Alexandra Veleva's recent articles
Samsung targets iPhone customers with social media campaign
Samsung has launched a social media campaign to target disgruntled iPhone customers. The campaign, run through Twitter and Facebook, offers a free Galaxy S smartphone to selected consumers who complain online about their current phone.
Our analysis shows that the campaign has been successful in attracting customers of rival manufacturers towards the Samsung brand. Apple customers have been particularly engaged with the campaign, but owners of other phones have also been drawn to the Samsung Facebook page.
Samsung customers have defended the phones that they currently own and generally do not look for an upgrade.
Most users have reacted positively to the promotion, indicating that they would like to try or switch to the Galaxy S. The main reasons consumers give for wanting to change phone are problems of reliability and performance with their current handset.
Our analysis shows that consumers who are drawn to the Samsung Facebook page indicate an interest in switching to the Galaxy S:
- The Samsung campaign targeted dissatisfied customers of rival brands: Samsung have offered a free Galaxy S smartphone to a cross section of consumers reporting problems with their current phone. News of the campaign has prompted consumers to visit the Samsung Facebook page. They are then encouraged to discuss the problems with their current phone in the hope of being offered a free Galaxy S. Samsung say that “once people have the Galaxy S in their hands, they’ll see how impressive it is for themselves”
- The campaign was popular with consumers: Users “like the idea” of the promotion. More than two thirds of consumers say they “should have got a Galaxy S” or that they “hope to switch” to one soon. One user says consumers should “stick to Samsung” because “Galaxy S is the best”
- Discussion is dominated by Apple customers: The campaign succeeds in attracting disgruntled Apple customers to the Samsung Facebook page. Apple customers dominate discussion, with over 70% of buzz originating from iPhone users. Nokia and HTC customers account for 10% of the analysed buzz between them
- The majority of Apple customers on the Samsung site are dissatisfied with their iPhone: Many Apple customers visiting the Samsung site complain about “reception issues” and “weak battery power”. One user complains about “the worst reception of any phone so far”. Others are unhappy with “having to use the case for better reception”
- Most Samsung customers say they are happy with their existing phone: Most Samsung customers do not criticise their existing phone or ask for an upgrade. They praise a variety of models, including the Jet and D600. One comments that “I am back to using my Samsung D600 as it works much better than the iPhone”, while another says that “I have the Samsung Jet and it’s great”
Reliability is the main reason for consumers to complain about their current phone:
- Reliability is the main concern: Users heavily criticize how unreliable their current phone is. They complain about a number of reliability issues including poor battery performance and “freezing”
- Other users are unhappy with their phone’s performance: Around a third of consumers say they would like “to try” the Galaxy S to see how it compares to their current phone. Users complain of "low phone memory" and of "lag times" with their current phone. One user complains that "I've got the Nokia N97 and it keeps breaking whenever I install an app"
- Consumers want a phone that is easier to use: Some users complain that their current phone is “difficult to work with”. One user says that he "hates" his SonyEricsson as it is "too bulky and not easy to use"