Social media strategy for Nokia

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Consultancy for Nokia's Social media strategy in the North America Market

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  • Looking externally, Boston Advertising clients too need to engage customers using social mediaLet’s look at Nokia, one of BA’s clients. How can they use Social Media Marketing?
  • Nokia is world’s largest manufacturer of mobile phonesBut, their brand ranking fell to 14th place in 2011 compared to 8th in 2010, that’s a big drop in a single yearNow with the recent strategic alliance with Microsoft on using Windows OS for Nokia phones going forwardSo, currently North America market is their top priorityhttp://bits.blogs.nytimes.com/2011/11/22/nokias-microsoft-phones-may-not-get-traction-analyst-says/As Nokia is the largest mobile phone manufacturer worldwide it is suggested the alliance will make Microsoft's Windows Phone 7 a stronger contender against Android and iOS. In June 2011, Nokia was overtaken by Apple as the world's biggest smartphone maker by volume.In August 2011, Chris Weber, head of Nokia's subsidiary in the U.S., stated "The reality is if we are not successful with Windows Phone, it doesn’t matter what we do (elsewhere)." He further added "North America is a priority for Nokia (...) because it is a key market for Microsoft.“Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010.[1] It is the world's largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011
  • So, why does Nokia needs to invest in Social Media?Its one of the most powerful marketing channel today with over 1 Billion people already tuned into some kind of social networkingPower of digital and social media is going to get bigger, when you look at growth rate stats year by yearBecause of the massive population already out there, Nokia can tap into their customers (Unparallel reach to customers)Whatever is in Social media spreads quickly like wildfireis the idea of marketing as a conversation.Social Media has made traditionally most effective word of mouth marketing accessible and available to everyone with a computer (or phone)The rise of social media – made possible by Web 2.0 tools such as blogging, podcasting, social networks (MySpace, Facebook, branded corporate sites), microblogging (Twitter, FriendFeed) and user-generated content sites (YouTube, Flickr).Power of digital and social media is “only going to become more pervasive and as such, become a critical factor in the success or failure of any business”Social Media is people having conversations online to share content, opinions, insights, experiences, perspectives and media itself. It’s a dialogue, not a monologuehttp://socialmediainfluence.com/2011/01/13/doesnt-anybody-blog-anymore/Social media has revolutionized marketing- Market Research, Potential growth, some numbers, some text, setting up context
  • Now next question is what social tools should Nokia use?It can get confusing, specially when there are hundreds of them to choose from..Our recommendation here is not to focus just on tools, but formulate a broader strategy
  • So, here’s our recommended Social Media Marketing Strategy for Nokia:First decide what your business objectives areNext step is to select an approach to meet your objective, this should help you to select appropriate tools tooThen Nokia needs to prepare internally to implement social media marketing processFinally, Nokia needs to periodically capture metrics, see what’s working, what’s not & adapt accordingly!Do Not Focus on the Tools, but let’s formulate a strategyEverything starts from knowing what your objectives are; everything else is driven by those objectives
  • These are common objectives what businesses today want to achieve using Social Media:Nokia needs to know what exact business objective they are focusing on for Social Media campaignBased on our research, Nokia presently has these two priorities-- increasing product awareness among consumers & improving customer experienceMy associate, Mike is going to talk further on how to select approach & tools for these objectives
  • Once we know where we want to accomplish, we need to know how we want to approach it, before we select the toolsFor the first objective…..…..users contests example: photo/video taken using Nokia phonesApply some creativity to show how it can create viral effectSome crazy ad about phoneMention what BA has already implemented for their other clients
  • For the second objective, here are…..Blog about the new phone model & give blog links to above channels too!Blogging- Technorati, Nokia Forum/Blogging community
  • Social media monitoring is a key strategic advantage for businesses. It will have a transformative impact on how Nokia engage and serve their customers.http://www.thestrategyweb.com/how-ciscos-socialminer-helps-the-social-conversation-with-customers-a-john-hernandez-interviewhttp://www.cisco.com/en/US/products/ps11349/index.htmlCreate Rules of Engagement:Be Transparent & AuthenticOffer your name/title/organization/experienceProvoke Engaging DialogueWhen customers trust your content, they will trust your productsKnow what to do with negative commentsAdmit mistakes and thank those who bring to your attentionEstablish an Editorial Calendar
  • We don’t want to create a mess like EMC did!
  • Create Rules of Engagement:Be Transparent & AuthenticOffer your name/title/organization/experienceProvoke Engaging DialogueWhen customers trust your content, they will trust your productsKnow what to do with negative commentsAdmit mistakes and thank those who bring to your attentionEstablish an Editorial Calendar
  • Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
  • Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
  • Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
  • Invest in pro-active social media monitoring & customer care tools like Cisco’s SocialMinerGetting real time feedback from customers & responding pro-activelySocial Media strategy needs to be executed carefully & meticulously otherwise it can backlash, waste time & effort, & result in missed opportunities instead of bringing desired value
  • Invest in pro-active social media monitoring & customer care tools like Cisco’s SocialMinerGetting real time feedback from customers & responding pro-activelySocial Media strategy needs to be executed carefully & meticulously otherwise it can backlash, waste time & effort, & result in missed opportunities instead of bringing desired value
  • Social Media by Categories
  • Response flowchart
  • Growth Projection for different social media tools
  • Social Media Marketing Program
  • Brand Interaction Strategies
  • Use Twitter to inform prospects about special promotions,capitalising on Twitter’s real-time nature for exclusive, limited-customer/limited-period offers
  • Create useful algorithm by combining different metricsSet campaign goals based on these metrics
  • Social media strategy for Nokia

    1. 1. Social Media Strategy forPresented ByCasey Ryan | Manav Gupta | Michael Budiman | Muhammad Ali Usmani Sajith Kaimal | Temidayo Adebayo
    2. 2. Where Is Nokia Today?• Largest mobile phone manufacturer worldwide• 2011 Brand Ranking fell from 8th to14th place• 2011 Strategic alliance with Microsoft to use Windows Phone 7 platform "The reality is if we are not successful with Windows Phone, it doesn’t matter what we do (elsewhere).“ "North America is a priority for Nokia…because it is a key market for Microsoft.“ - Chris Weber, President of Nokia Inc. (US), SVP of Markets, Americas
    3. 3. Benefitting from Social MediaWhy Nokia needs to play an active role in social media• One of the most powerful marketing channel• “It’s Word-of-Mouth on steroids!”
    4. 4. With so many options, which ones to use?
    5. 5. Social Media Strategy for Nokia Select Prepare Measure Monitor &Select Objectives Approach Internally Success Improve & Tools
    6. 6. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & ImproveSelect Objectives • Increase product awareness • Improve customers experience • Monitor brand health • Gather marketing/research data • Manage crisis/corporate communications
    7. 7. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & ImproveSelect Approach & ToolsObjective #1: Increase Product Awareness Approach Generate buzz and create viral effect Tools YouTube, Facebook, Twitter• Post latest video campaigns• Announce upcoming events & exciting features• Create user contests to win the new product• Blog about the new product
    8. 8. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & ImproveSelect Approach & ToolsObjective #2: Improve Customers Experience Approach Provide excellent support & build loyal customers community Tools Twitter, Facebook, Forums, Blogs, Wikis • Respond to user comments • Create strong presence in multiple channels • Ask for feedback on current and future products • Create beta-tester & super-user communities
    9. 9. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Internal Preparation Knowing the Customers • Who are they? • What channels are they using? • What are they talking about? • What roles do they have? • Casual followers • Active contributors • Complainers • Who are they influenced by?
    10. 10. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Internal Preparation Social Media Department Structure One Grassroots/ One hub sets department organic growth rules and controls all procedures Authentic Consistent Spreads Not widely May not be as coordinated authentic Takes time
    11. 11. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Internal Preparation Resources & Policies • Create dedicated department and roles • Head of Social Media • Community managers • Set up clear policies & procedures • Rules of engagement • Negative comments handling
    12. 12. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Measure Success Social Media Metrics # of unique visitors # of return visitors Search ranking Average time on site # of comments # of likes # of followers/fans # of reviews # of bookmarks # of views # of replies
    13. 13. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Measure Success Business Metrics Product Awareness Number of product mentions on social media Total mentions of competitor products on social media
    14. 14. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Measure Success Business Metrics Customer Experience # of service issues on social media acknowledged within 4 hours Total number of service issues noted on social media
    15. 15. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Monitor & Improve • Get customer feedback • Identify opportunities for improvement • Process • Technology (eg: Integration tool such as Cisco’s SocialMiner) • Adapt accordingly
    16. 16. Select Prepare Measure Monitor &Select Objectives Approach Internally Success Improve & Tools
    17. 17. Select Prepare Measure Monitor &Select Objectives Approach Internally Success Improve & Tools Thank You
    18. 18. Sources Nokia 2011 Interbrand Global Brands ranking: http://www.interbrand.com/en/best-global-brands/best-global-brands- 2008/best-global-brands-2011.aspx Social growth trends: http://socialmediainfluence.com/2011/01/13/doesnt-anybody-blog- anymore/ SocialMiner: http://www.thestrategyweb.com/how-ciscos-socialminer-helps-the- social-conversation-with-customers-a-john-hernandez-interview http://www.cisco.com/en/US/products/ps11349/index.html
    19. 19. Appendix
    20. 20. Appendix: Social Media byCategories
    21. 21. Approaches & Tools  Foster Dialogue and ideas: Twitter, Forums  Generate buzz: Digg, Twitter, Facebook, YouTube  Share Information: Blogger, Twitter, HowTo, YouTube, Flickr, Facebook, Livecastr  Provide Support: Twitter, Forums, Wikis  Build community: Facebook, Linkedin
    22. 22. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve Measure Success Better Metrics
    23. 23. Analytics Tools• Radian6 (RECOMMENDED)• Excel Graphs & Charts• Webtrends• Jive• Social Radar• OpinionLab
    24. 24. Appendix: BA’s Recommended Social Media Strategy to NokiaRisks of not having a defined strategy You might lose control ! An exemple : 1. People talk about you in a bad way 2. You do not know how to answer so you reply anonymous 3. An influent blogger realizes this and buzz about it 4. The buzz increases 5. You lose control and decide to respond honestly…too late 6. You set up a bad image and now you have to deal with crisis management Results : You lost the opportunity to express yourself easily from the first time and you lost lot of time and credibility in one shot.
    25. 25. Combine the toolsUse multiple tools and spread yourpresence !• Leverage the effect by using multiple tools• One media or one profile is not enough to see the effects• It is the combination of multiple tools that will make yousuccessfull
    26. 26. Be patientThe effect will be there !• You will only see small changes at the beginning• The strategy is powerful when users will see your engagement• One page on facebook is not going to create miracles but thecombination of multiple tools might• Never release your presence because communities need tobe animated
    27. 27. Some behaviors……to embrace !• Embrace transparencyDo not post with fake names.• Do not delete critical commentsDo not be afraid and respond to them.• Build trustBy showing you are truly listening.
    28. 28. Some actions to undertake……to start with• Go and meet users on the InternetAnswer comments left by users on multiple blogs. Read what they say about yourbrand.• Set up collaborative toolsMake sure you offer tools to your customers to share with you about your products(blogs, forums, online surveys).• Connect with your customersBe present on online social networks and create a profile for your brand.• Replay offline campaigns on the InternetPost your last TV campaigns on YouTube, announce your coming event on Twitter, postfeeds on Facebook, Blog about your brand...
    29. 29. Some actions to undertake……to start with• Engage users in product testingCreate restricted communities who will be able to test the product and help in itsdevelopment. Create user communities.• Engage users to buzzShare and present your products to bloggers in order to engage a viral wave.• Trigger the conversationEngage the conversation on your blog and over chat rooms. Post on other blogs.• Develop an honest and viral state of mindBe open, do not be afraid, be honest and share as much as you can.

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