SAMSUNG NATIONGamification in Customer Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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.