Nokia Digital Transformation

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Presented at University of Tallinn, Estonia (the home of Skype) …

Presented at University of Tallinn, Estonia (the home of Skype)

Consumers have changed and so has Marketing. The pace of change is accelerating, putting more pressure on organizations to embrace this new Digital Reality and transform the way they market.
Nokia has been at the forefront of this change by leveraging Digital Media and new ways of Marketing to engage Consumers in meaningful ways.
Transforming Nokia’s Marketing Organization successfully, requires a comprehensive program utilizing all relevant levers to drive this change. This presentation will give you insights around the latest (digital) marketing trends and the successful approach Nokia has taken to adopt to this new Digital Reality.

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Transcript

  • 1. Slide 4 24 March 2013 © Nokia 2013 – All Rights reserved
  • 2. Background Chris• 15 years of Digital Marketing Experience• In Europe, US and Asia• Digital Agency, Digital Media Owner, Client Side Marketing• Boutique Web Design Agencies• WPP agency: XM Asia• Microsoft Advertising & WW CMG• Nokia • SEAP, Head of Consumer Engagement • Global, Director Digital Capability Development • Europe, Director Advocacy• Blogging about the Future Shape of Advertising at Advertising3.WordPress.com & tweeting at @ChrisS35• Basketball, Snowboarding, Wakeboarding, Traveling Slide 6 24 March 2013 © Nokia 2013 – All Rights reserved
  • 3. 24 Nokia 2013 – All Rights reserved© March 2013Slide 7
  • 4. Slide 10 2013 – All Rights reserved© Nokia 201324 March
  • 5. Almost 2.5 Billion Internet Users 14 24 March 2013 © Nokia 2013 – All Rights reserved
  • 6. Global Internet Device Sales 15 24 March 2013 © Nokia 2013 – All Rights reserved
  • 7. The Need for Mobile Slide 16 24 March 2013 © Nokia 2013 – All Rights reserved
  • 8. Mobile Rich Ad Example Slide 17 24 March 2013 © Nokia 2013 – All Rights reserved
  • 9. Video on the Rise Slide 18 24 March 2013 © Nokia 2013 – All Rights reserved
  • 10. Huge Video Ad Opportunity 19 24 March 2013 © Nokia 2013 – All Rights reserved
  • 11. Video Ad Market Slide 20 24 March 2013 © Nokia 2013 – All Rights reserved
  • 12. Share of Voice/Video Slide 23 24 March 2013 © Nokia 2013 – All Rights reserved
  • 13. Digital Media Inventory Trends Slide 24 24 March 2013 © Nokia 2013 – All Rights reserved
  • 14. 210 Years of Information Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/ Slide 25 24 March 2013 © Nokia 2013 – All Rights reserved
  • 15. 210 Years of Information Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/ Slide 26 24 March 2013 © Nokia 2013 – All Rights reserved
  • 16. 24 Nokia 2013 – All Rights reserved© March 2013Slide 29
  • 17. Marketing Capabilities Levers Organisation Talent Behavior Strategy (incl. KPIs) Culture Ways of Working Competencies Slide 30 24 March 2013 © Nokia 2013 – All Rights reserved
  • 18. BREAKING DOWN OLD BUSINESS MODELS
  • 19. 3” 4” 5” 6” 7” 8” 9” 10” 11” … NO ASSUMPTIONS
  • 20. NEWRESPONSIVEWEBSITEWWW.NOKIA.COM/GLOBAL Slide 43 24 March 2013 © Nokia 2013 – All Rights reserved
  • 21. GO TO WHERE THE FANS ARENokia will launch the Nokia VIP hubon the Global Nokia Facebookpage. Targeting over 10 millionfans
  • 22. MAKE YOUR PRODUCTSGO SOCIAL
  • 23. By the end of2013 Nokia wants to become the mostTALKED ABOUT and most POLARISINGtech brand in social
  • 24. 1. Consider the social opportunity in everything we do2. Engage in better conversations with more advocates3. Deliver personal experiences, be authentic and earn trust4. Sharing is more important than control5. Define clear objectives from the outset6. Invest and commit to social presences http://bit.ly/SGNTXO
  • 25. CES MWC ENFUSE YOUTH 90,000+ organic views 1mil+ collective views 56,000+ Social connections CONSUMER GENERATED ENTERTAINMENT CNN iReport SMW23,000+ people reached on 7000+ total posts over 5 GIFT MACHINE the day days 3000+ checkins in 2012
  • 26. HERE City Lens HERE Transit HERE Maps HERE Drive62
  • 27. SENSE
  • 28. Advertising v3.0https://advertising3.wordpress.com/
  • 29. Contact at Nokia Digital Marketing & CRM Chris Schaumann Vice President, Digital Marketing & CRM Nokia Global Marketing SlideShare SlideShare.net/ChrisS Blog Advertising3.WordPress.com LinkedIn LinkedIn.com/in/ChrisSch Twitter @ChrisS35