Final yr, Samsung grew to become the highest cell producer on this planet, taking the spot held by Nokia since 1998 and overtaking competitor, Apple’s, share of the smartphone market. However Samsung is not solely a worldwide cell big. With 20 million followers on Twitter and 15 million Fb followers, it is also an organization that understands the worth of social foreign money.
The meteoric rise of Samsung Cell
The meteoric rise of Samsung Cell is not any accident. In a digital atmosphere that features an estimated three billion cell customers worldwide, it has develop into more and more vital for corporations and types to interact with cell customers on the units of their selecting. In accordance with mobiThinking, a useful resource for international digital cell advertising companies, in Why Samsung is primary handset/smartphone vendor: why your cell technique ought to emulate Samsung, “Corporations have to suit their cell technique to go well with shopper selection.”
That is an space wherein Samsung Cell has excelled. It provides cellphones and units at quite a lot of value ranges and hasn’t pigeonholed its consumers into utilizing one working system over one other. “Corporations which can be prescriptive of their cell engagement, epitomized by corporations that solely provide an iPhone or Android app, are pushing all their different clients (each people who have a special handset and people who merely don’t need one other app cluttering up their cellphone) into the welcoming arms of their rivals,” mobiThinking says.
153 styles of handsets
Samsung permits customers to stay with the Samsung model whereas with the ability to select from a number of totally different smartphone working techniques, together with Android, Home windows, and Bada. It additionally manufactures an astounding 153 styles of handsets that it makes accessible worldwide. Its greatest rivals don’t come shut.
Nokia provides 22 handsets worldwide, however solely eight varieties within the US, and its smartphones are actually solely accessible on the Home windows platform. Apple, the third largest handset producer, has a handful of incarnations of its iPhone line, whereas ZTE provides 22 handsets with Android and Home windows choices, and LG, the fifth largest handset supplier carries 61, primarily Android, cell phone varieties. Buyer selection has given Samsung an edge within the cell market, wherein 1.9 billion cell units had been bought final yr alone, in keeping with mobiThinking.
Samsung Cell’s broad attain, partially on account of providing customers extra selection, has been markedly heightened by its profitable social media technique which has accommodated the brand new cell shopper atmosphere by embracing the shift in the direction of what Vivaldi Companions Group seek advice from because the “Social Foreign money Paradigm,” in its current Social Foreign money Influence Research. The key to Samsung Cell’s digital advertising success, says Vivaldi Companions, is their use and understanding of social foreign money, or the “diploma to which clients share a model or details about a model with others,” to drive enterprise outcomes.
Social foreign money wheel Samsung vs. Sony Infographic supply Vivaldi Companions Group
In accordance with Vivaldi Companions, Samsung has been significantly profitable at driving shopper conduct in the direction of the consideration to buy, the acquisition (and the attention of it), and loyalty in the direction of a model, by benefiting from the enhance that social media allow within the “six levels” of social foreign money: affiliation, dialog, data, advocacy, utility and id. This can be a international digital technique that a few of its rivals in electronics, together with Sony, have did not make use of as efficiently, says Vivaldi Companions.
On this approach, Samsung has been in a position to attract in new socially engaged customers and acquire aggressive benefit, says Max Nisen, in These Social Foreign money Wheels Present Why Everybody Loves Samsung And Forgot About Sony. Samsung has put quite a lot of consideration into socially enabling its clients and model loyalists, by way of its social media presence and its web site, to community with others, corresponding to family and friends members, by fostering an atmosphere of advocacy and the real celebration of its services.
A lot of Samsung Cell’s more moderen social media success has been because of its efforts to launch its newest traces of Galaxy sensible telephones and tablets. Nevertheless, as Samsung’s instance reveals, a worldwide digital and social advertising technique have to be actively tailored to an more and more mobile apps and allow clients to speak with and share with each other, amplify advertising campaigns, and construct communities of brand name advocates and social media influencers. As Vivaldi Companions and Nisen level out, a holistic method to cultivating social foreign money, like Samsung’s, consists of contemplating the influence of consumers’ social media behaviors on producing three outcomes: consideration, buy and loyalty.
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