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How Samsung uses social media analytics to understand customers and guide strategy

Tom Macaulay | Oct. 24, 2017
The company uses Crimson Hexagon to analyse customer sentiment on social media



Samsung previously used UK vendor Brandwatch for its social listening needs, but the software had a limited range of sources, with less news coverage, blogs, forums and reviews than Crimson provides. It also has strict data limits, which prevented Samsung from conducting effective research.

"It meant that if we actually typed in and tried to look for Samsung, we would have blown our whole monthly mentions in less than an hour, so you can't really use that," says Vetter. "Whereas now, I can type in Samsung all day long because there's no data limit. We've got free range to do everything.

Samsung evaluated a number of potential replacements. NetBase was a strong contender but didn't quite match Crimson's performance, while Sysomos and Pulsar had the same data limits as Brandwatch. They also only offered insights into the previous 30 days of data, a major issue for Samsung as they launch products every six months and want to make long-term comparisons.

Samsung plumped for Crimson, and needed to implement it fast.

The contract with Brandwatch ended in the middle of the Internationale Funkausstellung Berlin (IFA), Europe's biggest technology show.

"We had two days to get up and running with Crimson. I had no previous social tool setup knowledge, and I could pick it up within that day," says Vetter.

"It means you can democratise the data because you can get it across everybody, and because the setup is so easy, you can get those insights really, really quickly."


Crimson features

Crimson also offers insights from emojis. For example, Samsung can identify if people are criticising their products through combining an emoji of a broken heart and a phone.

Social commerce is another emerging area of analytics. Samsung is working with Crimson to understand when customers are moving from researching products to purchasing them, in order to offer them targeted information that could sway them towards Samsung over its competitors.

Samsung will also be participating in the beta run of a new feature offering sentiment analysis of long-form content. Assessing an in-depth article that weighs up pros and cons has traditionally been out of the reach of sentiment analysis. Crimson's new tool is designed to automatically evaluate them for both an overall sentiment and the different insights that are revealed throughout.

To get the maximum benefits out of Crimson, users need to be careful to use clean data and appropriate search times, as Vetter discovered when reviewing a home appliances advertising campaign starring TV personalities Katherine Ryan and Joel Dommett called "The Domestics".

"They'd originally set it up with a keyword domestic in it," explains Vetter. "Well, then you've got domestic violence, you've got domestic arguments, all this type of stuff, which is completely irrelevant to that campaign. They originally did their first report with incorrect numbers, where they thought the campaign had gone brilliantly because they had over a million mentions.

"It's not like website data, where you put a tag on it and that tag fires and you know it's been seen. It's complicated and you have to clean it up. That's one thing I would say really needs to be driven home in that."


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