samsung community case @mareameeting
Post on 10-Jun-2015
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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
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