How Samsung is becoming a 'digital-first' marketer

At the SES Conference, Samsung Asia's regional marketing director for digital and social media outlined how the South Korean conglomerate is reinventing itself as a social business from a standing start, "integrating social media into the DNA of the organistion".

How Samsung is becoming a 'digital-first' marketer

Low Lai Chow

When Samsung Asia's regional Marketing Director for digital and social media, Damien Cummings, joined the company, he experienced a bit of a shock.

"Facebook was blocked off. Twitter was blocked off. I couldn't even have access to these platforms," he recalled. "So how the hell am I going to get everyone to use them when I can't use them?"

Prior to joining the South Korean conglomerate in August 2012, Cummings led Dell's social media sales and marketing as its Global Social Media Director. He was also Dell's...

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