Wednesday, August 20, 2008

Mr. Samsung learns to fish where the fish are

Every now and then, a company will create a plan of attack for social media that manages to actually address the strengths of that medium. Mr. Samsung has learned to fish where the fish are!

Let me fill in some backstory: Samsung and CNET have partnered up to provide assistance and troubleshooting for anyone on the CNET forums who have questions about Samsung’s high def products. They’ve introduced Mr. Samsung, an employee who had been at the forums in an unofficial capacity for about a year before going public, as the official resource for support and comments.

Most companies participating in a market space like Samsung like to pride themselves on their support, often providing 24 hour assitance. But Mr. Samsung takes his services to the venues his customers are already accustomed to hanging out in. This is a key differentiator, and is part of the ‘fish where the fish are’ strategy.

In addition to CNET, Samsung have also been moving forward with other social media strategies; incorporating Facebook, MySpace, and Bebo accessibility into their mobile devices, and developing promotions that incorporate Social Networking in their directives.

It’s becoming increasingly evident that successful marketing campaigns are no longer geared at driving traffic to the brand site, but must live almost entirely as platform agnostic entities. Facebook, MySpace, Bebo, YouTube, CNET et al, are not only the new media entities, but also the new town squares. Samsung have been quick to realize (and capitalize off) this.

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