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SAMSUNG NATIONGamification in Customer Engagement
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
SAMSUNG NATION• Korean electronics giant
Samsung launched its social
loyalty program, Samsung
Nation, in November to
target the millions of fans
who were already engaging
with its corporate website.
SAMSUNG NATION• "We want to show them
that we appreciate their
loyalty and interest," says
Esteban Contreras, social
media marketing manager
for Samsung Electronics
America.
SAMSUNG NATION• Samsung worked with Menlo
Park, Calif.-based gamification
company Badgeville to build
Samsung Nation, where users
earn badges for completing
activities such as writing
reviews, watching videos and
participating in forums.
SAMSUNG NATION• Because Samsung.com already
gets tens of millions of visits per
year, the company didn't need
to do much outside promotion.
Instead, it has focused on
explaining the benefits of its
gaming program on its site.
SAMSUNG NATION• One of Samsung's gamification
goals was increasing engagement
and the number of product
reviews. So far, results have been
encouraging, with user behavior
such as product reviews increasing
"hundreds of percent per month,"
according to Badgeville.
SAMSUNG NATION• Instead of trying to reach a new
audience, Contreras encourages
businesses to focus on the
people already engaging with
their brands and figure out
whether those highly engaged
and passionate customers would
value a social loyalty program.
SAMSUNG NATION• For Samsung, that meant
learning how fans of
Samsung.com were already
using the site and how it
could be made even more
appealing.