Online campaign performance of Samsung Notebook Series 5 Spring 2012

Samsung Notebook Series5Campaign Analysis

Janghyuk Lee

Korea University, Business School, Associate Professor

http://biz.korea.ac.kr/professor/janglee

Executive Summaryy

Activities on Twitter got reinforced substantially after the launch of Series 5 campaign from March 12campaign from March 12.

Twitter account performance deteriorated marginally.‘Ultrabook’ associated keywords have been reinforced. (Samsung and Series)Improved performance may be due to top influencersImproved performance may be due to top influencers.

However Facebook fan page declined in performance.Good sign is Samsung fan page out performs that of HP in like and comment and neck to neck with DELLto neck with DELL.It received not only appreciation but also product related comments.

YouTube page view increased substantially due to ‘Max it up’ video.T t i l di th h t d URL f th id i ht h t ib t d t itTweets including the shortened URL of the video might have contributed to its performance.

- © 2012, Janghyuk Lee - 22

Overview

Comparative analysis of exposure and diffusion performance on major social media such as Twitter Facebook and YouTube pre and post Series 5 campaignmedia such as Twitter, Facebook, and YouTube pre and post Series 5 campaign starting on March 12, 2012 (according to the first video on YouTube).

Followings are key performance indicators across social media:Followings are key performance indicators across social media:Twitter

Topic analysisTweet volume, involved users, associated keywords

Account analysisAverage exposure, max exposure, average retweet, max retweet

A i t d k d l iAssociated keyword analysisUltrabook associated keywords

FacebookLike, comment

YouTubePage view, top videos


TwitterSamsung & Notebook IFN*: Performance & Associated Keywordsg y

Substantial increase of the number of related tweets and reached twitterof related tweets and reached twitter usersBut their attractiveness measured in terms of retweet remains almost theterms of retweet remains almost the same

Stable associated keywords in both periodsperiods

Series, Intel, Galaxy, Core, Laptop, Apple

New keywords appeared in period 2New keywords appeared in period 2starts in 2 seconds (liga em 2 segundos) (in Spanish)Xyz offers (angebote) (in German)


Xyz offers (angebote) (in German)

* Information Flow Network: a network tweets including topics

TwitterAccount Analysisy

‘Samsung Notebook’ Twitter account performance has been marginallyperformance has been marginally deteriorated. (statistically not significant)It shows that the increase of ‘Samsung & N t b k’ t t t i fl d& Notebook’ tweets are not influenced by SamsungNotebook account.

Compared to Dell and HP, SamsungNotebook Twitter accounts showed similar performance in general.The shortage of exposure related indicator is mainly due to the smaller number of followers.In addition, it is worthwhile to check


the maximum retweet rate which is way behind HP and Dell.

Twitter‘Ultrabook’ IFN: Associated Keywordsy

M th 20 000 t t i l diMore than 20,000 tweets including ‘Ultrabook’ were generated pre and post campaign of two weeks.I t i i d ‘S i ’In post campaign period, ‘Series’ entered top.The presence of ‘Samsung’ has


been reinforced compared to Dell, Intel as well as Acer.

Twitter‘Ultrabook’ IFN: Top 10 Influentialsp

Among top 10 influentialsof Ultrabook 2 users

Pre-Campaign Top 10 Influentials

of Ultrabook, 2 users (pre) and 1 user (post) in blue color are followers of ‘SamsungNotebook’of SamsungNotebook account.However many of other top influentials Post Campaign Top 10 Influentialstop influentialsmentioned competing brands such as Dell, Macbook Acer Intel

Post-Campaign Top 10 Influentials

Macbook, Acer, Intel.In post-campaign periods, two top tweets included ‘Samsungincluded Samsung Series 5’ .User: b46u5BESTSELLERS on Amazon: 'Samsung Series 5 NP530U4B-A01US 14-Inch Ultrabook with Samsung Fast Solutions.' http://t co/U9tzoiW9


http://t.co/U9tzoiW9User: engadget14-inch Samsung Series 5 Ultrabook review (NP530U4B-A01U) http://t.co/4eiQ9QL0

Twitter User Insightg

Follower: popularityTweet #: activityTweet #: activityFollowing/follower ratio: relationship pattern

1: mutual relationshipLow: ego centric (don’t listen)

Influencer index (‘inf’)Retweet rate (‘psv’)( p )

High: info diffuserLow: info consumer

Usage hourUsage hourMentioned topics

Topics included in topic IFNGeneral topics mentioned by the userGeneral topics mentioned by the user

User influencersOther users who could influence the userU f l i f ti f i di t t t k ti


Useful information for indirect target marketing

Twitter User InsightUltrabook IFN (post campaign), user ‘engadget’(p p g ), g g

Follower A (440,273): top 1% very popular userTweet # D (521): 37 tweets/day hyper active

A: STMS (descriptive)

Tweet # D (521): 37 tweets/day hyper active professional user Following/follower ratio A (0.000136): extremely ego centric user who do listen to only some other users

Psv

40.0

B: STMS (target) usersInfluencer index (‘inf’) A (94.0): extremely influential user in a given communityRetweet rate (‘psv’) A (40): user who transfer 4

B: STMS (target)

out of 10 tweets in generalUsage hour B: very regular 24 hours a day overall a weekMentioned topics D

C: STMS (target)Mentioned topics DUser influencers E

Engadget could be influenced by Tim_Stevens, DanaWollman, es_engadgetD: Excel (top influencer)

E: Excel (indirect influencer)

- © 2012, Janghyuk Lee - 99Table D, E will be available from mid April

Facebook

‘Like’ and ‘Comment’ on Facebookposting have been decreased duringposting have been decreased during the campaign. (this performance is in decline since Jan 2012)

Like: 457 426 410Like: 457 426 410Comment: 54 40 31

Mostly commented postPicture of Series 9 highlighting its super thin screen


Facebook

SamsungNotebook fan page outperforms that of HP in both like andoutperforms that of HP in both like and comment per post.It also beats Dell in terms of like per post but goes behind in terms ofpost but goes behind in terms of comment per post.

Overlap of Commented Users

Users who commented on FB fan pages are overlapped marginally.

1777Samsung ∩ HP = 9Samsung ∩ Dell = 5

p g pp g yIt seems that each company leads its own fandom.

2120

4539


HP ∩ Dell = 26 Samsung ∩ HP ∩ Dell = 1

YouTube

Substantial increase of page views in post campaign period.p g pMainly due to ‘Max it up’ series 5 video that captured 314,575 page views as of March 23.

Potential route to watch ‘Max it up’ Series 5YouTube recommendationTwitter diffusion

There are at least 20 tweets including shorted URL of this video.They generated at least 43,833 exposures.

I liked an @YouTube video http://t.co/gC6Kjhnd Samsung SERIES 5 ULTRA - "Max it Up" Music Video@ f // / S S S


Adicionei um video do @YouTube como favorito http://t.co/cqe3yhxb Samsung SERIES 5 ULTRA - "Max it Up" MusicIch mag ein @YouTube-Video. http://t.co/kWB1Q1KA Samsung SERIES 5 ULTRA - "Max it Up" Music Video

Recommendations

Entertain top influencers using related topics in Twitter.Find them by using STMSFind them by using STMS.Understand their interest and usage pattern.Develop strategy to make them follow SamsungNotebook account or influence them indirectly through influencing usersindirectly through influencing users.Post contents in YouTube, corporate blogs, etc.

Diffuse attractive contents (such as YouTube videos and promotion events) through Twitter first then share them in Facebookthrough Twitter first then share them in Facebook

Twitter tends to link users having weak tie that is better suitable for diffusion.Facebook tends to link users of strong tie having even off-line contact that is suitable for sharing experience and novel informationfor sharing experience and novel information.

Monitor campaign activities and adapt campaign process in case of problem.Set up key performance indicators of campaign (e.g., tweet volume, video page views, Facebook like and comment)Facebook like and comment)Find whether there exists bottleneck (e.g. key Twitter followers who don’t retweet) and intervene immediately.

- © 2012, Janghyuk Lee - 1313

Online campaign performance of Samsung Notebook Series 5 Spring 2012

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