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Digitas India’s Samsung Mobile campaign tops the Social Media Brand Equity ranking

The Social Media Brand Equity Ranking index launched by Nielson/Mc Kinsey company (NM Incite)

BestMediaInfo Bureau | Delhi | April 17, 2012

Leading digital marketing agency Digitas India’s Samsung Mobile campaign has topped the recent Social Media Brand Equity Ranking (SEMBER) index launched by NM Incite- a Nielsen McKinsey company. Digitas India have been managing Samsung Mobile’s Digital and Social Media presence for more than 2 years and have helped in building an active community of over 1.2 million fans and a dominant media presence in digital.

SMBER uses an innovative model of analysis to measure and rank brands based on the volume of associated buzz on social media sites and public sentiment surrounding the brand in the online world. The SMBER analysis covers the social media buzz from the period of 1 January, 2011 to 31 December, 2011 for 400 brands in India. Samsung Mobile Phones is top-of-mind for consumers discussing the Android platform in social media. Samsung’s large following on social media platforms gives it a ‘buzz share’ of 36 percent.

Speaking on this, Kanika Mathur, President, Digitas India said, “I am really pleased that stringent metrics have been used to analyse the social presence built by brands. We had to use several methodologies to gain leadership in social media for Samsung. Building properties and conversations around android was one method which we thought would engage our target audience actively on the web. At Digitas we believe it’s important to first ‘listen’ to customers and then create engagement platforms.”

Aman Malhotra, Senior Manager – Digital Marketing, Samsung India Electronics Pvt Ltd. also commented, “I heartily thank Digitas India for making Samsung no. 1 on social media by choosing the right platforms for our activities and creating the right strategy that was directly linked to the business objectives. It is overwhelming to see the customers’ feedback and our endeavour is now to reach out to more masses and build a strong brand network.”

To further strengthen its presence in the digital space, Digitas has recently inducted Tim Guillois to lead social media in India. Tim Guillois has joined from Paris, where he was working for Blogbang- Publicis Groupe. His induction will definitely boost Digitas India's social media offerings.


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