Download - Samsung Community Case @MareaMeeting
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Samsung Italia Community
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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.
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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
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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
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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.
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Samsung Community
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How is the community integrated within samsung?
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Community integration
WEBSITE SAMSUNG.COM
SOCIAL NEWSLETTER
COMMUNITY
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Multiple access Samsung.com SEI Facebook pages
Samsung Italia and Samsung Mobile Italia
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On Samsung.com
Samsung.com FOOTER
Samsung.com MENU
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On SEI facebook pages SEI Facebook pages
Samsung Italia and Samsung Mobile Italia
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On Samsung Newsletter Direct link on Newsletter layout
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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.
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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
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The numbers
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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
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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
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Traffic | From 1 Jan to 30 June 2014
4.574
646 (14%) Facebook registrations
3.928 (86%) Registrations
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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
- =
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THANKS