FRUM

Samsung Electronics possessed a highly usable website through global web building. However, the content strategies, production guidelines, processes, R&R, etc. for more than 20 of their product groups were unclear, and issues arose such as poor consistency and quality due to the use of multiple production agencies, additional costs due to duplicated production by each overseas branch and department, and vulnerability to time to market.

FRUM actualized the issues found in content planning, production and publishing by stage, based on Samsung Electronics’ surveys of the people in charge of its overseas branches and departments, as well as based on competitor benchmarking, understanding of the production process, etc.

From a marketing perspective, we were able to define “What to Say” and “How to Say,” establish content strategies and creative guidelines and devise measures to differentiate content for each product and improve the content production process.

Also, we established a plan to reduce Samsung.com’s operating costs in 63 countries by 20% by automating the operation process through a content module system and to reduce the time required to register a product page by 50% by minimizing the work of collecting product information with the Web Publishing Center.