Apple:

•No.1 in Interband’s Best Global Brands 2014’s report

•An America multinational technology company

•The world’s largest technology company by total assets

Samsung:

•The largest South Korean business conglomerate

•Founded by Lee Byung-chul in 1938

•Entered the electronics industry in the late1960s

• Samsung’s revenue takes a large part of South

Korea’s GDP each year—Samsung has a strong

influence on the nation’s economic development,

politics, media and culture

•Samsung rised to No.7 in Interband’s Best Global

Brands 2014’s report

Social Media Monitoring ReportRuoyu Sun October 5, 2015

Purposes:Analyze how Samsung uses different digital platforms to advertise its

new product Galaxy S6 Edge in American market.

Identify what kind of Samsung Galaxy S6 Edge messages generates the

most users’ responses.

Measure the publicity effects of Samsung S6 Edge.

Provide recommendations about how Samsung can do differently to

achieve a better promotional effect.

Organizational Background of Samsung and its’ competitors Apple & Huawei

Huawei:

•No.94 in Interband’s Best Global Brands 2014’s report

• A Chinese multinational networking and

telecommunications equipment and services company

• The largest telecommunications equipment manufacturer

in the world

• China’s largest telephone-network equipment maker

Choosing competitors according to International Data Corporation

Vendor 1Q15 ShipmentVolumes

1Q15 Market Share

1Q14 ShipmentVolumes

1Q14 Market Share

Year-Over-YearChange

Samsung 82.4 24.5% 88.5 30.7% -7.0%

Apple 61.2 18.2% 43.7 15.2% 40.0%

Lenovo 18.8 5.6% 12.6 4.4% 49.2%

Huawei 17.0 5.0% 13.5 4.7% 25.9%

LGElectronics

15.4 4.6% 12.3 4.3% 25.3%

Others 141.7 42.1% 117.8 40.8% 20.3%

Total 336.5 100.0% 288.5 100.0% 16.7%

Top Five Smartphone

Vendors, Shipments, Mar

ket Share And Year-over-

year Growth, Q1 2015

Preliminary Data (Units

In Million)

1

Salient Characteristics of Galaxy S6 Edge Amazing design--Crafted from metal and glass

Simply software interface & better software

Dual edge display &Sleek profile

Improved camera quality

One hour charge for 100% Battery & wireless charging

Method & Sources of Contents

Analyze Galaxy S6 Edge’s promotional contents from Samsung’s

official account on YouTube, Facebook and Twitter

Samsung Mobile (1,444,626) subscribe

Total 16 videos

related to Galaxy S6 Edge

unrelated to Galaxy S6 Edge

Timeframe monitored: 02/21/2015---

04/10/2015

Why: pay attention to the promotional efforts

Samsung paid before Galaxy S6 Edge started

selling

Total :16 videos posted during this period

Highest views—(03/01/2015)Samsung Galaxy

S6 and S6 edge—Official

Introduction(33,247,069)

Samsung Mobile USA(25,530,925) likes

Timeframe monitored: 02/21/2015---04/10/2015

Total : 11 messages posted during this period

Highest likes—(03/26/2015)Behold.The new

Galaxy S6 edge(Video)(35.4k)

Total 11 messages

Related to Galaxy S6 Edge

Unrelated to Galaxy S6 Edge

MessagesType

Video picture

Number 4 7

Related to Galaxy S6 Edge

4 3

2

Most Followers and Tweets

More related to Galaxy S6 Edge

Timeframe monitored: 03/01/2015—04/10/2015

The twitter with highest likes and re tweeted: 03/01/2015

Samsung Mobile US

Account Tweets Following Followers FAVORITES LISTS

Samsung USA 34K 32.5K 519K 6,034 8

Samsung MobileUS

107K 21.2k 5.26M 58.1K 11

Samsung Mobile 3,648 429 11M 33 1

Google Trends: Samsung Galaxy S6 Edge’s Heat

Trends Over time

G: 03/01/2015 –03/07/2015 & F: 04/05/2015-04/11/2015Chart from TweetStats

Compared with the highest views video on YouTube and

highest likes message on Twitter, when Samsung unveiled its

new smartphone Galaxy S6 Edge on March 1st, it gained lots of

attention.

When the phone started selling, it also raised a lot of concern.

The video with lowest likes on YouTube about

Galaxy S6 Edge is 156,893

(not a small number when compared with the

twitter that has the highest likes -21K, which is a

picture plus a link towards official website)

Samsung used videos on YouTube to express

the distinguished characteristics about Galaxy S6

Edge, such as:

Hardware(3,133,005), Camera(3,259,585),

Design(4,655,706)

The highest likes on Facebook is also a video

Total used 13 videos on Youtube and 4 videos

on Facebook to promote Samsung Galaxy S6 Edge

Samsung likes to use videos to show the

salient characteristics of Galaxy S6 Edge.

Meanwhile, public are easier to receive

messages through videos

Therefore, Samsung should create more

commercial videos to promote its new

products.

3

Publicity Slogan:

THE NEXT BIG

THING

The curved screen shows a bold attempt

to redefine the way smartphones are

designed and used-Forbes

All the pictures and

videos about Galaxy

S6 edge make the

curved edge stand out

Samsung may want to exploit the multi-sided screens

technology to expand its smartphone business

Among all the new

characteristics of Galaxy S6

Edge, curved screen

seemed to be the next big

thing

How audience receive the message about the ―Edge‖?

Whether or not mainstream smartphone users will find the multi-sided screens useful in everyday life?

Functions about the Edge

Edge Lighting

People Edge

Night Clock

Information Stream

(4,655,883) views(YouTube) –Samsung Galaxy S6 and S6 edge-

Official Hands-on: Design

Comments: (3 Main Types)

•You can answer the calls from the back of the phone! Now that is the

future.

• Even though I'm not big on new, trendy smartphones. I'll recommend

the Samsung Galaxy S6 edge to all my friends. It looks way more

luxurious and durable than my iphone 6 plus.

•Why would I leave my phone face down?

Charts from Social Mention about Samsung Galaxy S6 Edge

Most people don’t get a thorough understanding about the

functions of the Edge. The S6 Edge is a concept idea that needs

far more iteration in hardware and software to be acceptable in a

mainstream handset

Recommendations:

1.The company should create more advertisements to educate

consumers how to use the edge in an effective way and how life

can be benefited from the edge.

2. Promote apps on the phone that can exploit the new curved

edge technology in attractive ways.

4

Galaxy S6 Edge VS iPhone 6

Positioning versus Apple strategy

Samsung created video ads to show the Galaxy S6 Edge’ s

superiority over iPhone 6 in order to promote the phone.

Recommendation: Samsung should focus on promoting its own products

and avoiding making too much comparisons with Apple’s products.

Five evaluation categories

Innovation Entertainment Social Savvy Consistency Impact

Samsung Win(loves star power& recently “Next Big Thing “Campaign& teamed up with major apps)

Win(uses different major social platforms)

More diversity

Apple Win(Apple’s products more ubiquitous and better at helping others to create content marketing )

(Only has officialpresence onYouTube )

Win(product videosand commercials are solid and more consistent)

Win(OutsellSamsung in US ,Strong Brand loyalty and inspiring creators)

Chart’s content from Amanda Walgrove’s report

Recommendation: Build Strong Brand loyalty by increasing commercials’ consistency and promote the

products’ function of user-generated content to increase the power of users to create their own stories

Galaxy S6 Edge VS Huawei P8

Except the price($489 VS $620), Galaxy S6 Edge is better than Huawei P8

in most other aspects

Recommendation: Since the price of Galaxy S6 Edge is expensive, in

order to gain a stunning sales, the Samsung’s marketing and PR team

should provide powerful arguments to persuade people to buy the phone

Galaxy S6 Edge completely revolutionizes

Samsung’s flagship smartphone line with its new

technology.

New display technology—multi-sides screens is

Samsung’s focus to drive consumers to ditch their

old devices and buy a new one.

Samsung should pay more attention to use social

media to construct a clear idea about the ―Edge‖ and

raise public’s desire for the ―Edge‖.

Conclusion:

5