samsung community case @mareameeting

Samsung Italia Community

How users interact with Samsung

Facebook, Twitter, Samsung.com Website

are the most used digital channels to interact and submit questions to the brand.

Management of these interactions

is crucial.

What do they need?

Customers are asking Samsung in order to:

Know more about products and features

Learn how to use the products

achieve better understanding about sales promotions

Have support in case of need

SEI Touch points with customers

More than 3 millions contacts/month

More than 4 million Fans on Samsung Italia and Samsung Mobile FB

More than 200.000 followers on Twitter

.COM

FB

TW

+2.500 Questions/Week

A different internal approach

CUSTOMER SERVICE

DIGITAL CRM

Digital CRM engages customers and catches sales opportunity, Customer service covers need of support.

They work better together.

SAMSUNG COMMUNITY

The Community is a huge step forward in buiding a CRM platform which deeply interacts with Customer Service.

Samsung Community

How is the community integrated within samsung?

Community integration

WEBSITE SAMSUNG.COM

SOCIAL NEWSLETTER

COMMUNITY

Multiple access Samsung.com SEI Facebook pages

Samsung Italia and Samsung Mobile Italia

On Samsung.com

Samsung.com FOOTER

Samsung.com MENU

On SEI facebook pages SEI Facebook pages

Samsung Italia and Samsung Mobile Italia

On Samsung Newsletter Direct link on Newsletter layout

addressing users to the community from FB

When FB users ask questions useful for our Q&A database on the community,

we address them to the Community tab.

Benefits for SEI

MONITORING

• Possibility to easily analize the most frequent and important questions

• Identify the most collaborative and expert community members

COST EFFICIENCY

• Customers answer to other customers questions

• FAQ management costs reduction

SOCIAL CRM

• Starting from SNS Channels, SEI marketing database creation, updated and well profiled

• Opportunity to develop dedicated marketing activities Traditional

CRM

Customer Communities

Social Networks

Social CRM

The numbers

Activities | From 1 Jan to 30 June

16.379 2.104

SAMSUNG POSTS

5.413

USERS POSTS

10.966

+20% of total users posts is generated by 6 users.

TOTAL PAGE VIEWS

1.286.000

Activities | Online users

A current average of 200 users online AT ANY

TIME, reaching contents even when the customer service is not available.

Shot taken at 19.00 PM Shot taken at 00.50 AM

Traffic | From 1 Jan to 30 June 2014

4.574

646 (14%) Facebook registrations

3.928 (86%) Registrations

Platform costs + (customer service posts

X cost of single customer

service post)

1h 2014 ROI Calculation

+200% ROI

VALUE GENERATED IN 6 MONTHS

Total visits X

share of satisfied visitors

X cost of single customer

service call

- =

THANKS