Samsung Promo, Case study SAMSUNG TOMORROW by Prain

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market South Korea
Agency Prain
Released September 2012

Credits & Description

Category: Best Use of Social Media
PM: Yunseong Trent Moon (Prain)
Media placement: Online PR Campaign - Corporate Blog - 1 March 2010
Media placement: SNS Communication - Corporate Blog, Twitter - 1 March 2010
Media placement: Social Media News Releases - Corporate Blog, E-DM - 3 August 2010

Summary of the Campaign
Samsung Electronics, which jumped into online communication almost one year later than competing companies, has to establish effective crisis management process while informing corporate brand more effectively and providing satisfactory services to customers. Hereupon, we have implemented strategic online PR/communication by utilizing our directors and employees, outside bloggers and university students, etc in aspect of contents while opening concurrently main SNS channels such as c Flicker, You Tube, Facebook and Vimeo, etc with blogs as a main point in aspect of channels.
Based on positive response to issues and delivery of information, we have achieved seven awards recipient in major Internet award events of Korea by accomplishing more than two times the number of visitors than competing companies in 2010.

The Situation
Online environment of Korea changes the fastest in the entire world. In 2010, Global SNS channels such as Twitter/Facebook/You Tube/Flicker were growing rapidly but official online activities of Samsung Electronics were very poor. It was because corporate style of Samsung was conservative and Samsung preferred communication through existing press media. However, delivery of inaccurate information began to be proliferated through social networks and it became to emerge as an important issue in the aspect of crisis management. Hereupon, we were concerned and thought how to provide information more efficiently and to control online issues.

The Goal
We decided to select a method to inform brands of Samsung Electronics through the use of the web. Provided, we targeted young people, who are so familiar to 'production' of online information as much as 'reading,' as main subjects and who produce and provide information. We tried to achieve more than two times of effectiveness compared to competing companies within the shortest time by producing information-oriented contents through those young people, who are already used to provide online information, by providing optimum information in compliance to the characteristics of online communication and also by providing the information without differentiating with offline.

The Strategy
We intended to utilize Blogs as the most important centre for online communication. This is the fastest way to expose information we want at the time to the general public. Contents to be posted on blogs shall be explored and provided in stories customers want to hear instead of those stories we want to tell by positively utilizing You Tube/Flicker in compliance to the characteristics of SNS for possible two-ways communication. Contents posted on blogs shall be arranged to be informed immediately to outside faster and wider through Twitter/Facebook and so on. All of these shall be provided simultaneously without differentiating with offline media. In addition, we have concentrated on preventing in advance issues to be proliferated more than the necessity by detecting occurrences of crises in advance through continuous monitoring and by positively responding instead of simply informing.

Through long preparation period, in March 2010, official SNS channels of Samsung Electronics were opened concurrently. In the beginning, contents were provided through free posting and in phases, writing staff composed of outside bloggers/university students/directors and employees of the Company were organized to start providing contents about main events/CSR/GWP activities. After completion of organizing the writing staff, we focused on securing and proliferating diversity of various contents. And in July, we newly established SMNR (Social Media News Release) and Issue & Fact corner and positively responded to rumours on social networks in addition to distributing information and reporting data of various new products simultaneously with offline. Simultaneously, we prepared a reply system linked to SNS channels for the first among Korean corporate blogs. We also concentrated in proliferating issues on social networks by implementing online live broadcasting so that viewers can watch main domestic and foreign events in HD video.

Documented Results
By these efforts, official Blog of Samsung Electronics has achieved one million visitors within 10 months upon opening the blog (over 2 times faster than competing companies) and also shows the fastest growth by achieving over 1.5 million visitors within just one year. In addition, Samsung Electronics has received awards in seven parts of important Internet related award events of Korea in 2010 by being recognized of its contribution not only to formation of trust of customers but also to increasing the brand value through the first concurrent mailing of on/offline reporting data, quick response within 24 hours for main issues and maintenance of the principle of answering within 30 minutes regarding inquiries of main customers.