(Graham Brown mobileYouth) The 3 mistakes nokia could make next

Nokia: What Matters Now?10 February 2011Nokia’s position is better than many analysts would have you believe. But, a big buttoo, they need to get focused on what matters now. That’s why we recently sharedour thoughts at the Nokia: What Matters Now workshophttp://www.mobileYouthReport.com/Nokia001Here are a few of our thoughts at mobileYouth to share now.The 3 Mistakes Nokia Could Make Next:1) “You need to get on Facebook/invest in a clever ad campaign/look at SocialMedia”Nokia’s position isn’t a result of not having a clever/humorous/social ad campaign,it’s because they have neglected dialogue in a 2 tier-youth market. 10-19 year oldshave little brand attachment with Nokia because they didn’t grow up with Snake,3310s and Club Nokia. To them, the world is about BBM, Apple, and Samsung and soon. Nokia is a brand for 20 somethings who possess this nostalgia. Nokia’s situationisn’t going to be reversed by media choices but by mindset choices. How can Nokiamake youth part of the process and make them partners in production rather thandestinations for their marketing messages? Sure, the creative agency is going to pusha media-based solution but that’s all they know. If the only tool in your kit is ahammer, everything looks like a nail. Nokia needs less “Bid Idea”, more Fanspotting.2) “Switch to Android/Windows 7 etc”Youth don’t engage with OS – they engage with brands that remove barriers thatprevent them from having a dialogue. BBM isn’t the most advanced messagingplatform out there but teens love it because it works, because it provides socialcurrency. The biggest mistake Nokia could make now is to invest their energies intochasing new platforms, new OS. They should commit these resources into consumerinsights and Fanspotting programs.3) “Start a Brand Ambassador Program”Brand Ambassador programs simply recruit youth who want to score points on theirresume/CV. Nokia already has fans that love the brand, the problem is thatmarketing and product development has too long ignored the inconvenient truth –they have spent the last 10 years getting youth to like them when all along there wasa group who already loved them. These are the fans. Engaging fans doesn’t meanstarting a new program - beware agencies that push this on you. Engagementcomes from looking at what assets you have already and turning these intoPermission Assets. Nokia Ovi store in China is a great example – youth love it. Now,how can you identify the heavy users and build a dialogue with them? How can youmake them partners in the production of the message and product? It doesn’t haveto be Ovi but whatever project in your market that works – could be music, could bean online community. Facebook Fans does not equal Fans. We’re talking people whocare, people who need Nokia to facilitate their own social interaction. They are outthere and they are trying to connect with Nokia you just have to remove the barriersthat prevent it.

Find out more >> Nokia: What Matters Now workshopIf you’d like us to discuss any Nokia related issue with our research team pleasecontact us using;Josh DhaliwalDirectorhttp://www.mobileYouth.orghttp://www.mobileYouthreport.comConnect on: twitter.com/joshdhaliwalUK: +44 20 3286 3635North America: +1 646 867 3635South Africa: + 27 11 08 3635 1Asia: +852 8176 3650

(Graham Brown mobileYouth) The 3 mistakes nokia could make next

by Graham Brown (mobileYouth)

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