing DirectorDigital & Social Media, Samsung AsiaTwitter: @damiencummings

I am @DamienCummings

Regional Marketing DirectorDigital & Social Media at Samsung Asia

Email: [email protected]

Twitter: @DamienCummings

Blog: http://damiencummings.blogspot.com

LinkedIn: http://sg.linkedin.com/in/damiencummings

Samsung’s Amazing ProductsMobile & Tablets Home Appliances Computers & IT Smart TV

Cameras

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.

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

The digital world is the new normal.

• 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-to-face • 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

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.

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

Tippex

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

Tippex: Hunter Shoots A Bear

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

13th Street Last Call

13th Street Last Call Campaignhttp://youtu.be/BRMNfwndtok

Coke Zero: Unlock the 007 in you.

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

#3 Big ideas don’t need big budgets.

7-Eleven Slurpee BYO Cup Day

7-11 Slurpee BYO Cup Dayhttp://youtu.be/M9g600Gyabs

Coca-Cola Happiness Machine

Coca-Cola Happiness Machinehttp://youtu.be/lqT_dPApj9U

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

57% of people don’t want to talkto you.

Research indicates

57%of customers do NOT want to engage with brands via

social networks.

A typical user will only connect with up to

6 brands- a small percentage of those available.

Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

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

Your Brand Advocates

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

35%of consumer comments on Facebook Pages

are compliments

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

Authentic Social Engagement

Authentic Social Engagement

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

• 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

Australia’s Telstra: Employee Pain

• KFC employees take to wash tubs to post saucy pics … Tweet them to friends.

• Friends re-Tweet them and in days images become number one trend on Twitter.

• Employees recognised and fired.

• KFC outlet forced to replace tubs.

• Multi-million dollar re-branding campaign as ‘now more healthy’ seriously damaged.

KFC PR Nightmare

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

Leadership in digital.• #1 global best practice,

“Always on” marketing• Leadership in mobile, focused on search & content.

Social business• Integrating social media into Samsung’s DNA.

E-Commerce• Helping our retail & eTail partners first

ROI/Tangible business results• Revenue, margin/profit goals, number 1 brand in the

world.

Samsung Asia’s L.A.S.E.R.

The Next Big Thing is Already Here.

Samsung Galaxy SIII – The next big thing is already here.http://youtu.be/nf5-Prx19ZM

Samsung Malaysia: Sparkle Project

Samsung Malaysia – Yuna, The Sparkle Projecthttp://youtu.be/IwvEfdcgIfA

Thank you!

Damien Cummings

Email: [email protected]

Twitter: @DamienCummings

Blog: http://damiencummings.blogspot.com

LinkedIn: http://sg.linkedin.com/in/damiencummings