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#GorkanaSocial panel event: Molly Flatt, 1000heads


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Molly Flatt from 1000head's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

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#GorkanaSocial panel event: Molly Flatt, 1000heads

  1. 1. Nokia ConnectsAdvocacy ProgrammeGorkana | April 2013t: +44 203 206 2000 ©1000heads 2013@mollyflatt@1000heads
  2. 2. 7 years old@Nokia_Connects (18,000 followers)Nokia Connects blog (50,000 unique visits weekly)Global network of > 20,000 advocatesInspires > 360,000 conversations every year> 50 device experiences per monthNokia Connects
  3. 3. • Learn more about Nokia products• Buy Nokia products / make apurchase decision• Do more with Nokia products toget the best out of them.• Tell more of their friends abouthow great Nokia products areonline and offline.We help people…
  4. 4. • Generate Nokia conversation fromadvocates• Inspire creation of content withNokia smartphones• Build relationships with non-techinfluencers• Drive sales of smartphonesOur key objectives…
  5. 5. 2 3 4 5The advocacy journeyENGAGE INSPIRE NURTURE GROWThrough listeningand manualprofiling, we identifyand profile voicesfrom relevantpassion groups,looking at reachand influence,quality of content,passion andinteraction withintheir communitiesWe engage thechosen selectionwith personalisedone-to-one contactand issue a uniquepack to generateinitial excitementand confirminvolvement in thecommunityWe bring ourinfluencers togetherusing product trials,exciting ideas andinvitations exclusiveevents that play onthe strength offriendships andtrying newexperiencesWe maintain an on-going dialogue withour key influencersthrough on-goingengagement onemail, twitter,Facebook, F2F andon the phone –it’s a1 to 1 relationshipwith real peopleWe amplify andshare contentcreated acrossNokia’s socialpresences, in orderto raise awarenessand engage newpotentialcommunitymembers usingassets from ourpreviouscampaignsPROFILE16. INTEGRATE WITH CAMPAIGNS
  6. 6. Daily decision making
  7. 7. Incredible relationshipsNokia advocates propagate the #SwitchtoLumia message.@AlexNuggz has inspired 8 people to switch to Lumia
  8. 8. Inspiring content
  9. 9. Innovative tech
  10. 10. Non-tech audiences57top fashion bloggers1,282posts in social+26kvideo views95%of fashion bloggers had neverspoken about Nokia before+17mimpressions generated fromposts in social about Nokia LVK
  11. 11. On the ground at events
  12. 12. Integrating partnerships
  13. 13. Real ROI93% of respondents said they would recommendthe trial device to friends and family48% of triallists said they would switchto Lumia from their current phoneWe’ve been encouraging those who trial a Lumia to give us some honestfeedback about their trial experience
  14. 14. I am often asked my family friends and collegesfor my recommendations on the best smartphone.I generally recommend users switch to the iPhoneor a Nexus device, but have found that neithermatch the performance, features and userfriendliness of the Lumia 920“Dushyanthan – Lumia 920, Jan
  15. 15. Its an awesome experience! I had no ideacompanies did this and Ive really gained a lot ofrespect and appreciation for Nokia and their greatteam for allowing me to proper test out the phonefor free. Really happy I was given the opportunity:)“Ollie – Lumia 900, Dec
  16. 16. I feel like Nokia is getting more and moreinnovative and closer to its customers, which isphenomenal in such a competitive market.… Ithink the trial experience proposed by Nokia is thebest marketing strategy and I wouldnt changemuch!“Georgina – Lumia 920, Dec
  17. 17. I think its a great way to get the phones out there.So many people still have no idea about whatWindows Phone is all about, letting people usethem for a period of time is a great way of gettingthem hooked“Steven Lumia 800 trial, December