Samsung Promo, Case study EMOTIONAL COMMUNICATION by Cheil Seoul

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Industry Mobile Communications
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Director Chunghyun Kim, Kwangyeol Jeong, Charlse Cho
Released December 2012

Credits & Description

Category: Internal Communications
Senior Vice President: Junshik Kim (Samsung Electronics)
Vice President: Kwangsup Han (Samsung Electronics)
Director: Chunghyun Kim (Samsung Electronics)
Director: Kwangyeol Jeong (Samsung Electronics)
Senior Manager: Soomin Kim (Samsung Electronics)
Manager: Jangho Park (Samsung Electronics)
Director: Charlse Cho (Cheil Worldwide)
Manager: Woobin Kim (Cheil Worldwide)
Media placement: Press Release - Newspim - 2, December, 2010
Media placement: Press Release - Ittoday - 2, December, 2010
Summary of the Campaign
Our company on-line communication tends to be unilateral communication. In addition, the participation of executive members and staff is reduced automatically when the communication becomes unilateral.
In order to solve such problem, the Samsung Electronics 'live' attracted the emotion of the employees by providing free comment activity. Such "emotional communication" has created a 'live' area in Samsung Electronics for employees to manage the family-like life in the company, not the life of third party.
The Situation
A lot of employees are working in our company. How do they communicate with each other?
The communication was unilateral - made through a company newspaper.
However, currently we have started bilateral communication through internet.
Therefore, the "emotional communication" has been made through providing a free communication platform which is expressed with the comments.
The Goal
Target audience: company employees.
Objective: In all writings, there is a 'reply' function to enable the employees to participate directly on various stories of the company as in outside (No company management – Only the management pursuant to the detailed operation principles is undertaken.)
Research: Depending on whether to apply the concept in publicity or communication, or make mutually supplementing concept, the result would come out completely different.
In addition, diverse contents generated from the company would be made with the content create centre that can be fully facilitated as the contents for enhancing the corporate image as well.
The Strategy
Planning and participation that requires the genuineness of employees, not artificially processed and made planning and participation. The contents made by employees take up to approximately 70% of overall contents. By breaking away from any form and method, it is produced in more attractive articles than outside portal sites.
Editing team:
- Operation of a total of 9 persons (planners, web-designers, coverage reporters, editing reporters, analysts and others)
- Operation of 53 in-company LIVE reporters (Entire business premises/departments, evenly distributed groups)
- Operation of 27-member children reporter group (4~6th grade students in elementary school organized with the children of officers and employees)
- Operation of correspondents in cooperative companies (organized with the persons in charge of major cooperative companies to undertake various story telling of cooperative companies)
- Operation of correspondents in service centres, agency shops and logistics to develop diverse stories and reporting of customers.
- Outside column staff operation and others.
Documented Results
Approximately 30% of entire employees connect on a daily basis (Number of daily visitors: 30,000, number of daily paper views: 130,000)
ㆍIncrease of understanding of company through LIVE: 95%
ㆍRole of LIVE on prompt conveyance of information.
ㆍPlace of open communication for employees: 82%
(Acquire the information through the personal ties before)